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Dr Yue Meng-Lewis

Profile summary

Professional biography

Yue is a Senior Lecturer (Associate Professor) in Digital Marketing at the Open University Business School. She completed her doctoral studies in Marketing at Leeds University Business School, where she explored how consumers respond to sponsorship initiatives during the Olympic Games. Her current research interests focus on gaming and its applications, esports, digital transformation in marketing and branding, and communication strategies. She specialises in gaming and esports research with a particular interest in esports ecosystems, player wellbeing, talent and career development, live streaming experiences and policymaking, and has wide international collaborations with esports associations and clubs.

Yue’s work has been published in the European Journal of MarketingInternational Journal of Human Resource Management, Information Technology & PeopleJournal of Business ResearchSport Management Review, International Journal of Human-Computer Interaction, and Personnel Review amongst other journals. She also published chapters in major marketing and sports management books. She co-authored the SAGE book on Business Research Methods.

In 2022, Yue worked on the BBC two-part documentary series "Trouble at Topshop" as an academic consultant. 

Research interests

Sustainability in esports and gaming industries including business models, fan experiences, player wellbeing, professional careers development, and governance and policy-making;

Digital communication, marketing and branding in the gaming sector;

Gaming applications in healthcare, education, services and tourism.



Impact and engagement

  • Podcast: Sport Management Review Insights: Career development of esports athletes with Yue Meng-Lewis

  • BBC documentary: Trouble at Topshop (available via BBC iPlayer)

  • 2023 Host workshop on "Sport and the Metaverse" at the 31st European Association for Sport Management (EASM) annual conference, Belfast
  • 2023 Research seminar at the SKEMA Business School - Understanding esports fans' live streaming experience 
  • 2023 Research webinar at the APRU Games and Esports Webinar Series - Exploring the esports live streaming experience

  • 2024 Guest editing Internet Research Special Issue on Esports: A Multidisciplinary Research Perspective

  • 2024 Guest editing Communication & Sport Special Issue on Sport and the Metaverse: Characteristics, Applications, and Future Development


The Good, The Bad, and The Ugly – Situational Crisis Communication and the COVID-19 Pandemic Tokyo 2020 Olympic Games (2024-02)
Wong, Donna and Meng-Lewis, Yue
Communication & Sport, 12(1) (pp. 99-129)

The Continuity of eSports Athletes’ Careers: Skill Transformation, Personal Development, and Well-Being (2024)
Zhao, Yupei; Meng-Lewis, Yue; Ni, Bin; Lewis, Gavin and Lin, Zhongxuan
SAGE Open, 14(2)

Esports diplomacy – China’s soft power building in the digital era (2023)
Wong, Donna and Meng-Lewis, Yue
Managing Sport and Leisure, 28(3) (pp. 247-269)

Esports: an exploration of the advancing esports landscape, actors and interorganisational relationships (2023)
Wong, Donna and Meng-Lewis, Yue
Sport in Society, 26(6) (pp. 943-969)

Gamified Money: Exploring the Effectiveness of Gamification in Mobile Payment Adoption among the Silver Generation in China (2022-01-17)
Wong, Donna; Liu, Hongfei; Meng-Lewis, Yue; Sun, Yan and Zhang, Yun
Information Technology & People, 35(1) (pp. 281-315)

Understanding complexity and dynamics in the career development of eSports athletes (2022)
Meng-Lewis, Yue; Wong, Donna; Zhao, Yupei and Lewis, Gavin
Sport Management Review, 25(1) (pp. 106-133)

How work-life conflict affects employee outcomes of Chinese only-children academics: the moderating roles of gender and family structure (2022)
Xian, Huiping; Atkinson, Carol and Meng-Lewis, Yue
Personnel Review, 51(2) (pp. 731-749)

Examination of Esports Fans’ Live Streaming Experiences Using an Extended Expectation- Confirmation Model: A Case Study of the King Pro League (2022)
Meng-Lewis, Yue; Lewis, Gavin; Lin, Zhi and Zhao, Yupei
International Journal of Human-Computer Interaction ((Early access))

Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective (2021-12)
Liu, Hongfei; Meng-Lewis, Yue; Ibrahim, Fahad and Zhu, Xia
Journal of Business Research, 137 (pp. 69-88)

“Enthusiastic Admiration Is the First Principle of Knowledge and Its Last”: A Qualitative Study of Admiration for the Famous (2021-04-01)
Meng-Lewis, Yue; Xian, Huiping; Lewis, Gavin and Zhao, Yupei
SAGE Open, 11(2)

Guanxi and high performance work systems in China: evidence from a state-owned enterprise (2019)
Xian, Huiping; Atkinson, Carol and Meng-Lewis, Yue
The International Journal of Human Resource Management, 30(19) (pp. 2685-2704)

Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism (2014-01-01)
Meng-Lewis, Yue; Thwaites, Des and Gopalakrishna Pillai, Kishore
International Journal of Sports Marketing and Sponsorship, 15(2) (pp. 30-46)

Consumers' responses to sponsorship by foreign companies (2013-12)
Meng-Lewis, Yue; Thwaites, Des and Gopalakrishna Pillai, Kishore
European Journal of Marketing, 47(11/12) (pp. 1910-1930)

The impact of corporate social responsibility on organisational commitment: a study from Romania (2013-04)
Grigore, G.F.; Abdaless, S. and Meng-Lewis, Y.
Transformations in Business & Economics, 12, Article 28A(1A) (pp. 42-59)

Business Research Methods for Chinese Students: A Practical Guide to Your Research Project (2018-04)
Xian, Huiping and Meng-Lewis, Yue
ISBN : 978-1473926653 | Publisher : SAGE

The Global Sporting Power Elite: Eileen Gu (2023)
Wong, Donna and Meng-Lewis, Yue
In: Chadwick, Simon; Widdop, Paul and Goldman, Michael M. eds. The Geopolitical Economy of Sport: Power, Politics, Money and the State (pp. 85-92)
ISBN : 9781032390598 | Publisher : Routledge | Published : Oxon, UK and New York, USA

Sport Sponsorship and Endorsement (2013-01)
Thwaites, Des and Meng, Yue
In: Beech, John and Chadwick, Simon eds. The Business of Sport Management. Financial Times
ISBN : 978-0273721338 | Publisher : Pearson

Ambush marketing case study (2012)
Thwaites, D. and Meng-Lewis, Y.
In: Jobber, D. and Fahy, J. eds. Foundations of Marketing
ISBN : 77137019 | Publisher : McGraw-Hill Higher Education

Complexity and dynamics of the career development in esports professionals (2019)
Meng-Lewis, Yue; Wong, Donna and Zhao, Yupei
In : 27th European Association for Sport Management (EASM) conference (2-7 Sep 2019, Seville, Spain)