GAO Yi, Angela 高藝

Education

BBA DUFE; MSc (Economics) HKU; PhD (Marketing) Poly U

Research Interests

Influencer marketing, Livestream commerce, Human-AI interaction, Healthcare marketing, Marketing strategy 

Teaching

e-Marketing, Green Marketing: ESG and Sustainability, Big Data Marketing (MScMIB)

Selected Publications

Gao, Angela Yi, Flora F. Gu, and Fine F. Leung (2026), "Keep It Real! How Influencer Authenticity Drives Consumer Engagement with Sponsored Content," Conditionally accepted at Journal of Marketing.

Li, Yijing*, Angela Yi Gao*, Flora F. Gu, and Fine F. Leung (2026), "Endorsement Rate in Influencer Marketing," Journal of Marketing, forthcoming. (* denotes equal contribution)

Zhao, Danyang, Angela Yi Gao, and Flora F. Gu (2022), “The Use of Ambiguous Language in Contract Adjustment: An Empirical Study of Its Impact on Interfirm Relationship Performance," Industrial Marketing Management, 107 (November), 368-382.