Long Nguyen

• Doctor of Philosophy, Marketing, The University of Adelaide, Australia, 2015
• Master of Business Research, Marketing, The University of Adelaide, Australia, 2011
• Master of Business Administration, Marketing, Ritsumeikan Asia Pacific University, Japan, 2005
• Bachelor of Art, Hospitality Management, Van Lang University, Vietnam, 2001

• Professional Communication Studio
• Communication (Public Relations) Research
• Communication Strategy & Planning
• Professional Writing
• Issue & Crisis Management
• Foundations of Public Relations

• Gender Inequality (Advertising)
• Sustainable Marketing
• Customer Engagement
• Online Collective Empowerment
• Health Communication
• Work-Integrated Learning

Industry Publication:

• Digital Landscape 2023 Vietnam - Whitepaper (published in June 2023)
• Digital Music Landscape 2024 Vietnam - Whitepaper (published in December 2023)

Refereed Journal Publications:

• Sinh My, N., Nguyen, L. T., & Pham, H. C. (2023). An integrated model of social media brand engagement: an empirical study of the Vietnamese luxury residential property market. Asia Pacific Journal of Marketing and Logistics. (ahead-of-print). https://doi-org.ezproxy.lib.rmit.edu.au/10.1108/APJML-01-2023-0061.
• Vo, D. T., Mai, N. Q., Nguyen, L. T., Thuan, N. H., Dang-Pham, D., & Hoang, A. P. (2023). Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature. Journal of Research in Interactive Marketing, (ahead-of-print). https://doi-org.ezproxy.lib.rmit.edu.au/10.1108/JRIM-02-2023-0042.
• Nguyen, L. T., Nguyen, C., Le, T. L., Dang-Pham, D., Hoang, P., & Nayak, R. (2023). Digital Transformation and Gender Representation: A Study of Service Advertisements in Vietnam. In Information Systems Research in Vietnam, Volume 2: A Shared Vision and New Frontiers (pp. 9-22). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-981-99-4792-8_2.
• • Duong, H. T., Sun, Y., Van Nguyen, L. T., Nguyen, K. T., & Popova, L. (2023). Before Omicron’s Arrival: Effects of Negative Emotions and Comparative Optimism on COVID-19 Protection and Detection Behaviors. Health Communication, 1-15. https://doi.org/10.1080/10410236.2023.221814.
• Nguyen, K. T., Nguyen, P. N. D., Nguyen, L. T. V., Nayak, R., & Nguyen, T. Q. (2023). The practice of sustainable fashion of luxury boutique fashion brands in Vietnam: What go right, and what go wrong. Plos one, 18(10), e0287429. https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0287429.
• Perera, C. H., Nayak, R., & Nguyen, L. V. T. (2022). Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions: Case of Vietnam and Sri Lanka. Springer Nature. https://link.springer.com/book/10.1007/978-981-19-5017-9.
• Perera, C. H., Nayak, R., & Nguyen, L. Thang V. (2022). The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications, 29 (8), 770 -795.  https://doi.org/10.1080/13527266.2022.2086284.
• Duong, H. T., Nguyen, L. T. V., Julian McFarlane, S., Nguyen, H. T., & Nguyen, K. T. (2022). Preventing the COVID-19 Outbreak in Vietnam: Social Media Campaign Exposure and the Role of Interpersonal Communication. Health Communication, 38(2), 394-401. https://doi.org/10.1080/10410236.2021.1953729.
• Dang, D. P. T., Nguyen, L., Hoang, A. P., Pittayachawan, S., Akbari, M., & Nkhoma, M. Z. (2021). Categorizing young Facebook users based on their differential preference of social media heuristics: A Q-Methodology approach. Pacific Asia Journal of the Association for Information Systems, 13(1), 3. https://doi.org/10.17705/1pais.13103.
• Duong, H. T., Nguyen, H. T., McFarlane, S. J., & Nguyen, L. T. V. (2021). Risk perception and COVID-19 preventive behaviors: application of the integrative model of behavioral prediction. The Social Science Journal, 1-14. https://doi.org/10.1080/03623319.2021.1874176.
• Nguyen, L. V. T., Nguyen, P. D. N., Nguyen, T. Q., & Nguyen, K. T. (2021). Employee engagement in brand value co-creation: An empirical study of Vietnamese boutique hotels. Journal of Hospitality and Tourism Management, 48, 88-98. https://doi.org/10.1016/j.jhtm.2021.05.015.     
• Nayak, R., Nguyen, L., Nguyen, T., Gaimster, J., Morris, R., & George, M. (2021). Sustainable developments and corporate social responsibility in Vietnamese fashion enterprises. Journal of Fashion Marketing and Management, 26(2), 307-327. https://doi.org/10.1108/JFMM-07-2020-0148
• Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2020). The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector. International Journal of Educational Management, 35(1), 63-74. https://doi.org/10.1108/IJEM-05-2020-0264.
• Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2020). Social brand engagement and brand positioning for higher educational institutions: an empirical study in Sri Lanka. Journal of Marketing for Higher Education, 1-18. https://doi.org/10.1080/08841241.2020.1841068.
• Nguyen, L., Lu, V., Conduit, J., Tran, T., & Scholz, B. (2020)  Driving enrolment intention through social media engagement: a study of Vietnamese prospective students. Higher Education Research and Development. https://doi.org/10.1080/07294360.2020.1798886.
• Nguyen, L., Conduit, J., Lu, L., & Raohill, S. (2020). Collective Empowerment in Online Communities: Conceptualization, scale refinement, and validation. Journal of Marketing Theory and Practice. https://doi.org/10.1080/10696679.2020.1758568.
• Nayak, R., Nguyen, L. (2020). Sustainable Reuse of Fashion Waste as flame-retardant mattress filing with ecofriendly chemicals. Journal of Clearer Production (In-press).  https://DOI.org/10.1016/j.jclepro.2019.119620.
• Duong, H. T., Vu, H. T., Nguyen, L. T. V. (2020). Influenced by Anonymous Others: Effects of Online Comments on Risk Perception and Intention to Communicate. Health Communication. https://DOI.org/10.1080/10410236.2020.1723050. 
• Nguyen, L. T. V., Nayak, R., Watkins, J., & Nguyen, P. N. D. (2019). Drivers of social media disengagement: a study of young consumers in Vietnam. Young Consumers,  10.1108/YC-01-2019-093.
• Duong, H. T., Nguyen, L., & Vu, H. T. (2019). With Whom Do Consumers Interact? Effects of Online Comments and Perceived Similarity on Source Credibility, Content Credibility, and Personal Risk Perception. Journal of Social Marketing. DOI: https://doi.org/10.1108/JSOCM-02-2019-0023. 
• Nguyen, L. T. V., Lu, V. N., Hill, S. R., & Conduit, J. (2019). The mediating role of brand knowledge on employees’ brand citizenship behaviour: Does organizational tenure matter? Australasian Marketing Journal (AMJ). https://doi.org/10.1016/j.ausmj.2019.04.003.
• Duong, H. T., Nguyen, L. T. V., Vu, H. T., & Trinh, A. T. (2019). Association Between Online Social Influence and Corporal Punishment: An Experimental Study. Child and Adolescent Social Work Journal. https://doi.org/10.1007/s10560-019-00632-9.
• Nayak, R., Nguyen, L., Gaimster, J., Panwar, T., & Morris, R. (2019). The Challenges for Sustainability Marketing Approach: An Empirical Study in Vietnamese Fashion SMEs. International Journal of Trade, Economics and Finance. https://doi.org/10.18178/ijtef.2019.10.4.645. 
• Nayak, R., Nguyen, L., Withanage, C. (2019). The Impact of Electronic-Word-of Mouth on e-Loyalty and Consumers’ e-Purchase Decision Making Process: A Social Media Perspective. International Journal of Trade, Economics and Finance. https://doi.org/10.18178/ijtef.2019.10.4.642. 
• Lu, V. N., Scholz, B., & Nguyen, L. T. V. (2018). Work integrated learning in international marketing: Student insights. Australasian Marketing Journal (AMJ). https://doi.org/10.1016/j.ausmj.2018.05.002.
• Nguyen, L., Conduit, J. Lu, V. and Rao Hill, S. (2015). Engagement in Online Communities: Implications for Consumer Price Perceptions. Journal of Strategic Marketing, 24:3-4, 241-260. https://doi.org/10.1080/0965254X.2015.1095224.

Conference Papers/Abstracts 

• Cleveland, D., Nguyen, L. T. V., & Nguyen, C. T. M. (2023, 4-6 December). "Integrating Sustainability in Higher Education Curricula: A Transformative Approach towards Marketing Education and Brand Social Responsibility". In ASCILITE 2023. Aotearoa: Australasian Society for Computers in Learning in Tertiary Education.
• Nguyen, C. T. M., Nguyen, L. T. V., Nguyen, A. T. M., Dang, N. N. S., & Nguyen, M. Q. (2023, December 4-6). “The Impact of Advertising Content on Social Media Preferences: The Mediating Effect of Perceived Values”. In Australian and New Zealand Marketing Academy Conference Proceedings. Dunedin: Australian and New Zealand Marketing Academy.
• Nayak, R., Nguyen, L. T. V., Cleveland, D., & Nguyen, C. T. M. (2023, November 9-10). “Ethical Practices of Luxury Boutique Fashion Brands: a Systematic Review”. In The Mystique of Luxury Brands Conference 2023. Ho Chi Minh City: The Luxury Branding Research Centre.
• Tran, H., Vo, T., Nguyen, L., Dang-Pham, D., Nguyen, K. (2021), “The Impacts of Influencers on CSR Communication”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 29 November – 01 December, Melbourne, Australia.
• Nguyen, L., Thanh, P. (2021), “Driving factors of Service Brand Habit in Digital era”, Frontier of Services, 20-21 June, Temper University, Philadelphia, PA 19122.
• Nguyen, L., Nayak, R., Nguyen, T., Gaimster, J., Morris, R. (2019), “The Practice and Challenges of Sustainable Fashion: An Empirical Study of Luxury Boutique Fashion in Vietnam”, The Mystique of Luxury Brands Conference, 20-21 September, Tokyo, Japan (The Best Paper award)
• Bui, L., Nguyen, L., Ho, H. (2019), “The Influence of Youtubers on Luxury Brand Crisis Scenario”, The Mystique of Luxury Brands Conference, 20-21 September, Tokyo, Japan.
• Nguyen, L., Tran T., Conduit, J., and Lu, V (2018), “The impact of social media engagement on perceived brand image of higher education institution: A study of Vietnamese prospective students”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 03 - 06 December 2018, Melbourne, Australia.
• Nguyen, L., Duong H., & Hong V. (2018), “How News Consumers’ Reactions to Risk Messages Affect Risk Perceptions, Behavioural Intention, and Policy Support: Implications for Social Marketing”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 03 - 06 December 2018, Melbourne, Australia.
• Bui, L., Nguyen, L., & Nguyen, V. (2018), “Controversial approaches for marketing communication: A case study of Vietjet Air”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 03 - 06 December 2018, Melbourne, Australia.
• Nguyen, L., Lu, V., Tran, T., and Nguyen, T (2018), “Employee Engagement in Boutique Hotel Brand Value Co-creation: An empirical study in Vietnam”, 8th Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference, June 25-29, Bangkok, Thailand.
• Nguyen, L., Kieu, T., Nguyen, T., and Nguyen, T (2017), “A conceptualization of Customer Brand Disengagement”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 04 - 06 December 2017, Melbourne, Australia.
• Lu, V., Scholz, B., & Nguyen, L., (2017), “Work Integrated Learning in International Marketing”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 04 - 08 December 2017, Melbourne, Australia.
• Nguyen, L., Tran, T., Nguyen, T., and Nguyen, T (2017), “Antecedents of Employee Brand Value Co-Creation Engagement: A Preliminary Empirical Study in Small Medium Enterprises”, the Australian and New Zealand Academy of Management (ANZAM) Conference, 04 - 06 December 2017, Melbourne, Australia.
• Kieu, T., Nguyen, L. (2017), “The impact of Social Influence and Brand Identity on Customer-Brand Relationships”, American Marketing Association (AMA) 2017 Summer Conference, 4-6 August 2017, San Francisco, California, United States. 
• Nguyen, L., Conduit, J, Nguyen, D., and Nguyen, H. (2016) “The impact of Social Media Engagement on Customer Brand Perception: The Mediating Effect of electronic Word-of-Mouth”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 05 - 07 December 2016, Christchurch, New Zealand.
• Nguyen, L., Rao Hill, S., Conduit, J and Lu, V. (2015) "Developing customer collective empowerment in online communities: A netnographic study", 2015 European Marketing Academy Conference, 26-29 June 2015, Leuven, Belgium.
• Nguyen, L., Rao Hill, S., Conduit, J and Lu, V. (2013) " The impact of Virtual Community Engagement of Customer Brand Engagement", the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 30 November - 4 December 2013, Auckland, New Zealand. 
• Nguyen, L., Rao Hill, S., Conduit, J and Lu, V. (2013) "Consumer Engagement in Virtual Communities: Implications for Service Pricing", 2013 Frontiers in Service Conference, 04 - 07 July 2013, Taipei, Taiwan.

• Thematic Research Grant 2024 – RMIT University, Vietnam ($20,000) - AI Chatbot for supporting staff and patients of the University Medical Centre Hospital in Vietnam: An action research project
  
• External Grant - ETH Zurich esearch Partnership Grant with the ASEAN region 2022: CHF15,000 (Mar – Dec 23), Tourism Value Chain Governance for Sustainability: A Cross-Country Comparative Study.
• External Grant - Adtima VNG 2023: $7000 (Mar – Jun 23), Vietnam Digital Landscape white paper 2023
• Internal Research Grant 2020 - RMIT University, Vietnam: $8000 (Mar-Dec 2020) - The influence of Corporate Social responsibility activities on brand love and purchase intention: the empirical study of emerging brands in Vietnam
• Internal Research Grant 2020 - RMIT University, Vietnam: $8000 (Mar-Dec 2020) - Drivers of the employees’ information security compliance: novel insights from employee engagement and empowerment theories 
• Internal Research Grant 2018 (Grant 11), RMIT University, Vietnam: $5,000 (May – Dec 2018), The driver of Customer Disengagement from Brand Communication on Social Media 
• Internal Research Grant 2018 (Grant 11), RMIT University, Vietnam: $5,000 (May – Dec 2018), The driver of Customer Disengagement from Brand Communication on Social Media
• Internal Research Grant 2018 (Grant 9), RMIT University, Vietnam: $5,000 (May – Dec 2018), The Practice of Sustainability in Vietnamese Fashion & Textile Industry 
• External Funded - LUMSA University, Italia: $1400 (May – Dec 2018), An experimental study of Incentives and Prizes in Guilt and Shame Cultures
• Internal Research Grant 2017, RMIT University, Vietnam: $10,000 (Apr – Dec 2017), The impact of Social Media Engagement on Prospective Students Brand Perception: The Mediating Effect of electronic Word-of-Mouth

• In Progress: Ms. Trang Vo – 2nd year - PhD in Marketing, RMIT Vietnam
• In Progress: Mr. My Nguyen – 2nd year - PhD in Marketing, RMIT Vietnam
• In Progress: Ms. Mai Nguyen –1st year - PhD in Marketing, RMIT Vietnam
• Graduated (2021): Ms. Charitha Perera – PhD in Marketing, RMIT Vietnam
• Graduated (2019): Ms. Hai Van– Master of Hospitality Management, Bangkok University – HUTECH University
• Graduated (2020): Ms. Thoa Nguyen – Master of Hospitality Management, Bangkok University – HUTECH University

• 2023 – RMIT Vietnam Media Star – Top Media Commentator 
• 2019 –RMIT Vietnam Excellence in Learning & Teaching Award 2021 – Outstanding Contribution to Student Learning.
• 2016 - Dean's Commendation for Doctoral Thesis Excellence, The University of Adelaide
• 2011 - Adelaide Graduate Research Full Scholarship, The University of Adelaide
• 2003 - MBA Graduate School Full Scholarship, Ritsumeikan Asia Pacific University, Japan

• 2019 - current: Industry Consultant, BCons Vietnam (Japan)
• 2007 – 2010: Director, Sales & Marketing, South Vietnam, The Ascott International Management, Vietnam (A member of Capitaland Singapore) 
• 2004 – 2007: Senior Manager, Sales & Marketing, The Ascott International Management, Vietnam (A member of Capitaland Singapore) 
• 2002 – 2003: Sales Manager, Rex Hotel, Vietnam

• 2016 – 2020: Senior Lecturer, School of Communication & Design, RMIT University, VietnaM
• 2016 – 2020: Lecturer, School of Communication & Design, RMIT University, Vietnam
• 2011 – 2015: Casual Lecturer/Tutor - Business School, University of Adelaide, Australia  
• 2008 – 2010: Train the Trainer, Ascott Center of Excellence, Singapore
• 2008 – 2010: Lecturer, Online Education, TOPICA program, Open University, Vietnam
• 2008 – 2010: Lecturer, Marketing and Management, Kent College, Vietnam