Hoang Ai Phuong

SBM Hoang Ai Phuong
School: School of Business & Management 
Department: Digital Marketing
Position: Lecturer
Location: RMIT Saigon South
Email: phuong.hoangai@rmit.edu.vn
Phone: +84 2836 223 649

Dr. Hoang is a Lecturer of Digital Marketing at RMIT in the School of Business and Management. Her research brings together computational social sciences and computer science to investigate consumer behaviour, digital business transformation, fintech innovations, social networks, social media, and methodology innovations for causal inference with large-scale, digital trace data. Corporate partners, under non-disclosure agreements, include leading telco, commercial bank, and e-commerce retailer in Asia, America, and Europe.

  • Doctor of Philosophy in Information Systems, 2nd specialization in Marketing, Singapore Management University
  • Master of Applied Information Systems (IT-enabled Innovation and Entrepreneurship), Singapore Management University
  • Bachelor of Business with Distinction (Business Information Systems), RMIT University

Digital marketing, digital business, marketing research, social network; financial services, fintech and digital banking; information systems management, technology strategy; data analytics, machine learning, computational social science; research design

Consumer behaviour; digital marketing; digital business; digital transformation; fintech innovations; social network analysis; learning analytics; machine learning and methodology innovations for causal inference with large-scale, consumers’ digital trace data in telecommunication, financial services and e-commerce industries

  • Clara Nkhoma, Duy Dang-Pham, Ai Phuong Hoang, Mathews Nkhoma, Tram Le-Hoai and Susan Thomas 2019. Learning analytics techniques and visualisation with textual data for determining causes of academic failure. Behaviour and Information Technology, 35, 2, 575-609.
  • Ai Phuong Hoang and Robert J. Kauffman. 2018. Content Sampling, Household Informedness and the Consumption of Digital Information Goods. Journal of Management Information Systems, 35, 2, 575-609. 
  • Ai Phuong Hoang, Robert J. Kauffman and Ting Li. 2018. Censored Observation Recovery for Causal Inference using Temporal Sequence and Iterative Data Simulation. Presented at 14th Symposium on Statistical Challenges in Electronic Commerce Research, Rotterdam, Netherlands, June.
  • Robert J. Kauffman, Kwansoo Kim, Sang Yong Tom Lee, Ai Phuong Hoang and Jing Ren. 2017. Combining Machine-Based and Econometrics Methods for Policy Analytics Insights. Electronic Commerce Research and Applications, 25, 115-140.
  • Ai Phuong Hoang and Robert J. Kauffman. 2017. Establishing Causal Inference for Video on Demand Content Consumption in Cable TV Services. Presented at 13th Symposium on Statistical Challenges in Electronic Commerce Research, Ho Chi Minh City, Vietnam, June.
  • Ai Phuong Hoang and Robert J. Kauffman. 2017. Extending Propensity Score Matching to Capture Censored Observations for Causal Explanation. Presented at the Workshop on IS and Economics, Seoul, Korea, December.
  • Ai Phuong Hoang. 2017. They All Seem Good, But Which One Fits Me? Reducing Fit Uncertainty for Digital Entertainment Goods. In Proc. 39th Pacific Telecom Council Annual Conference, Honolulu, HI, USA, January. 
  • Ai Phuong Hoang. 2017. Recovering Consumer Preferences from Large-Scale Data: Applications for Digital Entertainment and Financial Services. Presented at the International Conference On Information Systems Doctoral Consortium, Seoul, Korea, December.
  • Ai Phuong Hoang and Robert J. Kauffman. 2016. Experience Me! The Impact of Content Sampling Strategies on the Marketing of Digital Entertainment Goods. In Proc. 49th Hawaii International Conference on System Sciences, ACM Press, New York, January.  
  • Wei Xie, Ai Phuong Hoang, Feida Zhu and Ee-Peng Lim. 2013. Information vs. Interaction: An Alternative User Ranking Model for Social Networks. In Proc. 5th International Conference on Social Informatics (SocInfo'13), Kyoto, Japan, November.
RMIT Vietnam 2020 Internal Research Grant: Drivers of the employees’ information security compliance: novel insights from employee engagement and empowerment theories (with Dr. Duy Dang, Mr. Quang Tran, Dr. Long Nguyen and Associate professor Eric Dimla)
  • Hoang Thi Bui Minh – PhD topic: Quality assessment of digitalized learning learning programs in higher education in Vietnam?
  • Le Hoang Long - PhD topic: Does online P2P health support community really support? The problems of information overload and information quality
  • Recipient of the SMU Presidential Fellowship for Interdisciplinary Research, Singapore (2013-2018)
  • Selected participant of the ICIS Doctoral Consortium, Korea (2017)
  • Recipient of the Young Scholar Fellowship, Pacific Telecommunications Council, US (2017)
  • Recipient of the Living Analytics Research Center Fellowship for PhD Overseas Training Residency (2015-2016)
  • Marketing and E-commerce Mini-track Best Paper Award, HICSS, US (2016)
  • Recipient of the SMU Merit Award, Singapore (2012-2013)
  • Judges’ Award for Outstanding Achievement – RMIT Business Plan Competition, Australia (2010)
  • Recipient of the President’s Education Award for Educational Excellence from President G. W. Bush, US (2008)
  • 2018 – Present: Lecturer of Digital Marketing, RMIT University, Vietnam
  • 2016 – 2018: Graduate Instructor, Singapore Management University, Singapore
  • 2015– 2016: PhD researcher, Carnegie Mellon University (CMU), US
  • 2015 – Present: Editorial Assistant – Special Issues for the Electronic Commerce Research and Applications journal, and the Journal of Management Information Systems