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Hongfei Liu is an Associate Professor in Marketing at the University of Southampton, specializing in digital marketing, services marketing, and strategic marketing management. His research primarily focuses on the impact of digitalization, technologization, and servitization on individuals, businesses, and societies. He employs both quantitative and qualitative methods to address significant marketing social issues in the digital age. His work has been published in esteemed journals, including the Journal of Business Research, Journal of Business Ethics, European Journal of Marketing, Industrial Marketing Management, and Tourism Management. Additionally, Liu serves as an Associate Editor for the Journal of Research in Interactive Marketing and has guest-edited for notable journals such as the Journal of Business Research and Internet Research. He is an active participant in international marketing conferences and is a member of the Centre for Marketing Research at Southampton. Liu's current research interests include electronic word-of-mouth, technology adoption, digital transformation, and service management, among others. He also has extensive teaching experience in undergraduate and postgraduate marketing modules across various UK universities, with a focus on marketing management and digital marketing.