Rate My Professor Ying Ying Tiong

Tiong's research specializations encompass marketing, green strategy, competitive advantage, sustainable innovation, consumer behavior, celebrity endorsement, social media influencers, and post-pandemic recovery strategies in hospitality and tourism. Her key publications include 'Cleaner Operations in Hotels: Recommendation for Post-Pandemic Green Recovery' (2020), co-authored and published with a focus on sustainable practices; 'The Effects of Celebrity Endorser on Consumer Advocacy Behavior through the Customization and Entertainment Intention – A Multivariate Analysis' (2024); 'Celebrity Endorsers and Social Media Influencers for Leveraging Consumer Advocacy and Relationship Intentions – A Multivariate Mediation Analysis' (2023); 'Green Employee Empowerment and Green Physical Evidence: The Green Service Strategy to Enhance Firm Performance' (2017); 'EXPLORING A TRICOMPONENT ATTITUDE MODEL FOR THE APPLICATION OF “FORCED” ONLINE LEARNING IN THE POST-COVID ERA' (2023); 'Student Motivations for Social Media Use and Their Effects on Academic Performance - A Meditational Approach in Emerging Market' (2023); and 'Enhancing Digital Technology Graduates' Employability in the Fourth Industrial Revolution from Employers' Perspective' (2025). Additional contributions feature chapters such as 'Defining Resilience Capabilities in Travel Systems' (2025) and 'Unlock the Next Level of Green: GREEFE for Organizational Sustainable Innovation' (2022). Her scholarship has garnered 119 citations on ResearchGate, underscoring her influence in green marketing and related fields. Tiong engages in industry collaborations, including knowledge transfer programs for food entrepreneurs and site visits to palm oil facilities to foster industry-academia partnerships.