Dr Kevin Lu
Reader
Eastern Gateway 104c
- Email: kevin.lu@brunel.ac.uk
- Tel: +44 (0)1895 265254
- Innovation and Sustainability
- Brunel Business School
- College of Business, Arts and Social Sciences
Summary
Dr. Lu's research primarily focuses digital transformation and business analytics. Recently, he has expanded his work to include digital business strategy development, leveraging Generative Artificial Intelligence (GAI) technology. His studies employ methods such as mathematical modeling, optimization, and econometric. Dr. Lu has an extensive publication record, with over 30 research articles in leading journals, 3 book chapters, and more than 30 conference papers. His research has been supported by organizations such as SAMS, GCRF, Innovate UK, EPSRC, and the EU. Under Dr. Lu's supervision, ten PhD students have successfully completed their doctoral studies. Before joining academia, he worked in industry as a computer software engineer.
His research interests include:
- Digital marketing and marketing analytics
- Understanding business developement through data analysis
- Generative Artificial Intelligence (GAI) Applications in Marketing
Qualifications
BSc (Hons) in Mathematics; PhD in Management; Postgraduate Certificate in Teaching and Learning In Higher Education.
Responsibility
Newest selected publications
Yuan, H., Lü, K. and Fang, W. (2025) 'Machines vs. humans: The evolving role of artificial intelligence in livestreaming e-commerce'. Journal of Business Research, 188 (February 2025). pp. 1 - 16. ISSN: 0148-2963 Open Access Link
Meng, LM., Kou, S., Duan, S., Wang, Y. and Lü, K. (2025) 'Effect of Human Image in Advertisements on Consumers' Experiential Purchase Intentions'. Journal of Advertising, 0 (ahead of print). pp. 1 - 21. ISSN: 0091-3367 Open Access Link
Lü, K. (2025) 'Ensuring Content Quality and Compliance in Marketing Automation: Tools and Techniques'.
Lü, K. (2024) 'Exploring the Effectiveness of Generative AI-Powered Chatbots in Strengthening Consumer Trust and Enhancing Retention Capabilities for a Bank'.Open Access Link
Chen, C., Lü, K. and Zhang, D. (2024) 'The impact of self-construal on consumers’ intention to write reviews: A trait activation perspective'. Journal of Business Research, 178. pp. 1 - 12. ISSN: 0148-2963 Open Access Link