Dr. Hillbun Ho is a senior lecturer in the Marketing Discipline Group of UTS. His research interests span several marketing and management areas, including marketing strategy, buyer-seller relationships, corporate social responsibility, and social media marketing. His work has been published in top-tier journals including Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Journal of Business Research, and Communication Research. His work has received several awards, including Journal of Retailing Best Paper Award (2nd runner up), Louise W Stern Award (American Marketing Association), and Institute for Supply Management Dissertation Award.
Dr Ho is adept at using multiple methods including survey, experiment, and archival data in this research. He has conducted executive training and consulted for multinational corporations, such as Research in Motion and Unilever Singapore. Before joining UTS, Dr Ho has worked for Monash University and Nanyang Technological University Singapore.
marketing strategy, interorganisational knowledge sharing, corporate social responsibility, materialism, digital marketing
marketing strategy and planning
Ho, H, Shin, W & Lwin, M 2019, 'Social Networking Site Use and Materialistic Values Among YouthThe Safeguarding Role of the Parent-Child Relationship and Self-Regulation', Communication Research, vol. In press.View/Download from: Publisher's site
Social networking sites (SNSs) have become common avenues for young people to share their life experience with peers, including their consumption experience. Although prior research on the media effects of SNSs has shown how online communication on SNSs promotes various volitional behaviors, current understanding is limited with respect to how young people's use of SNSs is associated with their consumption experience and materialistic values. This study examines how SNS use related to consumption experience is associated with materialistic values among young adults and how their social perceptions mediate such association. This investigation also proposes that young adults' self-regulation and close relationships with parents would buffer the impact of SNS use. Survey data gathered from 903 youths in Singapore lend strong empirical support to the hypotheses proposed. Implications are discussed
Ho, H & Ito, K 2019, 'Consumption-Oriented Engagement in Social Network Sites: Undesirable Influence on Personal Well-Being', European Journal of Marketing.
Chen, C-M & Ho, H 2019, 'Who pays you to be green? How customers' environmental practices affect the sales benefits of suppliers' environmental practices', Journal of Operations Management.
Ho, HD & Lu, R 2015, 'Performance implications of marketing exploitation and exploration: Moderating role of supplier collaboration', Journal of Business Research, vol. 68, no. 5, pp. 1026-1034.View/Download from: UTS OPUS or Publisher's site
Ho, HD & Ganesan, S 2013, 'Does Knowledge Base Compatibility Help or Hurt Knowledge Sharing Between Suppliers in Coopetition? The Role of Customer Participation', Journal of Marketing, vol. 77, no. 6, pp. 91-107.View/Download from: UTS OPUS or Publisher's site
Ho, HD 2012, 'Does Friendship Help in Personal Selling? The Contingent Effect of Outcome Favorability', Psychology and Marketing, vol. 29, no. 2, pp. 87-97.View/Download from: UTS OPUS or Publisher's site
Although widespread belief holds that salespeople can leverage their personal relationships with prospective customers to gain business, previous research has not investigated the implications of friendships between salespeople and customers for customers' postpurchase satisfaction and fairness judgment. Findings from two experiments show that friendships benefit salespeople only when the outcome of the transaction is unfavorable. Specifically, when salespeople and customers are close friends rather than acquaintances, the customers perceive an unfavorable outcome as relatively more fair and satisfactory, but such an effect does not occur when the outcome of the transaction is favorable. This paper also shows that customers' perceived fairness mediates the interaction effect between friendship and the favorability of transaction outcome on customer satisfaction. In summary, this paper advances the understanding of the implications of salesperson–customer friendships for customers' postpurchase evaluations
Ho, HD, Ganesan, S & Oppewal, H 2011, 'The Impact of Store-Price Signals on Consumer Search and Store Evaluation', Journal of Retailing, vol. 87, no. 2, pp. 127-141.View/Download from: UTS OPUS or Publisher's site
This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing.
Ho, H, Osiyevskyy, O, Agarwal, J & Reza, S 2017, 'Does Ambidexterity in Marketing Pay Off?', ANZMAC, ANZMAC 2017 Conference, ANZMAC, Melbourne, pp. 906-909.