Rate My Professor Ying Ying Tiong

Dr. Ying Ying Tiong is a Senior Lecturer in the Department of Management and Marketing within the Faculty of Business at Curtin University Malaysia, where she also serves as Associate Dean of Research and Development. She obtained her PhD in green marketing strategy from Universiti Sabah Malaysia and joined Curtin University in 2019. Her academic career focuses on advancing knowledge in marketing and sustainable business practices. Tiong holds a position in the Office of the Dean, contributing to research leadership and development initiatives within the Faculty of Business. She is actively involved in supervising research and organizing academic events, including serving as Technical Program Co-chair for the ICHELT-2024 conference and Conference Chair for the SBTAI conference.

Tiong's research specializations encompass marketing, green strategy, competitive advantage, sustainable innovation, consumer behavior, celebrity endorsement, social media influencers, and post-pandemic recovery strategies in hospitality and tourism. Her key publications include 'Cleaner Operations in Hotels: Recommendation for Post-Pandemic Green Recovery' (2020), co-authored and published with a focus on sustainable practices; 'The Effects of Celebrity Endorser on Consumer Advocacy Behavior through the Customization and Entertainment Intention – A Multivariate Analysis' (2024); 'Celebrity Endorsers and Social Media Influencers for Leveraging Consumer Advocacy and Relationship Intentions – A Multivariate Mediation Analysis' (2023); 'Green Employee Empowerment and Green Physical Evidence: The Green Service Strategy to Enhance Firm Performance' (2017); 'EXPLORING A TRICOMPONENT ATTITUDE MODEL FOR THE APPLICATION OF “FORCED” ONLINE LEARNING IN THE POST-COVID ERA' (2023); 'Student Motivations for Social Media Use and Their Effects on Academic Performance - A Meditational Approach in Emerging Market' (2023); and 'Enhancing Digital Technology Graduates' Employability in the Fourth Industrial Revolution from Employers' Perspective' (2025). Additional contributions feature chapters such as 'Defining Resilience Capabilities in Travel Systems' (2025) and 'Unlock the Next Level of Green: GREEFE for Organizational Sustainable Innovation' (2022). Her scholarship has garnered 119 citations on ResearchGate, underscoring her influence in green marketing and related fields. Tiong engages in industry collaborations, including knowledge transfer programs for food entrepreneurs and site visits to palm oil facilities to foster industry-academia partnerships.