Full name

Nguyen Viet Xuan Uyen

Degree

Master of Business Administration (Van Lang University, 2019); PhD candidate (Asian Institute of Technology – AIT, 2023–present)

Professional title

Lecturer

Research areas and interests

Social media brand advocacy and Generation Z; AI-integrated smart tourism; fashion entrepreneurship

Key courses taught

Marketing Strategy, Brand Building, Entrepreneurship, Fashion Business, Customer Care and Selling Skills

Notable achievements and activities

Outstanding mentor of the inter-university "Ra Khoi" Startup Program (2023, 2024); Certificate of Merit "Outstanding Individual" at university level, Van Lang University (2022); over 15 years of marketing and brand management experience (Thien Long Group); corporate trainer for UEH-HUREDIN and VCCI.

SCIENTIFIC PUBLICATIONS

Journal articles (1):

1. Pham, T. P. D., Hoang, C. L., Nguyen, V. X. U., & Nguyen, P. K. Social media brand advocacy and repurchase among Gen Z in Vietnam’s D2C market. Journal of Promotion Management (accepted, December 2025).

Conference papers (2):

1. Hoang, C. L., Nguyen, V. X. U., and the UEH/COB student team. (2025). AI-integrated smart tourism technology to enhance the experience of Generation Z tourists at sustainable destinations: The moderating role of ESG activities in tourism. JABES/ACBES Conference. (in Vietnamese)

2. Pham, T. P. D., Hoang, C. L., & Nguyen, V. X. U. (2024). The impact of perceived value, community identification and brand transparency on social media brand advocacy: A study of Vietnamese Generation Z consumers toward D2C brands. JABES/ACBES Conference. (in Vietnamese)

Other publications (1):

1. Nguyen Viet Xuan Uyen (lead) and students. (2021–2024). Four result reports of the university-level "Ra Khoi" Startup Program (2 second prizes), published in Van Lang Journal and the journals of Banking University and the University of Social Sciences and Humanities. (in Vietnamese)