Dr Morgan YANG

Programme Director of MSc-GM Programme

Associate Programme Director of BBA-MKT Programme
Associate Professor
Department of Marketing

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活跃
的学者
  • 883引用
  • 14H 指数

学术及专业资质

PhD (HKBU)

简历

Dr. Yang’s research focuses on digital marketing strategy, consumer behavior, and business ethics.  He has published extensively in top-tier journals, with over 10 articles in ABDC-A* journals and more than 30 articles in ABDC-A journals. His work has appeared in prestigious outlets including Academy of Management Review (UTD/FT), as well as in leading ABDC-A* journals such as British Journal of Management, Information & Management, European Journal of Marketing, Tourism Management, and International Journal of Hospitality Management.  He has also published in well-established ABDC-A (ABS-3) journals including Journal of Business Research, International Marketing Review, Business Strategy and the Environment, and International Journal of Human Resource Management.

Dr. Yang currently serves as Associate Editor for Business Strategy and the Environment (ABDC-A/ABS-3) and the Journal of Research in Interactive Marketing (a leading SSCI Q1 journal in marketing). He has been awarded grants from the Research Grants Council of Hong Kong and the National Natural Science Foundation of China with total funding exceeding HK$8 million (including around HK$2 million as PI).

研究与教学范畴

Research Interests

  • Digital Marketing Strategy
  • Consumer Behavior
  • Business Ethics
  • Green Business

学术贡献

Selected journal articles published since 2020 (ABDC A*/A journals only)*

  • Yang, M. X., Fan, K. Y., & Zeng, K. J. (2026). Acting to know: Extending Vorholzer and Brattström’s theory of moral ambiguity in entrepreneurial action through externalized moral resolution. Academy of Management Review, in press. (UTD/FT/ABDC-A*)
  • Yang, M. X., Yu, I. Y., Zeng, K. J., & Feng, W. T. (2026). The sooner the better? Timing effects on managerial responses to negative online reviews. Information & Management, in press. (ABDC-A*)
  • Yao, Q., Tang, M., Zeng, K. J., Yang, M. X., & Wang, C. L. (2026). Consumer response to emotion-expressing artificial intelligence in customer services: The role of brand relationship norms and expectation (dis)confirmation. Asia Pacific Journal of Marketing and Logistics, in press. (ABDC-A)
  • Song, M. X., Yang, M. X., Zeng, K. J., & Wang, C. L. (2026). Unlocking green innovation through big data analytics capability: A moderated mediation model of green supply chain integration and green leadership style. Business Strategy and the Environment, in press. https://doi.org/10.1002/bse.70984 (ABDC-A)
  • Wu, E. Y., Yang, M. X., Chan, H., & Wen, D. (2026). The fit effect of tier structure of loyalty programs on luxury and non-luxury brands. International Journal of Hospitality Management, 133, 104429. https://doi.org/10.1016/j.ijhm.2025.104429 (ABDC: A*)
  • Wu, E. Y., Yang, M. X., Zhang, L., & Yi, X. (2026). Technology Beliefs, Environmental Orientation, and Pro‐Environmental Behaviors: Evidence From 49 Countries. Business Strategy and the Environment, 35(3), 4210-4221. https://doi.org/10.1002/bse.70381 (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, 35(1), 374-388. https://doi.org/10.1002/bse.70163 (ABDC: A)
  • 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, 1-28. https://doi.org/10.1108/IMR-12-2024-0545 (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)
  • 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. https://doi.org/10.1002/bse.3341 (ABDC-A)
  • Yu, I. Y., Yang, M. X., Fan, D. X., & Zeng, K. J. (2022). Can traveling abroad experiences trigger tourist misbehaviors? The role of moral relativism. Current Issues in Tourism, 26(19), 3102-3110. https://doi.org/10.1080/13683500.2022.2122784 (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*)
  • 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*)
  • Li, J., Yu, I. Y., Yang, M. X., & Chen, S. L. (2022). How needs for belongingness and justice influence social identity and performances: Evidence from the hospitality industry. Journal of Hospitality and Tourism Management, 50, 366-374. https://doi.org/10.1016/j.jhtm.2022.02.015 (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)
  • Cheung, M. L., Leung, W. K., Yang, M. X., & Koay, K. Y. (2022). Exploring the nexus of social media influencers and consumer brand engagement. Asia Pacific Journal of Marketing and Logistics, 34(10), 2370-2385. https://doi.org/10.1108/APJML-07-2021-0522 (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., 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, 102476. https://doi.org/10.1016/j.jretconser.2021.102476 (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, 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)
  • Feng, W. T., Yang, M. X., Yu, I. Y., & Tu, R. T. (2020). When positive reviews on social networking sites backfire: The role of social comparison and malicious envy. Journal of Hospitality Marketing & Management, 30(1), 120-138. https://doi.org/10.1080/19368623.2020.1775745 (ABDC-A)
  • Song, M. S., Yang, M. X., Zeng, K. J., & Feng, W. T. (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. https://doi.org/10.1002/bse.2450 (ABDC-A)

研究资助与奖项

  • 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. National Natural Science Foundation of China, Grant No. 72372040. RMB 400,000. 2024/01-2027/12. Co-Investigator
  • Establishing a Research Infrastructure for ESG Intelligence: A Multi-Stakeholder Perspective. Institutional Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/IDS(R)14/21. HK$4,095,000. Completed. Co-Investigator
  • The Polarizing Effects of Electronic Word-of-Mouth: Self-Promotion and Self-Protection Perspectives. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B06/20. HK$ 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

商业与专业参与

Editorial Leadership and Scholarly Service

  • Associate Editor for Business Strategy and the Environment (ABDC-A/ABS-3), 2024-
  • Associate Editor for Journal of Research in Interactive Marketing (SSCI Q1, Impact factor: 11.00), 2021-
  • Guest Managing Editor of a special issue titled “Electronic word of mouth and online customer reviews: A cross-cultural perspective” for the Journal of Global Marketing, October 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).
  • Ph.D. supervisor (2023-2025), School of Management and Marketing, Curtin University
  • DBA external examiner (2022-), School of Business, Hong Kong Baptist University

Selected Fellowships & Honors

  • Research Achievement Award presented by School of Business, HSUHK, 2026, and 2017–2021 (5 consecutive years)
  • Outstanding Reviewer in the 2021 Emerald Literati Awards (selected by the editorial team of Journal of Research in Interactive Marketing), Dec 2021
  • Best conference paper award, the 27th Asia Pacific Tourism Association (APTA) Annual Conference, Jul 2021
  • Teaching Achievement Award presented by School of Business, HSUHK, 2019–2020 (2 consecutive years)
  • Best paper award, Australian & New Zealand Marketing Academy Conference, Dec 2016
  • Academy of International Business Conference Doctoral Travel Stipend Awards, June 2014