Rate My Professor Ava Yu

Dr. Ava Yu serves as a Lecturer in the Marketing Department within the UWA Business School at the University of Western Australia. She earned her Doctor of Philosophy in Marketing from the University of New South Wales, awarded on 23 June 2022, a Master of Arts in Marketing Communication from City University of Hong Kong, awarded on 15 July 2013, and a Bachelor of Science in Management from Nanyang Normal University, awarded on 1 July 2012. Her research interests include service marketing, social media marketing, consumer behaviour, customer experience, sustainability, and mixed methods research. Trained in qualitative and quantitative methods, she uses interviews, focus groups, surveys, and experiments to explore consumer behaviour and marketing, focusing on insights that advance social enterprises and higher education sectors.

Ava Yu's publications appear in leading journals, including 'The Process of Co-Creation in Educational Services: Insights from Interviewing Co-Creative Actors in Higher Education' in the Journal of Service Theory and Practice (2025). Key conference contributions comprise '“Spur” and “Temper” Interventions in Impulse Buying' (2026), 'Unravelling the Interaction between Content Type and Repost Source in Social Media Engagement' (2025), 'Social Enterprise Value Propositions for Business Markets' (2024), and 'Unravelling the Helpfulness of Online Consumer Reviews: The Moderating Roles of Product Development Stages and Reviewers' Characteristics' (2024). She teaches Consumer Behaviour, Marketing Research, and Marketing Management, incorporating client-integrated projects with commercial organisations and social enterprises since 2023. Her teaching excellence is recognised through awards such as Excellence in Teaching (Individual, 2025; ECR, 2023; 2021), UWA Award for Excellence and Innovation in Learning and Teaching (Work Integrated Learning/Employability, 2025), Responsible Business Fellow Teaching with Impact Award (2024), Learning and Teaching Excellence Grant (2023), Best Paper Award (shared, 2023), Institute of Advanced Studies Visiting Fellowships (2024, 2023), Milne Visiting Professor Program (2023), Career Development Funding (2022), and BizLab Small Project Grant (2021).