Yu (Anna) Lin is an Assistant Professor at NEOMA Business School. She earned her Ph.D. from the Chinese University of Hong Kong (CUHK). Her research consists of two primary streams. The first stream examines consumer decisions in digital contexts, including product decisions on e-commerce platforms, perceptions of online reviews, and responses to social media influencers. The second stream investigates consumer decisions in social contexts, including product choices for others and prosocial behavior. Her work has been published in the Journal of Consumer Research and the International Journal of Research in Marketing.