Programme Coordinator
MSc in Marketing and International Business

Associate Professor

Department of Marketing & International Business
Lingnan University

Voice: a (852) 2616-8236
Fax: a (852) 2467-3049
Email: a


BSc National Chiao Tung; MBA National Cheng Kung; PhD Maryland


Yu-Jen Chen’s joined Lingnan University in 2013, after receiving his PhD degree in Marketing from the University of Maryland. His research interests include consumer online communication, word-of-mouth (WOM), and persuasion knowledge. His works appeared in major marketing journals, including Journal of Marketing Research, Journal of Consumer Psychology, and Journal of Public Policy and Marketing. At Lingnan, he delivered multiple courses to both undergraduate and post-graduate programs, and continue to supervise research postgraduate students.

Yu-Jen received his BSM from NCTU (National Chiao Tung University) and MBA from NCKU (National Cheng Kung University).


  • Marketing Research
  • Social Media Marketing
  • Applied Marketing Research
  • E-Commerce and Social Media Marketing
  • Marketing Management (Principles of Marketing)
  • Global Marketing
  • Using Internet for Research and Learning

Research Interest

  • Consumer Online Communication
  • WOM
  • Persuasion Knowledge

Research Publications

Chen,Yu-Jen and Amna Kirmani (2015), "Posting Strategically: The Consumer as an Online Media Planner," Journal of Consumer Psychology, 25 (4), 609-621

Hamilton, Rebecca, Ann Schlosser and Yu-Jen Chen (2017), "Who's Driving This Conversation? Systematic Biases in the Content of Online Consumer Discussions", Journal of Marketing Research, 54(4), 540-555.

Lantzy, Shannon, Rebecca Hamilton, Yu-Jen Chen, and Katherine Stewart (forthcoming), “Are Online Reviews of Credence Services Credible?”  Journal of Public Policy and Marketing.

Grants and Awards

2018 RGC Competitive Grants Award, Lingnan University
2018 Certificate of Merit, Teaching Excellence Awards Scheme (TEAS), Lingnan University
2017 General Research Fund, Research Grants Council, Hong Kong (HKD433,570)
2014 Early Career Scheme, Research Grants Council, Hong Kong (HKD538,800)
2007 Dean’s Research Fellow, Smith School of Business, University of Maryland

2007 Studying Abroad Scholarship, Ministry of Education, Taiwan

Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: