Yu-Ting Lin


Dr Yu-Ting Lin is a 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 and project manager at the Institute for Information Industry supported various teams to pass business trials for a successful spin-off.

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. Taiwan, and is affiliated with Imperial College London.

Yu-Ting’s research interest lies at the intersections of the human mind and digital technology including emotions, data-driven marketing and service innovation. Her research work has been accepted for publications in the Journal of Marketing, Journal of Service ResearchEuropean Journal of Marketing, IEEE Transactions on Engineering Management, Simulation Modelling Practice and Theory, among others.

Journal articles
Lin YT; Wang W; Doong HS, 2021, 'Is Talking about the Future a Curse or a Blessing? The Effects of Future-Focused Message Framing on Fundraising Performance', IEEE Transactions on Engineering Management, vol. 68, pp. 970 - 981, http://dx.doi.org/10.1109/TEM.2019.2920752
Lin YT; Doong HS; Eisingerich AB, 2021, 'Avatar Design of Virtual Salespeople: Mitigation of Recommendation Conflicts', Journal of Service Research, vol. 24, pp. 141 - 159, http://dx.doi.org/10.1177/1094670520964872
Lin Y-T; MacInnis DJ; Eisingerich AB, 2020, 'Strong Anxiety Boosts New Product Adoption When Hope Is Also Strong', Journal of Marketing, vol. 84, pp. 60 - 78, http://dx.doi.org/10.1177/0022242920934495
Borah A; Banerjee S; Lin Y-T; Jain A; Eisingerich AB, 2020, 'Improvised Marketing Interventions in Social Media', Journal of Marketing, vol. 84, pp. 69 - 91, http://dx.doi.org/10.1177/0022242919899383
Foscht T; Lin Y; Eisingerich AB, 2018, 'Blinds up or down?: The influence of transparency, future orientation, and CSR on sustainable and responsible behavior', European Journal of Marketing, vol. 52, pp. 476 - 498, http://dx.doi.org/10.1108/EJM-10-2016-0576
Lin Y; Tudor-Sfetea C; Siddiqui S; Sherwani Y; Ahmed M; Eisingerich AB, 2018, 'Effective Behavioral Changes through a Digital mHealth App: Exploring the Impact of Hedonic Well-Being, Psychological Empowerment and Inspiration', JMIR mHealth and uHealth, vol. 6, http://dx.doi.org/10.2196/10024
Tudor-Sfetea C; Rabee R; Najim M; Amin N; Chadha M; Jain M; Karia K; Kothari V; Patel T; Suseeharan M; Ahmed M; Sherwani Y; Siddiqui S; Lin Y; Eisingerich AB, 2018, 'Evaluation of Two Mobile Health Apps in the Context of Smoking Cessation: Qualitative Study of Cognitive Behavioral Therapy (CBT) Versus Non-CBT-Based Digital Solutions.', JMIR Mhealth Uhealth, vol. 6, pp. e98, http://dx.doi.org/10.2196/mhealth.9405
2021 Research Excellence Award – Early Career Researcher, UNSW Business School
2020 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
  Case Centre Fellowship (GBP 2,000/AUD 3,500), ICBS
  Nomination for Student Academic Choice Awards, Imperial College London
2017 Tutorial Fellowship (GBP 18,000/AUD 32,000), ICBS
  New/Young Researcher at EMAC Junior Faculty & Doctoral Student Research Camp
2014 Graduate Teaching Assistant Studentship (GBP 50,000/AUD 88,000), ICBS
  Technologies Incubation Scholarship (USD 126,000/AUD 162,000), MOE


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 research informs my teaching. I use evidence-informed teaching approaches such as integrating journal articles and business cases. As a teacher of marketing subject, my priorities are engaging students in internalizing contemporary knowledge and developing transferable skills. I believe that we change lives through our encounters with students. Currently, I teach the following courses at UNSW:

  • MARK5814 Digital Marketing
  • MARK3085 Digital Marketing & Web Analytics