Dr Soon Pei Shan

Dr Soon Pei Shan

  • Senior Lecturer
  • Programme Leader - BSc (Hons) Marketing
Department of Marketing Strategy & Innovation
ResearchGate

Biography

Pei Shan has over a decade of experience in the higher education industry. Currently, she is a senior lecturer in the Department of Marketing Strategy & Innovation, Sunway Business School at Sunway University. She holds a Ph.D. in Business from Sunway University. Her research focuses on advancing knowledge at the intersection of technology and marketing. Prior to joining academia, she held a position as a marketing research executive at a digital interactive agency, where she focused on strategic planning, marketing communications, and analytics.

Academic & Professional Qualifications

PhD Business, Sunway University, Malaysia
MBA Marketing, Universiti Putra Malaysia, Malaysia
Bachelor of Arts, Universiti Putra Malaysia,

Research Interests

  • Augmented reality
  • Artificial Intelligence
  • Consumer behaviour
  • Emotions
  • Digital Marketing

Teaching Areas

  • Marketing

Courses Taught

  • Digital Marketing
  • Marketing Theory & Application
  • Marketing Services & Experiences
  • Consumer Behaviour

Notable Publications

  1. Soon, PS., Vincent, R. L., & Dinh, T. D. (2024). Case 14: A netnographic view of Ramadan e-bazaars—digital transformation amid crisis. In Marketing Case Studies in Emerging Markets: Contemporary Multi-industry Issues and Best-practices (pp. 191-203). Cham: Springer Nature Switzerland. http://doi.org/10.1007/978-3-031-51689-4_15
  2. Soon, PS., Lim, W.M., Gaur, S.S. (2023). The role of emotions in augmented reality. Psychology & Marketing. http://doi.org/10.1002/mar.21884
  3. Soon, PS., Gaur, S.S., Ho, J.S.Y. (2020). Consumers’ Emotional Response to the Use of Augmented Reality (AR): An Exploratory Study. In: T. Jung, M.C. tom Dieck, P.A. Rauschnabel (eds.), Augmented Reality and Virtual Reality (pp. 65-73). Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-030-37869-1_6

Achievements & Accolades

2022 -

Best Audit Performance, Sunway College KL Internal Audit 2022

2020 -

Best Paper of the 8th AIM-AMA Sheth Foundation Doctoral Consortium & Conference

2019 -

Best Paper of the 7th AIM-AMA Sheth Foundation Doctoral Consortium & Conference 

Professional Associations

  1. HRDF Certified Trainer  
  2. American Marketing Association (AMA) Member
  3. Internet Society (ISOC) Member