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Eugene Aw Cheng Xi, Associate Professor


 

 

Email: eugenecx.aw@gmail.com / EugeneAw@ucsiuniveristy.edu.my

 

Academic Qualification
2021 Ph.D. in Marketing, Universiti Putra Malaysia (CGPA: 4.00)
2018 Master Science in Business Economics (Marketing), Universiti Putra Malaysia (CGPA: 4.00)
2016 Bachelor of Business Administration (Marketing), Universiti Putra Malaysia (CGPA: 3.76)

 

Skill Highlights
Quantitative Data Analysis (Survey & experiment)
Qualitative Comparative Analysis (QCA)
Software: Statistical Package for the Social Sciences (SPSS), SmartPLS, WarpPLS, Quirkos, fsQCA, Tosmana
General Microsoft Office application


Working Experience
Visiting Professor, Iqra University (2022- Present)

 

Associate Professor, UCSI Graduate Business School, UCSI University (2023-Present)

Head of Research and Postgraduate Studies (2022- Present)

 

Assistant Professor, UCSI Graduate Business School, UCSI University (2021-2023)

 

Research assistant, Universiti Putra Malaysia

  • Maintained records of research activities
  • Performed data entry and analysis
  • Prepared research reports
  • Published research papers


Tutor, Universiti Putra Malaysia

  • Delivered teaching session on course Communication in Business
  • Conducted student assessment


Practical Intern, Parkson Corporation Berhad

  • Performed executive works across departments 

 

Languages

Bahasa Malaysia
English
Chinese

 

Teaching
Marketing Management (Postgraduate)
Ethics & Corporate Social Responsibiliy (Postgraduate)
International Business & Management (Postgraduate)
Research Methods For Business And Management (Postgraduate)
Overarching Understanding & Formulating a Winning Strategy (Bridging Course for MBA programme)

 

Research Interests
Marketing

Consumer behavior

Branding

Technology

 

Awards and Recognitions

  • World's Top 2% Scientists 2023 by Stanford University
  • “Highly Cited”papers by Essential Science Indicators (ESI), Web of Science. (Article titled: Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation)•
  • “Highly Cited”papers by Essential Science Indicators (ESI), Web of Science. (Article titled: Alexa, what's on my shopping list? Transforming customer experience with digital voice assistants)
  • Emerald Literati Awards for Excellence: Outstanding Reviewer Award 2023 by Asia Pacific Journal of Marketing and Logistics
  • “Most Read Article”for the past twelve months by Journal of Marketing Theory & Practice in 2023 (Article titled: ). Influencer marketing research: review and future research agenda)
  • 2023 National Outstanding Reviewer Award by Private Education Cooperative of Malaysia (EduCoop)
  • 2022 Dean's Research Excellence Award by UCSI Graduate Business School, UCSI University, Malaysia
  • 2022 Outstanding Researcher Award by UCSI Graduate Business School, UCSI University, Malaysia
  • 2022 Top Research Publications Contributor Award by UCSI University, Malaysia
  • “Most Downloaded Article”in 2022 by Information Technology & People (Article titled: Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA)
  • “Most Downloaded Article”for Dec 2022 until Feb 2023 by Government Information Quarterly (Article titled: Government Digital Transformation: Understanding the Role of Government Social Media)
  • “Most Read Article”for the past twelve months by Journal of Computer Information Systems in 2023 (Article titled: Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation)
  • 2022 JHTM Best Paper Award for (Titled: What is holding customers back? Assessing the moderating roles of personal and social norms on CSR'S routes to Airbnb repurchase intention in the COVID-19 era) by the Journal of Hospitality & Tourism Management (Elsevier, SSCI)
  • “Most Read Article”for the past twelve months by Journal of Computer Information Systems in 2022 (Article titled: Unlocking Pathways to Mobile Payment Satisfaction and Commitment)
  • Emerald Literati Awards for Excellence: Outstanding Reviewer Award 2022 by Industrial Management & Data Systems
  • Best Paper Award for (Title: Is it safe to travel ? COVID-19 and medical tourism intentions for Malaysia) by the International Conference on Responsible Tourism and Hospitality (ICRTH2022).
  • Best Presenter Award for (Title: Is it safe to travel ? COVID-19 and medical tourism intentions for Malaysia) by the International Conference on Responsible Tourism and Hospitality (ICRTH2022).
  • Best Paper Award for (Title: How Does User-Generated Content Affect Users' Obsessive Use of Lifestyle-Sharing Mobile Social Networking Site?) at the 2nd International Conference on Emerging Technologies and Intelligent Systems (ICETIS 2022).
  • Best Paper Award for (Title: Social Media Co-creation Activities among Elderly Consumers: An Innovation Resistance Perspective) by the International Conference on Information Systems and Intelligent Applications (ICISIA 2022).
  • Certificate of Achievement (2022) for Academic Evaluation above 3.5 out of 4.00, awarded by UCSI Graduate Business School, UCSI University, Malaysia
  • Certificate of Achievement (2021) for Academic Evaluation above 3.5 out of 4.00, awarded by UCSI Graduate Business School, UCSI University, Malaysia
  • Young Researcher Award 2021 by UCSI Graduate Business School, UCSI University, Malaysia
  • Dean's Research Excellence Award 2021 by UCSI Graduate Business School, UCSI University, Malaysia
  • Rising Researcher Award 2021 (Art and Social Sciences) by UCSI University, Malaysia
  • Best Paper Award for (Title: Hey, stop giving a tip to human waiters! Exploring factors that influence consumers' willingness to pay more for robotic restaurants) by 3rd International Tourism and Retail Service Management Conference (TRMC 2021)
  • Emerald Literati Awards for Excellence: Outstanding Reviewer Award 2020 by Asia Pacific Journal of Marketing and Logistics
  • Dean's list 2015/2016, Universiti Putra Malaysia

 

Selected Publication
2023

  • Wu, M., Tan, G.W.-H., Aw, E.C.-X., Ooi, K. B. (Forthcoming). Unlocking my heart: How service robots promote hotel brand love?Journal of Hospitality and Tourism Management. (SSCI IF2022= 8.3; ABDC-A)
  • Ooi, K.-B., Tan, G.W.-H., Aw, E.C.-X., Cham, T.-H., Dwivedi, Y.K., Dwivedi, R., Hughes, L., Kar, A.K., Loh, X.-M., Mogaji, E., Phau, I., & Sharma, A. (2023). Banking in the metaverse: a new frontier for financial institutions. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-03-2023-0168 (SSCI IF2022= 5.6; ABDC-A)
  • Zha, T., Aw, E. C. X., Dastane, O., & Fernando, A. G. (2023). Social media marketing for luxury brands: the nexus of parasocial interactions and consumer empowerment. Marketing Intelligence & Planning. (SSCI IF2022= 4.4; ABDC-A)
  • Aw, E. C. X., & Labrecque, L. (2023). Celebrities as brand shields: The role of parasocial relationships in dampening negative consequences from brand transgressions, Journal of Advertising, 52(3), 387-405. (SSCI IF2022= 5.7; ABDC-A)
  • Sham, R., Chong, H. X., Aw, E. C. X., Thangal, T. B. T., & Abdamia, N. (2023). Switching up the delivery game: Understanding switching intention to retail drone delivery services. Journal of Retailing and Consumer Services, 75, 103478. (SSCI IF2022= 10.4; ABDC-A)
  • Moedeen, S., Aw, E. C. X., Alryalat, M., Wei-Han Tan, G., Cham, T. H., Ooi, K. B., & Dwivedi, Y. K. (2023). Social media marketing in the digital age: empower consumers to win big?. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-09-2022-0784 (SSCI IF2022= 3.7; ABDC-A)
  • Aw, E. C. X., Tan, G. W. H., Ooi, K. B., & Hajli, N. (2023). Tap here to power up! Mobile augmented reality for consumer empowerment. Internet Research. https://doi.org/10.1108/INTR-07-2021-0477. (SSCI IF2022= 5.9; ABDC-A)
  • Cham, T. H.,Tan, G. W. H., Aw, E. C. X., Ooi, K. B., Jee, T. W., Pek, C. K. (2023).Virtual reality in tourism: Adoption scepticism and resistance. Tourism Review. https://doi.org/10.1108/TR-10-2022-0479 (SSCI IF2022= 7.8; ABDC-A)
  • Fernando, A. G., & Aw, E. C. X. (2023). What do consumers want?A methodological framework to identify determinant product attributes from consumers’ online questions. Journal of Retailing and Consumer Services, 73, 103335 (SSCI IF2022= 10.4; ABDC-A)
  • Sham, R., Aw, E. C. X., Abdamia, N., & Chuah, S. H. W. (2023). Cryptocurrencies have arrived, but are we ready? Unveiling cryptocurrency adoption recipes through an SEM-fsQCA approach. The Bottom Line, 36(2), 209-233. (ESCI IF2022= 4.1; ABDC-A)
  • Tan, G. W. H., Aw, E. C. X., Cham, T. H., Ooi, K. B., Dwivedi, Y. K., Alalwan, A. A., ... & Tan, T. M. (2023). Metaverse in marketing and logistics: the state of the art and the path forward. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-01-2023-0078 (SSCI IF2022= 3.7; ABDC-A)
  • Cham, T. H., Cheng, B. L., Aw, E. C. X., Tan, G. W. H., Loh, X. M., Ooi, K. B. (2023). Counteracting the impact of fake news on brands. Journal of Computer Information Systems. https://doi.org/10.1080/08874417.2023.2191350 (SCIE IF2022= 2.8; ABDC-A)
  • Dang, T., Tan, G. W. H., Aw, E. C. X., Ooi, K. B., Dwivedi, Y. (2023). How to generate loyalty in the mobile payment industry? an integrative dual SEM-ANN analysis. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-05-2022-0202 (SSCI IF2022= 5.6; ABDC-A)
  • Aw, E. C. X., Leong, L. Y., Hew, J. J., Rana, N., Tan, T. M. (2023). Counteracting dark sides of robo-advisors: Justice, privacy, and intrusion considerations. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-10-2022-0439 (SSCI IF2022= 5.6; ABDC-A)
  • Wu, Z, Aw. E. C. X., & Chuah, S. W. H. (2023).Webrooming as the new retail experience: A smart-shopping perspective. International Journal of Retail & Distribution Management, 51(6), 736-754. (SSCI IF2022= 4.4; ABDC-A)
  • Loh, X. M., Lee, V. H., Leong, L. Y., Aw, E. C. X., Cham, T. H., Tang, Y. C., & Hew, J. J. (2023). Understanding consumers’ resistance to pay with cryptocurrency in the sharing economy: A hybrid SEM-fsQCA approach. Journal of Business Research, 159, 113726. (SSCI IF= 11.3; ABDC-A)
  • Koohang, A., Nord, J. H., Ooi, K. B., Tan, G. W. H., Al-Emran, M., Aw. E. C. X., Baabdullah, A. M., Buhalis, D., Cham, T. H., Dennis, C., Dutot, V., Dwivedi, Y. K., Hughes, L., & Mogaji, E. (2023). Shaping the metaverse into reality: Multidisciplinary perspectives on opportunities, challenges, and future research. Journal of Computer Information Systems, 63(3), 735-765. (SCIE IF2022= 2.8; ABDC-A)
  • Aw. E. C. X., Tao, Z., & Chuah, S. W. H. (2023). My new financial companion! Non-linear understanding of robo-advisory service acceptance. Service Industries Journal, 43(3-4), 185-212. (SSCI IF2022= 9.4; ABDC-B)
  • Chong, H. X., Hashim, A. H., Osman, S., Lau, J. L., & Aw, E. C.-X. (2023). The future of e-commerce? Understanding livestreaming commerce continuance usage. International Journal of Retail & Distribution Management, 51(1), 1-20. (SSCI IF2022= 4.4; ABDC-A)
  • Aw, E. C. X., Tan, G. W. H., Chuah, S. H. W., Ooi, K. B., & Hajli, N. (2023). Be my friend! fostering parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA. Information Technology & People, 36(1), 66-94. (SSCI IF2022= 4.4; ABDC-A)
  • Yuan, Y. P., Dwivedi, Y. K., Tan, G. W. H., Cham, T. H., Ooi, K. B., Aw, E. C. X., & Currie, W. (2023). Government digital transformation: understanding the role of government social media. Government Information Quarterly, 40(1), 101775. (SSCI IF2022= 7.8)
  • Aw, E. C. X., & Agnihotri, R. (2023). Influencer marketing research: review and future research agenda. Journal of Marketing Theory and Practice. https://doi: 10.1080/10696679.2023.2235883 (ESCI IF2022= 3.0; ABDC-B)
  • Ali, M., Choi-Meng, L., Aw, E. C. X., Puah, C. H., & Barut, A. (2023). Real estate investment decisions in COVID-19 crisis: the effect of perception and behavioral biases. International Journal of Housing Markets and Analysis. https://doi.org/10.1108/IJHMA-12-2022-0173 (ESCI IF2022= 1.7; ABDC-B)
  • Tee, P.K., Cham, T.-H., Aw, E.C.-X., Khudaykulov, A., & Zhang, X. (2023). Marketing micro-credentials: understanding learners' engagement and willingness to pay more. International Journal of Educational Management. https://doi.org/10.1108/IJEM-03-2023-0096 (ESCI IF2022= 2.4; ABDC-B)

2022

  • Nguyen, L-T., Dwivedi, Y. K., Tan, G. W. H., Aw. E. C. X., Lo, P.S., & Ooi, K. B. (2022). Unlocking pathways to mobile payment satisfaction and commitment. Journal of Computer Information Systems, 63(4), 998-1015. (SCIE IF2022= 2.8; ABDC-A)
  • Hoh, P. Y., Loo, S. J., Tan, G. W. H., Lee, V. H., Aw, E. C. X., Cham, T. H., & Ooi, K. B. (2022). Understanding valences in mobile grocery shopping: do consumers’ characteristics matter?. Journal of Computer Information Systems, 63(4), 767-780. (SCIE IF2022= 2.8; ABDC-A)
  • Li, F., Aw, E. C. X., Tan, G. W. H., Cham, T. H., & Ooi, K. B. (2022). The eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach. Journal of Retailing and Consumer Services, 68, 103039. (SSCI IF2022= 10.4; ABDC-A)
  • Chuah, S. H. W., Jitanugoon, S., Puntha, P., & Aw, E. C. X. (2022). You don’t have to tip the human waiters anymore but…Unveiling factors that influence consumers’ willingness to pay for robotic restaurants. International Journal of Contemporary Hospitality Management, 34(10), 3553-3587 (SSCI IF2022= 11.1; ABDC-A)
  • Aw, E. C. X., Tan, G. W. H., Cham, T. H. Raman, R., & Ooi, K. B. (2022). Alexa, what's on my shopping list? Transforming customer experience with digital voice assistants. Technological Forecasting & Social Change, 180, 121711. (SSCI IF2022= 12.0; ABDC-A)
  • Lo, P. S., Dwivedi, Y. K., Tan, G. W. H., Ooi, K. B., & Aw. E. C. X., & Metri, B. (2022). Why do consumers buy impulsively in livestreaming commerce? A deep learning-based dual-stage sem-ann analysis. Journal of Business Research, 147, 325-337. (SSCI IF2022= 11.3; ABDC-A)
  • Cheung, M. L., Leung, W. K., Aw, E. C. X., & Koay, K. Y. (2022). “I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs). Journal of Retailing and Consumer Services, 66, 102940. (SSCI IF2022= 10.4; ABDC-A)
  • Chuah, S. H. W., Rasoolimanesh, S. M., Aw, E. C. X., & Tseng, M. L. (2022). Lord, please save me from my sins! Can CSR mitigate the negative impacts of sharing economy on consumer trust and corporate reputation?. Tourism Management Perspectives, 41, 100938. (SSCI IF2022= 8.7; ABDC-A)
  • Chuah, S. H. W., Sujanto, R. Y., Sulistiawan, J., & Aw, E. C. X. (2022). What is holding customers back? Assessing the moderating roles of personal and social norms on CSR’S routes to Airbnb repurchase intention in the COVID-19 era. Journal of Hospitality and Tourism Management, 50, 67-82. (SSCI IF2022= 8.3; ABDC-A)
  • Basha, N. K., Aw, E. C. X., & Chuah, S. H. W. (2022). Are we so over smartwatches? Or can technology, fashion, and psychographic attributes sustain smartwatch usage?. Technology in Society, 69, 101952. (SSCI IF2022= 9.2; ABDC-C)

2021

  • Chuah, S. H. W., Aw, E. C. X., & Cheng, C. F. (2021). A silver lining in the COVID-19 cloud: Examining customers' value perceptions, willingness to use and pay more for robotic restaurants. Journal of Hospitality Marketing & Management. 31(1), 49-76. (SSCI IF2022= 12.5; ABDC-A)
  • Chuah, S. H. W., Aw, E. C. X., & Yee, D. (2021). Unveiling the complexity of consumers’ intention to use service robots: An fsQCA approach. Computers in Human Behavior, 123, 106870. (SSCI IF2022= 9.9; ABDC-A)
  • Aw, E. C. X., & Chuah, S. H. W. (2021). “Stop the unattainable Ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146-157. (SSCI IF2022= 11.3; ABDC-A)
  • Aw, E. C. X., Basha, N. K., Ng, S. I., & Ho, J. A. (2021). Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention. Journal of Retailing and Consumer Services, 58, 102328. (SSCI IF2022= 10.4; ABDC-A)
  • Aw, E. C. X., Chuah, S. H. W., Sabri, M. F., & Basha, N. K. (2021). Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention. Journal of Retailing and Consumer Services, 58, 102288. (SSCI IF2022= 10.4; ABDC-A)
  • Chuah, S. H. W., Aw, E. C. X., & Tseng, M. L. (2021). The missing link in the promotion of customer engagement: the roles of brand fan page attractiveness and agility. Internet Research, 31 (2), 587-612 (SSCI IF2022= 5.9; ABDC-A)
  • Aw. E. C. X., & Sabri, M. F. (2020). Single mothers’ subjective well-being: Empirical evidence from Malaysia. Healthcare for Women International, 35(4), 211-231. (SSCI IF2022= 1.6)

2020

  • Aw. E. C. X., & Labrecque, L. (2020). Celebrity endorsement in social media contexts: Understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing, 37(7), 895-908. (SSCI IF2022= 2.8; ABDC-A)
  • Aw. E. C. X. (2020). Understanding consumers' paths to webrooming: A complexity approach. Journal of Retailing & Consumer Services, 53, 101991. (SSCI IF2022= 10.4; ABDC-A)
  • Sabri, M. F., & Aw, E. C. X. (2020). Untangling financial stress and workplace productivity: A serial mediation model. Journal of Workplace Behavioral Health, 35(4), 211-231. (ESCI IF2022= 1.5)

2019

  • Aw, E. C. X. (2019), Understanding the webrooming phenomenon: Shopping motivation, channel-related benefits and costs. International Journal of Retail & Distribution Management, 47(10), 1074-1092. (SSCI IF2022= 4.4; ABDC-A)
  • Aw, E. C. X., Basha, N. K., Ng, S. I., & Sambasivan, M, (2019). To grab or not to grab? The role of trust and perceived value in on-demand ridesharing services. Asia Pacific Journal of Marketing & Logistics, 31(5), 1442-1465. (SSCI IF2022= 3.7; ABDC-A)
  • Aw, E. C. X., & Chong, H. X. (2019). Understanding non-private label consumers’ switching intention in emerging market. Marketing Intelligence & Planning, 37(6), 689-705. (SSCI IF2022= 4.4; ABDC-A)
  • Aw, E. C. X., Flynn, L. R., & Chong, H.X. (2019). Antecedents and consequences of self-congruity: Replication and extension. Journal of Consumer Marketing, 36(1), 102-112. (SSCI IF2022= 2.8; ABDC-A)

2018

  • Aw, E. C. X., Cheah, J. H., Ng, S. I., & Sambasivan, M. (2018). Breaking compulsive buying financial trouble chain of Malaysia young consumers. Young Consumers, 19(3), 328-344. (ESCI IF2022= 3.0; ABDC-B)

 

Supervision

Doctor of Philosophy (Business and Management)

  • Shen Mengxia. Factors Affecting Consumers' Loyalty in Livestreaming: An Integrative Perspective. (On-going: Passed proposal defense) [Main supervisor]
  • Bai Xiaohui.Determinants of Ethnic Minorities' Loyalty in Livestreaming Commerce. (On-going: Passed proposal defense) [Main supervisor]
  • Wang Xi. Establishing Customer Loyalty in the Omnichannel Grocery Sector Among Gen-Y in China. (On-going: Passed proposal defense) [Main supervisor]
  • Wu Ziqiang. Understanding the Role of Digital Voice Assistants on Brand Loyalty. (On-going: Passed proposal defense) [Main supervisor]
  • Lo Pei San. Destination Brand Management via Tourism Livestreaming: The Cultivation of Destination Consideration, Destination Fascination, Destination Desire, and Destination Trust. (On-going: Passed proposal defense) [Co-supervisor]
  • Wu Meijuan.The Impact of Human-Robot Interaction and Robot Service Quality on Loyalty. (On-going: Passed proposal defense) [Co-supervisor]
  • Pan Yanrong. Factors Influencing Consumers' Impulsive Buying Behavior in Tourism Live Streaming: The Role of Influencers Characteristics. (On-going: Passed proposal defense) [Co-supervisor]
  • Wu Shaomin. What drives consumer’s self-disclosure of mobile payment systems: Evidence from User’s Perspective in China. (On-going: Passed proposal defense) [Co- supervisor]
  • Zhang Xiaoyu. Determinants of Willingness to Pay a Premium of Sustainable Luxury. (On-going) [Main supervisor]
  • Liu Shuzhen. Understanding the Role of Virtual Influencers on Brand Endorsement. (On-going) [Main supervisor]
  • Zhang E. Understanding Influencer Marketing and Corporate Social Responsibility. (On-going) [Main supervisor]
  • Liu Zixuan. Understanding the Role of Celebrity Endorsement in Livestreaming Commerce. (On-going) [Main supervisor]
  • Chen Hanqing. Impulsive Buying: How Artificial Intelligence in Retailing Plays a Role? (On-going) [Main supervisor]
  • Chang Xiaogao.Green Marketing and Consumer Behavior (On-going) [Main supervisor]
  • Lai Pu. Factors Influencing Impulsive Buying in Livestreaming Commerce. (On-going) [Main supervisor]
  • Xie Tong. Artificial Intelligence and Retailing. (On-going) [Main supervisor]
  • Wu Ziqiang. Deep Usage and Brand Outcomes of Digital Voice Assistants in Retailing. (On-going) [Main supervisor]
  • Guo Jingya. Consumers’ Perceptions toward Virtual Influencers in Brand Transgressions. (On-going) [Main supervisor]
  • Zhou Han. Celebrity Endorsement for Branding in Social Commerce. (On-going) [Main supervisor]
  • Zhu He. Application of Artificial Intelligence in Hospitality Marketing. (On-going) [Main supervisor]
  • Wang Shouxia. Brand Management in Digital Marketing Landscape. (On-going) [Main supervisor]
  • Hu Lijuan. Wellness Tourism Destination Desire: A Sequential Mediation Model. (On-going) [Main supervisor]
  • Wu Jiawei. Fostering Loyalty thorugh Brand Community. (On-going) [Main supervisor]
  • Liu Yanqiu. Consumers' Impulsive Buying Behavior in Social Commerce. (On-going) [Co- supervisor]
  • Li Xiang. Factors Affecting Elderly in Using Voice Assistants. (On-going) [Co- supervisor]
  • Fan Xiao. Agritourism Destination Image and Its Relationship with the Intention to Revisit: Evidence from China. (On-going) [Co- supervisor]
  • Ni Xiewen. Research on the Impact of Mobile Shopping on Impulsive Purchase Behavior in the Context of Live Streaming Marketing. (On-going) [Co- supervisor]
  • Huang Kun. The Effect of Celebrity Endorsement on Livestreaming Performance. (On-going) [Co- supervisor]

Doctor of Business Administration

  • Khaw Ooi San. Drivers of Consumer Brand Engagement in Social Networking Sites: A Malaysia Perspective. (Completed) [Co-supervisor]
  • Liu Linjing. Factors Determining Customer Engagement and Brand Advocacy in the Context of Higher Education Marketing. (On-going: Passed proposal defense) [Main supervisor]
  • Phan Yng Yih. The Relationships Between Calling and Job Crafting in Creating Meaningful Work and Its Impact on Presenteeism and Burnout moderated by Resilience. (On-going: Passed proposal defense) [Co- supervisor]
  • Ren Zejuan. How does Co-Creation Affect Consunmer's Repurchase Intention on Online Paid Knowledge Platforms: Evidence from China. (On-going: Passed proposal defense) [Co- supervisor]

Master of Business Administration

  • Li Fajin. An Extended Theory of Planned Behavior in Understanding Chinese Consumers’ Luxury Goods Purchase Intention. (Completed) [Main supervisor] *Thesis work published in Journal of Retailing & Consumer Services (SSCI IF2022= 10.4; ABDC-A)
  • Sajjaad Ali Moedeen. Social Media Marketing Strategies and Brand Equity. (Completed) [Main supervisor] *Thesis work published in Asia Pacific Journal of Marketing & Logistics (SSCI IF2022= 3.7; ABDC-A)
  • Zha Tao. Understanding the impact of social media marketing: Empirical insight from China. (Completed) [Main supervisor] *Thesis work published in Marketing Intelligence & Planning (SSCI IF2022= 4.4; ABDC-A)
     

Committee Involvement & External Engagement

  • Invited speaker for the 13th International Conference on Advances in InformationTechnology (IAIT2023), Bangkok, Thailand.
  • Research Consultant (Business Development) for Mr Ok Sdn Bhd (2023-2026)
  • Invited speaker for the webinar on “How to improve your journal article acceptance rate and research productivity?” Organized by Emerald Publishing and UCSI University.
  • Invited speaker for Distinguished Foreign Faculty Session 2023 on “Road to Publication: Decoding and Managing the Peer Review Process” Organized by Iqra University, Pakistan
  • Visiting Professor at IQRA University (IU) of Pakistan (2022-2024).
  • Evaluator for UCSI Research Excellence & Innovation Grant (2022-2024)
  • Secretariat member of the UCSI Institutional Ethics Committee (1 Nov 2022- 31 Oct 2024).
  • Invited speaker for the pre-conference seminar (SIBEST2022) on “How to Publish Successfully: Author's & Reviewer's Perspectives”Organized jointly by SEGI University and Emerald Publishing
  • Invited speaker for a webinar on“Surviving the Publication Nightmare: How to Handle Peer-review Effectively?”Organized by Universiti Tunku Abdul Rahman, Malaysia
  • 2022 Panel for Sunway University PhD (Business) Work Completion Seminar
  • 2022 Industry Panel for Elevator Pitch, Universiti Teknologi Malaysia
  • Judge for the SMART 4.0 International Innovation Competition 2022 & 2023, Forum of Southeast Asia and Taiwan Universities
  • Session Chair for the International Conference on Responsible Tourism and Hospitality (ICRTH) 2022
  • Scientific Committee Member of the International Conference on Responsible Tourism and Hospitality (ICRTH) 2022
  • Scientific Committee Member for the 10th International Conference on Business, Accounting, Finance, and Economics (BAFE 2022)
  • Moderator for the 2022 research sharing session titled: “Secrets to Publishing in Top-Ranked Journals” delivered by Professor Ian Phau, Editor-in-Chief of Asia Pacific Journal of Marketing and Logistics. Co-organized by UCSI University and Emerald Publishing
  • Moderator for the 2022 research sharing session titled: “How to Avoid desk Rejection? An Editor-in-Chief's Advice” delivered by Professor Ian Phau, Editor-in-Chief of Asia Pacific Journal of Marketing and Logistics. Co-organized by UCSI University and Emerald Publishing
  • Vice Chairperson of the UCSI GBS Research and Development Committee
  • Invited speaker for Journal Review Competition 2021 on “How to Conduct a Peer Review?”. Organized by UCSI Graduate Business School and Emerald Publishing.
  • Committee member of the UCSI Institutional Ethics Committee (1 Oct 2021-31 Oct 2022)
  • Organizing committee at the UCSI-Emerald Journal Review Competition 2021
  • Session chair for the UCSI GBS Postgraduate Colloquium 2021-2023

Grants
UCSI University Research Excellence & Innovation Grant
Project title: Life or Death? Will Elderly Consumers Switch to Near Field Communication Mobile Payment during COVID-19 Pandemic?
Position: Co-researcher
Researchers: Garry Tan Wei Han, Ooi Keng Boon, Eugene Aw Cheng Xi, Lee Voon Hsien, Loh Xiu Ming
Durations: November 2021- October 2023

Status: On-going

 

UCSI University Research Excellence & Innovation Grant
Project title: Understanding value co-creation in social commerce: A content, interaction, and social integrative lens
Position: Principal investigator
Researchers: Eugene Aw Cheng Xi, Garry Tan Wei Han, Ooi Keng Boon, Patrick Chau, Cham Tat Huei
Durations: June 2022- May 2023

Status: On-going

 

UCSI University Research Excellence & Innovation Grant
Project title: Decision Making in Implementing Blockchain Technology for Improvement of the Educational Process: A Causal Modelling Using DEMATEL Technique
Position: Co-principal investigator
Researchers: Chaw Lee Yen, Eugene Aw Cheng Xi, Mehrbakhsh Nilashi, Hafiz Muhammad Ali, Mcxin Tee, Mostafa Al Emran
Durations: June 2022- May 2024
Status: On-going

 

UCSI University Research Excellence & Innovation Grant
Project title: Understanding repurchase intention in chat commerce with the cognitive affective-conative framework
Position: Co-principal investigator
Researchers: Garry Tan Wei Han, Eugene Aw Cheng Xi, Ooi Keng Boon, Lee Voon Hsien, Hew Jun Jie, Loh Xiu Ming, Tan Boon In
Durations: June 2022- May 2023
Status: On-going

 

Consultancy Projects
Conquering Quantitative Research: From Concept to Completion Online Workshop
Duration: 15 October 2023
Location: Online Platform via Tencent VooV (organized by GHLS Learning Hub Solutions)
Status: Completed

 

Write Right! A Guide to Thesis Management in Social Science
Duration: 27 and 28 October 2022
Location: Online Platform via MsTeam (organized by UCSI Extension Sdn Bhd)
Consultant Fee: RM750.00 per day
Status: Completed

 

Membership and Professional Activities

  • Senior Associate Editor for Marketing Intelligence & Planning (SSCI, Emerald)
  • Associate Editor for The Bottom Line (ESCI, Emerald)
  • Associate Editor for Journal of Marketing Practice and Advances and Practices (Refereed Journal)
  • Guest Editor for Journal of Consumer Behaviour (SSCI; Wiley)
  • Guest Editor for Asia Pacific Journal of Marketing & Logistics (SSCI; Emerald)
  • Guest Editor for International Journal of Information Management Data Insights (Scopus; Elsevier)
  • Guest Editor for Journal of Public Affairs (ESCI; Wiley)
  • Editorial Board Member for Industrial Management & Data Systems (SSCI; Emerald)
  • Editorial Board Member for Journal of Computer & Information System (SSCI; Taylor & Francis)
  • Editorial Review Board Member for Journal of Hospitality and Tourism Technology (SSCI; Emerald)
  • Editorial Board Member for Journal of Workplace Behavioral Health (ESCI, Taylor & Francis)
  • Editorial Board Member for Journal of Creative Communication (ESCI, Taylor & Francis)
  • Co-editor for UCSI Graduate Business School Research Report

Ad-hoc Reviewers for:

  • Acta Psychologica (SSCI, Elsevier)
  • Asia Pacific Journal of Marketing and Logistics (SSCI; Emerald)
  • Behavior & Information Technology (SSCI; Taylor & Francis)
  • China Summer Workshop on Information Management (CSWIM 2023)
  • Computers in Human Behavior (SSCI, Elsevier)
  • Electronic Commerce Research and Applications (SSCI, Elsevier)
  • Entertainment Computing (SCIE, Elsevier)
  • European Business Review (ESCI; Emerald)
  • European Journal of Marketing (SSCI; Emerald)
  • European Marketing Academy Conference 2020-2023
  • Financial Innovation (SSCI, Springer)
  • Industrial Management & Data Systems (SSCI; Emerald)
  • Information & Management (SSCI; Elsevier)
  • Information Technology & People (SSCI; Emerald)
  • International Conference on Emerging Technologies and Intelligent System 2021
  • International Journal of Bank Marketing (SSCI; Emerald)
  • International Journal of Business & Society (ESCI; UNIMAS)
  • International Journal of Consumer Studies (SSCI; Wiley)
  • International Journal of Contemporary Hospitality Management (SSCI; Emerald)
  • International Journal of Human-Computer Interaction (SSCI; Taylor & Francis)
  • International Journal of Pervasive Computing and Communications (ESCI; Emerald)
  • International Journal of Retail & Distribution Management (SSCI; Emerald)
  • Internet Research (SSCI; Emerald)
  • Journal of Cleaner Production (SSCI; Elsevier)
  • Journal of Computer & Information System (SSCI; Taylor & Francis)
  • Journal of Consumer Behavior (SSCI; Wiley)
  • Journal of Consumer Marketing (ESCI; Emerald)
  • Journal of Electronic Commerce Research (SSCI; National Chengchi University)
  • Journal of Financial Services & Marketing (ESCI; Palgrave)
  • Journal of Hospitality and Tourism Technology (SSCI; Emerald)
  • Journal of Hospitality Marketing & Management (SSCI; Emerald)
  • Journal of Internet Commerce (ESCI; Taylor & Francis)
  • Journal of Marketing Management (SSCI; Taylor & Francis)
  • Journal of Marketing Theory and Practice (ESCI; Taylor & Francis)
  • Journal of Relationship Marketing (Scopus; Taylor & Francis)
  • Journal of Research in Interactive Marketing (SSCI; Emerald)
  • Journal of Retailing & Consumer Services (SSCI; Elsevier)
  • Journal of Workplace Behavioral Health (ESCI; Taylor & Francis)
  • Marketing Intelligence & Planning (SSCI; Emerald)
  • Psychology & Marketing (SSCI; Wiley)
  • Sage Open (SSCI; Sage)
  • Technological Forecasting & Social Change (SSCI, Elsevier)

The Bottom Line (ESCI; Emerald)

  • Member of Association of North America Higher Education International ANAHEI (2022-present)
  • International Affiliate of American Psychological Association (2022-2023)