Current Research Project
1. Computational advertising on smart new media and recommendation system
2. Online information exchange and social impacts, Cookies marketing and data ecosystem
3. Cognitive diversity and AI, multimodal learning for equality, diversity and conclusiveness
4. Brand image, self-construal and projection on individual behaviours
5. Content engagement in marketing/retailing context via using eye-tracking
6. Human-AI collaboration and practices in various scenarios
Reserch Funding
“Automated Verification and Synthesis of Smart Factories”
Funding Body: National Natural Science Foundation of China Research (NSFC)
Investigators: Xiaowei Huang, Jie Meng, Ron van der Meyden
Duration: 2018-2021(completed)
Fund: RMB￥750,000, Awarded
“Test Coverage Metrics for Artificial Intelligence - V2.0”
Funding Body: Defence Science and Technology Lab (DsTL), Ministry of Defence, UK
Investigators: Xiaowei Huang (Liverpool), Jie Meng (Loughborough), Youcheng Sun (QUB), Wenjie Ruan (Lancaster)
Duration: 2019-2020 (completed)
Research Income: GBP £14,000 (Loughborough share)
“A Re-investigation of Personality’s Role in AI-Advertising Era”
Funding Body: Loughborough University London Mid-Career Research Development Grant
Role: PI
Duration: March- July 2025
Research Income: GBP £7,500
Publications
Journal Paper
• En Chen, Jie Meng, Safak Dogan.
"Towards a Framework of AI-Driven Solution for Neurodiverse Learning: Cognition, Technologies and Wellbeing", Technology in Society (Pre-print)
• Ying Feng, Jie Meng, Jun-Hwa Cheah.
"From Virtual Trainers to Companions? Examining How Digital Agency Types, Anthropomorphism, and Support Shape Para-social Relationships in Online Fitness" , Psychology and Marketing (2024).
• Wei Huang, Yifan Zhou, Gaojie Jin, Youchen Sun, Jie Meng, Fan Zhang, Xiaowei Huang (2024).
"Formal verification of robustness and resilience of learning-enabled state estimation systems" , Neurocomputing, 585, 127643.
• Yi Dong, Ronghui Mu, Gaojie Jin, Yi Qi, Jinwei Hu, Xingyu Zhao, Jie Meng, Wenjie Ruan, Xiaowei Huang (2024).
"Building Guardrails for Large Language Models" , arXiv preprint arXiv:2402.01822
• Jie Meng, Kai Chen (2024).
"Rethinking Preemptive Consumption: Building Mechanisms of Reciprocity, Contextuality, and Risk Hedging Across Scenarios", Journal of Retailing and Consumer Services, Vol.78.
• Zirui Wang, Jie Meng, (2023).
"Dialogues with Cultural Heritage via Museum Digitalisation: Developing a Model of Visitors’ Cognitive Identity, Technological Agent, Cultural Symbolism, and Public Engagement", Museum Management and Curatorship, 1-24.
• Ying Feng, Jie Meng, (2023).
"Will Social Distancing in Service Encounters Affect Consumers'Value Perception During the COVID-19 Pandemic? The Role of Servicescape, Self-efficacy, and Technological Intervention", Journal of Interactive Marketing (ABS 3, Impact Score 11.318), 58(2-3), 167-184.
• Jie Meng, (2022).
"The More We Know, the More Likely We May Agree?", accepted by Telematics and Informatics (Impact Score 9.14, Q1 in Computer Sciences, Q1 in Engineering),70,101807.
• Jie Meng, (2022).
"How Far Can the Message Go Through Online Communication: Simulation Outcomes of Information Stickiness", Journal of Global Information Management (ABS-2, Impact Score 3.03), 30(1), 1-22.
• Youcheng Sun, Xingyu Zhao, Wenjie Ruan, Xiaowei Huang, Jie Meng, (2022).
"Coverage Guided Testing for Recurrent Neural Networks", IEEE Transactions on Reliability (Q1 in Safety, Risk, Reliability and Quality, Impact Score 5.883), 71(3), 1191-1206, doi: 10.1109/TR.2021.3080664
• Jie Meng, (2022).
"Information Acquisition, Persuasion, and Group Conformity of Online Tribalism: Does User Activeness Matter?" International Journal of E-Business Research, 18(2), 1-23.
• Wei Huang, Yifan Zhou, Youcheng Sun, Alec Banks, Jie Meng, James Sharp, Simon Maskell, Xiaowei Huang,
"Formal Verification of Robustness and Resilience of Learning-Enabled State Estimation Systems for Robotics" , arXiv:2010.08311
• Zhixuan Xu, Minghui Qian, Xiaowei Huang, Jie Meng, (2022).
"CasGCN: Predicting future cascade growth based on information diffusion graph" , arXiv:2009.05152v1
• Jie Meng, Roger Layton, Yimin Huang. (2016).
"Why do some consumers shop in this pharmacy for health-products? A cross-check of vulnerable characteristics and store types" , Journal of Retailing and Consumer Services., Vol 30 (May), pp. 116-130.
• Heng Lian, Taeryon Choi, Jie Meng, Seongil Jo. (2016).
"Posterior Convergence for Bayesian Functional Linear Regression.
Journal of Multivariate Analysis" , Vol. 150 (Sep), pp. 27-41.
• Heng Lian, Jie Meng, & Zengyan Fan. (2015).
"Simultaneous estimation of linear conditional quantiles with penalized splines" . Journal of Multivariate Analysis, 141 (na), pp.1-21.
• Heng Lian, Jie Meng, Kaifeng Zhao, (2015).
"Spline estimator for simultaneous variable selection and constant coefficient identification in high-dimensional generalized varying-coefficient models" , Journal of Multivariate Analysis, Vol. 141, Iss. C, pp. 81-103.
• Jie Meng. (2015).
"Sustainability: A framework of typology based on efficiency and effectiveness" , Journal of Macromarketing. Vol. 35, Iss:1, pp. 84-98.
• Peng Lai, Jie Meng, and Heng Lian. (2015).
"Polynomial spline approach for variable selection and estimation in varying coefficient models for time series data" , Statistics and Probability Letters. Vol. 96 (Jan), pp. 21-27.
• Jie Meng, Roger Layton. (2011).
"Understand manager's marketing strategy choice in a collaborated competition industry: linking context awareness with general strategy" , European Business Review. Vol. 23 Iss: 5, pp.477-501.
Conference Paper
Ruyu Yun, Jie Meng. Awe in Augmented Reality: Unlocking Consumer Possible Selves, AMA Summer Academic Conference, Chicago, IL, August 22-24, 2025.
Ruyu Yun, Jie Meng. Inspiring Consumer Possible Selves in Augmented Reality with Awe, GMC Conference, Hong Kong, China, July 24-27, 2025.
Ying Feng, Jie Meng. Exploring the Dimensions of Technological Anthropomorphism: Insights into Human-Agent Interaction and Consumer Behaviour, ACR, Paris, France, Sep 26-29, 2024.
Ruyu Yun, Jie Meng, Exploring AR Liminoid Spaces: A Study on Consumer Possible Selves in the Metaverse, Track Digital Marketing & Social Media, the EMAC Annual Conference 2024, Bucharest, Romania, May 28-31, 2024.
Ruyu Yun, Jie Meng, Realizing Daydreams: Empirical Evidence on Consumer Possible Identity Exploration and Brand Attitude through Immersive Technologies, AMA Summer Academic Conference, Boston, USA. August 16-18, 2024.
Yi Dong, Ronghui Mu, Gaojie Jin, Yi Qi, Jinwei Hu, Xingyu Zhao, Jie Meng, Wenjie Ruan, Xiaowei Huang, Building Guardrails for Large Language Models, The Forty-first International Conference on Machine Learning (ICML), Vienna, Austria, July 21-27, 2024.
Ying Feng, Jie Meng, Choosing the Perfect Coach: Real Person, Avatar, Humanoid Robot or Robot Dog? Empirical Studies of Para-social Relationship Formation in Exercise Experience, AMA Summer Conference, San Francisco USA, August 4-6, 2023.
Ying Feng, Jie Meng, Impact of Digital Agent’s Types and Humanoid Features on Parasocial Relationship: Evidence of Online Gym Exercises, EMAC Annual Conference, Track: Services Marketing, Odense, Denmark, May 23-26, 2023.
Ruyu Yun, Jie Meng, Influencers versus Collective Atmospherics Impact on Buying Intentions in Livestreaming E-Commerce: An Integrated Examination of Bandwagon and Halo Effects, EMAC Annual Conference, Track: Digital Marketing & Social Media, Odense, Denmark, May 23-26, 2023.
Yilin Feng, Jie Meng, Priming Digital Identities for Assortment Recommendation: Development of Web-based Application of Data Collection Tool Capturing Consumer’s Identities against Brand and Influencer in Advertisin, EMAC Annual Conference, Track: Methods, Modelling & Marketing Analytics, Odense, Denmark, May 23-26, 2023.
Ruyu Yun, Jie Meng, An Investigation of Influencers to Audience and Audience to Audience Interaction Mechanism in Livestream E-Commerce, 2023 Global Marketing Conference, Track:Consumer Behavior in the Technological World, Seoul, Korea, 2023.
Jie Meng, How Does Distance Matter to Third-place Experience? Role of Seat Arrangements and Social Distancing Sinages, 2023 Global Marketing Conference, Track: Marketing in a Social and Virtual Space, Seoul, Korea, 2023.
Jie Meng, Exploring The Data Authorisation to Third-Market in Cookies Marketing: Role of Trust on Platform, Business’s Privacy Assurance, Consumer Controllability and Reward, 2023 Global Marketing Conference, Track: Consumer Behavior in the Technological World, Seoul, Korea, 2023.
Jie Meng, Yik Shun Ma, Examining the Effectiveness of Fashion Marketing on Social Media:
An Experiment on Influencer’s Reputation, Post Type, and Online eWOM Valence, Global Fashion Management
Conference, Paris, France, 2019.
Jie Meng, Jiaying Wang, Adopting Dissonance -Solving Approach to Investigate Luxury Social Media Advertising:
Role of Gaps in Self, Projective Self, Influencer and Brand Image, Global Fashion Management Conference, Paris, France, 2019.
Jie Meng, Emily Cooper, Yan Sun, Experiments on the effectiveness of marketing communications tactics to support
‘unappealing’ animals, 48th EMAC Annual Conference, Hamburg, Germany, 2019.
Jie Meng, Information-based and conformity-based delight of online tribalism: The effect on self-and social identity
moderated by user activeness, Global Marketing Conference, Tokyo, Japan, 2018.
Jie Meng, How will polarised word-of-mouth evolve mild? A simulated experiment of information preference, decay speed,
and halo effect, 47th EMAC Annual Conference, Glasgow, UK, 2018.
Jie Meng, Minghui Qian, Zhixuan Xu, Experiment on information stickiness in word-of-mouth transmission, the 5th
Business Systems Laboratory International Symposium, Naples, Italy, 2018.
Minghui Qian, Zhixuan Xu, and Jie Meng, Using active FSVM learning method to elicit individual tacit knowledge of brand
consideration, the 5th Business Systems Laboratory International Symposium, Naples, Italy, 2018.
Xiaowei Huang, Qingliang Chen, Jie Meng and Kaile Su, Reconfigurability in reactive multiagent systems, International
Joint Conference on Artificial Intelligence (IJCAI), New York, USA, 2017.
Jie Meng, Roger Layton, Multi-level patterns of efficiency and effectiveness of a marketing system, 41st Macromarketing
Conference, Dublin, Ireland, 2016.
Jie Meng, Hume Winzar, Assortment, location and price differentiation and impacts on macro patterns of efficiency and
effectiveness: an experiment through agent-based models, New Zealand Marketing Academy Conference (ANZMAC), Sydney, Australia, 2015.
Jie Meng, Retail competition in price and assortment and evolution: a simulated experiment, Annual Complexity in Business Conference,
Washington, DC, US, 2015.
Jie Meng, Efficiency, effectiveness, and sustainable marketing: a literature review, New Zealand Marketing Academy
Conference (ANZMAC), Brisbane, 2014.
Jie Meng, Vulnerable consumers and the retail pharmacy selection process,
New Zealand Marketing Academy Conference (ANZMAC), Perth, Australia, 2011.
Jie Meng, Is pharmacy’s role approaching convergent or diversified: an overall examination of marketing
efficiency and effectiveness by assortments analysis in urban China, Academy of Marketing Conference (AMC), Coventry, UK, 2010.
Jie Meng, Unmasking urban Chinese consumers’ assortment and pharmacy choices, China and India Consumer Insight (CICI),
Tsinghua University & Yale School of Management, Beijing, China, 2010.
Roger Layton, Zhirong Duan, Jie Meng, The contemporary research in marketing systems, International Symposium of
Marketing Sciences (ISMM), Tianjin, China, 2009.
Jie Meng, An empirical examination for the collaboration and competition in pharmacy marketing system:
linking survey data with agent-based modelling, Collaborative Agents-Research and Development (CARE), Australasian
Joint Conference of Artificial Intelligence (AI’09), Melbourne, 2009.
Zhirong Duan, Jie Meng, Should variety-seeking be encouraged to promote less popular destinations? Australian & New
Zealand Marketing Academy Conference (ANZMAC), 2009, Melbourne, Australia.
Jie Meng, The embedded structure and emergent patterns of marketing system: an interpretation of empirical-based
agent-based modelling, Australian & New Zealand Marketing Academy Conference (ANZMAC), 2008, Sydney, Australia.
Jie Meng, An overview of marketing system’s performance: efficiency and effectiveness, Australian & New Zealand
Marketing Academy Conference (ANZMAC), 2008, Sydney, Australia.
Workshop Organisation
(July-August/2019) Workshop on Digital Analytics and Simulation Research for MRes and doctoral students,
School of Information Resource Management ,
Renmin University of China
Guest Editor
• Frontiers in Artificial Intelligence, Special Issue “AI’s Contribution to New Insights of Digital Behaviour and Service Economy” (https://www.frontiersin.org/research-topics/42571/ais-contribution-to-new-insights-of-digital-behavior-and-service-economy)
• Internet Research, Special Issue of “Digital Transformation”, Deadline 2023
• MDPI topic "Complex Networks and Social Networks" (https://www.mdpi.com/topics/social_network) - CFP due July 2024
Editorial Reviewer Board
• Journal of Global Fashion Marketing (ABDC-B) since 2025
Ad Hoc Journal Reviewer
• International Journal of Marketing Research
• European Marketing Journal
• Internet Research
• 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
• International Journal of Entrepreneurial Behavior & Research
Other Activities
• Invited book review: Creating Value with Big Data Analytics, Routledge.
• Invited guest editor for a special issue in Frontiers in Artificial Intelligence,later 2022.
• Invited guest editor for a special issue in Internet Research, later 2022.
• Co-chair the Track of Service Marketing, China Marketing International Conference ( CMIC), China, 2019-2022.
• Invited Workshop on “Digital Analytics and Simulation Research” for MRes and doctoral students in School of Information Resource Management, Renmin University of China, in person 2019, virtually 2020, 2021, and 2022
