Zhiying Jiang

Dr Jiang Zhiying

Head, Master of Digital Marketing, Graduate Certificate & Diploma in Digital Marketing Programmes

School of Business

Tel: +65 6248 9248

Educational Qualifications

  • 2014
    PhD, Marketing, National University of Singapore
  • 2006
    MSc, Econometrics, Erasmus University Rotterdam
  • 2005
    BSc, Business Administration, Erasmus University Rotterdam

Academic and Professional Experience

  • Apr 2019 - Present
    Head of Programme, Master of Digital Marketing,
    School of Business, Singapore University of Social Science
  • Jan 2019 - Present
    Senior Lecturer, School of Business, Singapore University of Social Science
  • Oct 2017 - Dec 2018
    Lecturer, Marketing Programme, School of Business, Singapore University of Social Science
  • Jan 2014 - Jul 2017
    Assistant Professor, Department of Business Economics, Erasmus School of Economics, Erasmus University Rotterdam
  • Jiang, Z., Liu, V., & Miriam, E., (2024). Examining the Usefulness of Customer Reviews for Mobile Applications: The Role of Developer Responsiveness. Journal of Database Management, Vol 35 (1) (ABDC rating A, Impact Factor: 2.6)
  • Jiang, Z., Thomas, S. A., & Chu, J., (2024). Are brand preferences inherent, constructed, or a mixture of both? A memory-based dual-process model. Review of Managerial Science, 1-27. (SCImago Indexed, Impact Factor: 6.4)
  • Guan, C., Mou, J., & Jiang, Z. (2020). Artificial intelligence innovation in education: A twenty-year data-driven historical analysis. International Journal of Innovation Studies, 4(4), 134-147.. (SCImago Indexed, Impact Factor: 4.2)
  • Jiang, Z., Liu, V., Erne, M., Cheng, C., & Lee, J. (2020). Do user reviews matter? Empirical evidence on user involvement in app performance. International Journal of Engineering Research and Development, 16(8), 23-88. (SJIF indexed, Impact Factor: 6.51)
  • Jiang, Z., Liu, V., & Erne, M. (2020). Examining the impact of user reviews on mobile applications development. SAIS 2020 Proceedings, (36).
  • Jiang, Z., Guan, C. and de Haaij, I.L. (2020), "Congruity and processing fluency: An analysis on the effectiveness of embedded online video advertising", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 5, pp. 1070-1088. https://doi.org/10.1108/APJML-03-2019-0128(ABDC rating A, Impact Factor: 3.9)
  • Cebollada, J., Chu.Y, & Jiang, Z. (2019). Online category pricing at a multichannel grocery retailer. Journal of Interactive Marketing, 46, 52-69. (ABDC rating A, Impact Factor: 10)
  • Rajiv, S., Chu, J., & Jiang, Z. (2015). Publication, citation, career development, and recent trends: Empirical evidence for quantitative marketing researchers. Customer Needs and Solutions, 1(2), 71-90. (ABDC rating B, Impact Factor: 0.6)

Google Scholar: https://scholar.google.com/citations?user=MW2RLAIAAAAJ&hl=en&oi=ao

Book Chapter

  • Guan, C., Ding, D., Gupta, P., Hung, Y., & Jiang, Z. (2023). A Systematic Review of Research on ChatGPT: The User Perspective. In N. Mateus-Coelho & M. Cruz-Cunha (Eds.), Exploring Cyber Criminals and Data Privacy Measures (pp. 124-150). IGI Global. https://doi.org/10.4018/978-1-6684-8422-7.ch007
  • Guan, C., Jiang, Z., & Ding, D. (2020, January). The emerging business models. In World Scientific Future Economy Series (Vol. 2). World Scientific.

Working Papers

  • Jiang Zhiying, Lau Kong Cheen, 2021 “Consumer Profiling of Singapore Market”
  • Jiang Zhiying, Vanessa Liu. 2020 “The Voices of Local Retailers - A Survey Study of Annual Singapore Retail Insights”
  • Jiang Zhiying, Navid Asgari and Junhong Chu. 2016. “Unpacking Absorptive Capacity under the Context of Knowledge Alliances: A Dynamic Co-evolution Model,” (finalizing for submitting to Management Science)
  • Jiang Zhiying and Trichy Krishnan. 2016. “Channel Delegation and Market Asymmetry,” preliminary results with first draft
  • 2023 October
    Consultation with Life Community Service Society
    Project Details: Plan and Implement Search Engine Marketing Campaigns for four Life Student Care centres.
  • 2022 April
    Consultation with Terumo, Singapore
    Project Details: Corporate training on Implementing Digital Marketing in a B2B sector.
  • 2020 July
    Consultation with HDB, Singapore (Pro Bono)
    Project details: Using customer journey mapping to optimize information acquisition on HDB digital portal.
  • 2016 October
    Consultation with Philips Consumer Lifestyle, Amsterdam
    Project details: Using review and rating data on Amazon to help product mangers improve their product design.
  • 2015 September
    Consultation with IMS Health, Rotterdam
    Project details: In depth and longitudinal analyses with patient adherence in using medicine.
  • 2014 June
    Consultation with IMS Health, Rotterdam
    Project details: segmentation based on doctor’s usage pattern to produce targeted schemes of detailing service for new medicine.
  • Marketing and Customer Analytics
  • Marketing Research
  • Consumer Learning
  • Mobile Economics
  • Sharing Economy
  • Marketing Analytics
  • Business Statistics
  • Multivariate Data Analysis
  • Digital Marketing


  • CFAR SUSS 2020-2021
    Title: Singapore Consumer Profiling and Insights
    Amount: $18,264
  • CFAR SUSS 2019-2020
    Title: The Voices of Local Retailers - A Survey Study of Annual Singapore Retail Insights
    Amount:$15,000
  • Marier Cuier Individual Fellowship Europe Union 2015-2018
    Title: Marketing Expenditure Budgeting: from the Upper Echelon to the Lower Echelon Amount: €177,598.80
  • AMA Doctoral Consortium Fellow, Texas



  • 04/2023 – CNA Commentary: TikTok grilling in US Congress shows tech-literate leaders are a must.
  • 10/2019 - Live interview at ‘Hello Singapore’ programme by Channel 8

  • 08/2023 – SkillsFuture Festival @ IHL
  • 01/2021 - SUSS Alumni Office & Louken Group @ZOOM
  • 09/2020 - SUSS Alumni Office @ ZOOM
  • 07/2019 - HeadHunt Brownbag Master Class @ Tanjong Pargar Series
  • 08/2019 - 2019 SkillsFuture Fair @Suntec City
  • 08/2019 - 2019 Singapore Chamber of Chinese Commerce and Industry @ Suntec City
  • 09/2019 - HeadHunt Brownbag Master Class @ Science Series
  • 09/2019 - 2019 Ren SME Workshop @ SUSS
  • 11/2020 IFIP WG 8.6 Working Conference, ZOOM
  • 11/2018 - 2018 KSMS International Marketing Conference, Seoul, South Korea
  • 07/2016 - The 13th Marketing Dynamics Conference, Hamburg University, Germany
  • 06/2016 - INFORMS Marketing Science Conference, Shanghai, China
  • 06/2016 - The Greater-China Conference on Mobile Big Data Marketing, Hong Kong, China
  • 06/2014 - “Unpacking Absorptive Capacity under the Context of Knowledge Alliances: A Dynamic
  • Co-evolution Model,” INFORMS Marketing Science Conference, Atlanta
  • 05/2014 - AMA - ECMI - EMAC Marketing & Innovation Symposium, Rotterdam, the Netherlands
  • 06/2012 - “Consumer Brand Choice and Experiential Quality Learning: A Dual-process Model of Memory-based Judgment”, INFORMS Marketing Science Conference, Boston
  • 10/2016 - Brown Bag Seminar, School of Business, SIM University, Singapore
  • 10/2014 - Seminar, School of Management, Xian Jiaotong University, China
  • 10/2014 - Seminar, School of Business, Nanjing University, China
  • 11/2012 - Seminar, School of Management, Sun Yat-Sen University, China
  • 11/2012 - Seminar, School of Management, Fudan University, China
  • 11/2012 - Seminar, College of Business, Shanghai University of Finance and Economics, China
  • 11/2012 - Seminar, School of Management, Xiamen University, China
  • 11/2012 - Seminar, Department of Business Administration, Ankara University, Turkey
  • 11/2012 - Seminar, Graduate School of Business, KOC University, Turkey
  • 10/2012 - Seminar, UTS Business School, University of Sydney Technology, Australia
  • 10/2012 - Seminar, School of Business, University of Amsterdam, The Netherlands
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