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Vincentia  Yuen

Vincentia Yuen

Ph.D Student, Marketing

Biography

Vincentia Yuen is a first-year Ph.D. student in Marketing at the University of Miami Patti and Allan Herbert Business School. Before joining the Miami Herbert Business School, Vincentia earned her Master of Science in Marketing with distinction from the City University of Hong Kong. In recognition of her academic achievements, Vincentia received various honors and awards – such as Outstanding Academic Performance Award (2016/17, 2017/18), Academic Excellence Scholarship (2014/15, 2015/16), Dean’s List Award (2014/15, 2015/16), Shao Ming Lo Foundation Scholarship, and Lifetime Membership of Beta Gamma Sigma – from Hong Kong and other international academic institutions.

Specializing in Consumer Behavior research, Vincentia is passionate about examining Word of Mouth, Digital and Social Media, Identity-based Consumption, Online Decision-Making, and Social Influence. Prior to starting her research career at Miami Herbert, Vincentia had worked on some research projects in Canada and Hong Kong and presented her work at several marketing conferences (e.g., American Marketing Association Conference, Academy of Marketing Science Conference).

Research Interests

Word of Mouth, Digital and Social Media, Identity-based Consumption, Online Decision-Making, Social Influence

Featured Publications

  • Selected Working Paper:

    “Manager Responses” with Professor Michael Tsiros, targeted for the Journal of Consumer Research.

    Conference Presentations:

    Yuen, Vincentia W. and Haksin Chan (2019), “Product Review Forums as Learning Communities,” paper presented at the 2019 Summer American Marketing Association Conference, Chicago, IL.

    Yuen, Vincentia W., Kevin Zeng, and Haksin Chan (2018), “Opinion Leadership in Product Review Forums,” paper presented at the Australian & New Zealand Marketing Academy Conference 2018, Adelaide, Australia.

    Yuen, Vincentia W., Kevin Zeng, and Haksin Chan (2018), “Opinion Leadership in the Digital World,” paper presented at The 27th World Business Congress, Hong Kong.

    Yuen, Vincentia W., Felix Tang, and Ian Phau (2018), “Understanding Consumers’ High-Risk Consumption Behavior of Pharmaceuticals: A Qualitative Exploratory Study,” paper presented at the 2018 Academy of Marketing Science 46th Annual Conference, New Orleans, LA.

    Chan, Haksin and Vincentia W. Yuen (2017), “Bolstering New Product Reviews in the Digital World,” paper presented at the 2017 Summer American Marketing Association Conference, San Francisco, CA.

    Tang, Felix, Karen Yeung, and Vincentia W. Yuen (2017), “A Model on Understanding Over-the-Counter Pharmaceutical Consumption,” paper presented at the 2017 Summer American Marketing Association Conference, San Francisco, CA. (Special session title: Consumer Ethics: A Neglected Dimension Of Sustainable Business Strategy)

Teaching and Professional Experience

  • Research Assistant, University of Miami Herbert Business School, 2019-present
  • Conference Volunteer, The 27th World Business Congress, Hong Kong , 2018

Degrees

  • Ph.D., Business with Concentration in Marketing, University of Miami Herbert Business School, August 2019 - Present
Vincentia  Yuen

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