Educational Qualifications

  • PhD in Marketing (National University of Singapore)
  • BBA in International Business & BS in Psychology (Double Major with President Award, National Taiwan University)

Academic and Professional Experience

  • Senior Lecturer, School of Business, Singapore University of Social Sciences
  • Lecturer, Faculty of Business and Law, University of Newcastle, Australia

Selected Publications

Journal Publications

  • Wong, A., & Hung, Y. C. (2023). Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities. Journal of Product & Brand Management, 32(2), 343-359. doi: 10.1108/JPBM-01-2022-3824 [rank A in ABDC, IF= 5.25]
  • Guan, C., Hung, Y. C., & Liu, W. (2022). Cultural differences in hospitality service evaluations: mining insights of user generated content. Electronic Markets, 32(3), 1061-1081. doi: 10.1007/s12525-022-00545-z [rank A in ABDC, IF= 6.02]
  • Dodds, S., Russell–Bennett, R., Chen, T., Oertzen, A.-S., Salvador-Carulla, L. and Hung, Y.-C. (2022). Blended human-technology service realities in healthcare. Journal of Service Theory and Practice, 32(1), 75-99. doi: 10.1108/JSTP-12-2020-0285[Highly Commended Paper in the 2023 Emerald Literati Awards] [rank A in ABDC, IF= 4.55]
  • Chao, C. W., Hung, Y. C., & Sun, L. (2022). Does consumer innovativeness matter in electrified vehicle? The moderation role of consumer involvement. Journal of International Consumer Marketing, 34(3), 298-311.doi: 10.1080/08961530.2021.1951919 [rank B in ABDC, IF= 4.97]
  • Kuo, Y. W., Hsieh, C. H., & Hung, Y. C. (2021). Non-linear characteristics in switching intention to use a docked bike-sharing system. Transportation, 48, 1459-1479. doi: 10.1007/s11116-020-10102-2 [rank A in ABDC, IF= 4.81]
  • Hung, Y. C., & Guan, C. (2020). Winning box office with the right movie synopsis. European Journal of Marketing, 54(3), 594-614. doi: 10.1108/EJM-01-2019-0096 [rank A* in ABDC, IF= 5.18]
  • Hung, Y. C., Song, L., Chao, C. W. F., & Guan, C. (2017). Love at first sight: The effect of presentation order on evaluation of experiential options in luxury tour packages. Journal of Business Research, 81, 181-191.doi: 10.1016/j.jbusres.2017.06.011 [rank A* in ABDC, IF= 10.97]
  • Hung, Y. C., Zheng, X., Carlson, J., & Giurge, L. M. (2017). The weight of the saddened soul: the bidirectionality between physical heaviness and sadness and its implications for sensory marketing. Journal of Marketing Management, 33(11-12), 917-941. doi: 10.1080/0267257X.2017.1323775 [rank A in ABDC, IF= 4.70]
  • Chao, C. W., Reid, M., & Hung, Y. C. (2016). Vicarious innovativeness or vicarious learning: The role of existing vicarious innovativeness in new product purchase intentions. Australasian Marketing Journal, 24(1), 87-92. doi: 10.1016/j.ausmj.2016.01.006 [rank A in ABDC, IF= 6.00]
  • Hung, Y. C., & Yeung, C. W. (2011). Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size. International Journal of Research in Marketing, 28(2), 102-108. doi:10.1016/j.ijresmar.2011.02.003 [rank A* in ABDC, IF=8.34]

 

Conference Publications & Presentations

  • “Mixed Attitude towards ChatGPT on Social Media: Digital Emotion Contagion or Knowledge Sharing”, Australasian Conference on Information Systems, Wellington, New Zealand, 2023 (published in ACIS 2023 Proceedings. 142. https://aisel.aisnet.org/acis2023/142)
  • “Unraveling Consumer Engagement in Influencer Marketing: A Perspective from UGC Analysis”, International Conference in Electronic Business, Taiwan, 2023 (published in ICEB 2023 Proceedings (Chiayi, Taiwan). 51. https://aisel.aisnet.org/iceb2023/51)
  • “Semantics as Persuasive Cues in Donation-Based Crowdfunding Campaigns: The Moderating Role of Donation Category”, International Conference in Electronic Business, Taiwan, 2023 (published in ICEB 2023 Proceedings (Chiayi, Taiwan). 54. https://aisel.aisnet.org/iceb2023/54)
  • “IP Power in the Global Economy: Transformation and Sustainable Development- Decoding the AI Workforce”, Global Forum on International Intellectual Property, China, 2023
  • “The Role of Celebrity Athlete in Online Brand Advocacy for the Team”, Australian & New Zealand Marketing Academy Conference, Perth, Australia, 2022 conference proceeding
  • “Intellectual Property and Sustainable Development Goals”, International Conference on Advancement of Business Ethics and Corporate Social Responsibility, Taiwan, 2022
  • “Intellectual Property & AI for Inclusion”, International Conference on Advancement of Business Ethics and Corporate Social Responsibility, Taiwan, 2022
  • “Winning Box Office with Right Movie Synopsis – A Text Analysis Perspective”, Australian & New Zealand Marketing Academy Conference [Best Paper in the track], Australia, 2017 conference proceeding
  • “The Sweet Scent of Kindness: Effect of Feminine Scent on Prosocial Behavior and Evaluation of Pro-social Appeal”, The Mystique of Luxury Brands Conference, South Korea, 2017
  • “Should Independent Film Studios Use Super Stars?” Australian & New Zealand Marketing Academy Conference Proceedings, New Zealand, 2017 conference proceeding
  • “From Switching Intent to Behavior: A Construal Level Theory” Perspective in the Context of Contractual Services.” In: Campbell C.L. (eds) The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. 2017, https://doi.org/10.1007/978-3-319-50008-9_197
  • “Love at the First Sight: The Effect of Presentation Order on Evaluation of Experiential Options in Luxury Tour Packages,” The Mystique of Luxury Brands Conference, Shanghai, China, 2016
  • “Mother Fits Prevention & Lover Fits Promotion: The Relational Mental Representation and Regulatory Fit. Australian & New Zealand Marketing Academy Conference, New Zealand, 2016 conference proceeding
  • “The Influence of Goal Publicity on Goal-Consistent Behavior,” ACR North American Advances, 2011
  • “Improving the Power of Switching Intent to Predict Actual Switching Behavior - A Construal Level Theory Perspective”, ACR North America Advances, 2011
  • “The Effect of Option Number in Directional Comparison”, ACR North America Advances, 2009.

 

Book Chapters

  • Guan, C., Ding, D., Gupta, P., Hung, Y. C., & Jiang, Z. (2023). A Systematic Review of Research on ChatGPT: The User Perspective. Exploring Cyber Criminals and Data Privacy Measures, 124-150.
  • Hung, Y.C. (2021). Digital Banks: Igniting Platform Revolution in Banking. In DKC. Lee, D. Ding & C. Guan (Eds.): World financial management in the digital economy, 121-139, World Scientific.https://doi.org/10.1142/12092
  • Wang, M., Qin, X., Hung, Y.C., & Lo, S.W. (2023). Infrastructure — Public Blockchains. Global Web 3 Eco Innovation, 9-43, https://doi.org/10.1142/9789811283680_0002
  • Wang, M., Qin X., Lo, S.W., & Hung, Y.C. (2023). Infrastructure — Extension.Global Web3 Eco Innovation, 45-65, https://doi.org/10.1142/9789811283680_0003

 

Teaching Cases

  • Hung, Y.C., & Ho, J. (2024). Forging change together: how Grab works with NGOs to make A difference for sustainability In Cavusgil, S. T., Knight, G., & Riesenberger, J. R (Eds), International Business: The New Realities (6th Ed.). Harlow, England: Pearson. (Accepted)

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