Imperial College London


Business School

Research Associate







Business School BuildingSouth Kensington Campus





Yu-Ting Lin is a Teaching and Research Associate in Marketing at Imperial College Business School where she obtained her PhD in 2018. Yu-Ting holds a BBA degree from the National Chiayi University, and an MS degree from the National Chengchi University, where she both majored in Management Information Systems. Prior to joining Imperial College Business School, Yu-Ting worked at the Institute for Information Industry (III) in Taipei. As a project manager, she focused on user experience design and service innovation for mobile applications. 

Yu-Ting has four patents relating to interactive e-publishing templates, sharing data through mobile apparatus, conversion methods of mobile applications and an integrated platform with the personalised experience. She participated in a residency program at the IBM Thomas J Watson Research Center in New York for a joint study on the mobile application use case, and co-developed a blueprint for maintaining ebooks industry subsidised by the Ministry of Economic Affairs, R.O.C. Taiwan.

Yu-Ting’s research interest lies at the intersections of the human mind and digital technology including emotions, data-driven marketing and service innovation. Her research work has been accepted for publications in the Journal of Marketing, European Journal of Marketing, IEEE Transactions on Engineering Management, Simulation Modelling Practice and Theory, among others.

Her current work focuses on two areas. One area is to examine the role of emotions in consumers’ judgments and decisions. New products are associated with high levels of uncertainty putting consumers in a situation where they hope innovative offerings to provide possibilities in their lives; meanwhile, they are anxious about the failure of novel solutions. This research aims to explore when and why anxiety boosts the effect of hope on new product adoption intentions. The other area is to examine how real-time marketing (RTM) can facilitate consumer decision journey and bring value to the firms. Brands and companies nowadays are actively utilising social media to send out marketing messages in response to external events in a real-time manner. What kind of firm-generated content falls short or successes. This research investigates the phenomenon of RTM by employing mixed methods (e.g., quasi and lab experiments, text analysis, panel data models). 



Lin Y-T, Wang W, Doong H-S, 2021, Is talking about the future a curse or a blessing? The effects of future-focused message framing on fundraising performance, Ieee Transactions on Engineering Management, Vol:68, ISSN:0018-9391, Pages:970-981

Lin Y-T, Doong H-S, Eisingerich A, 2021, Avatar design of virtual salespeople: mitigation of recommendation conflicts, Journal of Service Research, Vol:24, ISSN:1094-6705, Pages:141-159

Lin Y-T, MacInnis D, Eisingerich A, 2020, Strong anxiety boosts new product adoption when hope is also strong, Journal of Marketing, Vol:84, ISSN:0022-2429, Pages:60-78

Borah A, Banerjee S, Lin Y-T, et al., 2020, Improvised marketing interventions in social media, Journal of Marketing, Vol:84, ISSN:0022-2429, Pages:69-91

Lin Y, Tudor-Sfetea C, Siddiqui S, et al., 2018, Effective Behavioral Changes through a Digital mHealth App: Exploring the Impact of Hedonic Well-Being, Psychological Empowerment and Inspiration, Jmir Mhealth and Uhealth, Vol:6, ISSN:2291-5222

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