Dr. Yee Heng Tan

Qualifications

• Doctor of Philosophy (Ph.D.) in Marketing, Singapore Management University, 2013 - 2018;
• Bachelor of Business Management (Marketing/Psychology), Singapore Management University, 2007 - 2011

Biography

Dr. Yee Heng Tan is a Senior Lecturer in JCU Singapore. His research interests are on digital innovation, new media, user-generated content, platforms, reputation spillovers and consumer-computer interactions. He has published multiple papers in peer-reviewed journals and books and have worked with industry stakeholders through mentoring student-led clubs on consulting work within the Japanese industry.

Dr. Tan is trained in quantitative and qualitative research with a focus on marketing strategy. His background in both marketing and psychology has allowed him to tackle research questions using a variety of methodological approaches. He has supervised HDR students on projects related to Virtual YouTubers and Credibility in Influencer Marketing.

He received his Ph.D. from the Singapore Management University and has a demonstrated history of working in the higher education industry with a previous position as an Associate Professor of Marketing in Tokyo International University in both the Business & Economics school and one of the pioneer faculty in the school of Digital Business & Innovation. He has developed many courses at both the graduate and undergraduate level in marketing, research, entrepreneurship and information systems.

Research Interests

• New Media & Virtual Streamers
• Social Networks
• Crowdfunding & the Platform Ecosystem
• User-Generated Content
• Digital Innovation