Associate Professor Ada Wong Hiu Kan

Selected Publications

Journal Articles:

• Wong, A.H.K., Lee, C. (2026), “ChatGPT as a digital companion: Ethical reflections on constructive use, social connection, and mental health in Singapore”, Asian Journal of Business Ethics, published online 15 Sep 2026. https://doi.org/10.1007/s13520-026-00271-1 
• Liu, V., Wong, A.H.K., Wang, P. and de Cruz, N. (2026), “Reducing income-based barriers to transformative services: Applying the COM-B model to inclusive gym service marketing”, Services Marketing Quarterly, published online 11 April 2026, pp. 1-15, https://doi.org/10.1080/15332969.2026.2653485
• Wong, A.H.K. and Cheung, F. (2024) “The Impacts of Work-From-Home Goal Alignment on Employee Well-Being and Turnover Intentions: The Mediating Role of Work Engagement”, Asian Journal of Business Ethics, Vol. 13 Suppl. 1, pp. 87-107, https://doi.org/10.1007/s13520-024-00198-5.  
• Wong, A.H.K., Wu, C.X., Whitla, P. and Snell, R.S. (2022) “How LMX and Marketing Capabilities Guide and Motivate Customer-Facing Employees’ Learning”, Journal of Business Research, 138, 161 – 169, https://doi.org/10.1016/j.jbusres.2021.09.002 
• Wong, A.H.K., Cheung, J.O. and Chen, Z. (2020) “Promoting effectiveness of ‘working from home’: Findings from Hong Kong working population under COVID-19”, Asian Education and Development Studies, 10(2), 210 – 228, https://doi.org/10.1108/AEDS-06-2020-0139
• Wong, A.H.K. and Poon, H.S.Y. (2018) “An Exploratory Study on the Social Enterprise Sector in Hong Kong”, Hang Seng Management College Business Review, 1(1), 33 – 37.
• Wong, A.H.K., Tian, Y. and Poon, P. (2016) “Managing Opportunism in China: The Roles of Guanxi, Environmental Uncertainty and Management Culture.” Journal of Global Marketing, 29(2), 98 – 111, https://doi.org/10.1080/08911762.2016.1139223 
• Wong, A.H.K. and Tse, F.W.L. (2015) “Identifying the Benefits and Challenges of Using Social media as a Promotional Tool for Social Enterprises.” International Journal of Marketing and Technology, 5(12), 105 – 117.
• Wong, A.H.K. and Tse, F.W.L. (2015) “An Investigation of How Networking Improves Social Enterprise Performance.” International Journal of Advanced Research in Management and Social Science, 4(11), 25 – 35.
• Zhan, G. and Wong, A.H.K. (2015) “The Use of E-commerce Site for Partner Search.” Journal of Economics, Business and Management, 3(10), 967 – 970, https://doi.org/10.7763/JOEBM.2015.V3.317
• Peng, L., Wong, A.H.K. and Wan, L.C.Y. (2012) “The Effects of Image Congruence and Self-Monitoring on Product Evaluations: A Comparison between Genuine and Counterfeit Products?” Journal of Global Marketing, 25(1), 17 – 28.
• Ellis, P.D., Davies, H. and Wong, A.H.K. (2011) “Export intensity and marketing in transition economies: Evidence from China,” Industrial Marketing Management, 4(4), 593 – 602, https://doi.org/10.1016/j.indmarman.2010.10.003
• Wong, A.H.K. and Ellis, P. (2007), “Is market orientation affected by the product life cycle?” Journal of World Business, 42(2), 145-156, https://doi.org/10.1016/j.jwb.2007.02.001

Conference Papers (since 2015):

• Liu, Y., Wong, A.H.K., Zhao, K. and Zhan, G. “ESG Evaluation in Regional Institutional Environments: Provincial Green Policy Discourse in China”, The Academy of International Business Asia Pacific 2026 Conference, Pattaya, Thailand, Dec 8-11, 2026.
• Wong, A.H.K., “Serving through Learning in the Age of AI: A HEART Framework for Experiential Social Marketing Pedagogy”, Andragogy for Impact (Anfl) 2026 Conference, Singapore, Nov 3-5, 2026.
• Ho, S. and Wong, A.H.K., “When Answers Come Faster: Reimagining Adult Learning through Problem Framing, Intent, Judgement, and Sensemaking”, Andragogy for Impact (Anfl) 2026 Conference, Singapore, Nov 3-5, 2026.
• Monzurul, A. and Wong, A.H.K., “Redefining Success through Affordable Standing Wheelchairs for People with Paralysis”, SUSS Re: Define Success Conference Series – Dr Alan HJ Chan Well-Being Conference 2026, Singapore, Sep 1-2, 2026.
• Wong, A.H.K. and Lee, C.K.H., “ChatGPT as a Digital Companion: Ethical Reflections on Constructive Use, Social Connection, and Mental Health in Singapore”, The 9th World Business Ethics Forum, Macau, China, Jun 18-19, 2025. [Best Paper Award]
• Wong, A.H.K. and Wang, J.L., “How Do Management Controls Shape Workforce Sustainability?”, The 9th World Business Ethics Forum, Macau, China, Jun 18-19, 2025.
• Wong, A.H.K., Liu, V., Wang, P. and de Cruz, N., “Does Equitable Access to Sports Resources Promote Social Mobility?”, 2025 International Social Marketing Conference (ISMC), Canberra, Australia, May 13-15, 2025.
• Wong, A.H.K. (2023) “ChatGPT Usage Behaviour and Individual Well-Being”, Australia and New Zealand Marketing Academy (ANZMAC) Conference 2023, Dunedin, New Zealand, 4 – 6 December 2023.
• Wong, A.H.K. and Cheung, F. “The Impacts of Work-From-Home Goal Alignment on Employee Well-Being and Turnover Intentions: The Mediating Role of Work Engagement”, The 8th World Business Ethics Forum, Hong Kong, China, 14 – 15 June 2023.
• Wong, A.H.K. and Cheung, F. “Has the WFH Experience Improved in the Past Two Years in Hong Kong?”, 2022 Academy of International Business Asia Pacific Regional Conference, Ningbo & Hong Kong, China, 7 – 9 December 2022.
• Wong, A.H.K. “Social Marketing: The Best Marketing Practice for Social Enterprises?”, The 6th Annual Symposium on Management and Social Sciences, Hokkaido, Japan, 16 – 18 July 2019.
• Wong, A.H.K. and Poon, S.Y.H. “Social Enterprise Ownership and the Achievement of Performance Objectives”, 2017 Academy of International Business Southeast Asia Regional Conference, Chiang Mai, Thailand, 7-9 December 2017.
• Wong, A.H.K., “Key Challenges and Key Success Factors for Social Enterprises in the Retail Sector”, 13th Asia-Pacific Business Research Conference, Singapore, 23-24 October 2017.
• Wong, A.H.K., Leung, W.Y.N., Lam, C.P.S. and Snell, R.S. “To Care About Our Society - Social Marketing: A Course that Develops Caring Leaders for the Society”, 6th Asia-Pacific Regional Conference on Service-Learning, Surabaya, Indonesia, 28 May - 2 June 2017.
• Wong, A.H.K. “Developing Organizational Learning and Marketing Capabilities in Social Enterprise”, Seventeenth International Conference on Knowledge, Culture, and Change in Organizations, Darwin, Australia, 20-21 April 2017.
• Zhan, G. and Wong, A.H.K. “Consumer Adoption of Wi-Fi Network: The Role of Security Knowledge, Perceived Threat and Security Measures”, 8th International Conference on E-Education, E-Business, E-Management and E-Learning, Kuala Lumpur, Malaysia, 5-7 January 2017.
• Wong, A.H.K. and Tse, F.W.L. “Social Media, Networking, and Marketing Performance: A Study of Social Enterprises in Hong Kong.” Academy of International Business Southeast Asia Regional Conference 2015, Penang, Malaysia, 3-5 December 2015.
• Wong, A.H.K. “How to Improve the Sustainability of Social Enterprises?” 32nd International Business Research Conference, Melbourne, Australia, 23-25 November 2015.
• Whitla, P. and Wong, A.H.K. “Chinese Consumer Attitudes to the Purchase of Second-Hand Goods” Paper presented at SIBR-Thammasat Conference on Interdisciplinary Business and Economics Research, Bangkok, Thailand, 4-6 June 2015.