The Hang Seng University of Hong Kong
School of Business - The Hang Seng University of Hong Kong

Dr Morgan YANG

BBA-MKT Associate Programme Director

Associate Professor
Department of Marketing

  • D711
  • (852) 3963 5091
Active
Researcher
  • 883 Citation(s)
  • 14 h-index(es)

Academic & Professional Qualifications

PhD (HKBU)

Biography

Dr. Yang received his PhD degree (Marketing) from Hong Kong Baptist University. His main research interests include consumer behavior and digital marketing.  His publications have appeared in ABS4 and ABS3 journals such as, British Journal of Management, Business Strategy and the Environment, European Journal of Marketing, International Journal of Hospitality Management, Journal of Business Research, and Tourism Management.  He currently serves as an associate editor for the Journal of Research in Interactive Marketing (ABDC-B) and for Business Strategy and the Environment (ABDC-A).

Research and Teaching Interests

Research Interests

  • Consumer behavior
  • Hospitality and Services marketing
  • Social media marketing
  • Green business

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

Journal articles published recently (A*/ A in ABDC journal list only)

  • Zeng, K. J., Sima, Herbert., Chan, H., Yang, M. X., & Wen, D. (2025). Revisiting consumer ethnocentric tendency amid deglobalization: A political narrative perspective. International Marketing Review, forthcoming. (ABDC: A)
  • Zhu, H., Yang, M.X., Chen, J., & Duan, Y. (2025). Organizational greenwashing and work engagement: Evidence from the hospitality industry. Business Strategy and the Environment, forthcoming. (ABDC: A)
  • Feng, W., Yang, M. X., & Irina, Y. Y. (2023). From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases. Journal of Business Research, 165, 113919. https://doi.org/10.1016/j.jbusres.2023.113919 (ABDC: A)
  • Chan, H., Zeng, K. J., & Yang, M. X. (2022). Review platforms as prosumer communities: theory, practices and implications. European Journal of Marketing, 56(10), 2698-2720. https://doi.org/10.1108/EJM-10-2021-0819 (ABDC: A*)
  • Zeng, K. J., Yu, I. Y., Yang, M. X., & Chan, H. (2022). Communication strategies for multi-tier loyalty programs: The role of progress framing. Tourism Management, 91, 104460. https://doi.org/10.1016/j.tourman.2021.104460 (ABDC: A*)
  • Chan, H., Yang, M. X., & Zeng, K. J. (2022). Bolstering ratings and reviews systems on multi-sided platforms: A co-creation perspective. Journal of Business Research, 139, 208-217. https://doi.org/10.1016/j.jbusres.2021.09.052 (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. https://doi.org/10.1016/j.ijhm.2022.103164 (ABDC: A*)
  • Yang, M. X., Zeng, K. J. Chan, H., & Yu, I. Y. (2021). Managing loyalty program communications in the digital era: Does culture matter? Journal of Retailing and Consumer Services, 60(1), 102476. https://doi.org/10.1016/j.jretconser.2021.102476 (ABDC: A)
  • Feng, W.T., Yu, I. Y., Yang, M. X. & Yi, M.J. (2021). How being envied shapes tourists’ relationships with luxury brands: A dual-mediation model. Tourism Management. 86, 104344. https://doi.org/10.1016/j.tourman.2021.104344 (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, forthcoming. https://doi.org/10.1016/j.ijhm.2020.102562 https://doi.org/10.1016/j.ijhm.2020.102562 (ABDC: A*)
  • Yang, M.X., Tang, X., Cheung, M.L., & Zhang, Y. (2020). An institutional perspective on consumers’ environmental awareness and pro‐environmental behavioral intention: Evidence from 39 countries. Business Strategy and the Environment, 30(1), 566-575. https://doi.org/10.1002/bse.2638 (ABDC: A)

Conference proceedings (selected)

  • Yu, I. Y., Zeng, K. J., Yang, M. X., & Liu, C.Q. (2021, July). Framing progress as the completed or the remaining: Feedback strategies for maintaining tier status in hierarchical loyalty programs. The 27th Asia Pacific Tourism Association (APTA) Annual Conference. [peer review] *One of the two best conference papers
  • Yu, I. Y., Huang, L., & Yang, M.X. (2020, October). Multiple social identities increase tolerance of unethical behaviors. Advances in Consumer Research. [peer review]
  • Chan, H., Zeng, K. J., & Yang, M. X. (2020, August). “The Interaction of Culture and Forum Design in Online Reviews”, Competitive Paper was presented at the Summer American Marketing Association (AMA) Conference, San Francisco, USA.  [peer review]
  • Yang, M. X., Zeng, J., Chan, H., & Yu, Y. (2017). The communication strategy in rewards program innovation: Reward pursuit sustainability from a regulatory fit perspective. The Summer American Marketing Association (AMA) Conference. [peer review]
  • Chan, H., Yang, M. X., Yu, Y., & Fock, H. (2016). Consumer motivations for pursuing loyalty program rewards: A cross-cultural perspective. The Australian & New Zealand Marketing Academy Conference. [peer review] *Best paper award (International Marketing Track)

Research Grants and Awards

  • 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. 2023/01-2025/06. Principal Investigator.
  • Response Strategy to Negative Online Reviews in the Services Industry: Accommodative or Defensive? Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B12/19. HK$ 555,021. Completed. Principal Investigator.
  • A Symposium on Electronic Word-of-Mouth in China: Cultural and Linguistic Perspectives. Inter-Institutional Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/IIDS14/B03/18. HK$ 306,000. Completed. Principal Investigator.
  • Motivating Loyalty Program Members toward Reward Pursuit: A Cross-Cultural Perspective. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B25/16. HK$ 492,300. Completed. Principal Investigator.
  • Building Parasocial Relationships with Influencers: The Spillover Effect on Destination Brand Relationships.网络红人与旅游者准社会关系的构建及对目的地品牌关系的外溢效应. National Natural Science Foundation of China 中國自然科學基金面上項目, Grant No. 72372040. RMB 400,000. 2024/01-2027/12. Co-Investigator
  • 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. 2021/01-2022/12. Co-Investigator.
  • Acculturative Stress, Coping Strategies, and Social Support: A Cross-cultural Comparative Study of “Hong Kong Drifters” and “Northward Drifters” in the Guangdong-Hong Kong-Macao Greater Bay Area. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/H09/20. HK$ 590,165. 2021/01-2022/12.Co-Investigator.
  • Adaptive Word-of-Mouth Behavior and Online Forum Design: A Cross-Cultural Investigation into the Dynamic Nature of Online Consumer Reviews. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B10/15. HK$ 607,430. Completed. Co-Investigator.

Business and Professional Engagement

  • Associate editor, Journal of Research in Interactive Marketing (2021-)
  • Associate editor, Business Strategy and the Environment (2024 – )
  • Co-editor of a special issue titled “Interactive Marketing in the Digital Era” for Journal of Theoretical and Applied Electronic Commerce Research (SSCI, Impact factor: 5.10) 2024-2025
  • Co-editor of a special issue titled “Understanding Social and Psychological Effects of Social Media on Contemporary Digital Consumers” for Frontiers in Psychology (2022)
  • Co-editor of a special issue titled “Electronic word of mouth and online customer reviews: A cross-cultural perspective” for Journal of Global Marketing (2020)
  • Chair for the international marketing symposium “Word of Web and Digital Marketing in the Chinese Context” 25-26 July 2019 (attended by over 100 scholars and practitioners from over 40 institutions).

 

  • Ad hoc reviewer:
  1. Business Strategy and the Environment
  2. International Business Review
  3. International Journal of Human Resource Management
  4. International Journal of Hospitality Management
  5. Journal of Business Research
  6. Journal of Hospitality & Tourism Research
  7. Journal of Knowledge Management
  8. Tourism Management