Publications

Academic publications

Check out my Google Scholar profile for a full list of my publications.

A highlighted subset is listed below - these are papers I played a large role in or am otherwise proud to have as part of my portfolio.

•Ying Feng*, Jie Meng, Jun Hwa (Jacky) Cheah (2024), “From Virtual Trainers to Companions? Examining How Digital Agency Types, Anthropomorphism, and Support Shape Para-social Relationships in Online Fitness,”Psychology & Marketing, 42(3), 842-865. https://doi.org/10.1002/mar.22154 (ABS 3, ABDC: A, JCR: Q1, IF:8.9, 16/249 in Applied Psychology (2024))

•Ying Feng, Jie Meng* (2023), “Will Social Distancing in Service Encounters Affect Consumers’ Value Perception During the COVID-19 Pandemic? The Role of Servicescape, Self-Efficacy, and Technological Intervention,”Journal of Interactive Marketing, 58(2-3), 167-184. https://doi.org/10.1177/10949968231156530 (ABS3, ABDC: A, JCR: Q1, IF:11.8, 5/203 in Marketing, (2023))

Conference papers

•Ying Feng, Jun Hwa (Jacky) Cheah*, “Servitization of AI in Consumer Markets: Addressing Emotional Needs in Digital Fitness,” 2025 Global Marketing Conference (GMC), July 24-27, 2025, Hong Kong, China

•Ying Feng, Jun Hwa (Jacky) Cheah*, “Bridging Emotional Gaps: The Role of Co-presence and Enjoyment in AI-Driven Fitness Services,” 2025 The European Marketing Academy (EMAC) Annual Conference, May 27-30, 2025, Pozuelo (Madrid), Spain

•Ying Feng*, Jie Meng, “Exploring the Dimensions of Technological Anthropomorphism: Insights into Human-Agent Interaction and Consumer Behaviour,” 2024 Association for Consumer Research Conference (ACR), September 26-29, 2024, Paris, France

•Ying Feng*, Jie Meng, “Choosing the Perfect Coach: Real Person, Avatar, Humanoid Robot or Robot Dog? Empirical Studies of Para-social Relationship Formation in Exercise Experience,”2023 American Marketing Association (AMA) Summer Academic Conference, Aug 4-6, 2023, San Francisco, California, USA

•Jie Meng*, Ying Feng, Kate Mingjie Ji, Brian King, “How Does Distance Matter to Third-place Experience? Role of Seat Arrangements and Social Distancing Signages,”2023 Global Marketing Conference (GMC), July 20-23, 2023, Seoul, South Korea

•Ying Feng*, Jie Meng, “Impact of Digital Agent’s Types and Humanoid Features on Para-social Relationship: Evidence of Online Gym Exercises,” 2023 The European Marketing Academy (EMAC) Annual Conference, May 23-26, 2023, Odense, Denmark