Tiong Ying Ying
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Senior lecturer, Management, Marketing & Digital Business Location: Room 39, Heron 2 |
Academic qualifications
- PhD in Marketing, Universiti Malaysia Sabah, 2018
- Master of Business Administration, Universiti Malaysia Sabah, 2013
- Bachelor of Business Studies (Hons), Universiti Malaysia Sabah, 2010
Academic society committee membership
Fellow Higher Education Academy UK (FHEA). 2021 to present
Employment history
- Associate Dean, Faculty of Business, Curtin University Malaysia. June 2020 to present
- Lecturer, Department of Marketing of Faculty of Business, Curtin University Malaysia. February 2018 to present
- Higher Degree Research Programme Coordinator, Faculty of Business, Curtin University Malaysia. August 2019 to June 2020
- Grant Research Assistant, Research and Innovation Management Centre, Universiti Malaysia Sabah. 2017 to 2018
Unit taught
- Consumer Behaviour
- Services Marketing
- International Marketing
- Digital Communication Management
- Managing Social Media Platform
- Small Business Planning
Research interests
Sustainable marketing, green marketing strategy, green branding strategy, branding, competitive advantage, firm performance, social innovation, country of origin, public communication, gamification
Publications
Academic journal articles
- Tiong, Y. Y., Sondoh Jr, S. L., Tanakinjal, G. H., & Iggau, O. A. (2021). Cleaner operations in hotels: Recommendation for post-pandemic green recovery. Journal of cleaner production, 283, 124621.
- Tiong, Y.Y., Sondoh, S.L., Igau, O.A., Tanakinjal, G.H. (2017). Green employee empowerment and green physical evidence: The green service strategy to enhance firm performance. Asian Journal of Business Research, 7(2), pp. 94-124.
Conference proceedings/presentations
- Tiong, Y.Y., Sondoh, S.L., Tanakinjal, G.H., Igau, O.A., (2018). The extended Ps of green marketing mix, differentiation advantage and social quality performance. Presented at 3rd Applied International Business Conference, 23-24 Oct 2018, Labuan.
- Tiong, Y.Y., Sondoh, S.L., Igau, O.A. (2016). Green branding strategy: Towards service differentiation and superior performance. Presented at 6th Global Business and Finance Conference, 27-29 October 2016, Taipei, Taiwan. ISBN: 978-1-925488-19-7.
Research projects
- Co-supervisor, “Achieving customer loyalty through green branding during COVID-19”. December 2020 to current
- Co-supervisor, “The Effective Use of Celebrity Endorsers through Social Media to Influence the Brand Choice Behavior of the Smartphone Buyer”. September 2020 to current
- Co-investigator, “Out of Sight, Out of Mind, Out of Planning: Enhancing Visibility of Cultural Tourism Through Digital Technologies During COVID-19”. July 2020 to current
- Co-investigator, “Keeping Miri Beautiful: How Social Media Can Conserve & Promote Miri – Sibuti Coral Reefs National Park (MSCRNP)”. November 2019 to current
- Co-investigator, “Social Media Marketing in Rural Hospitality and Tourism Entrepreneurship”. September 2019 to current
- Principle investigator, “Digital inclusion in community-based rural entrepreneurship for rural economic development”. August 2019 to current
- Co-investigator, “Community entrepreneurialism: The role of community branding in building sustainable entrepreneurship among independent, palm oil smallholders in rural Sabah, Malaysia”. February 2019 to February 2020
- Co-investigator, “The research of the usage of the fresh agro-Food in Malaysia within three market segments: Households, factories and hospitality services (Zone Borneo – Sabah, Sarawak and Labuan)”. September 2018 to February 2019
- Co-investigator, “Mulberry plantation and production research (community project brainstorming and competition): Social innovation through team entrepreneurial learning (SITEL) research workshop”. 25 to 29 June 2018
- Principle investigator, “Green service marketing mix in stimulating firm performance: The moderating effect of urbanisation level in the west versus east Malaysia”. April 2017 to March 2018
- “Green marketing strategy, competitive advantage and firm performance in the hotel industry”. March 2015 to June 2018
- Principle investigator, “The relationship of country-of-origin, consumer’s attitudes and purchase intention: A study of automotive products in Kota Kinabalu”. July to September 2013
HDR supervision
- Co-supervisor for Abul Kalam, PhD
- Co-supervisor for Jaweria Iqbal, MPhil
Teaching awards
- Nominee for Curtin Malaysia Learning and Teaching Excellence Awards 2020
- Student Choice Award for Department of Marketing, Curtin Malaysia 2020
- Student Choice Award for Department of Marketing, Curtin Malaysia 2019
Professional affiliations
- Chair, Curtin Malaysia Faculty of Business Research and Development Committee
- Committee member, Association of Social Innovation Movement Association
- Committee member, Curtin Malaysia Graduate School Committee
- Committee member, Curtin Malaysia Office of Research and Development
- Member, Institute of Marketing Malaysia
- Advisor, Curtin Oratory and Debating Society