Yee Heng Tan

Dr Yee Heng Tan is a Senior Lecturer in the School of Business at James Cook University Singapore. Previously, he held positions as Associate Professor of Marketing at Tokyo International University, contributing to both the Business & Economics school and the School of Digital Business & Innovation. He holds a Ph.D. in Marketing from Singapore Management University (2013-2018) and a Bachelor of Business Management with dual focus on Marketing and Psychology from the same institution (2007-2011).

His research focuses on digital innovation, new media, and virtual streamers, with key interests in user-generated content, platform ecosystems, and crowdfunding dynamics. He has developed courses across marketing, research methods, entrepreneurship, and information systems at both undergraduate and graduate levels. His work bridges marketing strategy with psychological insights, employing both quantitative and qualitative methodologies.

Dr Tan actively collaborates with industry through student-led consulting projects in Japan and has supervised higher-degree research students exploring topics like Virtual YouTubers and influencer marketing credibility. His research examines topics such as reputation spillovers, consumer-computer interactions, and the socio-economic impacts of digital platforms.

Notable contributions include analyzing virtual entertainer archetypes, recurring crowdfunding models, and backer network dynamics. His publications span peer-reviewed journals and industry-focused books, reflecting his dual academic and applied focus.