Dr. Fiona Sin Yan TSE

Assistant Professor

E-mail:  sytse@hksyu.edu
Telephone:   +(852) 2804 8504
Office: RHB 405
Academic Qualifications
  • Ph.D. in Marketing, Hong Kong Baptist University
  • Master of Marketing, Griffith University
  • Bachelor of Business, Griffith University
Courses Taught
  • Branding Management
  • Consumer Behaviour
  • Digital Marketing
  • Ethics and Corporate Social Responsibility 
  • Introduction to Business
  • Introduction to Marketing
  • Integrated Marketing Communication
Selected Publications
  1. Cheung, M. L., Leung, W. K., Chang, M. K., Wong, R. Y., & Tse, S. Y. (2024). Driving engagement in metaverse-mediated tourism environments: exploring the role of perceived realism. Internet Research. 
  2. Cheung, M. L., Leung, W. K., Chang, M. K., Shi, S., & Tse, S. Y. (2024) Harvesting sustainability: how social capital fosters cohesive relationships between green social media influencers and consumers to drive electronic word‐of‐mouth behaviours. Psychology & Marketing.
  3. Zhang, T. J., Wang, D. T., Tse, C. H., & Tse, S. Y. (2023). Enhancing subsidiary innovation capability through customer involvement in new product development: A contingent knowledge source perspective. Journal of Product Innovation Management. 
  4. Tse, S. Y., Wang, D. T., Cheung, M.L., & Leung, W.K.S. (2023). Do Digital Platforms Promote or Hinder Corporate Brand Building? European Journal of Marketing. 
  5. Cheung, M. L., Leung, W. K., Taheri, B., & Tse, S. Y. (2023). Driving destination brand engagement: The role of traveler participation. International Journal of Tourism Research, 25(6), 565-580.
  6. Leung, W.K.S., Cheung, M.L., Cheung, C.M.K., Tse, S.Y., Yusrini. L., & Shi, S. (2022). The role of virtual reality interactivity in building tourists’ memorable experiences and post-adoption intentions in the COVID-19 era, Journal of Hospitality and Tourism Technology, 13(3), 481-499.
  7. Zhang, T. J., Tse, S. Y., Wang, D. T., & Gu, F. F. (2021). The effect of distributors' relationship exploration on relationship quality under market uncertainty. Industrial Marketing Management, 93, 344-355. 
  8. Tse, S. Y., Wang, D. T., & Zhang, T. J. (2019). The effects of distributor relationship commitment and relationship exploration on opportunism: The moderating roles of exchange uncertainties and network factors. Industrial Marketing Management, 83, 301-313. 
Research Interests
  • Channel Strategies
  • Customer Participation 
  • Digital Platform
  • Interfirm Relationship Management
  • International Business 
  • Metaverse
  • Social Media Marketing