Dr Kevin ZENG

BBA-GB Associate Programme Director
Assistant Professor
Department of Marketing

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Academic & Professional Qualifications

PhD (HKUST)
MPhil (HKUST)
BSc (HKUST)

Biography

Dr Zeng received his doctoral degree from the Hong Kong University of Science and Technology. His research interests include consumer psychology, digital marketing, and sustainable business strategy. His published research appears in a variety of journals, including European Journal of Marketing, Journal of Business Research, International Marketing Review, International Journal of Hospitality Management, and Business Strategy and the Environment.

Research and Teaching Interests

Consumer behavior
Online word-of-mouth
Digital and sustainable marketing

Intellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)

Selected Publications

Zeng, K. J., Sima, H., Chan, H., Yang, M. X., & Wen, D. (forthcoming). Revisiting consumer ethnocentric tendency amid deglobalization: A political narrative perspective. International Marketing Review. (ABDC-A)

Zeng, K. J., Yu, I. Y., Tso, S. H., & Yang, M. X. (2023). Employees’ geographic social identity and group pro-environmental behaviors: Cross-cultural evidence from 45 countries. Business Strategy and the Environment, 32(6), 3848-3860. (ABDC-A)
Chan, H., Zeng, K. J., & Yang, M. X. (2022). (Chan and Zeng contributed equally.) Review platforms as prosumer communities: Theory, practices, and implications. European Journal of Marketing, 56(10), 2698-2720. (ABDC-A*)
Yu, I. Y., Liu, C., Yang, M. X., & Zeng, K. J. (2022). Looking-forward or looking-back: Feedback strategies in tier-based hotel loyalty programs. International Journal of Hospitality Management, 102, 103164. (ABDC-A*)
Zeng, K. J., Yu, I. Y., Yang, M. X., & Chan, H. (2022). (Authors contributed equally.) Communication strategies for multi-tier loyalty programs: The role of progress framing. Tourism Management, 91, 104460. (ABDC-A*)
Chan, H., Yang, M. X., & Zeng, K. J. (2022). (Authors contributed equally.) Bolstering ratings and review systems on multi-sided platforms: A co-creation perspective. Journal of Business Research, 139, 208-217. (ABDC-A)
Yang, M. X., Zeng, K. J., Chan, H., & Yu, I. Y. (2021). (Authors contributed equally.) Managing loyalty program communications in the digital era: Does culture matter? Journal of Retailing and Consumer Services, 60, 102476. (ABDC-A)
Yang, M. X., Yu, I. Y., Chan, H. & Zeng, K. J. (2020). Retain or upgrade: The progress-framing effect in hierarchical loyalty programs. International Journal of Hospitality Management, 89, 102562. (ABDC-A*)
Song, M., Yang, M. X., Zeng, K. J., & Feng, W. (2020). Green knowledge sharing, stakeholder pressure, absorptive capacity, and green innovation: Evidence from Chinese manufacturing firms. Business Strategy and the Environment, 29(3), 1517-1531. (ABDC-A)
Yang, M. X., Li, J., Yu, I. Y., Zeng, K. J., & Sun, J. M. (2019). Environmentally sustainable or economically sustainable? The effect of Chinese manufacturing firms’ corporate sustainable strategy on their green performances. Business Strategy and the Environment, 28(6), 989-997. (ABDC-A)

Research Grants and Awards

The Polarizing Effects of Electronic Word-of-Mouth: Self-Promotion and Self-Protection Perspectives. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B06/20. HK$ 448,195. 2021/01-2023/09. Principal Investigator.

Feedback Strategy for Motivating Loyalty Program Members in the Digital Era: The Role of Progress Framing. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B08/22. HK$ 628,920. 2023/1-2024/12. Co-investigator.

Business and Professional Engagement

Ph. D. supervisor, School of Management and Marketing, Curtin University, Australia (2022 – present)
Associate Editor, Asian Journal of Business Ethics (2022 – present)
Guest Associate Editor, Frontiers in Psychology, for Research Topic “Understanding social and psychological effects of social media on contemporary digital consumers” (2022)
Ad Hoc Journal Reviewer:
- Business Strategy and the Environment
- Psychology & Marketing
- Journal of Research in Interactive Marketing *Outstanding Reviewer award, 2022
- International Journal of Retail & Distribution Management
- Frontiers in Psychology
- Marketing Intelligence & Planning
- Journal of Global Marketing

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