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Dr Mu Yang

Positions held:
  • Reader in Business Analytics, 糖心logo入口 Business School
  • REF Lead, 糖心logo入口 Business School
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  • Overview

    Overview

    Biography

    Dr. Mu Yang is聽Reader in Business Analytics in the Department of Management at 糖心logo入口, University of London. She started as a computer scientist聽with expertise in聽data anonymisation, user privacy,聽artificial intelligence and blockchain. With extensive research experience in data analytics, her research interests expand to Marketing Analytics, Big Data Analytics, Open Innovation, Digital Economy, Privacy and Social Dynamics. 聽

    Prior to joining 糖心logo入口, she was a Senior Lecturer (Associate Professor) in Digital Marketing Analytics and Interim Director of TIME Research Centre at聽University of Kent.

  • Research

    Research

    Research interests

    • Marketing Analytics
    • Business Analytics
    • Big Data Analytics
    • Open Innovation
    • Digital Economy
    • Privacy, Trust, and Security
    • Consumer Research
    • Digital Innovations (AI, Blockchain, IoT, AR/VR) and Impact
  • Supervision and teaching

    Supervision and teaching

    Supervision

    Prospective PhD students are welcome to contact me. I would be interested in supervising students in the following areas:聽

    • Business Analytics
    • Marketing Analytics
    • Big Data Analytics聽
    • Open Innovation聽
    • Digital Economy
    • Privacy, Trust, and Security聽
    • Consumer Research聽
    • Digital Innovations (AI, Blockchain, IoT, AR/VR) and Impact

    Teaching

    Mu has taught a wide range of modules in business analytics, computer science, digital marketing and business management at both undergraduate and postgraduate level. Her teaching is mainly research-oriented and case-based. 

    Teaching modules

    • Data Visualization and Communication (Undergraduate)
    • Predictive and Prescriptive Decision-Making
    • Marketing Analytics
  • Publications

    Publications

    Article

    • Bai, S. and Huang, X. and Han, Chunjia and Yang, Mu and Yu, D. and Li, Q. (2026) . Asia Pacific Journal of Marketing and Logistics 38 (4), pp. 933-948. ISSN 1355-5855.
    • Tang, R. and Yu, D. and Li, Y. and Tan, Y. and Shang, W.-L. and Han, Chunjia and Yang, Mu and Ieromonachou, P. (2026) . Frontiers of Engineering Management 13, pp. 404-422. ISSN 2096-0255.
    • Yang, Mu and Amankwah-Amoah, J. and Han, Chunjia (2026) . Technology in Society 86 (103259), ISSN 0160-791X.
    • Shi, Leyi and Yang, Mu and Han, Chunjia (2026) . Sustainability 18 (17), pp. 8797. ISSN 2071-1050.
    • Bai, S. and Tan, Y. and Han, Chunjia and Yang, Mu and Fan, W. and Gupta, Brij and Aryae, V. (2025) . Technological Forecasting & Social Change 213, pp. 124025. ISSN 0040-1625.
    • Bai, S. and Zhou, J. and Han, Chunjia and Yang, Mu and Gupta, Brij and Arya, V. and Yu, D. (2025) . Management Decision ISSN 0025-1747.
    • Han, Chunjia and Yang, Mu and Saridakis, G. and Sassone, V. (2025) . IEEE Transactions on Engineering Management ISSN 0018-9391.
    • Bai, S. and He, H. and Han, Chunjia and Yang, Mu and Shang, W.-L. and Fan, W. (2025) . Energy Economics 148 (108629), ISSN 0140-9883.
    • Yu, D. and Zhao, J. and Tang, R. and Han, Chunjia and Yang, Mu (2025) . Journal of Consumer Behaviour 24 (6), pp. 2772-2792. ISSN 1479-1838.
    • He, H. and Bai, S. and Han, Chunjia and Yang, Mu and Fan, W. and Gupta, B. (2025) . Technology in Society ISSN 0160-791X.
    • Bai, S. and Zhou, J. and Han, Chunjia and Yang, Mu (2025) . Electronic Commerce Research and Applications 73 (101539), ISSN 1567-4223.
    • Bai, S. and He, H. and Han, Chunjia and Yang, Mu and Li, Z. and Fan, W. (2025) . IEEE Transactions on Engineering Management 72, pp. 3921-3936. ISSN 0018-9391.
    • Yang, Mu and Amankwah-Amoah, J. and Han, Chunjia and Gupta, Brij (2025) . Transportation Research Part E: Logistics and Transportation Review ISSN 1366-5545. (In Press)
    • Zhou, Q. and Bai, S. and Tan, Y. and Han, Chunjia and Yang, Mu (2025) . Thunderbird International Business Review ISSN 1096-4762. (In Press)
    • Bai, S. and Zhou, J. and Han, Chunjia and Yang, Mu and Wang, C. and Brij, G. (2025) . Technological Forecasting & Social Change ISSN 0040-1625. (In Press)
    • Hu, R. and Lin, Y. and Yang, Mu and Yu, Y. and Sassone, V. (2025) . Mathematics 13 (17), pp. 2731. ISSN 2227-7390.
    • Bai, S. and Zhang, X. and Yu, D. and Han, Chunjia and Yang, Mu (2025) . Humanities and Social Sciences Communications 12 (1633), ISSN 2662-9992.
    • Bai, S. and Yu, D. and Han, Chunjia and Yang, Mu and Gupta, B. and Arya, V. and Panigrahi, P.K. and Tang, R. and He, H. and Zhao, J. (2024) . Technological Forecasting & Social Change 204 (123395), ISSN 0040-1625.
    • Huo, H. and Wang, C. and Han, Chunjia and Yang, Mu and Shang, W.-l. (2024) . Information Processing & Management 61 (3), pp. 103655. ISSN 0306-4573.
    • Xue, N. and Huo, H. and Han, Chunjia and Yang, Mu and Arya, V. and Panigrahi, P.K. and Gupta, B. (2024) . British Food Journal ISSN 0007-070X.
    • Liu, Z. and Huang, N. and Han, Chunjia and Yang, Mu and Zhao, Y. and Sun, W. and Arya, V. and Gupta, B. and Shi, L. (2024) . British Food Journal 126 (6), pp. 2477-2499. ISSN 0007-070X.
    • Zhao, J. and Huo, H. and Wei, S. and Han, Chunjia and Yang, Mu and Gupta, B. and Arya, V. (2024) . British Food Journal 126 (13), pp. 162-181. ISSN 0007-070X.
    • Bai, S. and Tan, Y. and Han, Chunjia and Yang, Mu and Gupta, B. and Arya, V. (2024) . IEEE Transactions on Computational Social Systems 11 (6), pp. 8243-8256. ISSN 2329-924X.
    • Bai, S. and Shi, S. and Han, Chunjia and Yang, Mu and Gupta, B. and Arya, V. (2024) . Future Generation Computer Systems 158, pp. 167-182. ISSN 0167-739X.
    • Bai, S. and Huang, X. and Han, Chunjia and Yang, Mu and Yu, D. and Bi, X. (2024) . Current Psychology 43, pp. 21768-21782. ISSN 1046-1310.
    • Huo, H. and Shen, K. and Han, Chunjia and Yang, Mu (2024) . PLoS One 19 (7), pp. e0304901. ISSN 1932-6203.
    • Yin, Z. and Huang, G. and Zhao, R. and Wang, S. and Shang, W.-l. and Han, Chunjia and Yang, Mu (2024) . Financial Innovation ISSN 2199-4730.
    • Bai, S. and Bi, X. and Han, Chunjia and Yang, Mu and He, H. (2023) . Journal of Global Information Management 31 (1), ISSN 1062-7375.
    • Wang, L. and Han, Chunjia and Zheng, Y. and Peng, X. and Yang, Mu and Gupta, B. (2023) . Journal of Innovation & Knowledge 8 (1), pp. 100288. ISSN 2444-569X.
    • Bai, S. and He, H. and Han, Chunjia and Yang, Mu and Yu, D. and Bi, X. and Gupta, B. and Fan, W. and Panigrahi, P. (2023) . Journal of Consumer Behaviour ISSN 1479-1838.
    • Zheng, Y. and Bai, C. and Wang, L. and Han, Chunjia and Yang, Mu and Pappu, A. (2023) . Economics of Innovation and New Technology ISSN 1043-8599.
    • Bai, S. and He, H. and Han, Chunjia and Yang, Mu and Bi, X. and Fan, W. (2023) . Frontiers in Psychology 14, ISSN 1664-1078.
    • Bai, S. and Yu, D. and Han, Chunjia and Yang, Mu and Islam, N. and Yang, Z. and Tang, R. and Zhao, J. (2023) . IEEE Transactions on Engineering Management ISSN 0018-9391.
    • Yang, J. and Zhao, Y. and Han, Chunjia and Liu, Y. and Yang, Mu (2022) . Journal of Enterprise Information Management 35 (4/5), pp. 1288-1304. ISSN 1741-0398.
    • Yang, Mu and Ooi, Y.M. and Han, Chunjia (2022) . International Journal of Production Economics 244, pp. 108366. ISSN 0925-5273.
    • Han, Chunjia and Yang, Mu (2022) . IEEE Transactions on Engineering Management 69 (2), pp. 365-375. ISSN 0018-9391.
    • Bai, S. and Bi, X. and Han, Chunjia and Zhou, Q. and Shang, W. and Yang, Mu and Wang, L. and Ieromonachouc, P. and He, H. (2022) . Frontiers of Engineering Management 9, pp. 473-485. ISSN 2096-0255.
    • Rong, D. and Zhao, Y. and Han, Chunjia and Yang, Mu and Liu, F. (2022) . Journal of Global Information Management 30 (9), ISSN 1062-7375.
    • Yang, Z. and Zhang, W. and Han, Chunjia and Li, Y. and Yang, Mu and Eromonachoud, P. (2022) . Information Sciences ISSN 0020-0255.
    • Bai, S. and Yu, D. and Yang, Mu and Tang, R. and He, H. and Zhao, J. and Huang, P. (2022) . Frontiers in Psychology 13, ISSN 1664-1078.
    • Han, Chunjia and Yang, Mu and Piterou, A. (2021) . Technological Forecasting and Social Change 169, pp. 120849. ISSN 0040-1625.
    • Yang, Mu and Han, Chunjia and Cui, Y. and Zhao, Y. (2021) . Journal of Hospitality and Tourism Management 47, pp. 256-261. ISSN 1447-6770.
    • Han, Chunjia and Yang, Mu (2021) . Annals of Tourism Research 89, pp. 103081. ISSN 0160-7383.
    • Yang, Mu and Han, Chunjia (2021) . International Journal of Contemporary Hospitality Management 33 (4), pp. 1230-1248. ISSN 0959-6119.
    • Yang, Mu and Han, Chunjia (2021) . Journal of Business Research 125, pp. 456-465. ISSN 0148-2963.
    • Han, Chunjia and Thomas, S. and Yang, Mu and Cui, Y. (2019) . European Journal of Innovation Management 22 (5), pp. 747-764. ISSN 1460-1060.
    • Yang, Mu and Margheri, A. and Hu, R. and Sassone, V. (2018) . IEEE Cloud Computing 5 (6), pp. 69-79. ISSN 2168-7161.
    • Han, Chunjia and Thomas, S.R. and Yang, Mu and Ieromonachou, P. and Zhang, H. (2017) . The Journal of High Technology Management Research 28 (1), pp. 93-109. ISSN 1047-8310.
    • Hamadou, S. and Sassone, V. and Yang, Mu (2015) . Mathematical Structures in Computer Science 25 (2), pp. 429-456. ISSN 0960-1295.

    Book section

    • Hu, R. and Stalla-Bourdillon, S. and Yang, Mu and Schiavo, V. and Sassone, V. (2020) . In: Leenes, R. and van Brakel, R. and Gutwirth, S. and De Hert, P. (eds.) Data Protection and Privacy: The Age of Intelligent Machines. Oregon, U.S.: Hart Publishing. pp. 39. ISBN 9781509937486.
    • Yu, Y. and Yang, Mu and Nuseibeh, B. (2017) . In: AIAA Information Systems-AIAA Infotech @ Aerospace. Aerospace. pp. 884. ISBN 9781624104497.

    Conference item

    • Tun, T.T. and Yang, Mu and Bandara, A.K. and Yu, Y. and Nhlabatsi, A. and Khan, N. and Khan, K.M. and Nuseibeh, B. (2018) . 2018 IEEE/ACM 13th International Symposium on Software Engineering for Adaptive and Self-Managing Systems (SEAMS), 2018, Gothenburg, Sweden
    • Ferdous, M.S. and Margheri, A. and Paci, F. and Yang, Mu and Sassone, V. (2017) . 2017 IEEE 37th International Conference on Distributed Computing Systems (ICDCS), 2017, Atlanta, U.S.
    • Rafiq, Y. and Dickens, L. and Russo, A. and Bandara, A.K. and Yang, Mu and Stuart, A. and Levine, M. and Calikli, G. and Price, B.A. and Nuseibeh, B. (2017) . 2017 32nd IEEE/ACM International Conference on Automated Software Engineering (ASE), 2017, Urbana-Champaign, U.S.
    • Barhamgi, M. and Yang, Mu and Yu, C.-M. and Yu, Y. and Bandara, A.K. and Benslimane, D. and Nuseibeh, B. (2017) . Proceedings of the 2017 ACM on Asia Conference on Computer and Communications Security, 2017, Abu Dhabi, UAE
    • Margheri, A. and Ferdous, M.S. and Yang, Mu and Sassone, V. (2017) . 2017 IEEE 10th International Conference on Cloud Computing (CLOUD), 2017, Honololu, U.S.
    • Yang, Mu and Yu, Y. and Bandara, A.K. and Nuseibeh, B. (2014) . 2014 IEEE 13th International Conference on Trust, Security and Privacy in Computing and Communications, 2014, Washington, DC, U.S.
    • Yang, Mu and Sassone, V. and Hamadou, S. (2012) . Principles of Security and Trust, 2012, Tallinn, Estonia
    • Yang, Mu and Sassone, V. (2011) . International Conference on Information and Communications Security, 2011, Beijing, China
    • Sassone, V. and Hamadou, S. and Yang, Mu (2010) . International Conference on Concurrency Theory, 2010, Paris, France
    • Yang, Mu and Zhang, R. and Wang, Q. (2008) . 2008 IEEE International Conference on Service Operations and Logistics, and Informatics, 2008, Beijing, China