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 Code | Subject |
|---|
|
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 Body | Best 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 |
|---|
(+603) 5515 9789
Room 6-5-45