Dr Beh Yean Shan

Lecturer

Department of Marketing

beh.yeanshan@monash.edu
(+603) 5515 9789
Room 6-5-45

A certified digital marketing specialist, Yean Shan obtained her Ph.D. in Marketing from the University of Auckland. She joined Monash University Malaysia in September 2020 as a lecturer in the Department Marketing. Prior to joining, she was an Assistant Professor at Xiamen University Malaysia, Yean Shan has 5 years of tertiary teaching experience at undergraduate and postgraduate levels.

She is a social listening and Webcare enthusiast. Her areas of expertise include online consumer complaint behavior, social media affordances, service recovery, and organizational readiness for AI adoption. Yean Shan’s works have been published in ABDC’s A-ranked journals which include the Journal of Service Management, and Journal of Interactive Marketing. Her research works have been presented in several reputational academic conferences such as ANZMAC, SERVSIG, GMC, and AMCIS, among others. Apart from academic research, she is also active in corporate research project engagement.

Yean Shan views reality through a positivist lens, between-subject experiment, online panel consumer research, and covariance-based structural equation modeling are some of the approaches that she employs in her works.

Academic Qualifications

Doctor of Philosophy in Marketing
Institution The University of Auckland, New Zealand
Year awarded 2019
Master of Science in Tourism Development
Institution Universiti Sains Malaysia, Malaysia
Year awarded 2012
Bachelor of Arts in International Hotel and Tourism Management (First Class Honours)
Institution International Hotel Management Institute, Switzerland
Year awarded 2009

Professional Membership

1 Lifetime Membership- Beta Gamma Sigma
2 Ordinary Membership- Institute of Marketing Malaysia

Areas of Expertise

1 Consumer complaint behaviour
2 Social media affordances
3 Service recovery

Teaching

Subject CodeSubject
MKW3300 Introduction to Social Commerce
MKW1120 Marketing Theory and Practice

Scholarly Journals

* Beh, Y.S., Sajtos, L., & Cao, J.T. (2020). Complainers’ resource investment and mobilization in digital environments using Conservation of Resources theory. Journal of Service Management.
* De Bruyn, A., Viswanathan, V., Beh, Y.S., Brock, J.K.U., & von Wangenheim, F. (2020). Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, 51, 91-105.

Conference Proceedings (Refereed ONLY)

*Sajtos, L., Beh, Beh, Y.S., Peko, G., & Sundaram, D. (2019). Developing an affordance-based conceptualization of social media interactions. Emergent Forum Paper- Proceedings of AMCIS 2019.
*Beh, Y.S., & Sajtos, L. (2018). Resource integration practices for online consumer complaints. Proceedings of the Global Marketing Conference 2018.
*Beh, Y.S., & Sajtos, L. (2018). The impact of consumers’ feature use for online complaining on their wellbeing. Proceedings of SERVSIG Conference 2018.
*Beh, Y.S., & Sajtos, L. (2018). Use of online features for online complaint: Implications on the well-being of consumers and firms. Proceedings of the Global Marketing Conference 2018.
*Beh, Y.S., Sajtos, L., & Northey, G. (2017). A resource conservation perspective of online negative expressions. Proceedings of the Australia and New Zealand Marketing Academy (ANZMAC).
*Sajtos, L., & Beh, Y.S. (2014). Making a comeback: Organizational Recovery from Negative Online Consumer Impressions. Proceedings of the Australia and New Zealand Marketing Academy (ANZMAC).

Local Grants

Title Relational-based conceptualization of social media affordance
Investigators Beh Yean Shan (PI), Laszlo Sajtos
Funding Period Aug’2019 – Aug’2020
Funding Body/Organisation XMUM Research Fund

International Grants

Title Infrastructure construction projects of “the Belt and Road Initiative
Investigators Yang Junjie, Chen Yan, Yap Teck Lee, Beh Yean Shan
Funding Period 2019-2020
Funding Body/Organisation China Construction Bank (Asia), Hong Kong

Current Supervision

Student Vey Lian Chan, Janice
Title An Institutional Perspective of Market Shaping: The Case of Traditional Health Services in Malaysia (PGDip)

Local Award

Award Name Purple Letter (Outstanding Unit Evaluation)
Awarding Body Monash University
Year of award 2019
Project Title MKW 3610 Marketing Strategy and Implementation
Award Name Purple Letter (Outstanding Unit Evaluation)
Awarding Body Monash University 
Year of award 2019
Project Title MKW 3610 Marketing Strategy and Implementation
Award Name Purple Letter (Outstanding Unit Evaluation)
Awarding Body Monash University
Year of award 2018
Project Title MKW 3610 Marketing Strategy and Implementation
Award Name Dean’s Honours List Award
Awarding Body Monash University
Year of award 2015
Project Title Best Student Award
Award Name Monash University
Awarding BodyBest Student Award
Year of award 2015
Project Title Honours Degree in Bachelor of Business & Commerce
Award Name Best Thesis Award
Awarding Body Monash University
Year of award 2015
Project Title Honours Degree in Bachelor of Business & Commerce

International Award

Award Name Dean's List
Awarding Body Akita International University, Japan
Year of award 2014
Project Title Honours Degree in Bachelor of Business & Commerce