Mengqi Wu

Mengqi Wu PhD(2026) MSc BA(Hons)

Lecturer in Marketing

Mengqi Wu is a Lecturer in Marketing at the University of Greenwich, with academic and professional expertise in digital marketing, consumer behaviour and emerging online commerce. Mengqi Wu’s teaching and research focus on digital marketing strategy, social media marketing, branding and contemporary consumer engagement, with particular interest in live-streaming commerce and influencer marketing.

Research / Scholarly interests

Live-streaming commerce, influencer marketing, Social media Marketing, and digital marketing.

Recent publications
  • Wu, M., Akram, M.S. & Jacobi, E. (2025) ‘Live Streamer Commerce: Exploring how the interconnections among brand, streamer, and follower translate into behavioural outcomes’, Academy of Marketing Science, World Marketing Congress, Dijon, France, July 2025.
  • Wu, M., Akram, M.S. & Jacobi, E. (2026) ‘From Screen to Shopping Cart: How Presence, Brand Alignment, and Experiences Drive Consumer Behaviour in Live StreamingCommerce’, American Marketing Association Winter Conference, Madrid, Spain, February 2026.