Dingning Liu

Dr Dingning Liu PhD, MSc, BSc (Hons)

Lecturer in Digital Marketing

Dingning Liu is a Lecturer in Digital Marketing at the University of Greenwich. She completed her PhD in Marketing at Monash University, Australia. Her doctoral research focused on understanding the key drivers of sales in live-streaming e-commerce, an area of growing importance in the digital marketing landscape. She holds an MSc in Quantitative Research Methods from University College London and a BSc (Hons) in Money, Banking and Finance from the University of Birmingham. She has strong expertise in conducting empirical research and applying text analysis techniques.

Before joining the University of Greenwich, she worked as a Lecturer in Digital Marketing at Fairfield School of Business, a Visiting Lecturer at the University of Wales Trinity Saint David, where she supervised MBA students, and an Assistant Lecturer in Marketing at Monash University. Alongside her academic career, she brings several years of industry experience as a Product Manager and Search Engine Marketing Analyst.

Responsibilities within the university

Module Leader for MARK1308 Digital Customer Experience

Awards
  • Australian Government Research Training Program Stipend Scholarship (2021 – 2025)
  • Monash University Post Graduate Research Travel Grant (2024)
  • International Achievement Scholarship (2013)

Recognition

Reviewer for Asia-Pacific Journal of Business Administration

Research / Scholarly interests

E-commerce, live-streaming commerce, digital marketing and text analysis

Presentations
  • Liu, D., Feng, S., & Ma, J. (2025). Understanding the key drivers of sales in live streaming e-commerce: empirical studies. The Australian and New Zealand Marketing Academy, Sydney, Australia.
  • Liu, D., Feng, S., & Ma, J. (2025). Understanding the key drivers of sales in live streaming e-commerce: empirical studies. The 54th Annual Conference of the European Marketing Academy, Madrid, Spain.
  • Liu, D., Feng, S., & Ma, J. (2024). Value co-creation in live streaming e-commerce. The Australian and New Zealand Marketing Academy, Tasmania, Australia.
  • Liu, D., Feng, S., & Ma, J. (2024). Value co-creation in live streaming e-commerce. The 46th ISMS Marketing Science Conference, Sydney, Australia.