Overview

Lecturer in Digital Marketing (E&R)

In November 2023, Ngan joined the Department of Management at the University of Exeter Business School. Prior to this, Ngan earned her Ph.D. from the University of Manitoba (Canada), an MBA from the University of Hawaii at Manoa (USA), and a B.A. from Vietnam National University-HCMC University of Technology (Vietnam). Ngan also enriched her academic journey as an exchange student at the University of Minho (Portugal). Ngan’s research interests center around understanding the impact of marketing on the welfare of consumers, businesses, and the broader society. Ngan’s research spans few key areas including sustainable marketing, information privacy, the transformation marketing in digital environments, the interface between customers and technology, emerging technological developments, and innovative methodologies for driving marketing insights. Her dissertation, titled “Towards a More Sustainable Digital Economy: A Holistic Understanding of Giving Consumers Rights to Control Their Information,” was nominated for the Thesis Award.

Ngan’s work has been presented at esteemed academic conferences, including the American Marketing Association, Association for Consumer Research, Society for Consumer Psychology, ISMS Marketing Science, Research Innovations in Sustainable Marketing, and Prairie Consumer Behaviour Symposium.

Before transitioning to academia, Ngan held managerial roles as an Associate Research Manager at Ipsos, a prominent market research and management consulting company. In this role, Ngan managed multiple quantitative research teams to work with big clients (e.g., PepsiCo, Kimberly Clark, ANZ, Unilever) in a wide range of research projects, including concept-product-packaging tests, campaign evaluations, customer satisfaction, mystery shopping, and new product launch.

Qualifications

• PhD (2023, University of Manitoba, Canada)
• MBA (2018, University of Hawaii at Manoa, USA)
• BA (2011, HCMC University of Technology, Vietnam)
• Exchange student (2011, University of Minho, Portugal)

Career

Since 11/2023                  Assistant Professor of Marketing (Lecturer in Digital Marketing, E&R)

                                      University of Exeter Business School, University of Exeter, UK

                                      Department of Management, Group: Business Strategy & Marketing

09/2018-10/2023           Lecturer of Marketing; Manager of the Behavioral Research Lab

                                      University of Manitoba, I.H. Asper School of Business, Canada

                                      Department of Marketing

07/2012 – 05/2016        Associate Research Manager

                                        Ipsos, Vietnam

Links

• LinkedIn

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Research

Research interests

• Sustainable Marketing
• Information Privacy
• Digital Transformation
• Consumer Behavior
• Emotions in Decision Making
• Nostalgia
• New Technological Developments

Research projects

Under Review:

Vo, N., & Manchanda, R. V. How Can Feelings of Nostalgia Facilitate Sustainable Product Adoption? (R&R)

Vo, N., & Manchanda, R. V. When Can Informing Consumers About Their Information Control Rights Reduce Their Privacy Protection Behaviors? (Under Review)

Vo, N., & Manchanda, R. V. Surveillance Advertising: Is Contextual Targeting (Always) Beneficial? (Under Review)

Academic Conference Presentations:

2024     “How Can Feelings of Nostalgia Facilitate Sustainable Production Adoption?” with Rajesh V. Manchanda, Behavioral Insights into Business for Social Good Conference, Vancouver, BC, Canada, June 14-15.

2023     “Towards a More Sustainable Digital Economy: A Holistic Understanding of Giving Consumers Rights to Control Their Information.” with Rajesh V. Manchanda, 2023 Summer AMA Conference, San Francisco, CA, August 04-06.

2023     “Towards a More Sustainable Digital Economy: A Holistic Understanding of Giving Consumers Rights to Control Their Information.” with Rajesh V. Manchanda, 45th Annual ISMS Marketing Science Conference, Miami, FL, June 08-10.

2023     “How Can Feelings of Nostalgia Facilitate Sustainable Consumer Choices?” with Rajesh V. Manchanda, Research Innovations in Sustainable Marketing (RISM 2023), Honolulu, HI, March 14-16.

2022     “Does Behavioral Targeting Hurt Brands? The Effect of Third-Party Data Sharing on Brand Attitudes” with Rajesh V. Manchanda, 44th Annual ISMS Marketing Science Conference, Virtual Conference, Chicago, IL, June 16-18.

2022     “Does Behavioral Targeting Hurt Brands? The Effect of Third-Party Data Sharing on Brand Attitudes” with Rajesh V. Manchanda, Prairie Consumer Behaviour Symposium in Regina, Regina, Canada, May 12-13.

2022     “How Can Feelings of Nostalgia Facilitate Sustainable Consumer Choices?” with Rajesh V. Manchanda, Prairie Consumer Behaviour Symposium in Regina, Regina, Canada, May 12-13.

2022     “How Can Feelings of Nostalgia Facilitate Sustainable Consumer Choices?” with Rajesh V. Manchanda, Marketing Brown Bag, I.H. Asper School of Business, University of Manitoba, Canada, May 06.

2021      “Can Nostalgic Feelings Affect Sustainable Behaviors?” with Rajesh V. Manchanda, Association for Consumer Research Conference, Virtual Conference, Seattle, WA, October 28-31.

2021      “Towards a More Sustainable Digital Economy: The Effects of Information Control on Consumer Attitudes and Disclosure Behaviors,” with Rajesh V. Manchanda, 43rd Annual ISMS Marketing Science Conference, Virtual Conference, Rochester, NY, June 3-5.

2021      “My Rights to Information Privacy! The Effects of Information Control on Consumer Attitudes and Disclosure Behaviors,” with Rajesh V. Manchanda, Society for Consumer Psychology, Virtual Conference, March 4-6. 

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External Engagement and Impact

• Member of the American Marketing Association (AMA, 2019-Present)
• Member of the Association for Consumer Research (ACR, 2019-Present)
• Member of the Society for Consumer Psychology (SCP, 2019-Present)
• Member of the Society for Marketing Science (ISMS, 2019-Present)
• Member of Research Innovations in Sustainable Marketing (RISM, 2023-Present)

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Teaching

• Digital Marketing
• Sustainable Marketing
• Marketing Research
• Consumer Behavior
• International Marketing
• Fundamentals of Marketing
• Integrated Marketing Communication

At the I.H. Asper School of Business, University of Manitoba (Canada), Ngan taught:

• MKT2210 Fundamentals of Marketing in Summer 2022 (Teaching evaluation 4.68/5)
• MKT2210 Fundamentals of Marketing in Summer 2021 (Teaching evaluation 4.21/5)

At the University of Exeter Business School, Ngan assumes the responsibility of developing and teaching:

• BEMM778 Digital Marketing (Postgraduate)
• BEM1015 Marketing and Society (Undergraduate)
• BEM3066 Marketing Issues and Trends (Undergraduate)

Modules

2023/24

Information not currently available

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