Hsin-Chen Lin

Assistant Professor

PhD (Purdue University)

Business Administration, Faculty of

Tilley Hall 337

Fredericton

hc.lin@unb.ca
1 506 453 4551



Hsin-Chen Lin joined the Faculty of Business Administration in 2014 and is a member of the marketing area.

Dr. Lin’s main research interests are word-of-mouth, social influence, social media marketing, viral marketing, cross-cultural studies, and research methods. Her research focuses on understanding the scope of online word of mouth: how word-of-mouth forms and influences our decision making, and how consumers’ heterogeneity, opinion leaders, celebrity endorsements, political campaigns, social media platforms, and cultural factors play a role in its effectiveness according to national cultures and countries.

Her research seeks to identify unique and interesting patterns in word-of-mouth and to develop a fundamental understanding of how marketers and individuals can best exploit these word-of-mouth opportunities. She is also specialized in research methods and data analytics. She has worked as a specialized data analyst on projects relating to child care service, export promotion programs, organizational justice, leadership, and social networks. Her research software skills include R, Mplus, MATLAB, SAS, SPSS, Lisrel, MySQL, and LaTex. She has received a University Research Fund award, multiple Faculty Development Fund Awards, Provincial SEED Funds, and Student Work-Study Program Funds. She has served as a reviewer for the Canadian Journal of Administrative Sciences.

Dr. Lin teaches Principles of Marketing, Global Marketing, and Social Media Marketing in the BBA and MBA programs at the University of New Brunswick. She also has experience teaching Marketing Models. She has won distinguished teacher, outstanding teaching awards, and a Culture Fest Global Classroom contest award. She has also been nominated for the Allen P. Stuart Award for Excellence in Teaching.

Journal articles

Hsin-Chen Lin and Manohar U. Kalwani. (In Press). “Culturally Contingent Electronic Word-of-Mouth Signaling and Screening: A Two-Wave Comparative Study of Product Reviews in the United States and Japan.” Journal of International Marketing.

Hsin-Chen Lin, Patrick F. Bruning, Nina D. Cole, Douglas H. Flint, Chanrith Ngin, and Vivien Supangco. (In Press). “Exploring Justice Judgment Patterns in Asia: A Four Country Multi-Group Latent Class Analysis.” International Journal of Human Resource Management.

Hsin-Chen Lin, Patrick F. Bruning, and Hepsi Swarna. (Forthcoming). “Using Online Opinion Leaders to Promote the Hedonic and Utilitarian Value of Products and Services.” Business Horizons.

Hsin-Chen Lin and A. Jane Dunnett. (Forthcoming). “An Exploration of Parental Preferences for Child Care Services in Canada.” Services Marketing Quarterly.

Hsin-Chen Lin. (2017). “How Political Candidates’ Use of Facebook Relates to the Election Outcomes.” International Journal of Market Research, 59 (1), 77-96.

Hsin-Chen Lin, Hepsi Swarna, and Patrick F. Bruning. (2017). “Taking A Global View on Brand Post Popularity: Six Social Media Brand Post Practices for Global Markets.” Business Horizons, 60(5), 621-633.