Dr Yu-Ting Lin

Dr Yu-Ting Lin

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

Business School
School of Marketing

Dr Yu-Ting Lin is a Lecturer and Co-Postgraduate Research Coordinator 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., 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, 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.

+61-2-9065 4706
Office 3050, Quadrangle building

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)

2022 Dean's Research Fellowship, UNSW Business School
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


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 three areas:

  • One area is to study the use of conflicting ad emotions (e.g., hope and anxiety) in communication messages and human–computer interaction. Based on affective determinants, how emergent technologies, such as immersive multimedia, avatar or crowdfunding platforms, are able to increase the attractiveness of their products and services to the public. 
  • The other area is to examine how real-time marketing (RTM) can facilitate consumer decision journey and bring value to the firms. Brands and companies nowadays are actively utilizing social media to send out marketing messages in response to external events in a real-time manner. What kind of firm-generated content will succeed or even fall short? Specifically, we investigate when and why social media content by firms fail. 
  • Outside of the business realm, I am interested in the effective use of cognitive behavioral therapy and gamification in the context of mobile health (mHealth) solutions as well as the design of digital applications for enhanced user well-being.

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:

  • MARK5814 Digital Marketing
  • MARK3085 Digital Marketing & Web Analytics
  • MARK3088 Product Analytics