Yu-Jen Chen is Associate Professor of Marketing at the Department of International Business, College of Management, National Taiwan University. His research interests include consumer online communication, word-of-mouth marketing, social media, persuasion knowledge, and social influence. His research has appeared in major international journals, including Journal of Marketing Research, Journal of Consumer Psychology, and Journal of Public Policy and Marketing. He obtained his PhD degree in Marketing at the Robert H. Smith School of Business at the University of Maryland, College Park. Prior to joining National Taiwan University, he was an Associate Professor with tenure at the Department of Marketing and International Business at Lingnan University, Hong Kong. He currently serves as a member of the Editorial Review Board for the Journal of Interactive Marketing (JNM). He also serves as a regular ad-hoc reviewer for prestigious marketing and psychology journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Experimental Psychology: Applied.
Education
• Ph.D in Marketing, Robert H. Smith School of Business, University of Maryland, USA (2013)
• MBA, Graduate School of International Business, National Cheng Kung University, Taiwan (2004)
• BSM, Management Science, National Chiao Tung University, Taiwan (2002)
Courses
• Experimental Methods in Behavioral Studies (Graduate)
• Global Brand Management (Undergraduate and Graduate)
• Marketing Management (Graduate & GMBA)
• Marketing Research (Undergraduate and Graduate)
Honors
2022-23
New Faculty Grant (NTD 800,000), National Taiwan University.
2018
Certificate of Merit, Teaching Excellence Award Scheme, Lingnan U.
2021-23
Direct Grant, Lingnan U, 2021.
2019-2021
Faculty Research Grant, Lingnan U, 2019.
2018-20
Research Grant Committee Competitive Grants Award (HKD 20,000), Lingnan U, 2018.
2017-19
General Research Fund (GRF) (HKD 433,570), University Grants Committee (HK), 2017.
2014-16
Early Career Scheme (ECS) (HKD 538,800), University Grants Committee (HK), 2014.
2014-15
Teaching Development Grant (HKD 178,000), Lingnan U, 2014
2007-12
Dean’s Research Fellowship, University of Maryland, 2007-12.
2012
Jacob K. Goldhaber Travel Award, University of Maryland, 2012.
2012
International Conference Student Support Award, University of Maryland, 2012.
2007-09
Study Abroad Scholarship (USD 50,000), Ministry of Education, Taiwan, 2007.
2002
International Trading Scholarship, Taipei Importers & Exporters Association, 2002.
2001
Presidential Award, National Chiao Tung University, 2001.
2001
Professor Tsau-Yi Ho Scholarship, National Chiao Tung University.
2023-26
NTU EMBA Elite Scholar Chair
2018-20
Faculty Research Grant, Lingnan U, 2018.
2014-16
Faculty Research Grant, Lingnan U.
2020-22
Direct Grant, Lingnan U, 2020.
2019-21
Direct Grant, Lingnan U, 2019.
2017-19
Direct Grant, Lingnan U, 2017.
2016-18
Direct Grant, Lingnan U, 2016.
Experience
Since 2022 Fall
Associate Professor (with Tenure), Department of International Business, College of Management, National Taiwan University (Taiwan)
2018-22
Associate Professor (with Tenure), Department of Marketing and International Business, Faculty of Business, Lingnan University (Hong Kong)
2013-18
Assistant Professor (Tenure Track), Department of Marketing and International Business, Faculty of Business, Lingnan University (Hong Kong)
2020-21
Program Coordinator, Master of Science in Marketing and International Business, Lingnan University (Hong Kong)
2020-21
Director, Marketing, E-Commerce & Supply Chain Management Research Program, Hong Kong Institute of Business Studies (HKIBS), Lingnan University (Hong Kong)
2017 Fall
Visiting Scholar, Marketing Department, Robert H. Smith School of Business, University of Maryland, College Park (USA)
2012 Fall
Lecturer, Marketing Department, Robert H. Smith School of Business, University of Maryland, College Park (USA)
2010 Spring
Lecturer, Marketing Department, Robert H. Smith School of Business, University of Maryland, College Park (USA)
2007-12
Graduate Assistant, Marketing Department, Robert H. Smith School of Business, University of Maryland, College Park (USA)
2009 Fall
Teaching Assistant, MBA Program, Marketing Department, Robert H. Smith School of Business, Marketing Department, University of Maryland, College Park (USA).
2002-04
Research Assistant in Research Assistant, Graduate School of International Business, National Cheng Kung University (Taiwan)Graduate School of International Business, 2002-04
2003 Fall
Teaching Assistant, Department of Statistics, National Cheng Kung University (Taiwan).
Conference Paper
Yu-Jen Chen, Chunyu Li, Amna Kirmani, March 2024, How and Why Does Product Review Guideline Bias Reviewing Behavior? The Role of Sense of Community, Society for Consumer Psychology Annual Conference, (Nashville, TN, USA).
Yu-Jen Chen, October 2023, The Role of Persuasion Knowledge in Driving Reviewing Behavior for Credence Goods, Association for Consumer Research Conference, (Seattle, WA, USA).
Yu-Jen Chen and Amna Kirmani, 2019, Friendship Matters: How Inter-Senders Friendship Influences Information Receivers’ Compliance Behavior?, Association for Consumer Research Conference, (Atlanta, GA, USA).
Yu-Jen and Chunyu Li, 2019, How and Why Review Structure Causes the Biased Product Reviewing Behavior, International Symposium on Business and Social Sciences, (Okinawa, Japan).
Yu-Jen Chen, 2017, When Too Many Friends Inhibit Talking: The Impact of Social Roles on Social Sharing Online, Association for Consumer Research Conference, (San Diego, CA, USA).
Yu-Jen Chen and Suntong Qi, 2017, A Goal Rebound Hypothesis: Sequential Friends Endorsement in Social Media, Annual Conference on Management and Social Sciences, (Osaka, Japan).
Yu-Jen Chen, 2017, The Effect of Salience of Multiple Social Roles on Social Communication, International Symposium on Business and Social Science, (Kitakyushu, Japan).
Qi, Suntong and Yu-Jen Chen, 2016, The Role of Social Endorsement in a Repeated Exposure Context, Association for Consumer Research Conference, (Berlin, Germany).
Yu-Jen Chen and Amna Kirmani, 2016, The Investigation of Message Senders Relation on Message Effectiveness, International Conference on Social Science and Business, (Tokyo, Japan).
Yu-Jen Chen, 2016, When and Why Does the Presence of Friends Affect Status Update Frequency on Social Network Sites?, AIB Southeast Regional Conference, (Guangzhou, China).
Chunyu Li and Yu-Jen Chen, 2015, Does Review Structure Matter? How Normative or Pros-Cons Review Influences Review Content?, Association for Consumer Research Conference, (New Orleans, LA, USA).
Yu-Jen Chen Amna Kirmani, 2015, Friends or Non-Friends? How do WOM Senders’ Relation Backfire Message Persuasiveness, Annual Symposium on Management and Social Sciences, (Osaka, Japan).
Yu-Jen Chen and Amna Kirmani, 2015, When Does Relation Between Message Senders Influence Persuasiveness?, The International Symposium on Business and Social Sciences,, (Tokyo, Japan).
Yu-Jen Chen Amna Kirmani, 2014, Friends or Non-Friends? How Communicators Relation Backfires Message Persuasiveness?, Association for Consumer Research Conference, (Baltimore, MD, USA).
Yu-Jen Chen and David Godes, 2014, Rating with Confidence: Rating Certainty and Word-of-Mouth Behavior, Association for Consumer Research Conference, (Baltimore, MD, USA).
Rebecca Hamilton, Ann Schlosser, and Yu-Jen Chen, 2013, Who's Driving This Conversation? Systematic Biases in the Content of Online Consumer Databases, Association for Consumer Research Conference, (Chicago, IL, USA).
Yu-Jen Chen and Amna Kirmani, 2013, Posting Strategically: The Consumer as an Online Media Planner, Advertising and Consumer Psychology Conference, (San Diego, CA, USA).
Yu-Jen Chen and David Godes, 2012, Rating with Confidence: Rating Certainty and Word-of-Mouth Behavior, Association for Consumer Research Conference, (Vancouver, BC, Canada).
Yu-Jen Chen and David Godes, 2012, Product Rating: How Rating Certainty Affects Post-Rating WOM Likelihood, Society for Consumer Psychology Conference, (Las Vegas, NV, USA).
Yu-Jen Chen and Amna Kirmani, 2011, Persuading Others Online: The Consumer as Media Planner, Association for Consumer Research Conference, (St. Louis, OH, USA).
Yu-Jen Chen and Amna Kirmani, 2011, The Effect of Product Experience, Motives, and Product Type on Consumers’ Where to Post Decisions, Society for Consumer Psychology Conference, (Atlanta, GA, USA).
Yu-Jen Chen and Amna Kirmani, 2009, From Why and What to Where I Post: Online Posting Behavior, Association for Consumer Research Conference, (Pittsburgh, PA, USA).
Chen, Yu-Jen, Athena Huang, and Yi-Yueh Hung, 2003, Starbucks’ expansion into European markets, The 6th Business Operations and Management Conference, (Tainan, Taiwan).
Journal Paper
Suntong Qi, Ling Peng, and Yu-Jen Chen, 2021, A set-theoretic approach to identifying effective configurations of promotional attributes, Journal of Consumer Marketing, 38(6), 626-637.
Shannon Lantzy, Rebecca W. Hamilton, Yu-Jen Chen, Katherine Stewart, 2021, Online Reviews of Credence Service Providers: What Do Consumers Evaluate, Do Other Consumers Believe the Reviews, and Are Interventions Needed?, Journal of Public Policy and Marketing, 40(1), 27-44.
Rebecca Hamilton, Ann Schlosser, Yu-Jen Chen, August 2017, Who's Driving This Conversation? Systematic Biases in the Content of Online Consumer Discussions, Journal of Marketing Research, 54(August), 540-555.
Yu-Jen Chen and Amna Kirmani, 2015, Posting strategically: The consumer as an online media planner, Journal of Consumer Psychology, 25(4), 609-621.
