• School of Humanities & Social Science

    • 楊鑫博士 YANG Xin, Morgan
    Dr Morgan YANG （楊鑫博士）
    PhD (HKBU)

    Associate Professor
    Associate Programme Director of BBA-MKT Programme
    Associate Programme Director of MBM Programme
    Department of Marketing

    Tel : (852) 3963 5091
    Email :
    morganyang@hsu.edu.hk


    Dr. Yang received his PhD degree (Marketing) from Hong Kong Baptist University.  His research interests include consumer behavior and digital marketing.  His publications have appeared in ABS4 and ABS3 journals such as, British Journal of Management, Business Strategy and the Environment, European Journal of Marketing, International Journal of Hospitality Management, International Journal of Human Resource Management, Journal of Business Research, and Tourism Management. He currently serves as an Associate Editor for Journal of Research in Interactive Marketing (SSCI indexed, a leading journal in the field).


    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
    • Services marketing
    • Social media marketing
    • China marketing
     
    TopIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
    Google Scholar: https://scholar.google.com.hk/citations?user=imkQzB0AAAAJ&hl=en&oi=ao Journal articles published recently (selected)
    • Chan, H., Zeng, K. J., & Yang, M. X. (2022). Review platforms as prosumer communities: Theory, practices, and implications. European Journal of Marketing, forthcoming. https://doi.org/10.1108/EJM-10-2021-0819 (ABS-3)
    • 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, forthcoming. (equal authorship) https://doi.org/10.1016/j.tourman.2021.104460 (ABS-4)
    • Yu, I. Y., Liu, C. Q., 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, forthcoming. https://doi.org/10.1016/j.ijhm.2022.103164 (ABS-3)
    • Chan, H., Yang, M. X., & Zeng, K. J. (2022). Bolstering ratings and reviews systems on multi-sided platforms: A co-creation perspective. Journal of Business Research, 139, 208-217. (equal authorship) (ABS-3)
    • 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, forthcoming. https://doi.org/10.1016/j.jretconser.2021.102476 (ABS-2)
    • 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, forthcoming. https://doi.org/10.1016/j.ijhm.2020.102562 (ABS-3)
    • Yang, M.X., Tang, X., Cheung, M.L., & Zhang, Y. (2020). An institutional perspective on consumers' environmental awareness and pro‐environmental behavioral intention: Evidence from 39 countries. Business Strategy and the Environment, 30(1), 566-575. (ABS-3)
    Conference proceedings (selected)
    • Yu, I. Y., Zeng, K. J., Yang, M. X., & Liu, C.Q. (2021). Framing progress as the completed or the remaining: Feedback strategies for maintaining tier status in hierarchical loyalty programs. The 27th Asia Pacific Tourism Association (APTA) Annual Conference. [peer review] *One of the two best conference papers
    • Yu, I. Y., Huang, L., & Yang, M.X. (2020). Multiple social identities increase tolerance of unethical behaviors. Advances in Consumer Research. [peer review]
    • Yang, M. X., Chan, H., & Zeng, J. (2018). Feedback framing in loyalty programs: A cross-cultural investigation. The Global Marketing Conference. [peer review]
    • Yang, M. X., Zeng, J., Chan, H., & Yu, Y. (2017). The communication strategy in rewards program innovation: Reward pursuit sustainability from a regulatory fit perspective. The Summer American Marketing Association (AMA) Conference. [peer review]
    • Chan, H., Yang, M. X., Yu, Y., & Fock, H. (2016). Consumer motivations for pursuing loyalty program rewards: A cross-cultural perspective. The Australian & New Zealand Marketing Academy Conference. [peer review] *Best paper award (International Marketing Track)
    TopResearch Grants and Awards
    • 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. 2023/01-2025/06. Principal Investigator.
    • Response Strategy to Negative Online Reviews in the Services Industry: Accommodative or Defensive? Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B12/19. HK$ 555,021. Completed. Principal Investigator.
    • A Symposium on Electronic Word-of-Mouth in China: Cultural and Linguistic Perspectives. Inter-Institutional Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/IIDS14/B03/18. HK$ 306,000. Completed. Principal Investigator.
    • Motivating Loyalty Program Members toward Reward Pursuit: A Cross-Cultural Perspective. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B25/16. HK$ 492,300. Completed. Principal Investigator.
    • 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. Co-Investigator.
    • Acculturative Stress, Coping Strategies, and Social Support: A Cross-cultural Comparative Study of \"Hong Kong Drifters\" and \"Northward Drifters\" in the Guangdong-Hong Kong-Macao Greater Bay Area. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/H09/20. HK$ 590,165. 2021/01-2022/12.Co-Investigator.
    • Adaptive Word-of-Mouth Behavior and Online Forum Design: A Cross-Cultural Investigation into the Dynamic Nature of Online Consumer Reviews. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B10/15. HK$ 607,430. Completed. Co-Investigator.
    TopBusiness and Professional Engagement (including membership)
    • Ph.D. supervisor, School of Management and Marketing-Curtin University
    • Associate editor, Journal of Research in Interactive Marketing
    • Editorial review board member, Journal of Global Marketing
    •  Co-editor of a special issue titled “Understanding Social and Psychological Effects of Social Media on Contemporary Digital Consumers” for Frontiers in Psychology (2022)
    • Co-editor of a special issue titled “Electronic word of mouth and online customer reviews: A cross-cultural perspective” for Journal of Global Marketing (2020)
    • Chair for the international marketing symposium “Word of Web and Digital Marketing in the Chinese Context” 25-26 July 2019 (attended by over 100 scholars and practitioners from over 40 institutions).
    • Ad hoc reviewer:
      1. International Business Review
      2. International Journal of Human Resource Management
      3. International Journal of Hospitality Management
      4. Journal of Business Research
      5. Journal of Hospitality & Tourism Research
      6. Journal of Knowledge Management
      7. Tourism Management