Associate Professor Dr Koay Kian Yeik

Associate Professor Dr Koay Kian Yeik

  • Assistant Head - Department of Marketing, Strategy & Innovation
  • Associate Professor
Department of Marketing Strategy & Innovation
  • Ƶ Business School
SDGs Focus

Biography

Kian Yeik Koay is an Associate Professor in the Department of Marketing Strategy and Innovation at the Ƶ Business School, Ƶ University. He completed his PhD at Monash University Malaysia. He is listed in Stanford University's list of the World's Top 2% Scientists. Articles authored by him have been published in reputed international journals, such as Journal of Business Research, Journal of Retailing and Consumer Services, International Journal of Retail & Distribution Management, Journal of Product and Brand Management, Asia Pacific Journal of Marketing and Logistics, Marketing Intelligence and Planning, Journal of Business and Industrial Marketing, Journal of Vacation Marketing, Journal of Relationship Marketing, Journal of Global Marketing, Journal of Fashion Marketing and Management, Journal of Social Marketing, Journal of Internet Commerce, International Journal of Hospitality Management, Information & Management, Internet Research, Behaviour & Information Technology, International Journal of Human-Computer Interaction, Journal of Knowledge Management, European Journal of Innovation Management, Management Research Review, International Journal of Emerging Markets, European Business Review, International Journal of Entrepreneurial Behavior & Research, and Journal of Cleaner Production, among others. Furthermore, he currently serves as the Editor-in-Chief of the Journal of Internet Commerce and as an Associate Editor of the Asia Pacific Management Review. He has also guest-edited multiple special issues for journals such as the Journal of Internet Commerce, British Food Journal, and Journal of Hospitality and Tourism Management. He has been actively serving as a reviewer for various reputable A* and A journals. In addition, he has successfully secured a number of research grants including FRGS.

Academic & Professional Qualifications

Doctor of Philosophy Business, Monash University, (2020)
Master of Philosophy, Multimedia University, Malaysia (2017)
Bachelor of Business Studies, Ƶ University, Malaysia (2015)

Research Interests

  • Social Media Marketing
  • Influencer Marketing
  • Food Marketing
  • Fashion Marketing

Teaching Areas

  • Marketing

Courses Taught

  • Marketing Research
  • Research Project

Notable Publications

  1. Koay, K.Y., & Cheah. C.W, (2025). Effects of perceived risk on consumers’ intentions to purchase second-hand clothing: a comparison across four generations. Asia Pacific Journal of Marketing and Logistics. (ABDC-A, Scopus Q1, Emerald)
  2. Koay, K. Y., & Lim, W. M. (2025). Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions. Journal of Product and Brand Management. 34(3), 265-278. (ABDC-A, Scopus Q1, Emerald)  
  3. Leong, M.K., & Koay, K.Y., (2025). A moderated mediation model of perceived social sustainability on brand evangelism. Journal of Consumer Marketing (ABDC-A, Scopus Q1, Emerald)  
  4. Lim, W.M. Koay, K.Y., & Cheah, C.W. Commercialization of influencer content on social media: the roles of parasocial relationships and sponsorship disclosures. Journal of Strategic Marketing (ABDC-A, Scopus Q1, Wiley)  
  5. Koay, K.Y., & Low, S.K. (2025). Understanding the influence of chain coffee shops’ innovativeness on brand loyalty through brand satisfaction: a multi-analytical approach. British Food Journal (ABDC-B, Scopus Q1, Emerald)
  6. Ong, Z.Q., & Koay, K.Y. (2025). Understanding the role of minimalism in affecting individuals’ intentions to donate second-hand clothing. Journal of Social Marketing. (ABDC-B, Scopus Q1, Emerald)
  7. Lai, C.H.Y., Koay, K.Y., Fujimoto, Y., Lim, V.K.G., & Ong, D. L.T. (2025). Understanding the effects of socially responsible human resource management on cyberloafing: a moderation and mediation model. Management Decision. (ABDC-B, Scopus Q1, Emerald)
  8. Cheah. C.W., Jabeen, F., Koay. K.Y., Ferraris. A, (2025). The political game of innovation: evidence from the ride-hailing service industry. International Journal of Entrepreneurial Behavior & Research. (ABDC-B, Scopus Q1, Emerald)
  9. Koay, K.Y., & Tey, J. (2025). Understanding the influence of physical servicescape on consumers’ intentions to revisit dessert stores using the SOR model. Journal of International Food & Agribusiness Marketing. (ABDC-B, Scopus Q1, Taylor & Francis)
  10. Koay, K.Y., Ong, D.L.T., Idris, I., Kamarulzaman, N. S. B., Cheah, C. W. (2025) The rise of solo dining: prediction and consumer profiling. Journal of Foodservice Business Research. (Scopus Q2, Taylor & Francis)
  11. Koay, K.Y., (2025) Responsible leadership and cyberloafing: the mediating role of felt obligation and the moderating role of organizational identification. International Journal of Organizational Analysis (ABDC-B, Scopus Q1, Emerald)
  12. Koay, K.Y., & Lok, Y.Y. (2025). The role of Dark Triad personality traits in consumers’ counterfeit luxury consumption: a moderated mediation model. Asia-Pacific Journal of Business Administration. (Scopus Q1, Emerald)
  13. Koay. K.Y., Tan, S. Z., Idris, I., Cheah, C.W., & Leong, M.K., (2025). The bubble tea phenomenon: the role of servicescape in affecting consumers’ responses using the SOR framework. Asia-Pacific Journal of Business Administration. 1 (2), 469-490. (Scopus Q1, Emerald)
  14. Koay, K.Y., & Lee, K.H. (2025) Understanding the role of social media influencers’ personal and content characteristics in affecting consumers’ intentions to purchase. Journal of Marketing Communications (ABDC-B, Scopus Q1, Taylor & Francis)
  15. Koay, K.Y., Lim, W. M., Xavier, J. A., Khoo, K. L., & Poon, W. C. (2024) Understanding consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and the theory of planned behavior. Journal of Product and Brand Management. 33(5), 502-515. (ABDC-A, Scopus Q1, Emerald)
  16. Haider, S.A., Tehseen, S., Koay, K.Y., & Afsar, B. (2024). Impact of project managers emotional intelligence on megaprojects success through mediating role of human related agile challenges: project management as a moderator. Acta Psychologica. 247, 104305. (ABDC-A, Scopus Q1, Elsevier)
  17. Cheah, C.W., Koay, K.Y., & Lim, W.M. (2024). Social media influencer over-endorsement: Implications from a moderated-mediation analysis. Journal of Retailing and Consumer Services, 79, p. 103831 (ABDC-A, Scopus Q1, Elsevier)
  18. Koay, K.Y., Fandy, T., Soh, P,C.H., Ramayah, T., & Lom, H.H. (2024) Understanding consumers’ digital piracy behaviour: explanation and prediction. First Monday. 29(7). (ABDC-B, Scopus Q1, First Monday Group)
  19. Tan, C., Tee, M., Koay, K.Y. (2024) Discovering students’ continuous intentions to use ChatGPT in higher education: A tale of two theories. Asian Education and Development Studies. 13(4), 356-372. (Scopus Q1, Emerald)
  20. Koay. K.Y., & Leong, M.K. (2024). More than a mere cup of bubble tea: how does perceived luxuriousness affect the intentions to revisit?. British Food Journal. 126(6), 2588-2603. (ABDC-B, Scopus Q1, Emerald)
  21. Cheah, C. W., & Koay. K. Y. (2024). The political game of innovation: evidence from the ride-hailing service industry. European Journal of Innovation Management. 27(2), 572- 588. (Scopus Q1, Emerald)
  22. Cheah. C.W., Krajčík, K., & Koay K.Y. (2024) Institutional entrepreneurs' roles in the international market expansions: evidence from the ride-hailing platforms. International Entrepreneurship and Management Journal. 20, 1377–1400. (Scopus Q1, Springer)
  23. Lim, W. M., & Koay, K. Y. (2024) So you want to publish in a premier journal? An illustrative guide on how to develop and write a quantitative research paper for premier journals Global Business and Organizational Excellence. 43(4), 5-19. (Scopus Q2, Wiley)
  24. Koay, K.Y., & Ang, K.S. (2024) Understanding consumers’ intentions to use QR code menus in the post-COVID-19 pandemic. British Food Journal. 126(5), 2172-2186. (ABDC-B, Scopus Q1, Emerald)
  25. Poon, W.C., Vimala, K., & Koay, K.Y. (2024). E-learning engagement and effectiveness during the COVID-19 pandemic: The interaction model. International Journal of Human-Computer Interaction. 40(2), 393-408. (ABDC-B, Scopus Q1, Taylor & Francis)
  26. Koay. K. Y., Cheah, C. W., & Yap, J. Y. (2024) Self-influencer congruence, parasocial relationships, credibility, and purchase intentions: a sequential mediation model. Journal of Relationship Marketing. 23(1), 1-20. (ABDC-B, Scopus Q2, Taylor & Francis)
  27. Tiwari, P., Kaurav, R, P. S., & Koay, K. Y. (2024) Understanding travel apps usage intentions among Indians: findings from PLS and NCA. Journal of Marketing Analytics. 12(1), 25-41. (Scopus Q1, Springer)
  28. Koay, K.Y., Chueng, M. L., Lom, H.S., Leung, W.K.S. (2024) Perceived risk and second-hand clothing consumption: a moderated-moderation model. Journal of Fashion Marketing and Management. 28 (2), 240-253. (ABDC-B, Scopus Q1, Emerald)
  29. Nasir, A.J., and Koay, K.Y. (2024). Investigating young consumers’ intention to use the self-service checkout system: A comparison of alternative competing models. International Journal of Business Information Systems. 46(1), 56-72. (Scopus Q2, Inderscience)  
  30. Lom, H. S., Thoo, A, C., Lim, W. M. & Koay, K. Y. (2024) Advertising value and privacy concerns in mobile advertising: The case of SMS advertising in banking. Journal of Financial Services Marketing. 29(3), 1135–1153. (ABDC-B, Scopus Q1, Springer)
  31. Cheah, C.W., Koay, K. Y., Lim, W. M., & Bresciani, S. (2024) Guest editorial: Social media influencer marketing in the food and beverage industry. British Food Journal. 126(12), 4013-4017. (ABDC-B, Scopus Q1, Emerald)
  32. Koay, K.Y., & Leong, M.K. (2023) Understanding consumers’ intentions to use drone food delivery services: a theory of consumption values perspective. Asia-Pacific Journal of Business Administration. 16(5), 1226-1240. (Scopus Q1, Emerald)
  33. Leong, M.K., & Koay, K.Y. (2023) Towards a unified model of consumers’ intentions to use food drone delivery services. International Journal of Hospitality Management. 113, 103539 (ABDC-A*, Scopus Q1, Elsevier)
  34. Koay, K.Y., Lim, W.M., Kaur, S., Soh, K., & Poon, W.C. (2023) How and when influencers’ intimate self-disclosure fosters the intentions to purchase: a moderated mediation model. Marketing Intelligence and Planning. 41(6), 790-809. (ABDC-A, Scopus Q1, Emerald)
  35. Cheah, C. W., & Koay. K. Y. (2023) Health-based crisis: How do firms weather the storms using the structural holes-bridging strategy?.  Journal of Business and Industrial Marketing 38(11), 2417-2430. (ABDC-A, Scopus Q1, Emerald)
  36. Koay, K.Y., Cheah, C.W., & Lom, H.S. (2023) Does perceived risk influence the intention to buy second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers. Journal of Product and Brand Management, 32(4), 530-543. (ABDC-A, Scopus Q1, Emerald)
  37. Koay, K.Y. (2023) Financial risk, privacy risk, time risk, and intentions to pirate digital products: a moderated-moderation model. Journal of Information, Communication & Ethics in Society. 21(4), 521-532. (ABDC-B, Scopus Q1, Emerald)
  38. Koay, K.Y., & Lai, C.H.Y. (2023) Workplace ostracism and cyberloafing: A social cognitive perspective. Management Research Review.  46(12), 1769-1782. (Scopus Q1, Emerald)
  39. Koay. K. Y., Cheah, C. W., & Goon, S. W. (2023) Perceived social media marketing activities and purchase intentions: A multiple sequential mediation model. Journal of Global Marketing. 36(3), 210-224 (ABDC-B, Scopus Q1, Taylor & Francis)
  40. Koay, K. Y., Teoh, J.Y., & Cheung, M. L. (2023) Understanding factors influencing viewers’ intention to watch video game live streaming on Twitch: combined use of PLS-SEM and necessary condition analysis. First Monday. 28(5) (ABDC-B, Scopus Q2, First Monday Group)
  41. Cheah, C. W., Koay. K. Y., & Xiang, K. (2023) Uncovering the voices of marginalized minorities in public policy research - A critical review of the image and text-based vignette method. International Journal of Qualitative Methods. 22 (Scopus Q1, Sage)
  42. Koay, K.Y., & Lim, P.K. (2023) A moderated mediation model of the relationship between abusive supervision and knowledge hiding. Global Business and Organizational Excellence. 42(2), 16-28. (Scopus Q2, Wiley)
  43. Koay, K.Y., Cheah, C.W. & Natarsha, G. (2023) The rise of the food truck phenomenon: an integrated model of consumers’ intentions to visit food trucks. British Food Journal. 125(9), 3288-3303 (ABDC-B, Scopus Q1, Emerald)
  44. Koay, K. Y., & Cheah, C.W. (2023) Understanding consumers’ intention to revisit bubble tea stores: an application of the theory of planned behaviour. British Food Journal. 125(3), 994-1007. (ABDC-B, Scopus Q1, Emerald)
  45. Koay, K.Y., & Poon, W.C. (2023) Students’ cyberslacking behaviour in e-learning environments: The role of the Big Five personality traits and situational factors, Journal of Applied Research in Higher Education. 15(2), 521-536. (Scopus Q2, Emerald)
  46. Koay, K,Y., Tjiptono, F., Teoh, C. W., Memon, M. A., & Connolly, R. (2023). Social media influencer marketing: commentary on the special issue. Journal of Internet Commerce. 22 (sup1), S1-S3 (ABDC-B, Scopus Q1, Taylor & Francis)
  47. Koay, K. Y., & Poon, W.C. (2023) Understanding students’ cyberslacking behaviour in e-learning environments: Is student engagement the key?. International Journal of Human-Computer Interaction, 39(13), 2573-2588. (ABDC-B, Scopus Q1, Taylor & Francis)
  48. Koay, K. Y., Lim, V. K. G., Soh, P. C. H., Ong, D. L. T., Ho, S. Y., & Lim, P. K. (2022) Abusive supervision and cyberloafing: a moderated moderation model of moral disengagement and negative reciprocity beliefs. Information and Management. 59(2), 103600. (ABDC-A*, Scopus Q1, Elsevier)
  49. Koay, K.Y., Cheah, C.W., & Lom, H.S. (2022). An integrated model of consumers’ intention to buy second-hand clothing. International Journal of Retail & Distribution Management. 50(11), 1358-1377. (ABDC-A, Scopus Q1, Emerald)
  50. Chueng, M. L., Leung, W.K.S., Eugene, A.W., & Koay. K. Y. (2022) “I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs). Journal of Retailing and Consumer Services. 66, 102940 (ABDC-A, Scopus Q1, Elsevier)
  51. Chueng, M. L., Leung, W.K.S., Yang, M., Koay. K. Y., & Chang, M. K. (2022) Exploring the nexus of social media influencers and consumer brand engagement. Asia Pacific Journal of Marketing and Logistics. 34(10), 2370-2385 (ABDC-A, Scopus Q1, Emerald)
  52. Koay, K.Y., Sandhu, M.S., Tjiptono, & Watabe, M. (2022) Understanding employees’ knowledge hiding behaviour: the moderating role of market culture, Behaviour & Information Technology, 41(4), 694-711. (ABDC-A, Scopus Q1, Taylor & Francis)  
  53. Koay, K. Y., Chueng, M. L., Soh, P.C.H., & Teoh, C. W. (2022) Social media influencer marketing: the moderating role of materialism. European Business Review, 34(2), 224-243. (ABDC-B, Scopus Q1, ESCI, Emerald)
  54. Koay.K.Y., Cheah, C.W., & Chang, Y. X. (2022) A model of online food delivery service quality, customer satisfaction, and customer loyalty: the combined use of PLS-SEM and NCA. British Food Journal, 124(12), 4516-4532. (ABDC-B, Scopus Q1, Emerald)
  55. Cheah, C. W., Koay. K. Y. (2022). Knowing the unknown: Considering the application of the qualitative-vignette method in the socio-political sensitive business environment. International Journal of Qualitative Methods. 21 (Scopus Q1, Sage)
  56. Teoh, C.W., & Koay, K. Y. (2022) The role of social media in food waste food behavior. British Food Journal. 124(5), 1680-1696. (ABDC-B, Scopus Q1, Emerald)  
  57. Koay, K,Y., Tjiptono, F., & Sandhu, M.S. (2022). Predicting digital piracy behaviour: Does past experience matter?, International Journal of Emerging Markets. 17(9), 2397-2419 (ABDC-B, Scopus Q2, Emerald)
  58. Sembada, A. & Koay, K.Y. (2021) How perceived behavioral control affects trust to purchase in social media stores. Journal of Business Research, 130, 574-582. (ABDC-A, Scopus Q1, Elsevier)
  59. Lim, P, K., Koay, K.Y., & Chong, W.Y. (2021) The effects of abusive supervision, emotional exhaustion and organizational commitment on cyberloafing: A moderated mediation examination. Internet Research, 31(2), 497-518. (ABDC-A, Scopus Q1, Emerald)
  60. Koay, K.Y., Ong, D.L.R., Khoo, K.L., & Yeoh, H.J. (2021). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model, Asia Pacific Journal of Marketing and Logistics, 33(1), 53-72. (ABDC-A, Scopus Q1, Emerald)
  61. Siti Munerah, Koay, K.Y., & Thambiah, S. (2021). Factors influencing non-green consumers' purchase intention: A partial least squares structural equation modeling (PLS-SEM) approach, Journal of Cleaner Production, 280, 124192. (ABDC-A, Scopus Q1, Elsevier)
  62. Poon, W, C., & Koay, K. Y. (2021). Hong Kong protests and tourism: Modelling tourist trust on revisit intention, Journal of Vacation Marketing, 27(2), 217-234. (ABDC-A, Scopus Q1, Sage)
  63. Koay, K. Y., Teoh, C., & Soh., P. C.H. (2021) Instagram influencer marketing: Perceived social media marketing activities and online impulse buying. First Monday, 26(9). (ABDC-B, Scopus Q2, First Monday Editorial Group)
  64. Cheung, M. L., Leung, K. S., Cheah, J. H., Koay, K.Y., & Hsu, B. C. Y. (2021). Key tea beverage values driving tourists’ memorable experiences: An empirical study in Hong Kong-style café memorable experience. International Journal of Culture, Tourism, and Hospitality Research. 15(3), 355-370 (ABDC-B, Scopus Q2, Emerald)  
  65. Koay, K.Y., & Lim, P, K., & Chong, W. Y. (2021). A validation of a multidimensional cyberloafing scale using partial least squares - structural equation modelling (PLS-SEM), International Journal of Business Information Systems. (Scopus Q2, Inderscience) (Forthcoming)
  66. Koay, K. Y., & Lim, P.K. (2021), Ethical leadership and knowledge hiding: Moral disengagement and organizational commitment. Journal of Knowledge Management, 26(3), 574-591. (ABDC-A, Scopus Q1, Emerald)
  67. Koay, K,Y., Tjiptono, F., & Sandhu, M.S. (2020). Digital piracy among consumers in a developing economy: A comparison of multiple theory-based models, Journal of Retailing and Consumer Services, 55, 102075. (ABDC-A, Scopus Q1, Elsevier)
  68. Koay, K.Y., Khoo, K.L., & Soh, P.C.H. (2019). The impact of servicescape and employee service quality in the KTV industry. Asian Journal of Business Research, 9(3), 51-74 (Scopus Q2, MAG Scholar)
  69. Koay, K.Y. (2018). Workplace ostracism and cyberloafing: A moderated-mediation model. Internet Research. 28(4), 1122-1141. (ABDC-A, Scopus Q1, Emerald)
  70. Koay, K.Y. (2018). Understanding consumers’ purchase intention towards counterfeit luxury goods: An integrated model of neutralisation techniques and perceived risk theory. Asia Pacific Journal of Marketing and Logistics. 30(2), 495-516. (ABDC-A, Scopus Q1, Emerald)  
  71. Koay, K.Y. & Soh, C.H. (2018). Should cyberloafing be allowed in the workplace?, Human Resource Management International Digest, 26(7), 4-6. (Scopus Q4, Emerald)
  72. Koay, K.Y. (2018). Assessing cyberloafing behaviour among university students: A validation of the cyberloafing scale, Pertanika Journal of Social Sciences & Humanities. 26(1), 409-424 (Scopus Q3, UPM Press).
  73. Soh, P. C.H., Koay, K.Y., Lim, V.K.G. (2018). Understanding cyberloafing by students through the lens of an extended theory of planned behavior, First Monday. 23(6). (ABDC-B, Scopus Q2, First Monday Editorial Group)  
  74. Soh, P.C.H., Chew, K.W., Koay, K.Y. and Ang, P.H. (2018). Who has greater influence on teenagers’ Internet addiction and risky online activities? Parents or peers? Telematics and Informatics. 35(1), 225-236. (Scopus Q1, Elsevier)
  75. Koay, K. Y., Soh, P. C.H., & Chew, K.W. (2017). Do employees’ private demands Lead to Cyberloafing?: The mediating role of job stress, Management Research Review, 40(9). 1025-1038. (Scopus Q1, Emerald).
  76. Koay, K. Y., Soh, P. C.H., & Chew, K.W. (2017). Antecedents and consequences of cyberloafing: Evidence from the Malaysian ICT industry, First Monday, 22(3). (ABDC-B, Scopus Q2, First Monday Editorial Group)
  77. Koay, K. Y., & Derek, O. L. T. (2016). The mediating role of customer satisfaction in customer retention model a case of local automobile brands in Malaysia, Pertanika Journal of Social Sciences & Humanities. 24(S), 27-40. (Scopus Q3, UPM Press)
  78. Soh, P. C.H., Chew, K.W., Ojo, A. O., & Koay, K. Y. (2016). Extending theory of interpersonal behavior for cyberloafing to work and private demands, Information. 19(9), 4115-4122. (Scopus Q2) 

Achievements & Accolades

  • The recipient of the award for Dean’s award for research excellence (2024)
  • Top 2% scientist Standard list (2024)
  • The recipient of the award for Dean’s award for research excellence (2023)
  • The recipient of the award for excellence in research for early career researcher (2023)
  • Outstanding Paper in the 2023 Emerald Literati Awards (Social media influencer marketing: the moderating role of materialism) (Journal: European Business Review) 

Professional Associations

Editor-in-chief, Journal of Internet Commence, Taylor and Francis

Associate editor, Asia Pacific Management Review, Elsevier

Guest editor, Corporate Governance, Emerald

Guest editor, British Food Journal, Emerald

Guest editor, Journal of Hospitality and Tourism Management, Elsevier

Guest editor, Journal of Internet Commence, Taylor and Francis

Editorial review board, Journal of Foodservice Business Research, Taylor and Francis