Social and Behavioral Sciences Commons^™

Harnessing The Power Of Video Ads, Linyi Li

Asian Management Insights

In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.

Boosting Persuasion: The Attention Benefits Of Multiple Narrating Voices, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

The "Voice Numerosity Effect”: When hearing different voices narrating a marketing video facilitates persuasion. In a forthcoming paper in the Journal of Marketing Research, we investigate the role of voice (narrator) numerosity in marketing videos (Chang, Mukherjee, and Chattopadhyay 2022). For example, consider the following two real-life examples: a product video introducing Apple’s AirPods Max had two narrating voices while a product video introducing Apple’s new Macbook Pro had a single narrating voice. Does the difference in the number of narrating voices influence consumers’ attention and subsequent behaviour?

“No More Uncle” And Gender-Neutral Marketing, Singapore Management University

Perspectives@SMU

How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing

China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan

Perspectives@SMU

A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates

The Global Chinese Consumer, Rane Xue, Xiaolei Gu

Asian Management Insights

At the forefront of growth in the luxury goods market.

Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya

Asian Management Insights

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.

5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.

Starbucks In China: An Undisputed Leader?, Nirmalya Kumar, Sheetal Bhardwaj, Stephen Eryung Chu

Asian Management Insights

How Starbucks faces the emergence of ‘new retail’, or the seamless integration of offline and online retail.

Service For Millenials, Joan Chang

Research Collection Institute of Service Excellence

Joan Chang of Lloyd’s Inn relates the importance of branding for a younger audience and the changing landscape of service in boutique hospitality.

Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho

Research Collection Lee Kong Chian School of Business

The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships,self-disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 400 Korean Wave fans in Singapore. The results showed that consumers’ parasocial interactions with celebrities though social media have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocial relationships mediated the relationships between social media interactions and source trustworthiness, (2) social media interactions influenced parasocial relationships via self-disclosure;and …

Ueber-Brands: How To Make Your Brand Priceless?, J. P. Kuehlwein, Wolf Schaefer

Asian Management Insights

Ueber-Brands—brands that are valued beyond their price and esteemed beyond their size. These brands are unique in that they have captured not just the wallet but also the hearts of a huge, loyal and growing customer base.

Building Community: Synergy And Empowerment Through Staff Development And Marketing In A Small Rural Academic Library, Bethany Anne Wilkes

Research Collection Library

This paper presents two collaborative programs at a small academic library that leverage the insights, engagement, and interests of our most important asset: our staff. Two new library committees, the Staff Training Advisory Group and the Marketing Team, extended planning, accountability, and partnerships to paraprofessional staff members. The onset and associated activities of these two committees yielded not only direct results in terms of staff training programs and marketing initiatives, but also resulted in creating a more collaborative culture and shared purpose in our library. This paper examines how the overlap of these two committees created a convergence that fostered …

Using Online Controlled Experiments To Examine Authority Effects On User Behavior In Email Campaigns, Lim Kwan Hui, Ee-Peng Lim, Binyan Jiang, Achananuparp Palakorn

Research Collection School Of Computing and Information Systems

Authority users often play important roles in a social system. They are expected to write good reviews at product review sites; provide high quality answers in question answering systems; and share interesting content in social networks. In the context of marketing and advertising, knowing how users react to (quails and messages from authority senders is important, given the prevalence of email in our everyday life. Using a real-life academic event, we designed and conducted an online controlled experiment to determine how email senders of different types of authority (department head, event organizer and a general email account) affect the range …

Oral History Interview With Rajendra Srivastava: Growing Smu, Rajendra K. Srivastava

Oral History Collection

The interview covered: role of provost, AACSB accreditation, evolution of SMU undergraduate program, development of postgraduate program, executive development program, faculty recruitment, development of research effort, research centres and institutes, areas of excellence, start of case writing initiative, India Desk.

Biography:

LKCSB Chair in Marketing Strategy and International Business, SMU, 2015 - Present

Provost and Deputy-President (Academic Affairs), SMU, 2009 - 2015

Rajendra Srivastava was Provost and Deputy President at Singapore Management University (SMU) from 2008 to 2015. Prior to joining SMU he was the Roberto C. Goizueta Chair in Marketing and Digital Commerce, Goizueta Business School, Emory University where …

Using Support Vector Machine Ensembles For Target Audience Classification On Twitter, Siaw Ling Lo, Raymond Chiong, David Cornforth

Research Collection School Of Computing and Information Systems

The vast amount and diversity of the content shared on social media can pose a challenge for any business wanting to use it to identify potential customers. In this paper, our aim is to investigate the use of both unsupervised and supervised learning methods for target audience classification on Twitter with minimal annotation efforts. Topic domains were automatically discovered from contents shared by followers of an account owner using Twitter Latent Dirichlet Allocation (LDA). A Support Vector Machine (SVM) ensemble was then trained using contents from different account owners of the various topic domains identified by Twitter LDA. Experimental results …

The Image Of Psychology Programs: The Value Of The Instrumental-Symbolic Framework, Greet Van Hoye, Filip Lievens, Britt De Soete, Nele Libbrecht, Eveline Schollaert, Dimphna Baligant

Research Collection Lee Kong Chian School Of Business

As competition for funding and students intensifies, it becomes increasingly important for psychology programs to have an image that is attractive and makes them stand out from other programs. The current study uses the instrumental-symbolic framework from the marketing domain to determine the image of different master's programs in psychology and examines how these image dimensions relate to student attraction and competitor differentiation. The samples consist of both potential students (N = 114) and current students (N = 68) of three psychology programs at a Belgian university: industrial and organizational psychology, clinical psychology, and experimental psychology. The results demonstrate that …

An Oreo With Chinese Characteristics, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."

Comments On The Setting Up And The Growth Of Smu By Mr Heng Swee Keat, Minister For Education At Smu Commencement Ceremony 2013, Swee Keat Heng

Oral History Collection

Transcript of speech by Mr Heng Swee Keat, Minister for Education at SMU Commencement Ceremony on Wednesday, 25 July 2013, 9am at Resorts World Sentosa. He was involved in the setting up of SMU and talked about the growth, the daring, and the sharing by SMU and its students.

Oral History Interview With Ronald Frank: Conceptualising Smu, Ronald Frank

Oral History Collection

The interview covered: first involvement with SMU, President of SMU, Bukit Timah campus, roles and responsibilities, faculty recruitment, advertising campaigns, student feedback, autonomous universities, strategy, law school, higher education landscape, impact.

Biography:

President, SMU, 2001–2004

Board of Trustees, SMU, 2000–2001

Professor Ronald E Frank, or Ron as he affectionately known, joined SMU’s board of trustees in 2000 and assumed his role as SMU’s second president in September 2001. His presidency was a time of rapid growth for the young university. SMU had just admitted its second cohort of undergraduate students in August 2001. During his time as president two schools …

Oral History Interview With David Montgomery: Conceptualising Smu, David Montgomery

Oral History Collection

The interview covered: first involvement with SMU, business school dean, school re-organisation, faculty recruitment, Wharton School, balanced excellence, Centre for Teaching Excellence, first SMU graduates, conferences, future of tertiary education.

Biography:

Dean, Lee Kong Chian School of Business, SMU, 2003–2005

Professor David Montgomery served as the second dean of the Lee Kong Chian School of Business from 2003 to 2005. It was a period of rapid growth for the school—hiring faculty, building a research atmosphere, developing professional degrees, and continuing to make SMU better known in the academic community. Professor Montgomery is known for his use of the phrase 'balanced …

Oral History Interview With Howard Hunter: Conceptualising Smu, Howard Hunter

Oral History Collection

The interview covered: first involvement with SMU, roles and responsibilities, tuition fees, autonomous university, law school, Juris Doctor program, undergraduate education, marketing, SMU pedagogy, curriculum, university library,

Biography:

Professor of Law, SMU, 2004–present
President, SMU, 2004–2010

Described as a passionate educator who truly believes in multidisciplinary education, Professor Howard Hunter served as SMU’s third president from September 2004 to August 2010. During the course of his presidency the university continued its rapid growth—moving to the city campus, opening the law school, expanding postgraduate programmes, building the endowment, and doubling the number of students and faculty. While at SMU he emphasized …

Oral History Interview With Tony Tan Keng Yam: Conceptualising Smu, Tony Keng Yam Tan

Oral History Collection

The interview covered: higher education landscape, setting up SMU, naming a new university, different university, admission criteria, student interaction, first graduation ceremony, future of university education.

Biography:

Patron, SMU, 2011–present
Visionary and architect of SMU

Dr Tony Tan Keng Yam steered the development of university education in Singapore and was instrumental in the creation of Singapore Management University. Involved in higher education in Singapore for over three decades, he served as education minister (1980–1981 and 1985–1991), vice-chancellor of the National University of Singapore (1980–1981), and was appointed deputy prime minister of Singapore (1995–2005). He is credited with restructuring Singapore’s educational …

Oral History Interview With Steven Miller: Conceptualising Smu, Steven Miller

Oral History Collection

The interview covered: first involvement with SMU, setting up School of Information Systems, collaboration with Carnegie Mellon University, industry relations, student interaction, faculty research, graduate placement, postgraduate programs.

Biography:

Founding Dean, School of Information Systems, SMU, 2002–present

Professor Steven Miller is founding dean of the School of Information Systems at Singapore Management University, a position he has held since December 2002. Since joining SMU, he has concentrated on developing all aspects of the School of information Systems, including undergraduate and post-graduate educational programmes, research strategies and capabilities, interactions with external stakeholders, and the school’s relationship with Carnegie Mellon. Through LiveLabs, …

Oral History Interview With Ho Kwon Ping: Conceptualising Smu, Kwon Ping Ho

Oral History Collection

The interview covered: capturing SMU history, view of Singapore education system, Singapore Institute of Management, third university, business schools, business education, faculty recruitment, differentiating SMU, board of trustees, governance, student interaction, job satisfaction, non-profit organisations, inaugural convocation, differentiating SMU, future of SMU.

Biography:

Chairman, Board of Trustees, SMU, 2000–present
Chairman, Governing Council for Singapore Institute of Management, 1997–2000

One of Singapore’s most prominent businessmen, Mr Ho Kwon Ping, was tapped by Deputy Prime Minister Tony Tan in 1997 to lead the effort to establish a new national university which would be autonomous and based on an American-style of education. An …

Oral History Interview With Low Aik Meng: Conceptualising Smu, Aik Meng Low

Oral History Collection

The interview covered: first involvement with SMU, role and responsibilities, curriculum, student experience, first freshman team building camp, first classes, pioneer class, student activities, student ambassadors, community service, student hostel, student financial assistance.

Biography:

Founding Dean of Students, SMU, 2000–2011

Member of SMU start-up team

An SMU ‘pioneer’, Professor Low Aik Meng was one of the first three faculty to join the start-up team for the new university in 1998. Curriculum development was one his early responsibilities. Professor Low is best known for his next assignment—in 2000 he was appointed as SMU’s founding dean of students, a role in which …

Oral History Interview With Michael Furmston: Conceptualising Smu, Michael P. Furmston

Oral History Collection

The interview covered: first involvement with Singapore and SMU, challenges and opportunities for the law school, faculty recruitment, law research, job opportunities, relationship with legal communities, internships, law building, future developments, dispute resolution.

Biography:

Founding Dean, School of Law, SMU, 2007–present

Professor Michael Furmston became the founding dean of the School of Law in August 2007. The second law school in Singapore, SMU’s undergraduate law programme has been noted for the significant proportion of business and finance courses. Its first students graduated in July 2011. In 2009, a postgraduate law programme was introduced, the juris doctor. During Professor Furmston’s tenure …

Oral History Interview With Arnoud De Meyer: Conceptualising Smu, Arnoud De Meyer

Oral History Collection

The interview covered: first involvement with Singapore, tertiary education in Singapore, business schools, role of university, city campus.

Biography:

President, SMU, 2010–present

Professor De Meyer became the fourth president of SMU in September 2010. A leader and well-known scholar in management studies, his research interests include manufacturing and technology strategy, management of R&D and innovation, management under conditions of high uncertainty and for novel projects, management and innovation in Asia, the globalisation of Asian firms, and e-readiness in Europe. He publishes widely in academic journals and books.

For twenty three years, Professor De Meyer was associated with INSEAD where he …

Oral History Interview With Tan Chin Tiong: Conceptualising Smu, Chin Tiong Tan

Oral History Collection

The interview covered: first involvement with SMU, changes to concept plan, research, private university, faculty recruitment, challenges, marketing, advertising campaign, autonomous universities, collaboration with Wharton School, schools in SMU, change agent for education landscape, differentiating SMU, SMU students.

Biography:

Provost, SMU, 1999–2008, and Deputy President, SMU, 2007–2009

Member of SMU start-up team

In 1998 Professor Tan Chin Tiong was one of the first three faculty members who joined the start-up team to create what would become Singapore’s third university, SMU. Among his many responsibilities during the planning phase of SMU, he oversaw faculty recruitment, public relations and marketing, and the …

Oral History Interview With Khoo Teng Aun: Conceptualising Smu, Teng Aun Khoo

Oral History Collection

The interview covered: concept for new university, university library, first admissions exercise, student reaction to SMU, achievements of SMU.

Biography:

Associate Professor of Accounting, SMU, 2000–present

Member of SMU start-up team

Professor Khoo Teng Aun was one of the SMU ‘pioneers’, the faculty who formed the start-up team for Singapore’s third university. He joined the start-up team in 1999. Today he is a faculty member of the School of Accountancy and teaches corporate reporting and taxation. His research interests include internet financial reporting, multinational companies, cost and management accounting systems, taxation, and entrepreneurial studies. He also teaches in SMU’s master …

Oral History Interview With Low Kee Yang: Conceptualising Smu, Kee Yang Low

Oral History Collection

The interview covered: first involvement with SMU, university education in Singapore, curriculum, CIRCLE values, private university, logo, teaching pedagogy, interview students for admissions, legal aspects, incorporation of SMU, first day of class, law school, challenges, student recruitment, law internships, Juris Doctor programme, challenges.

Biography:

Associate Professor of Law, SMU, 2000–present

Member of SMU start-up team

Professor Low Kee Yang joined the start-up team for SMU in 1998; one of his responsibilities was supervising legal matters. He served as deputy dean of the business school from 1999 to 2002 and chaired the organising committee for the Lee Kuan Yew Global Business …