Short Bio
Techno-psychological & behavioural expertise
As a techno-psychological and behavioural expert specialising in Human–Computer Interaction (HCI), my career is driven by a deep curiosity about the dynamic interplay between technology and human behaviour. This passion spans digital marketing, immersive gaming, e-sports, education, and AI-mediated communication. My research integrates psychological and behavioural experimentation with advanced simulation methodologies to examine user engagement, information diffusion, AI-driven persuasion, and collective performance metrics, with a strong emphasis on equality, inclusivity, and well-being.
Since joining Loughborough University, my work has gained international recognition, with a significant surge since 2022. I have pioneered an interdisciplinary research area bridging neuroscience and informatics, exploring cognitive and emotional responses to AI tools. My publications in high-impact journals across marketing, information management, and HCI demonstrate my commitment to addressing complex challenges at the intersection of technology, psychology, and society.
Beyond research, I am passionate about developing future leaders and innovators. I have successfully mentored a growing cohort of doctoral and postgraduate students, many of whom have secured academic positions in the UK and China. My leadership extends within and beyond the University: as Chief Programme Director and Programme Director for MSc Digital Marketing, I have shaped curricula that integrate creative media, neuroscience/behavioural science, HCI, and generative AI, preparing graduates for the evolving digital economy.
I have led international research projects funded by EPSRC–AISI, DsTL, GRF, and NSFC, advancing global conversations on AI ethics, neurodiversity, and sustainable innovation. Looking ahead, my aspiration is to lead interdisciplinary, collaborative, and sustainable initiatives that connect technology with human-centric solutions, promoting well-being, equity, and societal harmony.
Guest Editor — Internet Research
Special Issue: "Digital Transformation of Firms", Vol. 35, Issue 4, pp. 1429–1721. Impact Factor 6.773. Guest Editors: Yonggui Wang, Si Shi, Xiang (Robert) Li, and Jie Meng.
MDPI Topic Editor
"Complex Networks and Social Networks", 2024. Topic Editors: Jie Meng, Xiaowei Huang, Minghui Qian, Zhixuan Xu.
PhD Opportunities
The Institute for Digital Technologies at Loughborough University London offers fully-funded PhD studentships in machine learning, data analytics, IoT, intelligent mobility, immersive technologies, and human behaviour analysis. Scholarship routes include CSC–Loughborough, EPSRC CDT/DTP/iCASE, Wellcome Trust, and Commonwealth Scholarships. Contact Jie Meng to discuss opportunities in computational advertising, AI behaviour, and HCI.
Research Projects & Grants
Current & completed funded research
Current Projects
EPSRC–AISI Alignment Project. Investigators: Xiaowei Huang (Liverpool, PI), Jie Meng (Loughborough, PI)
PI: Prof. CHEN, Yifeng Nancy; CI: Jie Meng, Mike Crant. Project No. 13504225
PI: Shuang Ma; CI: Ying Hua, Fenmian Wang, Lei La, Jie Meng. Grant No. 72572033
PI: Jie Meng
Completed Projects
PI: Xiaowei Huang (Liverpool); CI: Jie Meng, Youcheng Sun, Wenjie Ruan
Investigators: Xiaowei Huang, Jie Meng, Ron van der Meyden. Grant No. 61772232/F020101
Active Research Themes
- Computational advertising on smart new media and recommendation systems
- Online information exchange, social impacts, cookies marketing and data ecosystems
- Cognitive diversity and AI; multimodal learning for equality, diversity and inclusiveness
- Brand image, self-construal and projection on individual behaviours
- Content engagement in marketing/retailing via eye-tracking
- Human–AI collaboration and practices across scenarios
- LLMs and applications in agent–human communication and human behaviour simulation
Publications
Selected journal papers
PhD Supervision
Current and recently completed doctoral researchers
Doctoral Students
CSC–Loughborough Scholarship
Loughborough University co-sponsors PhD studies via the China Scholarship Council scheme. See the university scholarship page for current information. Application deadline is typically end of January for October entry. Contact Jie Meng to discuss research opportunities.
Visiting Researchers
- Dr. Naijuan Sun, Associate Professor, Heilongjiang University; Associate Research Fellow, Marketing Research Centre of China (MRCC)
- Prof. Minghui Qian, Associate Professor, School of Information Resource Management, Renmin University of China; Director, MRCC
- Dr. Huan Yan, Researcher, Industrial Economics Institute of CASS
External Impact
Editorial, review, and public engagement activities
Guest Editor
- Frontiers in Artificial Intelligence — Special Issue: "AI's Contribution to New Insights of Digital Behaviour and Service Economy"
- Internet Research — Special Issue: "Digital Transformation", Vol. 35, Issue 4 (published)
- MDPI — Topic: "Complex Networks and Social Networks" (CFP 2024)
Editorial Board
- Journal of Global Fashion Marketing (ABDC-B) — since 2025
Ad Hoc Reviewer
- International Journal of Marketing Research
- European Marketing Journal
- Internet Research
- Technological Forecasting and Social Change
- International Journal of Information Management
- Production Planning and Control
- Industrial Marketing Management
- International Journal of Hospitality Management
- Journal of Consumer Behavior
- Journal of Macromarketing
- Computer in Human Behavior
- Journal of Consumer Affairs
- Journal of Retailing and Consumer Services
- Journal of Digital Economy
- Frontiers in Psychology
- Sustainability
Other Activities
- Invited Lecture: "Neuromarketing and Eye-Tracking Approach to Collect Real Response", Middlesex University London, 2025
- Invited Workshop: "Digital Analytics and Simulation Research" for MRes/doctoral students, Renmin University of China — in person 2019; virtually 2020, 2021, 2022
- Co-chair, Track of Service Marketing, China Marketing International Conference (CMIC), 2019–2022
- Visiting Professor, RUC Summer School, Renmin University of China, 2022–present
- Invited Book Review: Creating Value with Big Data Analytics, Routledge
Teaching & Service
Curriculum leadership, modules, and external roles
Teaching Qualifications
- Senior Fellow of the Higher Education Academy (SFHEA)
- Postgraduate Certificate in Education and Training (PGCET)
- Certified Member of the British Academy of Management (CMBE)
- Chief Programme Director, Institute of Digital Technologies, Loughborough University London
Modules at Loughborough University London
- Strategic Marketing Management — MSc Digital Marketing, Semester 1, 2019–present
- Experience Design with Digital Technologies — MSc Digital Marketing, Semester 1, 2019–present
- Digital Technologies for Market Analysis — MSc Digital Marketing, Semester 2, 2020–present
- Dissertation Supervision — MSc Programmes, IDT, Semester 2, 2020–present
- Research Methods — Doctoral Researcher Programme, 2020–2024
- Strategy and Planning — MSc Digital Marketing, Semester 2, 2019–2020
External Advisory & Examining
- Subject Board Examiner (Management & Marketing), University of Durham, 2023–2026
- Subject Board Examiner (Advertising & Marketing), University of Lincoln, 2017–2021
- Guest Lecturer & Supervisor, University of Bristol, 2022
- Guest Lecturer, Middlesex University, 2022, 2025
- Visiting Professor, RUC Summer School, Renmin University of China, 2022–present