Dr Mu Yang
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Overview
Overview
Biography
Dr. Mu Yang is Senior Lecturer (Associate Professor) in Business Analytics in the Department of Management at Birkbeck, University of London. She started as a computer scientist with expertise in data anonymisation, user privacy, 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.
Prior to joining Birkbeck, she was a Senior Lecturer (Associate Professor) in Digital Marketing Analytics and Interim Director of TIME Research Centre at University of Kent.
Qualifications
- Ph.D in Computer Science, University of Southampton
- BSc in Management Information Systems, Beijing Jiaotong University
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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
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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:
- Business Analytics
- Marketing Analytics
- Big Data Analytics
- Open Innovation
- Digital Economy
- Privacy, Trust, and Security
- Consumer Research
- 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
- Predictive and Prescriptive Decision-Making (BUMN177H7)
- Predictive and Prescriptive Decision-Making (BUMN177H7)
- Marketing Analytics (BUMN180H7)
- Marketing Analytics (BUMN180H7)
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Publications
Publications
Article
- Bai, S. and Yu, D. and Han, Chunjia and Yang, Mu and Islam, N. and Yang, Z. and Tang, R. and Zhao, J. (2023) Enablers or inhibitors? Unpacking the emotional power behind in-vehicle AI anthropomorphic interaction: a dual‑factor approach by text mining. IEEE Transactions on Engineering Management ISSN 0018-9391.
- Bai, S. and He, H. and Han, Chunjia and Yang, Mu and Bi, X. and Fan, W. (2023) What makes theme park experience less enjoyable? Evidence from online customer reviews of Disneyland China. Frontiers in Psychology 14, ISSN 1664-1078.
- Zheng, Y. and Bai, C. and Wang, L. and Han, Chunjia and Yang, Mu and Pappu, A. (2023) Evolutionary game analysis on the diffusion of general purpose technologies with government multiple supports. Economics of Innovation and New Technology ISSN 1043-8599.
- Bai, S. and Bi, X. and Han, Chunjia and Yang, Mu and He, H. (2023) Exploring the over-time variation in customer concerns on sharing economy services. Journal of Global Information Management 31 (1), ISSN 1062-7375.
- 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) Exploring thematic influences on theme park visitors’ satisfaction: an empirical study on Disneyland China. Journal of Consumer Behaviour ISSN 1479-1838.
- Wang, L. and Han, Chunjia and Zheng, Y. and Peng, X. and Yang, Mu and Gupta, B. (2023) Search for exploratory and exploitative service innovation in manufacturing firms: the role of ties with service intermediaries. Journal of Innovation & Knowledge 8 (1), pp. 100288. ISSN 2444-569X.
- Yang, Z. and Zhang, W. and Han, Chunjia and Li, Y. and Yang, Mu and Eromonachoud, P. (2022) A semisupervised classification algorithm combining noise learning theory and a disagreement cotraining framework. 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) Is Negative E-WOM more powerful? Multimodal data analysis on air passengers’ perception of COVID safety measures. Frontiers in Psychology 13, ISSN 1664-1078.
- 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) Evaluating R&D efficiency of China’s listed lithium battery enterprises. 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) Research on dual channel supply chain decision-making of new retailing enterprises considering service behavior in the era of big data. Journal of Global Information Management 30 (9), ISSN 1062-7375.
- Yang, J. and Zhao, Y. and Han, Chunjia and Liu, Y. and Yang, Mu (2022) Big data, big challenges: risk management of financial market in the digital economy. Journal of Enterprise Information Management 35 (4/5), pp. 1288-1304. ISSN 1741-0398.
- Han, Chunjia and Yang, Mu (2022) Stimulating innovation on social product development: an analysis of social behaviors in online innovation communities. IEEE Transactions on Engineering Management 69 (2), pp. 365-375. ISSN 0018-9391.
- Yang, Mu and Ooi, Y.M. and Han, Chunjia (2022) Lead users as idea supplier in online community platform: How to choose the right ideas to implement?. International Journal of Production Economics 244, pp. 108366. ISSN 0925-5273.
- Han, Chunjia and Yang, Mu and Piterou, A. (2021) Do news media and citizens have the same agenda on COVID-19? An empirical comparison of twitter posts. Technological Forecasting and Social Change 169, pp. 120849. ISSN 0040-1625.
- Han, Chunjia and Yang, Mu (2021) Revealing Airbnb user concerns on different room types. Annals of Tourism Research 89, pp. 103081. ISSN 0160-7383.
- Yang, Mu and Han, Chunjia and Cui, Y. and Zhao, Y. (2021) COVID-19 and mobility in tourism cities: a statistical change-point detection approach. Journal of Hospitality and Tourism Management 47, pp. 256-261. ISSN 1447-6770.
- Yang, Mu and Han, Chunjia (2021) Revealing industry challenge and business response to Covid-19: a text mining approach. International Journal of Contemporary Hospitality Management 33 (4), pp. 1230-1248. ISSN 0959-6119.
- Yang, Mu and Han, Chunjia (2021) Stimulating innovation: Managing peer interaction for idea generation on digital innovation platforms. Journal of Business Research 125, pp. 456-465. ISSN 0148-2963.
- Han, Chunjia and Thomas, S. and Yang, Mu and Cui, Y. (2019) The ups and downs of open innovation efficiency: the case of Procter & Gamble. 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) Differentially private data sharing in a Cloud Federation with Blockchain. 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) Evaluating R&D investment efficiency in China's high-tech industry. The Journal of High Technology Management Research 28 (1), pp. 93-109. ISSN 1047-8310.
- Hamadou, S. and Sassone, V. and Yang, Mu (2015) An analysis of trust in anonymity networks in the presence of adaptive attackers. 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) Bridging policy, regulation and practice? A techno-legal analysis of three types of data in the GDPR. 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) Live blackboxes: requirements for tracking and verifying aircraft in motion. 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) Requirements and specifications for adaptive security: concepts and analysis. 2018 IEEE/ACM 13th International Symposium on Software Engineering for Adaptive and Self-Managing Systems (SEAMS), 2018, Gothenburg, Sweden
- 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) Learning to share: engineering adaptive decision-support for online social networks. 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) Enabling end-users to protect their privacy. Proceedings of the 2017 ACM on Asia Conference on Computer and Communications Security, 2017, Abu Dhabi, UAE
- Ferdous, M.S. and Margheri, A. and Paci, F. and Yang, Mu and Sassone, V. (2017) Decentralised runtime monitoring for access control systems in cloud federations. 2017 IEEE 37th International Conference on Distributed Computing Systems (ICDCS), 2017, Atlanta, U.S.
- Margheri, A. and Ferdous, M.S. and Yang, Mu and Sassone, V. (2017) A distributed infrastructure for democratic cloud federations. 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) Adaptive sharing for online social networks: a trade-off between privacy risk and social benefit. 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) A game-theoretic analysis of cooperation in anonymity networks. Principles of Security and Trust, 2012, Tallinn, Estonia
- Yang, Mu and Sassone, V. (2011) Minimising anonymity loss in anonymity networks under DoS attacks. International Conference on Information and Communications Security, 2011, Beijing, China
- Sassone, V. and Hamadou, S. and Yang, Mu (2010) Trust in anonymity networks. International Conference on Concurrency Theory, 2010, Paris, France
- Yang, Mu and Zhang, R. and Wang, Q. (2008) New authentication scheme for M-commerce based on two dimension bar code. 2008 IEEE International Conference on Service Operations and Logistics, and Informatics, 2008, Beijing, China