Dr Yu-Ting Lin | UNSW Research

Biography

Dr Yu-Ting Lin is a Senior Lecturer in School of Marketing at The University of New South Wales. Prior to joining UNSW Sydney, Yu-Ting received her PhD in Marketing at Imperial College Business School, Imperial College London. 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. Her industry experience as a user experience designer at the Institute for Information Industry supported various teams to pass business trials for a successful spin-off. By bridging research and industry, her work drives marketing impact to meaningfully engage diverse audiences.

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 personalized 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 subsidized by the Ministry of Economic Affairs, R.O.C., and was affiliated with Imperial College London.

Yu-Ting’s research interest lies at the intersections of the human mind and digital technology including emotions, media mix modelling, product analytics and service innovation. Her research work has been accepted for publications in the Journal of Marketing, Journal of Service Research, European Journal of Marketing, IEEE Transactions on Engineering Management, Simulation Modelling Practice and Theory.

My Grants

Co-Investigator, Feb. 2023 – Feb. 2026: ARC Discovery Projects with Ludwig, S., Danaher, P., Du, L., Harnessing Business Insights from Unstructured Customer Data, AUD 309,220

Co-Investigator, Jun. 2023 – May. 2025: Australian Marketing Institute-ANZMAC Applied Research Grant with Dong MC, Media Customer Lifecycle: Drivers of Customer Loyalty and Retention, AUD 7,063

Co-Investigator, 2023 – 2024: Media Engagement and Analytics Lab (MEAL), UNSW Business School, AUD 50,000

Co-Investigator, 2023: Special Broadcasting Service Corporation (SBS), Understanding Media Customer Lifecycle: SBS Research Project (Phase 1), AUD 55,000

Principal Investigator, Aug. 2020 – Jul. 2021: Taiwanese Overseas Pioneers Grant (TOP Grants) at Ministry of Science and Technology in Taiwan. This is a nurturing program to assist full time faculty in foreign universities in a field of humanities or social science to stay focused on writing books and enhancing academic qualities and level of research. NTD 600,000 (AUD 28,000)

Co-Investigator, Jan. 2018 – Dec. 2018: Impact Acceleration Funding in Economic and Social Research Council (ESRC) Internal Scheme at Imperial College London, Mobile Cognitive Behavioural Therapy Intervention for Smoking Cessation, GBP 47,250 (AUD 83,000)

Co-Investigator, Aug. 2017 – Jul. 2018: European Partners Fund at Imperial College London, Data-driven Marketing: Harnessing Customer Insights to Build Sustainable Relationships, GBP 5,000 (AUD 9,000)

My Qualifications

BBA Management Information Systems, National Chiayi University
MS Management Information Systems, National Chengchi University
PhD Marketing, Imperial College London

My Awards

2024	ANZMAC Best Paper in Track Artificial Intelligence and Innovation, with Danaher P. and Ludwig S. "LLMs for Sentiment Analysis of Online Reviews"
2024	Research Impact Award, UNSW Business School
2024	Research Supervisor Award, UNSW
2022	Dean's Research Fellowship, UNSW Business School
2021	Research Excellence Award – Early Career Researcher, UNSW Business School
2021	AMA TechSIG Lazaridis Prize for Best Paper for Research on Practice of Marketing as it relates to Innovation, Technology & Interactivity: "Improvised Marketing Interventions in Social Media," Journal of Marketing. The award includes a total prize of $1,500 USD (AUD 2,000), Wilfrid Laurier’s Lazaridis Institute
2020	Finalist MSI Paul Root Award for "Improvised Marketing Interventions in Social Media," Journal of Marketing
2019	Women at Imperial Portraits, Imperial College London
2018	Dean’s Community Award for the Power of Innovative Thinking, ICBS
2018	Case Centre Fellowship (GBP 2,000/AUD 3,500), ICBS
2018	Nomination for Student Academic Choice Awards, Imperial College London
2017	Tutorial Fellowship (GBP 18,000/AUD 32,000), ICBS
2017	New/Young Researcher at EMAC Junior Faculty & Doctoral Student Research Camp
2014	Graduate Teaching Assistant Studentship (GBP 50,000/AUD 88,000), ICBS
2014	Technologies Incubation Scholarship (USD 126,000/AUD 162,000), MOE

My Research Activities

I combine quantitative (statistics and machine learning-based), field study (large-scale surveys), and behavioral (lab and online experiments) methods, to explore fundamental research questions that have a bearing on critical marketing issues. My current work focuses on four areas:

Emotions, temporal orientation, and narrative framing in marketing communication and human–computer interaction (e.g., empathy in service technologies, future-oriented narratives in crowdfunding platforms).
Real-time marketing, firm-generated content, and social media mishaps.
AI and text analytics for measuring consumer perceptions.
Media mix modelling for evaluating marketing effectiveness and campaign performance.

My Research Supervision

Currently supervising

Sibo Zhang, PhD “Content Release Strategy and User Engagement on a Major Advertising-Based Video-on-Demand Platform”

Eunike Ong, BCom (Hons) “Friends or Algorithms? How Social Cues Shape Content Selection and Platform Loyalty”

My Teaching

My research informs my teaching. I use evidence-informed teaching approaches such as integrating journal articles and business cases. As an educator of marketing subjects, my priorities are engaging students in internalizing contemporary knowledge and developing transferable skills for MarTech. I believe that we change lives through our encounters with students. I have taught the following courses at UNSW: