I am an Assistant Professor in Marketing at Birmingham Business School, University of Birmingham. I am currently a Visiting Scholar at SCANCOR, Stanford University (December 2025 – March 2026).
I received my PhD in Marketing from Aalto University School of Business (Finland) in 2025. During my doctoral studies, I held visiting positions at Virginia Tech (USA) and City University of Hong Kong.
Research Interests
My research investigates how digital transformation reshapes service experiences and consumer well-being. I pursue three interconnected streams:
- Healthcare Services: Patient adherence, value co-creation, pharmaceutical policy, and health management interventions
- AI in Services: AI disclosure structures, human-AI interaction, algorithmic transparency, and consumer trust
- Platform-based Services: Digital health platforms, telemedicine, physician multihoming, and platform governance
I employ diverse methodologies including laboratory and field experiments, econometric modeling (DID, causal ML), meta-analysis, and text mining.
Teaching
At Birmingham, I teach Marketing and New Technology (Undergraduate) and supervise MSc dissertations and company projects. My teaching philosophy centres on creating value beyond knowledge transfer—helping students build social connections, develop critical thinking, and gain hands-on experience applying marketing to real-world problems.
Contact
- Email: j.liao@bham.ac.uk
- Office: Birmingham Business School, University House, Edgbaston, Birmingham B15 2TT
- Google Scholar: Profile Link
Outside research, I enjoy hiking, cycling, folk songs, and cooking Sichuan cuisine.