Yee Heng Tan

Dr. Yee Heng Tan is a Senior Lecturer in JCU Singapore. His research interests are on digital innovation, new media, user-generated content, platforms, reputation spillovers and consumer-computer interactions. He has published multiple papers in peer-reviewed journals and books and have worked with industry stakeholders through mentoring student-led clubs on consulting work within the Japanese industry.

Dr. Tan is trained in quantitative and qualitative research with a focus on marketing strategy. His background in both marketing and psychology has allowed him to tackle research questions using a variety of methodological approaches. He has supervised HDR students on projects related to Virtual YouTubers and Credibility in Influencer Marketing.