Mai Nguyen is a Lecturer in Marketing at the University of Queensland. She also holds an honorary academic position at Thuongmai University, Vietnam. Her research interest is sustainable behaviour change, online knowledge sharing, and artificial intelligence.
Mai Nguyen has published more than 30 journal articles in Journal of Business Research, British Journal of Management, Journal of Knowledge Management, Journal of Retailing and Consumer Services, International Marketing Review, Journal of Consumer Behavior, Journal of Consumer Marketing, Knowledge Management and Practice, Transactions on Engineering Management, and Tourism Geographies, among others.
Her contribution has been recoginsed with multiple awards for teaching, research and industry engagement, including: Outstanding Research Award (2021), Excellence in Industry Engagement Award (2021), Outstanding Leadership Award (2021), Outstanding Paper Award in the 5th International Conference on Hospitality and Tourism (2020), Outstanding Master Thesis Award (2012).
Find her at:
Google scholar: https://scholar.google.com/citations?user=R-G2tX0AAAAJ&hl=en&oi=ao
LinkedIn: https://www.linkedin.com/in/tuyetmainguyen/
ResearchGate: https://www.researchgate.net/profile/Mai-Nguyen-313
Twitter: https://twitter.com/Mai__Nguyen
Journal Article: Exploring the role of omnichannel retailing technologies: future research directions
Thaichon, Park, Quach, Sara, Barari, Mojtaba and Nguyen, Mai (2024). Exploring the role of omnichannel retailing technologies: future research directions. Australasian Marketing Journal, 32 (2), 162-177. doi: 10.1177/14413582231167664
Journal Article: Leadership styles and employee creativity: the interactive impact of online knowledge sharing and organizational innovation
Nguyen, Mai, Sharma, Piyush and Malik, Ashish (2024). Leadership styles and employee creativity: the interactive impact of online knowledge sharing and organizational innovation. Journal of Knowledge Management, 28 (3), 631-650. doi: 10.1108/jkm-01-2023-0014
Journal Article: Interactive impact of transformational leadership and organizational innovation on online knowledge sharing: a knowledge management perspective
Nguyen, Mai and Sharma, Piyush (2024). Interactive impact of transformational leadership and organizational innovation on online knowledge sharing: a knowledge management perspective. Journal of Knowledge Management, ahead-of-print (ahead-of-print), 1164-1182. doi: 10.1108/jkm-09-2022-0758
The use of AI in the Advertising context and its influence on online consumer behaviour.
Doctor Philosophy
Nguyen, Mai, Chen, Ying, Nguyen, Thanh Huong, Habashi, Sara Shawky, Quach, Sara and Thaichon, Park (2023). Artificial intelligence (AI)-driven services: communication support, assistance for decision-making, and enhanced customer experience service. Artificial intelligence for marketing management. (pp. 76-95) edited by Park Thaichon and Sara Quach. Abingdon, Oxon, United Kingdom: Routledge. doi: 10.4324/9781003280392-8
Nguyen, Tuyet-Mai, Le, Dung, Quach, Sara, Thaichon, Park and Ratten, Vanessa (2021). The current trends and future direction of digital and relationship marketing: a business perspective. Developing digital marketing: relationship perspectives. (pp. 191-200) edited by Park Thaichon and Vanessa Ratten. Bingley, United Kingdom: Emerald Publishing. doi: 10.1108/978-1-80071-348-220211011
The development and current trends of digital marketing and relationship marketing research
Le, Dung, Nguyen, Tuyet-Mai, Quach, Sara, Thaichon, Park and Ratten, Vanessa (2021). The development and current trends of digital marketing and relationship marketing research. Developing digital marketing: relationship perspectives. (pp. 1-18) edited by Park Thaichon and Vanessa Ratten. Bingley, United Kingdom: Emerald Publishing. doi: 10.1108/978-1-80071-348-220211001
Exploring the role of omnichannel retailing technologies: future research directions
Thaichon, Park, Quach, Sara, Barari, Mojtaba and Nguyen, Mai (2024). Exploring the role of omnichannel retailing technologies: future research directions. Australasian Marketing Journal, 32 (2), 162-177. doi: 10.1177/14413582231167664
Nguyen, Mai, Sharma, Piyush and Malik, Ashish (2024). Leadership styles and employee creativity: the interactive impact of online knowledge sharing and organizational innovation. Journal of Knowledge Management, 28 (3), 631-650. doi: 10.1108/jkm-01-2023-0014
Nguyen, Mai and Sharma, Piyush (2024). Interactive impact of transformational leadership and organizational innovation on online knowledge sharing: a knowledge management perspective. Journal of Knowledge Management, ahead-of-print (ahead-of-print), 1164-1182. doi: 10.1108/jkm-09-2022-0758
Schmidtke, David James, Nguyen, Mai and Rundle-Thiele, Sharyn (2024). Increasing physical activity among Indonesian adolescents: a social marketing intervention reflection. European Journal of Marketing, ahead-of-print (ahead-of-print). doi: 10.1108/ejm-05-2023-0416
Nguyen, Mai, Sharma, Piyush, Kingshott, Russel and Malik, Ashish (2024). Culturally diverse teams and inter-organizational knowledge sharing behavior: The role of perceived morality and relationship orientation. Industrial Marketing Management, 116, 120-129. doi: 10.1016/j.indmarman.2023.12.003
Mahmood, Ayyaz, R, Tasmin, Saeed, Bilal, Nguyen, Mai and Hafeez, Aamer (2023). Motivating Tacit Knowledge Sharing: The Role of Perceived Value of Knowledge and Organizational Citizenship Behavior. International Journal of Professional Business Review, 8 (11), e03892. doi: 10.26668/businessreview/2023.v8i11.3892
Chatbots in frontline services and customer experience: an anthropomorphism perspective
Nguyen, Mai, Casper Ferm, Lars‐Erik, Quach, Sara, Pontes, Nicolas and Thaichon, Park (2023). Chatbots in frontline services and customer experience: an anthropomorphism perspective. Psychology and Marketing, 40 (11), 2201-2225. doi: 10.1002/mar.21882
How to entice restaurant patrons to order low-emissions meals? A meta-analysis and research agenda
Greene, Danyelle, Nguyen, Mai and Dolnicar, Sara (2023). How to entice restaurant patrons to order low-emissions meals? A meta-analysis and research agenda. Appetite, 188 106612, 106612. doi: 10.1016/j.appet.2023.106612
Knowledge sharing and theory of planned behavior: a bibliometric analysis
Fauzi, Muhammad Ashraf, Nguyen, Mai and Malik, Ashish (2023). Knowledge sharing and theory of planned behavior: a bibliometric analysis. Journal of Knowledge Management, 28 (2), 293-311. doi: 10.1108/jkm-11-2022-0933
Nguyen, Mai, Fry, Marie-Louise and Arli, Denni (2023). Share or not share knowledge: posters versus lurkers in organisational online knowledge sharing and internal marketing. Australasian Marketing Journal, 32 (2), 151-161. doi: 10.1177/14413582231167035
Nguyen, Mai (2023). I see myself in my leader: transformational leadership and its impact on employees' technology-mediated knowledge sharing in professional service firms. Journal of Service Theory and Practice, 33 (2), 257-279. doi: 10.1108/jstp-04-2022-0093
Want to feel better, share what you know
Prentice, Catherine, Zeidan, Susan and Nguyen, Mai (2023). Want to feel better, share what you know. Knowledge Management Research and Practice, 21 (5), 1008-1019. doi: 10.1080/14778238.2023.2169203
Nguyen, Mai, Rundle-Thiele, Sharyn, Malik, Ashish and Budhwar, Pawan (2023). Impact of technology-based knowledge sharing on employee outcomes: moderation effects of training, support and leadership. Journal of Knowledge Management, 27 (8), 2283-2301. doi: 10.1108/jkm-07-2022-0552
An explorative study of psychological and social factors impacting littering behavior in Vietnam
Zhang, Anran, Pang, Bo, Kim, Jeawon, Nguyen, Tuyet-Mai and Nham, Phong Tuan (2022). An explorative study of psychological and social factors impacting littering behavior in Vietnam. Frontiers in Psychology, 13 1025062, 1-14. doi: 10.3389/fpsyg.2022.1025062
Parkinson, Joy, Hannan, Thomas, McDonald, Nicole, Moriarty, Stephanie, Nguyen, Mai and Ball, Lauren (2022). Using a Collective Impact framework to evaluate an Australian health alliance for improving health outcomes. Health Promotion International, 37 (6) daac148, 1-12. doi: 10.1093/heapro/daac148
Securing jobs with individual trait and organisational support?
Zeidan, Susan, Prentice, Catherine and Nguyen, Mai (2022). Securing jobs with individual trait and organisational support?. International Journal of Organizational Analysis, 31 (6), 2707-2728. doi: 10.1108/IJOA-12-2021-3076
Stay together to be strong: how online knowledge sharing matters
Nguyen, Mai (2022). Stay together to be strong: how online knowledge sharing matters. Australasian Marketing Journal, 31 (4), 144135822210967-349. doi: 10.1177/14413582221096703
Towards a transformative model of circular economy for SMEs
Zhu, Bing, Nguyen, Mai, Sarm Siri, Nang and Malik, Ashish (2022). Towards a transformative model of circular economy for SMEs. Journal of Business Research, 144, 545-555. doi: 10.1016/j.jbusres.2022.01.093
Turning lurkers into innovation agents: An interactionist perspective of self-determinant theory
Nguyen, Tuyet-Mai, Viet Ngo, Liem and Paramita, Widya (2022). Turning lurkers into innovation agents: An interactionist perspective of self-determinant theory. Journal of Business Research, 141 (Journal of Knowledge Management 15 6 2011), 822-835. doi: 10.1016/j.jbusres.2021.11.087
Knowledge hiding in organizational crisis: the moderating role of leadership
Nguyen, Tuyet-Mai, Malik, Ashish and Budhwar, Pawan (2022). Knowledge hiding in organizational crisis: the moderating role of leadership. Journal of Business Research, 139, 161-172. doi: 10.1016/j.jbusres.2021.09.026
Malik, Ashish, Nguyen, Tuyet-Mai and Budhwar, Pawan (2022). Towards a conceptual model of AI-mediated knowledge sharing exchange of HRM Practices: antecedents and consequences. IEEE Transactions on Engineering Management, PP (99), 1-30. doi: 10.1109/tem.2022.3163117
Nguyen, Tuyet-Mai and Malik, Ashish (2021). Impact of knowledge sharing on employees' service quality: the moderating role of artificial intelligence. International Marketing Review, ahead-of-print (ahead-of-print), 482-508. doi: 10.1108/imr-02-2021-0078
Utopia or dystopia - deterrents to ecotourism development in Fiji
Prentice, Catherine, Kundra, Sakul, Alam, Mumtaz, Alam, Mohammad Afsar and Nguyen, Mai (2021). Utopia or dystopia - deterrents to ecotourism development in Fiji. Tourism Geographies, 25 (2-3), 1-22. doi: 10.1080/14616688.2021.2016931
A critical overview of social marketing in Asia
Pang, Bo, Deshpande, Sameer A., Nguyen, Tuyet-Mai, Kim, Jeawon, Almosa, Yara A., Arif, Amna, Arli, Denni, Bakpayev, Marat, Erdogan, Bayram Zafer, Fujihira, Haruka, Gallage, H. P. Samanthika, Kadir, Mohammad A., Teik, Derek Ong Lai, Satawedin, Patama, Weinreich, Nedra Kline and Yousef, Murooj (2021). A critical overview of social marketing in Asia. Social Marketing Quarterly, 27 (4), 302-323. doi: 10.1177/15245004211053847
Nguyen, Tuyet-Mai and Malik, Ashish (2021). Employee acceptance of online platforms for knowledge sharing: exploring differences in usage behaviour. Journal of Knowledge Management, 26 (8), 1985-2006. doi: 10.1108/jkm-06-2021-0420
Motivation in organisational online knowledge sharing
Nguyen, Tuyet-Mai, Ngo, Liem Viet and Gregory, Gary (2021). Motivation in organisational online knowledge sharing. Journal of Knowledge Management, 26 (1), 102-125. doi: 10.1108/jkm-09-2020-0664
Robotic service quality - scale development and validation
Prentice, Catherine and Nguyen, Mai (2021). Robotic service quality - scale development and validation. Journal of Retailing and Consumer Services, 62 102661, 102661. doi: 10.1016/j.jretconser.2021.102661
Arli, Denni, Nguyen, Tuyet-Mai and Nham, Phong Tuan (2021). Are atheist consumers less ethical? Investigating the role of religiosity and atheism on consumer ethics. Journal of Consumer Marketing, 38 (5), 525-539. doi: 10.1108/jcm-04-2020-3755
Malik, Ashish, Mahadevan, Jasmin, Sharma, Piyush and Nguyen, Tuyet-Mai (2021). Masking, claiming and preventing innovation in cross-border B2B relationships: neo-colonial frameworks of power in global IT industry. Journal of Business Research, 132, 327-339. doi: 10.1016/j.jbusres.2021.04.044
Nguyen, Tuyet‐Mai and Malik, Ashish (2021). A two‐wave cross‐lagged study on AI service quality: the moderating effects of the job level and job role. British Journal of Management, 33 (3) 1467-8551.12540, 1221-1237. doi: 10.1111/1467-8551.12540
The effect of AI quality on customer experience and brand relationship
Nguyen, Tuyet-Mai, Quach, Sara and Thaichon, Patamaporn (2021). The effect of AI quality on customer experience and brand relationship. Journal of Consumer Behaviour, 21 (3) cb.1974, 481-493. doi: 10.1002/cb.1974
Relevant, or irrelevant, external factors in panic buying
Prentice, Catherine, Nguyen, Mai, Nandy, Purnima, Winardi, Michael Aswin, Chen, Ying, Le Monkhouse, Lien, Dominique-Ferreira, Sergio and Stantic, Bela (2021). Relevant, or irrelevant, external factors in panic buying. Journal of Retailing and Consumer Services, 61 102587, 102587. doi: 10.1016/j.jretconser.2021.102587
Nguyen, Tuyet-Mai, Siri, Nang Sarm and Malik, Ashish (2021). Multilevel influences on individual knowledge sharing behaviours: the moderating effects of knowledge sharing opportunity and collectivism. Journal of Knowledge Management, 26 (1), 70-87. doi: 10.1108/jkm-01-2021-0009
Nguyen, Mai, Malik, Ashish and Sharma, Piyush (2021). How to motivate employees to engage in online knowledge sharing? Differences between posters and lurkers. Journal of Knowledge Management, 25 (7), 1811-1831. doi: 10.1108/jkm-08-2020-0649
Four-dimensional model: a literature review in online organisational knowledge sharing
Nguyen, Tuyet-Mai (2021). Four-dimensional model: a literature review in online organisational knowledge sharing. VINE: The Journal of Information and Knowledge Management Systems, 51 (1), 109-138. doi: 10.1108/vjikms-05-2019-0077
Online knowledge sharing capability of young employees: an empirical study
Nguyen, Tuyet-Mai and Fry, Marie-Louise (2021). Online knowledge sharing capability of young employees: an empirical study. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 32 (3), 1-19. doi: 10.1080/21639159.2020.1808849
Four-dimensional model: a literature review on reasons behind lurking behavior
Nguyen, Tuyet-Mai (2021). Four-dimensional model: a literature review on reasons behind lurking behavior. VINE: The Journal of Information and Knowledge Management Systems, 51 (2), 302-317. doi: 10.1108/vjikms-10-2019-0168
Reverse relationship between reward, knowledge sharing and performance
Nguyen, Tuyet-Mai and Prentice, Catherine (2020). Reverse relationship between reward, knowledge sharing and performance. Knowledge Management Research & Practice, 20 (4), 1-12. doi: 10.1080/14778238.2020.1821588
Engaging and retaining customers with AI and employee service
Prentic, Catherine and Nguyen, Mai (2020). Engaging and retaining customers with AI and employee service. Journal of Retailing and Consumer Services, 56 102186, 102186. doi: 10.1016/j.jretconser.2020.102186
A review of two psychological models in knowledge sharing: current trends and future agenda
Nguyen, Tuyet-Mai (2020). A review of two psychological models in knowledge sharing: current trends and future agenda. VINE: The Journal of Information and Knowledge Management Systems, 51 (4), 533-549. doi: 10.1108/vjikms-12-2019-0206
Nguyen, Tuyet-Mai and Malik, Ashish (2020). Cognitive processes, rewards and online knowledge sharing behaviour: the moderating effect of organisational innovation. Journal of Knowledge Management, 24 (6), 1241-1261. doi: 10.1108/jkm-12-2019-0742
Nham, Tuan Phong , Nguyen, Tuyet-Mai, Tran, Nam Hoai and Nguyen, Hao Anh (2020). Knowledge sharing and innovation capability at both individual and organizational levels: an empirical study from Vietnam's telecommunication companies. Management and Marketing-Challenges for the Knowledge Society, 15 (2), 275-301. doi: 10.2478/mmcks-2020-0017
Nguyen, Tuyet-Mai (2020). Do extrinsic motivation and organisational culture additively strengthen intrinsic motivation in online knowledge sharing?: An empirical study. VINE: The Journal of Information and Knowledge Management Systems, 50 (1), 75-93. doi: 10.1108/vjikms-02-2019-0019
Nguyen, Tuyet-Mai, Dinh, Van Toan and Nham, Phong Tuan (2019). Online knowledge sharing in Vietnamese telecommunication companies: An integration of social psychology models. Knowledge Management and E-Learning-An International Journal, 11 (4), 497-521. doi: 10.34105/j.kmel.2019.11.026
Motivation and knowledge sharing: a meta-analysis of main and moderating effects
Nguyen, Tuyet-Mai, Nham, Tuan Phong, Froese, Fabian Jintae and Malik, Ashish (2019). Motivation and knowledge sharing: a meta-analysis of main and moderating effects. Journal of Knowledge Management, 23 (5), 998-1016. doi: 10.1108/jkm-01-2019-0029
Nguyen, Tuyet-Mai, Nham, Phong Tuan and Hoang, Viet-Ngu (2019). The theory of planned behavior and knowledge sharing: a systematic review and meta-analytic structural equation modelling. VINE: The Journal of Information and Knowledge Management Systems, 49 (1), 76-94. doi: 10.1108/vjikms-10-2018-0086
An investigation the main internal brand crisis antecedents
Do, Bich Ngoc, Nham, Tuan Phong and Nguyen, Tuyet-Mai (2019). An investigation the main internal brand crisis antecedents. Business: Theory and Practice, 20, 234-247. doi: 10.3846/btp.2019.23
A domino effect from fairness to online customer loyalty
Nguyen, Tuyet Mai and Nham, Phong Tuan (2014). A domino effect from fairness to online customer loyalty. DLSU Business and Economics Review, 24 (1), 84-95.
Technology acceptance model and the paths to online customer loyalty in an emerging market
Tuyet Mai, Nguyen Thi, Yoshi, Takahashi and Tuan, Nham Phong (2013). Technology acceptance model and the paths to online customer loyalty in an emerging market. Trziste, 25 (2), 231-248.
Tuan, Nham Phong and Mai, Nguyen Thi Tuyet (2012). A Firm Analysis Level of Supporting Industries in Hanoi City-Vietnam: Application of Resource-based View and Industrial Organization. International Journal of Business and Management, 7 (5). doi: 10.5539/ijbm.v7n5p53
Barriers to implementing social marketing in Asia: a critical review
Pang, Bo, Deshpande, Sameer, Almosa, Yara, Arif, Amna, Arli, Denni, Bakpayev, Marat, Erdogan, B. Zafer, Fujihira, Haruka, Gallage, Samanthika, Kadir Kadir, Mohammad, Kim, Jeawon, Nguyen, Mai, Teik, Derek Ong Lai, Satawedin, Patama, Weinreich, Nedra Kline and Yousef, Murooj (2020). Barriers to implementing social marketing in Asia: a critical review. Global Marketing Conference, Seoul, Republic of Korea, 5-8 November 2020. Seoul, Republic of Korea: Global Alliance of Marketing and Management Associations. doi: 10.15444/gmc2020.10.05.02
Policy implications for condom use in Asia: a systematic review
Kim, Jeawon, Pang, Bo, Gallage, Samanthika, Deshpande, Sameer, Nguyen, Mai, Arli, Denni, Bakpayev, Marat, Fujihira, Haruka and Kadir, Mohammad (2020). Policy implications for condom use in Asia: a systematic review. Global Marketing Conference, Seoul, Republic of Korea, 5-8 November 2020. Seoul, Republic of Korea: Global Alliance of Marketing and Management Associations. doi: 10.15444/gmc2020.09.08.04
The use of AI in the Advertising context and its influence on online consumer behaviour.
Doctor Philosophy — Associate Advisor
Other advisors: