Daniel Hsiang Hsu, (PhD Researcher)

Daniel Hsu obtained a BSc and an MBA both from the National Taipei University of Technology, Taiwan. During the study, he was awarded an overseas exchange scholarship to the Institute of Technology Sligo, now Atlantic Technological University, Ireland. Daniel also received an MSc (Distinction) and other awards from Ulster University, including the Santander Scholarship Award and the Pure Running Award for excellence of top mark in Digitising Marketing. Before returning to academia, Daniel worked in the 3D printing industry as a Digital Marketing Communications Specialist (EU/US markets) and later a Product-Marketing Project Manager, focused on overseeing the launch of industrial-grade professional 3D printers from development to release. His previous studies and the industry experience subsequently developed into his current PhD project.

Daniel has broad research interests in the areas of digital marketing, social media, content marketing and marketing technology (MarTech), particularly in the context of small business. He began his PhD journey at the Ulster University Business School in 2019 under the supervision of Dr Aodheen McCartan, Professor Barry Quinn, and Professor Mark Durkin. Daniel’s doctoral research project focuses on how small firms use digital technology as a resource to manage customer relationships. He has presented his research internationally at a range of events and conferences, including:

• The Academy of Marketing Conference (2022)
• The Global Research Conference on Marketing and Entrepreneurship Conference (2021 & 2022)
• The Institute for Small Business and Entrepreneurship - ECR/A Spring Symposium (2022)
• The Irish Academy of Management Conference (2021)

Daniel is Lecturer in Digital Marketing & Analytics within the Liverpool Business School. He is passionate about learning and teaching (L&T) in Higher Education, particularly with the use of technology in the classroom to promote active learning. Daniel worked as a Casual Lecturer (2020-2022) in the subject of marketing and management at Ulster University, where he received the Distinguished Collaborative Education Excellence Fellowship award in 2022, in recognition of the positive impact on L&T. Daniel is also an Associate Fellow of the Higher Education Academy (AFHEA) and an Associate Member of the Association for Learning Technology (ALT).

Digital Marketing, Small Business Marketing, Content Marketing, Social Media, Customer Relationship