CURRICULUM VITAE

AREAS OF EXPERTISE

EDUCATIONAL TECHNOLOGY
Social Sciences, Education, Fundamentals In Education
BRANDS MANAGEMENT
Applied Social Science And Humanities, Advertising And Marketing, Marketing
CONSUMER BEHAVIOUR
Applied Social Science And Humanities, Advertising And Marketing, Marketing
DIGITAL MARKETING
Applied Social Science And Humanities, Advertising And Marketing, Specialist Topics In Advertising And Marketing
TOURISM MARKETING
Applied Social Science And Humanities, Tourism And Hospitality, Tourism Studies

DOCTOR OF PHILOSOPHY IN JOURNALISM AND COMMUNICATION (BRAND COMMUNICATION), (Komunikasi dan Pengajian Media)
Shanghai Jiao Tong University
MASTER OF MANAGEMENT BUSINESS ADMINISTRATION, (Business Administration)
Xi'an Jiaotong University
BACHELOR OF BUSINESS ADMINISTRATION, (Business Administration)
Universiti Malaya (UM)

Committee Members
04 Aug 2026 - 04 Aug 2028 (Deputy Dean (research) Office, Faculty of Business and Economics)

EDITORIAL BOARD MEMBER OF SHODHPRABANDHAN: JOURNAL OF MANAGEMENT STUDIES, EDITORIAL BOARD
2026 to present (International)
EDITOR-IN-CHIEF OF JOURNAL OF HOSPITALITY, TOURISM AND CULTURAL RESEARCH, CHIEF EDITOR/ EDITOR IN CHIEF
2026 to present (International)
EDITORIAL BOARD OF GLOBAL MARKET DYNAMICS, BOARD MEMBER
2026 to 2026 (International)
INTERNATIONAL JOURNAL OF ACADEME AND INDUSTRY RESEARCH (IJAIR), EDITORIAL BOARD
2026 to present (International)
EDUSCHOOL INTERNATIONAL JOURNAL OF BUSINESS AND COMMERCE (EIJBC), EDITORIAL BOARD
2026 to present (International)
JOURNAL OF SUSTAINABLE TOURISM AND ENTREPRENEURSHIP (JOSTE), ASSOCIATE EDITOR
2026 to present (International)
INTERNATIONAL JOURNAL OF SUSTAINABLE DEVELOPMENT RESEARCH (IJSDR), ASSOCIATE EDITOR
2025 to present (International)

Erasmus+ KA171 Staff Mobility for Teaching Programme Grant
2026, Erasmus+, (International)

Quah, C.-H., & Lee, S. W. (Eds.). (2026). Monetary Policies - Theories, Empirics, Myths, and Realities [Working Title]. IntechOpen. doi.org

2026 - 2027, Joint Research Scheme
Digital Humanities, Affect Theory, and Comparative Sociology, SATU Presidents' Forum ( Co-Researcher)

Creative Copywriting: Headline Writing, Basic Copywriting Lecture, Faculty of Communication and Creative Industries, Tunku Abdul Rahman University of Management & Technology (National) (24 Jul 2026 - 24 Jul 2026)
Leveraging Digital Platforms for International Career and Business, International Seminar on Building Your Global Identity, Digital Business Student Association of Bakti Tunas Husada University (International) (23 May 2026 - 23 May 2026)
Business Communication: How to Promote Yourself in the Job Market, Business Communication Lecture, Oneworld Hanxin College (National) (09 Mar 2026 - 09 Mar 2026)

A hybrid PLS-SEM-ANN and ANOVA approach to examining students use of generative artificial intelligence: Integrating diffusion of innovation and theory of planned behavior, 2nd International Transdisciplinary Research Conference, Universiti Malaya (International) (10 Jun 2026 - 11 Jun 2026)

(2026) Effect of Employee Perception of Ceo Future Focus On Firm Performance: The Mediating Roles of Employee Affective Commitment, Innovative Behavior, and Strategic Choice, and The Moderating Role of Perceived Organizational Support, University, (Internal Assessor)
(2026) Faculty of Business and Economics Special Research and Book Grants, University, (Reviewer)
(2026) When Ai Warns Consumers: Source Credibility and Purchase Decisions in Ultra-low-priced Tourism, International, (Reviewer)
(2026) Measuring User Satisfaction Through Service Innovation in The Mobile Internet Industry of Bangladesh, International, (Reviewer)
(2026) Advertising Effectiveness and Esg Performance: Bridging The Sales–value Divide, International, (Reviewer)
(2026) From Parental Strategy to Subsidiary Sustainability: Unpacking The Ambidextrous Mechanism in Foreign Acquisitions of Chinese Firms, University, (Internal Assessor)
(2026) How Do World Heritage Cultural Landscapes Visually Attract and Educate Tourists? a Sentiment Analysis Based On Eye-tracking Experiments, International, (Reviewer)
(2026) Which Dimensions of Ai Literacy Matter for Problem-solving Skills Among University Students? a Structural Equation Modelling Approach, International, (Reviewer)

(2026) Instructor for Professional Certificate in Digital Marketing, University, (Adjunct/Visiting Professors)
(2026) The International Panel of Sustainability Experts 2026 Under The Gain+ Framework, International, (Resource Person)
(2026) Mentor for The Mentoring Development Program, National, (Resource Person)
(2026) Expert Reviewer for The Accreditation & Evaluation of The Global Professional Fellowship in Green Impact & Systems Integration, International, (Resource Person)
(2026) Mentor for The Sme Digital Acceleration Program (dxp), National, (Resource Person)

(2026) ARTIFICIAL INTELLIGENCE IN THE HOMEBUYING JOURNEY: PROPERTY SEEKER PRACTICE AND AGENT PERCEPTION IN THE KLANG VALLEY, MALAYSIA, LEE YIK KEN
(2026) AI CAPABILITY AND SME PERFORMANCE IN MALAYSIAN FAMILY FIRMS THE MEDIATING ROLE OF DYNAMIC CAPABILITIES AND THE MODERATING EFFECT OF SOCIOEMOTIONAL WEALTH, TIAN YUAN
(2026) Disentangling Contamination Stigma from Perceived Risk How Component Role Shapes Consumer Responses to Recycled Materials in Vehicles, ZHU HUATENG
(2026) DETERMINANTS OF STUDENT DECISION-MAKING IN OVERSEAS EDUCATION: EVIDENCE FROM MALAYSIA AND CHINA, CHAN LI YEN
(2026) ADOPTION AND RESPONSIBLE USE OF GENERATIVE AI IN ACCOUNTING EDUCATION AMONG UNDERGRADUATES IN FUJIAN, CHINA, YE LI
(2026) STEM INNOVATION PERFORMANCE IN CHINESE HIGHER EDUCATION INSTITUTIONS: THE MEDIATING ROLE OF KNOWLEDGE MANAGEMENT PROCESSES AND THE MODERATING EFFECT OF INSTITUTIONAL INNOVATION CLIMATE, LI LU