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.
Can supervise: YES
marketing strategy, interorganisational knowledge sharing, corporate social responsibility, materialism, digital marketing
marketing strategy and planning
Ho, H, Osiyevskyy, O, Agarwal, J & Reza, S 2020, 'Does ambidexterity in marketing pay off? The role of absorptive capacity', Journal of Business Research, vol. 110, pp. 65-79.View/Download from: Publisher's site
© 2020 Elsevier Inc. Research in marketing and other organizational domains shows that the ambidexterity–firm performance relationship is elusive, and high levels of both exploitation and exploration may not always lead to higher firm performance. To shed light on this topic, this study examines marketing ambidexterity (MA) as balanced levels of exploitation and exploration across marketing activities and tests how firm-level absorptive capacity (AC) moderates the MA–firm performance relationship. Analyzing a unique dataset that combines survey and archival financial data from 318 private firms, this study finds that MA is positively associated with sales growth for firms with relatively strong AC. This relationship becomes negative for firms with weak AC. Results are robust when the additive and multiplicative terms of exploitation and exploration are controlled for. Study findings underscore the critical role of organizational knowledge processing in ensuring that firms can benefit from the pursuit of MA.
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, vol. 65, pp. 333-352.
Ho, H & Ito, K 2019, 'Consumption-Oriented Engagement in Social Network Sites: Undesirable Influence on Personal Well-Being', European Journal of Marketing, vol. 53, no. 7, pp. 333-352.
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. 46, no. 8, pp. 1119-1144.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, 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: 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: 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: Publisher's site
Ganesan, S, Brown, SP, Mariadoss, BJ & Ho, HD 2010, 'Buffering and Amplifying Effects of Relationship Commitment in Business-to-Business Relationships', Journal of Marketing Research, vol. 47, no. 2, pp. 361-373.View/Download from: Publisher's site
Although the use of free samples is extensive across industries, the effects of free samples across individuals with varying levels of usage have yet to be systematically examined. The models discussed in the literature consider targeting only the current nonusers of a product. In this research, we examine the question of targeting the current users both analytically and empirically for an experience good. Our analytical discussions highlight the reasons why some current users may be effective targets for free-sample promotions. We then conduct an empirical analysis using a data set on pre- and post-free-sample promotion mobile data usage provided by a telecom firm. The empirical findings are consistent with our analytical results. Specifically, we find the initial usage level to be a key determinant of both the redemption rate of a free-sample offer and the subsequent change in usage owing to free-sample redemption. In our context, the redemption rate increased from the low-percentile users to the high-percentile users. We also find that the change in usage was (weakly) monotonically increasing up to the [Formula: see text] percentile of usage distribution. Beyond the [Formula: see text] percentile, the effect was generally not significant. We discuss the managerial and policy implications of our findings. This paper was accepted by Juanjuan Zhang, marketing.
Ho, H & Ganesan, S 2012, 'Learning in coopetitive relationships' in Lilien, GL & Grewel, R (eds), Handbook on Business to Business Marketing, Edward Elgar Publishing, UK.
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.