Associate Professor Dr Koay Kian Yeik

Associate Professor Dr Koay Kian Yeik

  • Programme Leader - Master of Philosophy (Business Administration)
  • Associate Professor
Department of Marketing Strategy & Innovation, Department of Management
Google Scholar ORCID Scopus ResearchGate
SDGs Focus
Decent Work and Economic Growth
Responsible Consumption and Production

Biography

Kian Yeik Koay is an Associate Professor in the Department of Marketing Strategy and Innovation at the Sunway Business School, Sunway University. He completed his PhD at Monash University Malaysia. 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 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, and Journal of Cleaner Production, among others. Furthermore, he is currently serving as an associate editor for the Journal of Internet Commerce and 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, Sunway 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. 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. (ABDC- C, Scopus Q2, Wiley)
  2. Koay, K.Y., Ong, D.L.T., Idris, I., Kamarulzaman, N. S. B., Cheah, C. W. (2024) The rise of solo dining: prediction and consumer profiling. Journal of Foodservice Business Research. (ABDC- C, Scopus Q2, Taylor’s and Francis)
  3. Koay, K.Y., & Ang, K.S. (2024) Understanding consumers’ intentions to use QR code menus in the post-COVID-19 pandemic. British Food Journal. (ABDC- B, Scopus Q1, Emerald)
  4. 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, 23(1), 1-20. (ABDC- B, Scopus Q1, Taylor & Francis)
  5. 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 (ABDC- B, Scopus Q2, Taylor & Francis)
  6. Koay, K.Y., Chueng, M. L., Lom, H.S., Leung, W.K.S. (2023) Perceived risk and second-hand clothing consumption: a moderated-moderation model. Journal of Fashion Marketing and Management. (ABDC-B, Scopus Q1, Emerald)
  7. Tiwari, P., Kaurav, R, P. S., & Koay, K. Y. (2023) Understanding travel apps usage intentions among Indians: findings from PLS and NCA. Journal of Marketing Analytics. (ABDC- C, Scopus Q1, Springer)
  8. 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. (ABDC- C, Scopus Q1, Emerald)
  9. Lom, H. S., Thoo, A, C., Lim, W. M. & Koay, K. Y. (2023) Advertising value and privacy concerns in mobile advertising: The case of SMS advertising in banking. Journal of Financial Services Marketing. (ABDC- B, Scopus Q1, Springer)
  10. 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)
  11. 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)
  12. 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)
  13. 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)
  14. 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)
  15. Koay, K.Y., & Lai, C.H.Y. (2023) Workplace ostracism and cyberloafing: A social cognitive perspective. Management Research Review.  46(12), 1769-1782. (ABDC-C, Scopus Q1, Emerald)
  16. 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, Taylors and Francis)
  17. 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)
  18. 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)
  19. 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. (ABDC- C, Scopus Q2, Wiley)
  20. 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)
  21. 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)
  22. 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)
  23. 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 and Francis)
  24. 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)
  25. 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)
  26. 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)
  27. 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)
  28. 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)
  29. 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 and Francis)  
  30. Cheah, C. W., & Koay. K. Y. (2022). The political game of innovation: evidence from the ride-hailing service industry. European Journal of Innovation Management. (ABDC-C, Scopus Q1, Emerald)
  31. 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)
  32. 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)
  33. 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)
  34. 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)  
  35. 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)
  36. 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)
  37. 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)
  38. 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)
  39. 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)
  40. 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)
  41. 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)
  42. 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)  
  43. 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. (ABDC-C, Scopus Q2, Inderscience) (Forthcoming)
  44. 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)
  45. Nasir, A.J., and Koay, K.Y. (2021). Investigating young consumers’ intention to use the self-service checkout system: A comparison of alternative competing models. International Journal of Business Information Systems (ABDC-C, Scopus Q2, Inderscience) (Forthcoming)
  46. 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)
  47. 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 (ABDC-C, Scopus Q2, MAG Scholar)
  48. Koay, K.Y. (2018). Workplace ostracism and cyberloafing: A moderated-mediation model. Internet Research. 28(4), 1122-1141. (ABDC-A, Scopus Q1, Emerald)
  49. 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)  
  50. Koay, K.Y. & Soh, C.H. (2018). Should cyberloafing be allowed in the workplace?, Human Resource Management International Digest, 26(7), 4-6. (ABDC-C, Scopus Q4, Emerald)
  51. 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).
  52. 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)  
  53. 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. (ABDC-C, Scopus Q1, Elsevier)
  54. 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. (ABDC-C, Scopus Q1, Emerald).
  55. 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)
  56. 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)
  57. 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

2023 -

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)

2015 -

Best Paper Award for Proceedings of 2nd International Conference on Statistical Applications in Science, Business and Engineering (IEEE)

Professional Associations

Associate editor, Journal of Internet Commence, Taylor and Francis

Guest editor, Journal of Hospitality and Tourism Management, Elsevier

Guest editor, British Food Journal, Emerald

Guest editor, Journal of Hospitality and Tourism Management, Taylor and Francis

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