Educational Qualifications

2015                    
PhD (Marketing), National University of Singapore

2008                    
MBA, University of Hong Kong

2003                    
BBA (double majored in Finance and English), Ocean University of China  

Academic and Professional Experience

2024- Present          
Associate Professor, Singapore University of Social Sciences

2019- 2023              
Senior Lecturer, Singapore University of Social Sciences

2015- 2018              
Lecturer, SIM University/ Singapore University of Social Sciences

2015                    
Tutor, National University of Singapore

2010 - 2014          
Research Assistant & Teaching Assistant, National University of Singapore

2003 - 2007          
Analyst, China Merchants Bank

Selected Publications

  • Wong, A., & Wei, J. (2023). Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense. Journal of Retailing and Consumer Services, 75, 103507. https://doi.org/10.1016/j.jretconser.2023.103507 (A in ABDC list)
  • Zhu, Y., Wang, Y., Wei, J., & Hao, A. (2023). Effects of vividness, information and aesthetic design on the appeal of pay-per-click ads. Journal of Research in Interactive Marketing, https://doi.org/10.1108/JRIM-07-2022-0207 (B in ABDC list)
  • Zhu, Y., Lynette Wang, V., Wang, Y. J., & Wei, J. J. (2022). How to craft humorous advertisements across diverse cultures? Multi‐country insights from Brazilian, Chinese and American consumers. International Journal of Consumer Studies, 46(3), 716-730. https://doi.org/10.1111/ijcs.12720  (A in ABDC list)
  • Wang, V. L., Cruthirds, K. W., Wang, Y. J., & Wei, J. (2014). “Enculturated” pleasure: A study in multicultural engagement: How do Mexican and US consumers respond to humorous advertising differently? Journal of Advertising Research, 54(3), 320-331. https://doi.org/10.2501/JAR-54-3-320-331 (A in ABDC list)
  • Cruthirds, K. W., Wang, V. L., Wang, Y. J., & Wei, J. (2012). A comparison of humor styles in US and Mexican television commercials. Marketing Intelligence & Planning, 30(4), 384-401. https://doi.org/10.1108/02634501211231856 (A in ABDC list)
  • Wang, Y.J, Hernandez, M. D., Minor, M. S., & Wei, J. (2012). Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy. European Journal of Marketing, 46(5), 712-732. http://dx.doi.org/10.1108/03090561211212485 (A* in ABDC list)
  • Wang, Y. J., Hong, S., Wei, J., & Cruthirds, K. W. (2011). Incorporating web aesthetics into e-tail atmospherics research: an evaluation of multiple theoretical frameworks. International Journal of Electronic Marketing and Retailing, 4(1), 80-99. https://doi.org/10.1504/IJEMR.2011.039898 (C in ABDC list)
  • Wang, Y. J., Butt, O. J., & Wei, J. (2011). My identity is my membership: A longitudinal explanation of online brand community members’ behavioral characteristics. Journal of Brand Management, 19, 45-56. https://doi.org/10.1057/bm.2011.28 (A in ABDC list)
  • Wang, Y. J., Minor, M. S., & Wei, J. (2011). Aesthetics and the online shopping environment: Understanding consumer responses. Journal of Retailing, 87(1), 46-58. https://doi.org/10.1016/j.jretai.2010.09.002 (A* in ABDC list)

 

Journal Editorial Work

  • Wang, C. L., Wang, Y., Wei, J., & Chung, H. (2020). Understanding experiential consumption: theoretical advancement and practical implication. Asia Pacific Journal of Marketing and Logistics, 32(6), 1173-1176. https://doi.org/10.1108/APJML-08-2020-739  

 

Selected Book Chapter

  • “Culture, Emotions, and Nation Equity”, with Cathy Yi Chen, Durairaj Maheswaran, and Prashant Saxena (2015), in Handbook of Culture and Consumer Behavior, ed. by Sharon Ng and Angela Y. Lee, NY: Oxford University Press, 183-202.

 

Curriculum Development

  • Designed undergraduate-level new course Strategic Content Management (MKT373, first offered in 2025)
  • Designed graduate-level new course Influencer Marketing (MKT558, first offered in 2021)

 

Authored Commentaries

 

Expert Interviews & Media Features

Conference Discussions

  • "Winning in Court, Losing in Culture: The Cultural Legitimacy Paradox of Luxury Trademark Enforcement", Mystique of Luxury Brands Conference (2026), Tokyo, Japan
  • "Vulnerability by Design: An Initial Exploratory Study of Disclosure Type, Influencer Tier, and Audience Engagement on TikTok", APMA Conference (2026), Macau, China
  • “A Multi-Cultural Examination of Organizational Citizenship Behaviour”, AIB USNE Conference (2022), Washington, United States.
  • “Investigating the Antecedents of Purchase Intention in Para-Social Relationships: The Mediating Role of Influencer Defense,” ANZMAC Conference (2022), Perth, Australia. (Session Chair)
  • “The Effects of Influencer Persuasive Cues in Para-Social Relationships”, AMZMAC Conference 2021, Online.
  • “Competing in Dynamic Marketplace: A Comparative Study on the Role of Market Orientation and Customer Satisfaction”, Academy of Marketing Science Annual Conference (2019), Edinburgh, UK. (Session Chair)
  • “Incentivizing Distributor Sales Force: Lessons from China”, Academy of Marketing Science Annual Conference (2018), New Orleans, United States.
  • “Distilling Distinctiveness from The Mystique: Trade Mark and Marketing Perspectives on Luxury Brand Management”, The Mystique of Luxury Brands Conference (2018), Singapore.
  • Proceedings of the 17th Conference of the International Consortium on Electronic Business (2017), Dubai, UAE.
  • "Winning Box Office with Right Movie Synopsis – A Text Analysis Perspective", ANZMAC Conference (2017) (Best Paper in the track), Melbourne, Australia.
  • “Bidirectional Consumer Friends’ Knowledge Calibration- Overestimated or Underestimated? A Two-Stage Model”, Association for Consumer Research (2012), Vancouver, Canada.


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