• School of Humanities & Social Science

    • Dr Kevin ZENG （曾靖博士）
    PhD (HKUST)
    MPhil (HKUST)
    BSc (HKUST)

    Assistant Professor
    Associate Programme Director of BBA-GB Programme
    Department of Marketing

    Tel : (852) 3963 5659
    Email :
    kevinzeng@hsu.edu.hk


    Dr Zeng received his doctoral degree from the Hong Kong University of Science and Technology. His research interests include consumer psychology, digital marketing, and sustainable business strategy. His published research appears in a variety of journals, including European Journal of Marketing, Journal of Business Research, Tourism Management, International Journal of Hospitality Management, and Business Strategy and the Environment.


    Research and Teaching InterestsIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)Research Grants and AwardsBusiness and Professional Engagement (including membership)
    TopResearch and Teaching Interests
    • Consumer behavior
    • Online word-of-mouth
    • Digital and sustainable marketing
    TopIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
    Selected Publications
    • Yu, I. Y., Yang, M. X., Fan, D. X., & Zeng, K. J. (2022). Can travelling abroad experiences trigger tourist misbehaviours? The role of moral relativism. Current Issues in Tourism, 1-9.
    • Chan, H., Zeng, K. J., & Yang, M. X. (2022). Review platforms as prosumer communities: Theory, practices, and implications. European Journal of Marketing, ahead-of-print.
    • Yu, I. Y., Liu, C., Yang, M. X., & Zeng, K. J. (2022). Looking-forward or looking-back: Feedback strategies in tier-based hotel loyalty programs. International Journal of Hospitality Management, 102, 103164.
    • Zeng, K. J., Yu, I. Y., Yang, M. X., & Chan, H. (2022). Communication strategies for multi-tier loyalty programs: The role of progress framing. Tourism Management, 91, 104460.
    • Chan, H., Yang, M. X., & Zeng, K. J. (2022). Bolstering ratings and review systems on multi-sided platforms: A co-creation perspective. Journal of Business Research, 139, 208-217.
    • Yang, M. X., Zeng, K. J., Chan, H., & Yu, I. Y. (2021). Managing loyalty program communications in the digital era: Does culture matter? Journal of Retailing and Consumer Services, 60, 102476.
    • Yang, M. X., Yu, I. Y., Chan, H. & Zeng, K. J. (2020). Retain or upgrade: The progress-framing effect in hierarchical loyalty programs. International Journal of Hospitality Management, 89, 102562.
    • Song, M., Yang, M. X., Zeng, K. J., & Feng, W. (2020). Green knowledge sharing, stakeholder pressure, absorptive capacity, and green innovation: Evidence from Chinese manufacturing firms. Business Strategy and the Environment, 29(3), 1517-1531
    • Yang, M. X., Li, J., Yu, I. Y., Zeng, K. J., & Sun, J. M. (2019). Environmentally sustainable or economically sustainable? The effect of Chinese manufacturing firms' corporate sustainable strategy on their green performances. Business Strategy and the Environment, 28(6), 989-997.
    Selected Conference Proceedings
    • Chan, H., Yang, M. X., & Zeng, K. J. (2021, December). ‘Managing buyer-generated reviews on multi-sided platforms: A co-creation perspective’, Australian & New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, Australia.
    • Yu, I. Y., Zeng, K. J., Yang, M. X., & Liu, C. (2021, July). ‘Framing progress as the completed or the remaining: Feedback strategies for maintaining tier status in hierarchical loyalty programs’, Asia Pacific Tourism Association (APTA) Annual Conference. *Best Paper Award
    • Chan, H., Zeng, K. J., & Yang, M. X. (2020, August). ‘The interaction of culture and forum design in online reviews’, American Marketing Association (AMA) Conference, San Francisco, USA.
    • Chan, H., Zeng, K. J., & Yuen, W. Y. (2018, December). ‘Opinion leadership in product review forums,’ Australian & New Zealand Marketing Academy (ANZMAC) Conference, Adelaide, Australia.
    • Yu, Y., Chan, H., Zeng, J., & Yang, X. (2017, December). ‘Does associational activity reduce recruitment discrimination against immigrants?’ Academy of International Business Southeast Asia Regional (AIBSEAR) Conference, Chiang Mai, Thailand.
    • Yang, X., Zeng, J., Chan, H. & Yu, Y. (2017, August). ‘The communication strategy in rewards program innovation: Reward pursuit sustainability from a regulatory fit perspective,’ American Marketing Association (AMA) Conference, San Francisco, USA.
    TopResearch Grants and Awards
    • The Polarizing Effects of Electronic Word-of-Mouth: Self-Promotion and Self-Protection Perspectives. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B06/20. HK$ 448,195. 2021/01-2022/12. Principal Investigator.
    • Feedback Strategy for Motivating Loyalty Program Members in the Digital Era: The Role of Progress Framing. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B08/22. HK$ 628,920. 2023/1-2024/12. Co-investigator.
    TopBusiness and Professional Engagement (including membership)
    Editorial Services
    • Associate Editor, Asian Journal of Business Ethics (2022 – present)
    • Guest Associate Editor, Frontiers in Psychology, for Research Topic “Understanding social and psychological effects of social media on contemporary digital consumers” (2022)
    Ad Hoc Journal Reviewer
    • Business Strategy and the Environment
    • Psychology & Marketing
    • Journal of Research in Interactive Marketing *Outstanding Reviewer award, 2022
    • International Journal of Retail & Distribution Management
    • Frontiers in Psychology
    • Marketing Intelligence & Planning
    • Journal of Global Marketing