Ying Feng


  • 0.15 Thomas Paine Study Centre

Personal profile


Ying is a Marketing Lecturer (Assistant Professor) at Norwich Business School. Driven by dedication and a passion for academia, she specialises in Digital Marketing, focusing on the experimentalization and theorization of digital agency in digital communication.

Before joining UEA, Ying completed her Ph.D. in Digital Marketing and Technologies at the Institute for Digital Technologies, Loughborough University, London campus. Ying was also a visiting Ph.D. student at the AFAR lab, Department of Computer Science and Technology, University of Cambridge. Prior to her Ph.D., she received her Master of Research (MRes) in Sport Business with Distinction from the Institute for Sport Business, Loughborough University, and her BSc in Sport Economics and Management from Beijing Sport University.

Ying's research interests cover digital anthropomorphism, human-robot interaction, consumer behaviour, and digital communication.

Teaching Interests

Current teaching:

  • Module Organiser, NBS-7036X Buyer Behaviour and Interactive Marketing (PG) 
  • Dissertation Supervisor, NBS-7064Y Business Research Method (PG)  
  • Co-teaching, NBS-5122B Digital Marketing (UG) 
  • Co-teaching, NBS-7025A Strategic Marketing Management (PG)

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production