Born in Hubei, China, Tingting completed a Bachelor’s Degree in Business Administration in 2008 and a Master’s Degree in Marketing Management in 2010 from Wuhan University. Then Tingting achieved her degree of Doctor of Philosophy in Marketing from City University of Hong Kong in 2015. She was also a visiting scholar at the University of Illinois at Urbana-Champaign, USA in 2012. Her PhD dissertation focuses on how consumers with ambivalent reactions towards products and brands process information, make purchase and post-purchase decisions. Her research areas are social media marketing, electronic word-of-mouth, consumer ambivalence, business ethics, cross-cultural difference, and family succession. Dr. Xie currently serves as the associate editor of the Asian Journal of Business Ethics.

ACADEMIC QUALIFICATIONS  

• Doctor of Philosophy (Ph.D.), Marketing · (2010 – 2015)
  City University of Hong Kong, Hong Kong S.A.R. (Ranked #54 in QS World University Rankings 2023)
• Master of Science, Marketing/Marketing Management, General · (2008 – 2010)
  Wuhan University, China (top 10 in China, and ranked #194 in the QS World University Rankings 2023)
• Bachelor of Business Administration (B.B.A.), Business Administration and Marketing · (2004 – 2008)
  Wuhan University, China

PROFESSIONAL APPOINTMENTS

• British University Vietnam (BUV)
  Lecturer and Programme Lead – Digital and Social Media Marketing (2024 – Current)

• Hang Seng University of Hong Kong (2017 – 2024)
  Associate Editor, Asian Journal of Business Ethics
  Assistant Professor
  Associate Programme Director, Bachelor of Business Administration in General Business (GB) programme
  Programme Committee Member
  – Bachelor of Business Administration in Global Business Management (GBM) programme
  – Master of Art in Chinese (CHI) programme
  Programme Development Committee Member, Bachelor of Business Administration in General Business (GB) programme
  Module Coordinator and Lead Lecturer
  – MKT6103 Global Strategic Marketing (Postgraduate Level),
  – BUS3011 Customer Relationship Management (Undergraduate Level),
  – BUS3008 Global Marketing (Undergraduate Level)
  Lecturer: BUS2011 Principles of Marketing
  Dissertation Supervisor for the Master of Business Management (MBM) Programme (Postgraduate Level)
  Chairperson, Department Examination and Assessment Committee
  Person-in-charge of the Field and Online Survey Taskforce and Project Member of “Provision of Service for Conducting (1) Field and Online Surveys and (2) Focus Groups on the Knowledge, Attitudes and Practices (KAP) of the Public on Salt and Sugar Consumption”
  Project Member of the “Provision of Service for Conducting Online Surveys on the Knowledge, Attitude and Practices (KAP) of the Public on Salt and Sugar Consumption” Project
  Chairperson, The Junzi Corporation Survey, (https://junzi.hsu.edu.hk/), The Hang Seng University of Hong Kong
• City University of Hong Kong (2013 – 2015)
  Part-time Lecturer
  Senior Research Assistant
  Research Assistant
  Residence Tutor
• University of Illinois at Urbana-Champaign (UIUC, USA) (2012 – 2013)
  Visiting Scholar, October 2012 – January 2013 (4 months)

RESEARCH AREAS / FIELDS

• Social Media Marketing
• Electronic Word-of-mouth
• Consumer Ambivalence

RESEARCH PUBLICATIONS 

• Tang, T. L., Xie, T., Leung, T. K. P. and Barnes, B. R. (2022), “Asian Dimensions of Marketing: On the Concept of a Junzi Organisation”, Journal of Euromarketing, ISSN 1528-6967 (in Press).
• Zeng, F., Tao, R., Yang, Y., & Xie, T. (2017), “How Social Communications Influence Advertising Perception and Response in Online Communities?”. Frontiers in psychology, 8, 1349, ISSN 166401078
• Huang, M., Xie, T., & Feng, X. (2010), “How Do Ambivalent Consumers Interpret Diversified Word-of-Mouth Information?”, Acta Psychologica Sinica, 42 (10), 998-1010.

RESEARCH & CONFERENCE PRESENTATIONS / EXHIBITIONS 

• Yan, Y., and Xie, T. (2022), “A Resource-based View of Corporate Brand Equity as a Field Research Track Organisational Transformation, Change and Development”, The British Academy of Management 2022 Conference: Reimagining Business and Management as a Force for Good, 31 Aug – 2 Sep 2022.
• Xie, T. (2018), “Junzi Corporate Culture: What Is It and How to Build It in Organizations”, The 27th World Business Congress: Transformation, Coopetition and Sustainability in The Era of Globalization, Engagement and Disruptive Technology, Hong Kong S.A.R., China, 10-14 June 2018.
• Xie. T., and Yan, Y. (2017), “Why Consumer Ambivalence Toward Online Review Matters: The Construction of Review Credibility Through Improving Authenticity and Diagnosticity”, The British Academy of Management 2017 Conference: Re-Connecting Management Research with The Disciplines: Shaping the Research Agenda for The Social Sciences, Warwick, United Kingdom, 05-07 September 2017.
• Xie, T., and Yan, Y. (2017), “Do Ambivalent Attitudes toward Products Reduce as a Result of Exposure to Online Reviews? A Two-stage Exploration”, American Marketing Association 2017 Summer Conference, San Francisco, The United States of America, 4-6 August 2017.
• Xie T., and Yan, Y. (2011), “How Does the Duality of Control and Trust Affect the Performance of Alliance: The Mediating Role of Reflexivity, Monitoring and Effort?”, Proceedings of Cambridge Business & Economics Conference, 27 – 30 June 2011, Cambridge, UK, pp.8.

RESEARCH GRANTS 

• Person-in-charge of the Field and Online Survey Taskforce and Project Member of the project titled “Provision of Service for Conducting (1) Field and Online Surveys and (2) Focus Groups on the Knowledge, Attitudes and Practices (KAP) of the Public on Salt and Sugar Consumption”, fund of HKD671,000 from the Environment and Ecology Bureau (EEB)(Food Branch), the Government of the Hong Kong Special Administrative Region, Project Reference No.: EEB/F/SD 3-5/5/19 (2022/23) (AY2022/23)
• Person-in-charge of the Field and Online Survey Taskforce of the project titled “Provision of Service for Conducting Online Surveys on the Knowledge, Attitudes and Practices (KAP) of the Public on Salt and Sugar Consumption”, fund of HKD128,000 from the Food and Health Bureau, the Government of the Hong Kong Special Administrative Region, Project Reference No.: FHB/F/SD 3-5/5/1/25 (2021/22) (AY2021/22)
• Co-Principal Investigator of the research project titled “A Symposium on Electronic Word-of-Mouth in China: Cultural and Linguistic Perspectives”, fund of HKD306,000 secured from the Research Grant Council of Hong Kong S.A.R, Project Reference No.: UGC/IIDS14/B03/18.

AWARDS & HONOURS

• Adjunct Assistant professor (Honorary position), HSUHK, September 2023 – August 2026 (Ongoing)
• Teaching Excellence Award in Academic Year 2021-2022, School of Business, HSUHK
• Teaching Excellence Award in Academic Year 2019-2020, School of Business, HSUHK
• Teaching Excellence Award in Academic Year 2018-2019, School of Business, HSUHK
• Teaching Excellence Award in Academic Year 2017-2018, School of Business, HSUHK