Yuly Hong is an Assistant Professor of Marketing at NEOMA Business School. She received her Ph.D. from Georgia Institute of Technology. Her research primarily revolves company’s sustainability efforts with consumers. Specifically, she delves into how companies can effectively engage consumers in their sustainability efforts while enhancing company reputation and the bottom line. Her areas of expertise extend to consumer trust, word of mouth, and identity. Her research is published in Journal of Consumer Research. Her work has been featured at various conferences, including the Association for Consumer Research, Society for Consumer Psychology, and American Marketing Association Academic Conferences. She has also served as a reviewer for several marketing conferences.