Meet Dr Yajie Chen, Lecturer in Digital Marketing at the University of Salford. Yajie brings a strong focus on digital platforms and consumer behaviour into his teaching, supporting students to develop the skills and insight needed for modern marketing roles.
How did you get into academia as a career path?
I entered academia largely due to family influence, as my mother is a teacher and my family has consistently supported my academic journey. During my undergraduate studies, I achieved an average score of 85%; however, at that stage, I did not yet have a strong interest in academic research.
During my postgraduate studies, I failed a mid-term essay, which became a turning point in my academic development. This experience motivated me to engage more seriously with research and ultimately helped me discover my passion for academic inquiry. As a result, I applied for a PhD programme and a Graduate Teaching Assistant position at the University of Sheffield, followed by a Teaching Associate role. Subsequently, I was appointed as a Lecturer at the University of Salford.
Why did you choose to work at the University of Salford?
Location was an important factor in my decision. As an international staff member, I lived in Sheffield for nearly seven years and developed a strong emotional connection with the city. I tend to prefer working in places that feel familiar, particularly when living abroad.
When I began my job search, I researched the University of Salford and found that it offered an excellent environment for achieving my teaching goals. In addition, the University provides valuable opportunities to integrate research into teaching practice, which strongly aligns with my professional aspirations.
What’s the best thing about being an academic at Salford?
The most rewarding aspect of being an academic at Salford is the strong sense of community and collegial environment. Salford Business School has established positive relationships among staff and students, which are reflected in our social media platforms and institutional communications.
My experience working within the Marketing teaching team has been highly positive. We benefit from regular meetings, diverse assessment formats, and collaboratively developed teaching materials. There are also increasing opportunities for research collaboration, which further enhance our academic environment.
Can you tell us about any of your career highlights to-date?
One of my most meaningful career highlights was completing my first year at Salford Business School and supporting my first cohort of postgraduate students through the successful completion of their studies. Receiving a handwritten card from this group, expressing their appreciation, was particularly rewarding and represents a significant personal achievement in my academic career.
What’s your current research focused on?
My current research focuses on digital platforms, consumer behaviour and psychology, and quality attributes. I primarily employ quantitative research methods and mixed-method research designs in my work.
Do you have any published papers we can read?
I am currently developing four research papers. One is a systematic literature review on the gig economy and consumer behaviour, which is scheduled for submission before the end of March this year.
My main ongoing project is derived from my PhD thesis and investigates the relationships between digital platform and product quality attributes, and audiences’ experience, satisfaction, and loyalty.
The third paper is a collaborative project with a colleague at Salford, using multi-group structural equation modelling (SEM) to examine the relationship between perceived value and consumer loyalty.
The fourth is a qualitative study conducted with external co-authors, exploring practices related to humanoid service robots.
And finally, the all important question, where in Manchester or Salford is best to grab a coffee?
From a marketing perspective, I am particularly interested in the people and atmosphere of a café rather than a specific location. For this reason, I do not have a single preferred venue and enjoy exploring different coffee spaces based on their ambience and customer experience.