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Dr. Hsin-Yi Liao

Assistant Professor

Bisgrove Hall. Third Floor, Room 354B

Office Hours:
T: 10:20 - 11:50 a.m. and 2:50 - 3:20 p.m.
TH: 10:20 - 11:50 a.m. and 2:50 - 3:20 p.m.
W: Online 9-11 a.m.

Phone: 716.286.8171

Fax: 716.286.8296

Website:

Dr. Hsin-Yi Liao

Biography


Dr. Hsin-Yi Liao joined the faculty in August 2022 after receiving her Ph.D. in Business Administration with a specialization in Marketing from the University of Texas at Arlington. She also holds a Master’s (M.S.) degree in Marketing Research from the University of Texas at Arlington, and a Bachelor’s (B.B.A.) degree in Information Management from National University of Kaohsiung. Skilled in behavioral research, survey/experiment design, and statistical analysis, she is interested in research on personal and social factors that form an individual’s attitudes and behaviors in diverse marketing contexts. In her classrooms, she believes that inspiring and teaching students how to acquire knowledge matters rather than merely feeding knowledge and skills. Experiential learning and knowledge application are the keys to her educational creed.

Focus of Teaching


  • Social Media Marketing
  • Social Media Planning
  • Big Data in Marketing
  • Principles of Marketing

Current Research


Dr. Hsin-Yi Liao’s research focuses on consumer psychology across cultures, differences in consumer behaviors on social media platforms, and salesperson psychology in customer encounters. Adopting diverse theories and methodologies, she aims to assess personal and social factors that form an individual’s attitudes and behaviors in diverse marketing contexts. Her work has been presented at marketing conferences, including the American Marketing Association Summer Academic Conference and the Society for Marketing Advances Annual Conference.