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dr-tristan-chong

Tristan Chong

Professor and Area Head of Marketing

Linkedin Profile

Education

  • PhD in Marketing, University of Greater Manchester, UK (2012)
  • MSc in E-Business, University of Greater Manchester, UK (2007)
SUBJECTS TAUGHT / STUDENT PROJECT MENTOR
  • Digital Marketing
  • Marketing Intelligence
  • Marketing Metrics & Pricing Decisions
EXPERIENCE

Academic Experience

  • Associate Editor, Industrial Management & Data Systems (2021 – Present)
  • Editorial Board, Industrial Management & Data Systems (2020 – 2023)
  • Associate Professor and Area Head of Marketing, SP Jain School of Global Management, Singapore (2019 – Present)
  • Honorary Recognised Teacher, University of Liverpool, UK (2010 – 2022)
  • Associate Professor, International Business School Suzhou, Xi’an Jiaotong-Liverpool University, Suzhou, China-PRC (2015 – 2019)
  • Deputy Director of Research Institute of Big Data Analytics, Xi’an Jiaotong-Liverpool University, Suzhou, China-PRC (2015 – 2019)
  • Head of Division (General Management), International Business School Suzhou, Xi’an Jiaotong-Liverpool University, Suzhou, China-PRC (2015 – 2017)
  • Visiting Scholar, School of Computing, National University of Singapore (summer, 2016; summer, 2018), Singapore
  • Visiting Academic, Heriot Watt University, UK (Malaysia Campus, summer, 2017), Kuala Lumpur, Malaysia
  • Visiting Scholar, IBM Centre of Excellence in Big Data Analytics, Deakin University, (winter, 2016/2017), Melbourne, Australia
  • Visiting Scholar, South University of Science and Technology of China (summer, 2015), Shenzhen, China-PRC
  • Lecturer, International Business School Suzhou, Xi'an Jiaotong-Liverpool University (2010 – 2015), Suzhou, China-PRC
  • Teaching Assistant, Bolton Business School, The University of Bolton (2007 – 2009), Manchester, UK

Research Interests

  • B2B Marketing
  • Marketing Analytics
  • Topological Data Analysis and Applications

Selected Refereed Articles

  • Han, Y., Chong, W.K., Qin, L., & Liu, Y. (2026), ‘Institutional Tactics and Power Dynamics in Asymmetric Buyer–Supplier Relationships’, Production Planning & Control (ABS=3, ABDC=A, IF=5.4).
  • Liang, X., Xun, J., Dolega, L., & Chong, W.K. (2026), 'Bibliometric Insights into the Internationalization and Strategic Growth of Premium Private Labels', International Marketing Review, (ABS=3, ABDC=A, IF=4.6).
  • Fan, X., Xun, J., Dolega, L., & Chong, W.K. (2025), 'Interactivity in metaverse retail: product type’s role and emotional–cognitive mechanisms', Journal of Enterprise Information Management, (ABDC=A, IF=6.4).
  • Xun, J., Wang, Y., Chong, W.K., Wong, EPY, & Fan, X. (2025), ‘Maze of conveniences: re-examining hotel reviews and social media data’, Industrial Management & Data Systems, (ABDC=A, IF=4.7).
  • Fan, X., Xun, J., Dolega, L., Li, Y., Chong, W.K. (2025), ‘Immersive Technologies in Retailing: A CiteSpace Bibliometric Analysis’, EuroMed Journal of Business, (ABS-2, IF=3.9).
  • Chong, W.K., & Chang, C. (2024), 'Information exploitation of human resource data with persistent homology', Journal of Business Research, (ABS=3, ABDC=A, IF=11.3).
  • Xun, J., Chong, W.K., & Dolega, L. (2023), 'Mobile Operating Systems’ Impact on Customer Value: IOS vs. Android', Journal of Computer Information Systems, (ABDC=A, IF=4.2).
  • Han, Y., Tian, A., Chong, W.K., Chong, A. & Paulraj, A. (2023), ‘Navigating supply chain disruptions: A purchasing portfolio matrix analysis of Chinese manufacturing SMEs in the context of Covid-19’, International Journal of Operations and Production Management, (ABS4, ABDC=A, IF=7.4).
  • J. Wang, W.K. Chong, J. Lin, C.P.T. Hedenstierna (2023), ‘Retail Demand Forecasting Using Spatial-Temporal Gradient Boosting Methods’, Journal of Computer Information Systems (ABDC=A, IF=4.2), pp. 1-13.
  • Chen, L., Chong, W.K., Liu, G. (2023), ‘The role of Industry 4.0 in enabling circular economy’, Industrial Management & Data Systems (ABDC=A, IF=4.7), Vol. 123 No. 4, pp. 1073-1083.
  • Wang, J., Wang, Y., Liu, O., Chong, W.K. (2023), ‘Unleashing Continuous Improvement and Competitive Advantage Through BP-Driven Knowledge Management Processes’, Journal of Global Information Management (ABDC=A, IF=3.9), Vol. 31 No. 1, pp. 1-19.
  • Chong, W.K., Patwa, N. (2023), ‘The Value of Integrity: Empowering SMEs with Ethical Marketing Communication’, Sustainability (IF=3.3), Vol. 15 No. 15, pp. 11673.
  • Anagondanahalli, S., Chong, W.K., Pismeya, I. (2023), ‘Digital Fashion: Influence of K-Pop and Go-to Market Strategy in the Metaverse’, International Journal of Design, Analysis & Tools for Integrated Circuits & Systems, Vol. 12 No. 1.
  • Deepika BR, Chong, W.K., Grammel, G. (2022), ‘User fears and challenges in the adoption of network automation’, International Journal of Design, Analysis & Tools for Integrated Circuits & Systems, Vol. 11 No. 1.
  • Yang, T., Xun, J. and Chong, W.K. (2022), ‘Complementary resources and SME firm performance: the role of external readiness and E-commerce functionality’, Industrial Management & Data Systems (ABDC=A, IF=4.7), Vol. 122 No. 4, pp. 1128-1151.
  • Ma Z, Song L, Zhou J, Chong W.K., Xiong W. (2022), ‘How Do Comeback Korean Pop Performers Acquire Audience Empathetic Attachment and Sustained Loyalty?’ Frontiers in Psychology (IF=2.9).
  • Chong, W.K. and Ma, Z. (2021), ‘The quality of user experiences for mobile recommendation systems: an end-user perspective’, Industrial Management & Data Systems (ABDC=A, IF=4.7), Vol. 121 No. 5, pp. 1063-1081.
  • Han, Y., Chong, W.K., & Li, D. 2020 ‘A Systematic Literature Review of the Capabilities and Performance Metrics of Supply Chain Resilience’, International Journal of Production Research (ABDC=A; IF= 7.3) Vol 58 No. 15, pp. 4541-4566.
  • Chong, W.K., & Rudkin, S. 2020 ‘Persistent Homology in Tourism: Unlocking the Possibilities’, Tourism Management (ABDC=A*, IF= 12.4) Vol 81, December 2020, Article 104132.
  • Chong, W.K., Rudkin, S. & Zhang, J. 2019 ‘Gender Differentials and Implicit Feedback on Online Video Content: Enhancing User Interest Evaluation’, Industrial Management & Data Systems (ABDC=A, IF=4.7) Vol. 119 No. 5, pp. 1128-1146.
  • Chong, W.K., Man, K.L. & Kim, M. 2018 'The impact of e-marketing orientation on performance in Asian SMEs: a B2B perspective', Enterprise Information Systems (ABDC=A, IF= 3.9), vol.12, no. 1, pp. 4-18.
  • Chong, W.K., Dong, B. & Zhang, N. 2016 'E-marketing Services and E-marketing Performance: The Roles of Innovation, Knowledge Complexity and Environmental Turbulence in Influencing the Relationship', Journal of Marketing Management (ABDC=A, , IF= 3.0), vol.32, no.1-2, pp. 149-178.
  • Wang, W., Chong, W.K., Liu, D., Liang, H.N., Man, K.L., Han, Y.S., Rho, S., Yeo S.S., 2014, ‘An examination of the internet of things through the data management perspective’ Journal of Platform Technology, vol. 2, no. 2, p. 16-30.
  • Janita, I. & Chong, W.K. 2013 'Barriers of B2B e-Business Adoption in Indonesian SMEs: A Literature Analysis', Procedia Computer Science (Elsevier), vol. 17, no. 3, p. 571-578.
  • Chong, W.K., Man, K.L., Chen, C. & Lai, H.Y. 2011 'The Design and Development of B2B e-Commerce Framework for Malaysian's SMEs', Lecture Notes in Engineering and Computer Science, vol. 2189, no. 1, p. 1062-1065.
  • Chong, W.K., Man, K.L. & Zhang, N. 2011 'An Interoperable B2B e-Commerce Framework for e-Marketing Capabilities', Engineering Letters, vol. 19, no. 3, p. 223-227.
  • Chong, W.K., Tadjouddine, E.T., Shafaghi, M. & Tan, B.L. 2011 'Automated Mechanism Design for B2B e-Commerce Models', International Journal of Trade, Economics and Finance, vol. 2, no. 1, p. 87-92.
  • Chong, W.K., Shafaghi, M. & Tan, B.L. 2011 'Development of a Business-To-Business Critical Success Factors (B2B CSFs) Framework for Chinese SMEs', Marketing Intelligence and Planning (ABDC=A, IF= 5.4), vol. 29, no. 5, p. 517-533.
  • Chong, W.K., Shafaghi, M., Woollaston, C. & Liu, V. 2010 'B2B e-Marketplace: An e-Marketing Framework for B2B Commerce', Marketing Intelligence and Planning (ABDC=A, IF= 5.4), vol. 28, no. 3, p. 310-329.
  • Chong, W.K. & Shafaghi, M. 2009 'Performances of B2B e-Marketplace for SMEs: The Research Methods and Survey Results', Communications of IBIMA, vol. 9, no. 22, p. 185-192.

Book Chapters

  • Atri, J, Chong, W.K., and Askari, M., 2022, ‘Purchase Intention Towards Electric Vehicles in India: A Theory of Planned Behavior Perspective’ HCI for Todays Community and Economy, Lecture Notes in Computer Science, Springer.
  • Liu, O., Shi, Z., Chong, W.K., Man, K.L. & Chan, C.O. 2017, 'College Students' Online Purchase Intention in Big Data Era' Transactions on Engineering Technologies, Springer.
  • Sun, Y., Chong, W.K., Man, K.L., Rho, S. & Xie, D. 2016, 'Exploring Critical Success Factors of Mobile Recommendation Systems: The End User Perspective' Transactions on Engineering Technologies, Springer.
  • Park, J., Kim, M., Man, K.L. & Chong, W.K. 2016, 'Multimedia Management Services Based on User Participation with Collaborative Tagging' Transactions on Engineering Technologies, Springer.
  • Sun, Y., Wang, S., Bai, X. & Chong, W.K. 2015, 'Online Purchase Decisions Through Social Networking Services (SNS)' Future Information Technology II, Springer.
  • Sun, Y., Chong, W.K. & Man, K.L. 2015, 'Key factors affecting user experience of mobile recommendation systems' IAENG Transactions on Engineering Technologies, Springer.
  • Chong, W.K. & Qian, L. 2014, 'Marketing Is More Than Just Selling and Advertising' Understanding business; a beginner's text (2nd Edition), Pearson.
  • Chong, W.K., Sun, Y., Zhang, N. & Man, K.L. 2013, 'The Role of Demographic Characteristics, Perceived Risk and Online Data Security on E-business Performance' IAENG Transactions on Engineering Technologies, Springer.
  • Chong, W.K. & Qian, L. 2013, 'Marketing Is More Than Just Selling and Advertising' Understanding business; a beginner's text (1st Edition), Pearson.
  • Chong, W.K., Man, K.L. & Zhang, N. 2012, 'Integration and Interoperability of B2B e-Commerce Model' IAENG Transactions on Engineering Technologies, World Scientific Publishing.

Selected Conferences Papers

  • Xun, J., Ye, Z., Yuan, R., & Chong, W.K. (2025), Social Media Engagement, eWOM and Customer Lifetime Value, China Association for Information Systems, University of Nottingham Ningbo, China.
  • Song, L.,; Ma, Z.; Chong, W.K., and Huang, Q., (2024) Into the Future: Exploring AI-Enhanced Person-Organization Fit through Cultural Understanding and Supportive Work Climate. The Pacific Asia Conference on Information Systems (PACIS 2024), Ho Chi Minh City, Vietnam.
  • Han, Y., Tian, Y., & Chong, W.K., (2024) Expanding in compounding geographical disruptions: the role of ecommerce platforms in supply chain responsiveness during US-China Trade War and Covid-19. The 2024 International Conference on E-business, Management and Economics (ICEME 2024) Beijing, China.
  • Atri, J, Chong, W.K., and Askari, M., (2022). Purchase Intention Towards Electric Vehicles in India: A Theory of Planned Behavior Perspective, 24th International Conference on Human-Computer Interaction, Online.
  • Ma., Z.,Chong, W.K., (2022). How Arousing Benefits and Ethical Misgivings Affect AI-based Dating App Adoption: The Roles of Perceived Autonomy and Perceived Risks, 24th International Conference on Human-Computer Interaction, Online.
  • Zhou, J., Ma, Z., Song, L., and Chong, W.K. (2021) Reviving Fan Affection and Loyalty towards Comeback KPop Idols through Live Streaming, The 2021 5th International Conference on E-Business and Internet, Singapore.
  • Ma, Z., Chong, W.K., and Chong, A.Y.L., (2020). The Role of Hybrid Captive Offshoring in ICT Sector, The Pacific Asia Conference on Information Systems (PACIS) 2020, Online.
  • Chong W.K., Chang, C., and Rudkin, S. (2019). Exploring all Information for Human Resource Management: Persistent Homology as a Theoretical Tool, Academy of Management Conference, Boston, US.
  • Han, Y. Chong W.K., and Li, D. (2018). Research on the Capabilities and the Performance Metrics of Supply Chain Resilience: a systematic literature review, 2018 International Conference on Information Resources Management, Ningbo, China.
  • Ma, Z., Chong W.K., Qian, L., and Raddats C. (2017). Service Offshoring in Manufacturer’ Upstream Networks, QUIS symposium, Porto, Portugal.
  • Zhang J. H., Chong W.K, Liu O., and Man K.L (2017). Improving Video Recommendation Systems from Implicit Feedback in the E-marketing Environment. The International MultiConference of Engineers and Computer Scientists 2017, Hong Kong, China-PRC.
  • Chong, W.K. & Bian, D. (2015). E-marketing Services Derived from B2B e-marketplace. QUIS symposium, Shanghai, China-PRC.
  • Kim, E., Rho, S., Man, K.L., & Chong, W.K. (2015). TiMers: Time-based Music Recommendation System based on Social Network Services Analysis. The International MultiConference of Engineers and Computer Scientists 2015, Hong Kong, China-PRC.
  • Ma, Z., Raddats, C., Chong, W., & Qian, L. (2015). Successful Service Offshoring for Manufacturing Companies. QUIS symposium, Shanghai, China-PRC.
  • Sun, Y., Chong, W., & Man, K. (2014). Modelling Customer Loyalty in China's Smartphone Market Using Effective Factors. 2015 International Conference on Platform Technology and Service, Jeju, Korea, China-PRC.
  • Sun, Y., Chong, W., Man, K., & Rho, S. (2014). Key factors affecting user experience of mobile recommendation system. The International MultiConference of Engineers and Computer Scientists 2015, Hong Kong, China-PRC.
  • Liang, H.N., Dai, X., Diniz, N., Chong, W.K., & Fleming, C. (2014). Media Façades in the Wild: Some Lessons. International Conference on Computer Science, Engineering and Technology, Toronto, Canada.

Published Teaching Cases & Teaching Notes

  • Chong, W.K., Irina, P., Sanjukta, S., Suresh, J., Jeyasurya, J., & Patil, R. (2025). Sustainable Ice Cream Marketing: Closing the Intention-Action Gap. The Case Centre, UK.
  • Chong, W.K., Irina, P., Sanjukta S., Sumeet, S., and Toyesh S. (2024) AI Adoption Empowers Small-scale Fisherman for Sustainable Fisheries. The Case Centre, UK.  (Bestselling Case, 2025)
  • Praseed, P., Chong, W.K., Pismennaya, I., & Srivastava, S. (2023). Cyberguard: Navigating Technological Frontiers and Market Dynamics In The APAC Region, The Case Centre, UK.
  • Askari, M., Shawarikar, G., Chong, W.K., Pismennaya, I., Ranjan, B., Srivastava, S. (2022). Flexible is the Future of Pay, The Case Centre, UK.
  • Agarwal, R., Khan, Z.N., Chong, W.K., Pismennaya, I., and Shah, R. (2022). 2Stallions Digital - Decoding Marketing Strategies for Southeast Asia SMEs. The Case Centre, UK.
  • Dhawan, A.K., Aggarwal, A., Wani, K., Chong. W.K., Pismennaya, I., & Srivastava, S. (2021) Optimize Your Route Algorithms with Accuracy and Celerity with Elasticroute. The Case Centre. UK
  • Adak, A., Palak, A., Chong, W.K., Grandhi, B., Pismennaya, I., & Srivastava, S. (2020) Market Entry Analysis for IT Services Outsourcing Enterprises: A Case of Thailand and Vietnam Markets. The Case Centre. UK
  • Chong, W.K., & Touchstone, E. (2018) Uber’s Entry into China: 0 to 15% Market Share in 2 Years or Relationships! Relationships! Relationships! The Case Centre. UK  
  • Ma, Z., Chong, W.K., & Milner, B. (2015). Chongqing New Oriental School's Product Innovations. The Case Centre. UK
  • Chong, W.K., Janita, I., & Bian, D. (2015). Iboya Packaging Co Ltd and the B2B e-marketplace. The Case Centre. UK
  • Yin, T., Bian, D., & Chong, W.K. (2011). Alibaba: Vision and Value, Do They Really Matter? The Case Centre. UK

Memberships

  • The Academy of Marketing
  • The Academy of Marketing Science

Awards & recognition

  • Bestselling Case, 2025, The Case Centre, UK.
  • Best Paper Award, 24th International Conference on Human-Computer Interaction, Online (2022)
  • The President’s Faculty Excellence Awards 2020-21 - Professor of the Year – Research, SP Jain School of Global Management
  • Best Paper Award, The International MultiConference of Engineers and Computer Scientists, Hong Kong (2017)
  • Best Paper Award, The International MultiConference of Engineers and Computer Scientists, Hong Kong (2015)
  • Dean's Award: Outstanding Contribution to the Development of International Business School Suzhou, Xi’an Jiaotong-Liverpool University, China (2015)
  • Best Paper Award, International Conference of Engineers and Computer Scientists, Hong Kong, China (2011)
  • Best Paper Award (sponsored by The Journal of Science and Technology Policy in China), International Conference on Advanced Management Perspectives in Asia, Suzhou, China (2010)
  • Excellent Constructive Reviewer, the 13th International Business Information Management Conference, Marrakech, Morocco (2009)
  • Information and Web Science Doctoral Workshop Travel Grant, Oxford Internet Institute, University of Oxford, UK (2009)
  • Web Science 2.0 Doctoral Workshop Travel Grant, University of Robert Gordon, Aberdeen, Scotland (2007)
  • Bolton Business School PhD Scholarship, The University of Bolton, UK (2007 – 2011)

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© S P Jain School of Global Management

S P Jain School of Global Management Pty. Ltd. Provider Category: Institute of Higher Education. TEQSA Provider Identification: PRV12041. CRICOS Provider Code: 03335G.

© S P Jain School of Global Management

S P Jain School of Global Management Pty. Ltd. Provider Category: Institute of Higher Education. TEQSA Provider Identification: PRV12041. CRICOS Provider Code: 03335G.

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