Lin Yang

Dr. Lin Yang is a Senior Lecturer in Marketing at the University of Tasmania’s Tasmanian School of Business and Economics (TSBE). She holds a PhD in Marketing from Victoria University of Wellington and has previously served as a Lecturer at Monash University Malaysia and a Teaching Fellow at Victoria University of Wellington. Her academic work spans teaching, research, and public engagement in consumer behavior, sustainable consumption, digital communication, and cross-cultural marketing.

• PhD in Marketing, Victoria University of Wellington, 2014
• Postgraduate Diploma in Marketing Management, University of Otago, 2005
• Graduate Diploma in Marketing, Nelson Marlborough Institute of Technology, 2004
• Graduate Certificate in Higher Education, Monash University, 2017

Dr. Yang’s research focuses on understanding consumer behavior in the context of sustainability, digital engagement, and cross-cultural differences. Her work investigates green consumption in emerging markets, consumer trust in online reviews, and the impact of social media on brand perception. She applies theoretical frameworks such as cue utilisation theory and balance theory to explore how consumers evaluate products and respond to marketing stimuli.

Her recent research outputs include studies on airline avoidance after accidents, green product purchase intentions, and public health communication via social media. These publications appear in journals like the Journal of Retailing and Consumer Services, International Journal of Consumer Studies, and Journal of Travel and Tourism Marketing. Her work often involves international collaborations, particularly with scholars in Asia and New Zealand.

• Teaching Merit Certificate, University of Tasmania, 2021
• Member, British Academy of Management (2019)
• Member, Australian Marketing Institute (2019)
• Adjunct Research Fellow, 2018–2022
• Member, Academy of Marketing (2015)
• Member, ANZMAC (2008)
• Member, Marketing in Asia Scholar Group (2008)

Dr. Yang has supervised PhD and honours students on topics including social media for public health, zero-waste practices in hospitality, and consumer eWOM. She has secured internal funding from the University of Tasmania for her project on star ratings in online reviews and led an industry research project for the Federation of Malaysian Manufacturers on ICT adoption. She is actively involved in teaching undergraduate courses such as Consumer Decision Making and Marketing Management, and she mentors aspiring researchers interested in sustainable consumption and digital marketing.

She is a member of the Industry Transformation and Sustainability research group within the ARC Hub for Sustainable Onshore Lobster Aquaculture, where she led a sub-project on consumer acceptance of tropical rock lobsters. Her public engagement includes media appearances on ABC News and SBS Chinese, where she discusses fast furniture, Chinese entrepreneurship in Tasmania, and sustainable consumer practices.