Dr Jie Meng

Dr. Jie Meng's current research focuses on AI-user interaction using techno-psychological and neuroscience approaches, analysing quantitative data from multimodal sources and social media information via machine learning. Her research is concerned with the knowledge development of veridical and empathetic AI interaction that ensure the information efficiency, effectiveness, and wellness of digital tool users with minimised hallucination risks, using experiments psychology is a dynamic study of factors such as expectations, goals, intentions, beliefs and trusts in individual decision-making, designing/executing simulation research in complex social systems, and data mining of multi-dimensional complex data using machine learning.

She employs the eye-tracking method in business research to empirically study individuals' preference patterns and behaviours in the social economy, including retail consumer product (assortment) preferences and purchases, web interface heatmaps, and advertising optimisation of smart media.

In addition, Dr. Meng is also utilising multi-agent simulation methods to test, simulate, evolve, and abstract complex situations in multi-agent simulation and big data machine learning within the context of social media, word-of-mouth communication, and network public opinion, to investigate conditional causality. She has published widely in internationally reputable journals in marketing, information management, and human-computer interaction research, and has acted as a guest editor for Internet Research and Frontiers in Artificial Intelligence.

Academic background 

Dr Jie Meng received her PhD from the University of New South Wales, Australia. Her scholarly pursuits revolve around the innovative integration of contemporary techno-psychological methodologies to address the intricacies of human-technology interactions, including gamified experience design, VR/AR interface and application of AI in customer communication. Moreover, she endeavours to digitalise business systems, orchestrating their evolution for both commercial triumph and societal betterment.

PhD researcher supervision areas

• Computational advertising: Research on advertising delivery strategies and recommendation algorithm optimization on intelligent new media.
• ​​Cookies marketing and data ecosystem: Explore user information exchange behaviour and its impact on social platform business models.
• Fairness in artificial intelligence: Develop multimodal learning methods to improve the adaptability and inclusiveness of AI in a diverse environment.
• Eye tracking technology application: Analyse how consumers interact with content in marketing and retail environments.
• Human-computer collaboration research: Explore practical cases of AI roles in social, education, medical and other fields.

Funded research projects

“Test Coverage Metrics for Artificial Intelligence - V2.0”
Funding Body: Defence Science and Technology Lab (DsTL), Ministry of Defence, UK
Duration: 2019-2020 (completed)
Research Income: GBP £14,000 (Loughborough share)

“Birds of a Feather or Distance Makes Better? A Re-investigation of Personality’s Role in AI-Advertising Era” Loughborough University London Mid-Career Research Development Grant
Duration: March-July 2025
Research Income: GBP £7,500

Guest editor experience

• Frontiers in Artificial Intelligence, Special Issue “AI’s Contribution to New Insights of Digital Behaviour and Service Economy”
• Internet Research, Special Issue of “Digital Transformation”
• MDPI topic "Complex Networks and Social Networks"

Editorial reviewer board

Journal of Global Fashion Marketing (ABDC-B Journal, ABS1, JCR Q1)

Ad hoc referee experience

• International Journal of Research in Marketing (ABS4, JCR Q1)
• Journal of Retailing (ABS4, JCR Q1)
• Technological Forecasting and Social Change (ABS3, JCR Q1)
• European Marketing Journal (ABS3, JCR Q1)
• Industrial Marketing Management (ABS3, JCR Q1)
• International Journal of Hospitality Management (ABS3, JCR Q1)
• Journal of Consumer Behavior (ABS2, JCR Q1)
• Journal of Retailing and Consumer Services (ABS2, JCR Q1)
• Journal of Macromarketing (ABS2, JCR Q1)
• Computer in Human Behavior (ABS2, JCR Q1)
• Journal of Consumer Affairs (ABS2, JCR Q1)