Bio

I am an assistant professor of Marketing at the Faculty of Business Administration, University of New Brunswick. Prior to joining the University of New Brunswick, I was a visiting faculty member at Purdue University. I received my PhD in marketing from Purdue. Before starting my academic career, I worked at MiTAC Information Technology Corp as an International Sales Representative.

My main research interests are word-of-mouth, social influence, viral marketing, and consumer decision making. My research focuses on understanding the scope of online word-of-mouth (WOM): how WOM forms; how it influences our decision making; and how consumers’ heterogeneity, opinion leaders, celebrity endorsement, and cultural factors moderate it in North America¬†and in Asia. My research seeks to identify unique and interesting patterns in WOM and to develop a fundamental understanding of how marketers and individuals can best exploit these WOM opportunities. For example, my current research suggests that a strong tie in a society enables firms to create an effective trend; an analysis of attributes of online reviews enables individuals to attract more followers; marketers can identify market segment by customers’ review behavior; companies can predict customers’ perception flow of a new product with a generalized Poisson process; and a celebrity’s nonprofit endorsement of a cause or product can increase our social welfare.

I teach Global Marketing, International Marketing Management, and Social Media Marketing in the BBA and MBA programs at University of New Brunswick. I also have experience teaching Marketing Models. I have received distinguished teacher and outstanding teaching awards as well as a Culture Fest Global Classroom contest award. My teaching interests also include principles of marketing, marketing management, and marketing research.