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Yao is a Lecturer at the University of Manchester, specializing in Fashion Retail Technology and Digital Innovation. His research focuses on digital marketing and advertising, specifically on marketing technologies including artificial intelligence and generative AI. Yao is adept at understanding consumer information processing and employs various marketing research methodologies, including eye-tracking technology alongside traditional quantitative approaches. He has contributed significantly to the field through published book chapters and has presented his work at numerous international academic conferences. His research has been featured in peer-reviewed journals, notably the Journal of Retailing and Consumer Services. Furthermore, Yao has acted as an invited reviewer for several academic journals including the International Journal of Retail & Distribution Management and the Journal of Fashion Marketing and Management. His work aligns with the UN Sustainable Development Goals, underscoring his commitment to research that impacts global issues.
Includes MSc in Advanced Electrical Power Systems and MSc in Communications and Signal Processing.