Shuyi HAO
Marketing
Permanent Professor
Presentation
Biography
Shuyi HAO is an Assistant Professor of Marketing at 蘑菇视频 Business School. After obtaining her Bachelor's degree from the University of Minnesota – Twin Cities in the United States and her Master's degree at IESEG School of Management in France, Shuyi pursued her Ph.D. at NEOMA Business School (France). Her research interests include the motivations and identities of organizations and consumers, as well as artificial intelligence. Shuyi’s work has been published, with additional papers forthcoming, in journals such as Journal of Service Research, International Marketing Review, Journal of the Association for Consumer Research, IEEE Transactions on Engineering Management, and Frontiers in Psychology.
Prior to her Ph.D., Shuyi also had industry experience spanning China, France, and the U.S. in the marketing and advertising sectors. By merging her industry expertise with academic training, she aims to strengthen the connection between academia and industry, enriching both her research and her teaching.
Degrees and Training
| Year | Title | Institution | Country |
|---|---|---|---|
| 2024 | Doctor of Philosophy (PhD) | NEOMA Business School | France |
| 2018 | Master of Science, International Business Negotiation | IESEG School of Management | France |
| 2014 | Bachelor of Arts, Strategic Communication-Advertising track | University of Minnesota | United States of America |
Courses Taught
| Year | Title | Country | Institution |
|---|---|---|---|
| 2026 | ATM Challenge : Cr茅aCthon event design | France | 蘑菇视频 Business School |
| 2025 | Industry-specific approach to digital marketing – Fashion & luxury | France | 蘑菇视频 Business School |
| 2024 | Research Methodology | France | 蘑菇视频 Business School |
| 2024 | SMArt Hackathon | France | 蘑菇视频 Business School |
| 2024 | CreaCtive Learning Expedition | France | 蘑菇视频 Business School |
| 2024 | Introduction to Marketing | France | 蘑菇视频 Business School |
| 2024 | Web creation | France | 蘑菇视频 Business School |
| 2024 | Cultural, Economic, and Commercial Approache – China | France | 蘑菇视频 Business School |
| 2023 | International Market Research | France | IAE de Metz |
| 2023 | Communication Strategies | France | NEOMA Business School |
| 2023 | Immersion week | France | 蘑菇视频 Business School |
| 2023 | Creative Thinking | France | 蘑菇视频 Business School |
| 2023 | Digital Advertising | France | 蘑菇视频 Business School |
| 2023 | Integrated Marketing Communications | France | 蘑菇视频 Business School |
| 2023 | Marketing Intelligence & Brand Analytics | France | 蘑菇视频 Business School |
| 2023 | Global Integrated Marketing Communication | France | 蘑菇视频 Business School |
| 2023 | Direct Marketing, Mobile Marketing | France | 蘑菇视频 Business School |
| 2023 | Consumption & Branding in Cultural & Creative Industries | France | 蘑菇视频 Business School |
| 2022 | Web Marketing and History | France | NEOMA Business School |
| 2022 | Customer Relationship Management | France | Rouen university |
| 2021 | Marketing management | France | Rouen university |
Research Interests
- B2B Marketing
- Customer experience
- Emerging market structures
- Artificial intelligence
- International marketing
Publications
| Year | Type | Reference |
|---|---|---|
| 2026 | Journal article | PUESCHEL, J., S. HAO, B. SCHMITT, “Understanding luxury shaming: a multi-study exploration using qualitative inquiry and generative AI”, Journal of Business Research, March 2026, vol. 206, no. 115996 |
| 2026 | Journal article | SCHMITT, B., & HAO, S. (2026). Immersive Experience: Aligning Service Design and Psychological Engagement. Journal of Service Research, 29(2). https://doi.org/10.1177/10946705261420352 |
| 2026 | Journal article | HAO, S., & SCHMITT, B. (2026). Body Transformations: A Conceptual Framework and Roadmap for Future Research. Journal of the Association for Consumer Research. https://doi.org/10.1086/742486 |
| 2026 | Journal article | HAO, S., SCHMITT, B., PHAM, M., & HOFSTETTER, R. (2026). Generative grounded theory (GGT): Inductive theory building in the age of generative AI. Journal of Consumer Psychology. https://myscp.onlinelibrary.wiley.com/doi/10.1002/jcpy.70036 |
| 2025 | Communications in an Academical or Professional conference | PETRESCU, M., C. RETHORE, A. KRISHEN, P. KITCHEN, D. IACOBUCCI, J. GIRONDA, H. AJJAN, S. SONNENBURG, S. HAO, M. ORZAN, T. HALASZOVICH, “Detecting Cultural Bias in AI-Generated Advertising Content” in Academy of Marketing Science (AMS) Annual Conference, 2025, Montreal, Canada Coauthorspresented |
| 2025 | Communications in an Academical or Professional conference | PETRESCU, M., RETHORE, C., KRISHEN, A., KITCHEN, P., IACOBUCCI, D., GIRONDA, J., SONNENBURG, S., HAO, S., ORZAN, M., & HALASZOVICH, T. (2025, July). Emotionality and social cues in AI-generated advertising. [Communications in an Academical or Professional conference]. 2025 AMS World Marketing Congress, Dijon, France |
| 2025 | Communications in an Academical or Professional conference | PETRESCU, M., RETHORE, C., KRISHEN, A., KITCHEN, P., IACOBUCCI, D., GIRONDA, J., AJJAN, H., SONNENBURG, S., HAO, S., ORZAN, M., & HALASZOVICH, T. (2025, May). La d茅tection des biais culturels dans le contenu publicitaire g茅n茅r茅 par l’IA. [Communications in an Academical or Professional conference]. 41e congr猫s national AFM, Lille, France |
| 2024 | Journal article | ABBES, M., A. JULIEN, S. HAO, M. TOUZANI, “Adopting Digital Signatures for Complex Financial Products in the French Banking Sector: How Technology Acceptance and User Literacy Matter”, IEEE Transactions on Engineering Management, February 2024, vol. 71, pp. 5536-5546 |
| 2024 | Book Chapter | BOTTS, M., S. HAO, “Measuring diversity at the workplace” in Diversity, Equality and Inclusion., Ela Sibel Bayrak Meydanoglu, Riza 脰zt眉rk, Dilek Zamantili Nayir, M眉ge Klein (eds.) Eds, Shaker Publishing, pp. 66, 2024 |
| 2024 | Communications in an Academical or Professional conference | HAO, S., J. WU, A. SONG, “Social likes on Greenness: the Effect of Platform Intimacy on the Needs for Social Identities” in Pacific-Asia Conference on Information Systems, 2024 Coauthorspresented |
| 2024 | Communications in an Academical or Professional conference | HAO, S., Y. MENG, J. XIONG, P. DIVAKARAN, Z. YUAN, “Beyond clicks: Analyzing consumer behavior through communication styles in social shopping environments” in 21猫me Colloque International de l鈥� ATM 2024, 2024, Hammamet, Tunisia |
| 2024 | Communications in an Academical or Professional conference | TOUZANI, M., S. HAO, M. ABBES, A. A. CHARFI, “The Impact of Escapism and Retail Aesthetics on Consumer Satisfaction and Revisit Intention: A Study on the Retail Sector” in 21 猫me Colloque International de l鈥� ATM 2024, 2024, Hammamet, Tunisia |
| 2024 | Communications in an Academical or Professional conference | PUESCHEL, J., S. HAO, B. SCHMITT, “Responses to 鈥淟uxury Shaming鈥�: How Luxury Consumers Cope with Threats to Their Identity” in Association for Consumer Research (ACR) Anuual conference, 2024, Paris, France |
| 2023 | Proceedings from scientific conference | HAO, S., M. TOUZANI, “Navigating the global landscape: Insights into the role of psychic distance on b2b customer experience”, Global Marketing Conference, 2023, South Korea |
| 2023 | Proceedings from scientific conference | HAO, S., J. PUESCHEL, S. MOOKHERJEE,, A. GOUDEY, “Brand in Metaverse”, Global Marketing Conference, 2023, Seoul, South Korea |
| 2022 | Journal article | CHEN, X., S. GUO, J. XIONG, S. HAO, “Approach with initiative or hold on passively? The impact of customer-perceived dependence on customer forgiveness in service failure.”, Frontiers in Psychology, August 2022, vol. 13 |
| 2022 | Journal article | SCARINGELLA, L., J. XIONG, S. CHAKRABORTY, S. HAO, “The Incupportive Model for Technological Spin-Offs: Insights From Three Research Centers in France”, IEEE Transactions on Engineering Management, November 2022, pp. 1-13 |