Hsin-Chen Lin

Assistant Professor

PhD (Purdue University)

Business Administration, Faculty of

Tilley Hall 337


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, viral marketing, and cross-cultural studies. Her research focuses on understanding the scope of online word of mouth: how word of mouth forms; how it 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 within North America and Asia.

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, as well as multiple Faculty Development Fund Awards 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, International Marketing Management, 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 received distinguished teacher and outstanding teaching awards, as well as a Culture Fest Global Classroom contest award.

Journal articles

Hsin-Chen Lin, Hepsi Swarna, and Patrick F. Bruning (Forthcoming). Taking A Global View on Brand Post Popularity: Six Social Media Brand Post Practices for Global Markets. Business Horizons.

Conferences and presentations

Hsin-Chen Lin, Patrick F. Bruning, Nina D. Cole, Douglas H. Flint, Chanrith Ngin, and Vivien Supangco, “An Examination of Cross-Cultural Justice Judgments,” AOM Annual Meetings of the Academy of Management, Anaheim, California, USA (August 2016)

Hsin-Chen Lin, “How Political Candidates’ Social Media Presence and Their Use of It Relate to Their Election Outcomes,” EMAC European Marketing Academy, BI Norwegian Business School, Oslo, Norway (May 2016)

Hsin-Chen Lin, “The Impact of Candidate’s Social Media Presence on Election Results,” INFORMS Marketing Science Conference, Johns Hopkins University, Baltimore, Maryland, USA (June 2015)

Hsin-Chen Lin and A. J., “Modeling Opinion Formation and Word-of-Mouth: A Case Study in Online Book Sales,” INFORMS Marketing Science Conference, Boston University, Boston, Massachusetts, USA (June 2012)

Hsin-Chen Lin, “The Diffusion of Online Word-of-Mouth,” INFORMS Marketing Science Conference, University of Cologne, Cologne, Germany (June 2010)

Hsin-Chen Lin and Manohar U. Kalwani, “Cross-National Analysis of the Impact of Word-of-Mouth on Online Purchasing Behavior,” INFORMS Marketing Science Conference, University of Michigan, Ann Arbor, Michigan, USA (June 2009)