Projects per year
Personal profile
Research Interests
Dr. Russa Yuan’s research interests focus on sustainablity, sharing economy platforms and marketing innovations. Specifically, she focuses on how marketing innovations such as green marketing and sharing economy platforms influence on consumer behaviour and branding strategies of companies.
Personal profile
Dr. Ruizhi YUAN is an Associate Professor in Marketing at Nottingham University Business School China. Her research interests focus on sustainability and new emerging economy. Specifically, she focuses on how marketing innovations such as green marketing and sharing economy platforms influence on consumer behaviour and branding strategies of companies. She has successfully completed the National Natural Science Foundation of China (NSFC) as principal investigator based on the research topic of how collaborative tourism impacts on customer engagement.
Russa completes her PhD degree at the Nottingham University Business School China. She has been working at Xi’an Jiaotong Liverpool University as a Lecturer in Marketing and Programme Director of BA Business Administration before she joined UNNC. Her research has been published in world-leading Journals such as the British Journal of Management, Sociology, Technological Forecasting & Social Change, Industrial Marketing Management, Journal of Business Research, etc.
Teaching
Undergraduate
- Principles of Marketing
- Consumers & Markets
- Marketing Management
Postgraduate
- Marketing Management in the Digital Economy
- Critical Marketing
- Essentials of International Marketing
Person Types
- Staff
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Collaborations and top research areas from the last five years
Projects
- 1 Finished
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Collaborative Consumption in Hospitality and Tourism in China: From Customer Engagement Perspective
Yuan, R. (PI)
1/01/19 → 31/12/21
Project: Government Funded Projects › Vertical-National Government Funded Projects
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Do foreign acquisitions improve target firms’ green innovation performance?
CHEN, Y., Yuan, R., Guo, X. & Ni, T., Sept 2024, In: International Review of Economics and Finance. 95, 103458.Research output: Journal Publication › Article › peer-review
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Green consumption
Yuan, R., Hu, A. & Wang, Z., 1 Jan 2024, Concise Encyclopedia of Corporate Social Responsibility. Edward Elgar Publishing Ltd., p. 101-106 6 p.Research output: Chapter in Book/Conference proceeding › Book Chapter › peer-review
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It takes two to tango: The role of interactivity in enhancing customer engagement on sharing economy platforms
Yuan, R., Chen, Y. & Mandler, T., May 2024, In: Journal of Business Research. 178, 114658.Research output: Journal Publication › Article › peer-review
2 Citations (Scopus) -
Leveraging responsible artificial intelligence to enhance salespeople well-being and performance
Weng, C., Yuan, R., Ye, D., Huang, B. & Xun, J., 2024, (Published Online) In: Service Industries Journal. 44, 9-10, p. 735-765 31 p.Research output: Journal Publication › Article › peer-review
2 Citations (Scopus) -
Revitalizing Sustainable Reshoring Brands: Understanding the Customer Perspective on the Roles of Motivation Attributions and the Institutionalization Process
Yuan, R., Luo, J., Liu, M. J., Sivarajah, U. & Yannopoulou, N., Apr 2024, In: British Journal of Management. 35, 2, p. 893-913 21 p.Research output: Journal Publication › Article › peer-review
Open Access2 Citations (Scopus)
Prizes
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First prize of 7th Yinzhou District Excellent Achievements in Philosophy and Social Science
Yuan, R. (Recipient), Luo, J. (Recipient) & Liu, M. (Recipient), Dec 2023
Prize
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Merit prize of the 18th Ningbo excellent achievement award of philosophy and social sciences
Yuan, R. (Recipient) & Liu, M. (Recipient), 14 Dec 2023
Prize
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Merit Prize of Yinzhou District Excellent Achievements in Philosophy and Social Science
Yuan, R. (Recipient), 29 Sept 2022
Prize
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