Dr Haoyu Liu

Dr Haoyu Liu

Department of Management
Assistant Professor in Supply Chain management

Contact details

Email
h.liu.9@bham.ac.uk
View my research portal
Address
University of Birmingham
Edgbaston
Birmingham
B15 2TT
UK

Haoyu Liu is an Assistant Professor at Birmingham Business School, University of Birmingham. She completed her PhD in Operations Management and Information Systems at the University of Nottingham, supported by the prestigious Deng Yaping Sports Scholarship. With an international background in professional sport, her research explores how digital transformation, AI, and data analytics reshape service systems, user engagement, and operational decision-making.

Her research lies at the intersection of digital innovation, service ecosystems, and operations management, with a particular focus on sport, healthcare, and supply chain contexts. Her current projects examine smart gyms, online–offline (O2O) service ecosystems, AI-enabled personalisation, health education interventions, and data-driven business model innovation. She is particularly interested in how digital platforms and AI technologies enable value co-creation, improve service experiences, and transform organisational practices.

Her work has been published in leading peer-reviewed journals, including Journal of Business Research, IEEE Engineering Management Review, Annals of Operations Research, and Industrial Management & Data Systems. She also serves as a reviewer for internationally recognised journals in the fields of operations management, information systems, and digital innovation.

Teaching

Haoyu is teaching ‘Supply Chain Design and Performance management’ and ‘Sport and Operation Management’ at postgraduate levels.

Postgraduate supervision

Haoyu is currently supervising two PhD students whose research focuses on supply chain platforms and AI in sport and fitness contexts.

She welcomes applications from prospective PhD candidates with strong academic potential and a clear ambition to build a career in academia. She is particularly interested in supervising students whose research aligns with digital transformation, AI applications, platform ecosystems, big data analytics, service ecosystems, sports business management, and sustainable supply chains.

She is especially keen to support projects with real-world impact using quantitative, qualitative, or mixed methods, particularly those involving digital platforms, user behaviour data, and AI-enabled service innovation. Candidates with an elite sport background are especially encouraged to apply. If you are motivated to pursue doctoral research in these areas under her supervision, she would be delighted to receive your application.

Publications

Recent publications

Article

Lin, K-Y, Hong, Y-H, Li, M-H, Liu, H & Pan, H-C 2026, 'AI-Driven Predictive Maintenance: Bayesian Reliability Assessment and XGBoost for Smart Industrial Systems', International Journal of Reliability, Quality and Safety Engineering. https://doi.org/10.1142/S0218539326500105

Wu, X, Schmidt, R, Wilcockson, TD, Wang, W & Liu, H 2026, 'Eye-tracking and place attachment: visual and emotional engagement in higher education atrium spaces', Building Research and Information. https://doi.org/10.1080/09613218.2026.2646974

Park, Y, Pang, G, Liu, B, Duan, K & Liu, J 2026, 'How market signals shape online auction prices for remanufactured electronics: an explainable artificial intelligence approach', Industrial Management & Data Systems. https://doi.org/10.1108/IMDS-06-2025-0798

Wang, W, Liu, H, Liu, C & Wu, X 2026, 'Multi-criteria evaluation of urban leisure sports parks from a spatial justice perspective: Three Parks in Beijing', International Journal of Urban Sciences. https://doi.org/10.1080/12265934.2026.2618026

Luo, J, Lin, Y, liu, Z, Jiang, H & Liu, H 2026, 'Platform-based Supply Chains: A Dual-Layered Framework for Digital Transformation and Ecosystem Orchestration', Journal of Digital Economy, vol. 5, no. 1, pp. 66-86. https://doi.org/10.1016/j.jdec.2026.02.002

Chen, R, Liu, H, Tan, KH, Pang, G & Duan, K 2025, 'Enhancing Order Fulfilment Services on Social Livestreaming Commerce: An Evaluation of Logistics Experience Scores', International Journal of Production Economics, vol. 287, 109698. https://doi.org/10.1016/j.ijpe.2025.109698

Liu, H, Tan, KH, Chung, L, Yoshie, O & Leiri, Y 2025, 'Examining viewers' impulsive buying behaviour in sports livestreaming commerce', Operations Management Research, vol. 18, pp. 422-436. https://doi.org/10.1007/s12063-024-00536-7

Liu, H, Chung, L, Tan, KH & Peng, B 2024, 'I want to view it my way! How viewer engagement shapes the value co-creation on sports live streaming platform', Journal of Business Research, vol. 170, 114331. https://doi.org/10.1016/j.jbusres.2023.114331

Liu, H & Tan, KH 2023, 'The viewer value co-creation process on sports live streaming platforms', Industrial Management & Data Systems, vol. 123, no. 5, pp. 1523-1547. https://doi.org/10.1108/IMDS-04-2022-0251

Liu, H, Tan, KH & Wu, X 2023, 'Who's watching? Classifying sports viewers on social live streaming services', Annals of Operations Research, vol. 325, no. 1, pp. 743-766. https://doi.org/10.1007/s10479-022-05062-y

Liu, H, Tan, KH & Pawar, KS 2022, 'Predicting viewer gifting behavior in sports live streaming platforms: The impact of viewer perception and satisfaction', Journal of Business Research, vol. 144, pp. 599-613. https://doi.org/10.1016/j.jbusres.2022.02.045

Liu, H, Tan, KH, Kumar, A, Singh, SK & Chung, L 2022, 'Value co-creation in sports live streaming platforms: a microfoundations perspective', IEEE Transactions on Engineering Management. https://doi.org/10.1109/TEM.2022.3204451

Conference contribution

Liu, H, Tan, KH, Pawar, K & Zhang, S 2022, Sporting resilience during covid-19: The value co-creation process on sport live-streaming platforms. in X Zhao, HK Chan, G Ji, Y Qi, Q Yang, KH Tan & Y Li (eds), Supply Chain Risk and Innovation Management in “The Next Normal”: Proceedings of the 15th International Conference on Operations and Supply Chain Management. 1 edn, Responsible Innovation in Industry, Springer, pp. 62-71, The International Conference on Operations and Supply Chain Management (and the Strategic Supply Chain Thought Leaders Forum), 17/07/21. https://doi.org/10.1007/978-981-19-1464-5_6

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