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, (Komunikasi dan Pengajian Media)
Shanghai Jiao Tong University

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)
2026 - 2026, Erasmus+ KA171 Mobility Programme Grant
Marketing & Advertising: Digital Marketing & Analytics, International Business School, Sofia, Bulgaria ( Principal Investigator(PI))

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) 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) 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) The International Panel of Sustainability Experts 2026 Under The Gain+ Framework, International, (Resource Person)
(2026) 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) AI CAPABILITY AND SME PERFORMANCE IN MALAYSIAN FAMILY FIRMS THE MEDIATING ROLE OF DYNAMIC CAPABILITIES AND THE MODERATING EFFECT OF SOCIOEMOTIONAL WEALTH, TIAN YUAN