Hsin-Chen Lin

Hsin-Chen Lin is a Professor of Marketing in the Faculty of Management at the University of New Brunswick. She earned her PhD from the Krannert School of Management at Purdue University. Her work focuses on word-of-mouth, sponsorship, social influence, and branding, particularly examining cross-cultural effects on consumer behavior.

Her research explores how sponsorship, social media marketing, and online advertising influence brand equity across different national cultures. She has secured significant funding, including three SSHRC grants, two University Research Funds, and the Harrison McCain Young Scholar’s Award, among others.

Hsin-Chen’s recent journal articles analyze sponsorship signaling, cross-cultural consumer responses, and social influence in digital marketing. Her work bridges theoretical and applied perspectives, addressing practical challenges in global marketing and organizational leadership.

• SSHRC Grant (x3)
• Harrison McCain Young Scholar’s Award
• UNB Merit Award
• Faculty Excellence in Research Award

She teaches Principles of Marketing, Marketing Management, Global Marketing, and Social Media Marketing in the BBA and MBA programs at UNB.