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I completed my PhD degree at Glasgow Caledonian University, Scotland. The PhD thesis titled “The Challenge of Electronic Word of Mouth for Hotel Branding”.  My academic career includes teaching experience across Macau (China), Scotland and England.  My research focuses on the intersection of Digital Transformation and Strategic Marketing in the service sector, and I contribute to international publications and collaborative research. Before pursuing my career in academia, I worked in the finance sector for over 10 years including at the Industrial and Commercial Bank of China (ICBC) in Macau and at a European Share Service Centre in Glasgow. 

Institute for Responsible Business and Social Justice 

Loi, M.K. (2025). Luxury Hotels’ Corporate Social Responsibility Communications and Online Brand Communities. In: Ozuem, W., Ranfagni, S., Millman, C. (eds) Sustainable Digital Marketing for Fashion and Luxury Brands. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-82467-8_7

Cheng, V. T. P. and Loi, M.K., (2014). Handling negative online customer reviews: The effects of elaboration likelihood model and distributive justice. Journal of Travel and Tourism Marketing, 31, 1-15.

Information Communication Technologies, AI in Marketing, Branding, Hospitality and Tourism, Corporate Social Responsibility

Digital Marketing, Decision Making for Marketing 

• PhD, Glasgow Caledonian University, Scotland
• MSc, University of Strathclyde, Scotland
• Bachelor (Hon), Macau Polytechnic University, Macau, China
• PgCert in Research Methods - Distinction, Glasgow Caledonian University, Scotland
• HNC, City of Glasgow College, Scotland 

• Social Media Marketing (PG-Module Leader) 
• Strategic e-Marketing (PG-Module Leader) 
• International Marketing (PG) 
• Decision Making for Marketing (UG, Module Leader) 
• Introduction to Marketing (UG, Module Leader) 
• Foundation of Global Business in the Digital Age (UG) 
• International Marketing (UG) 
• Customer Management (UG) 
• Brand Management  (UG)
• Dissertation supervision (PG/UG) 
• Business research project supervision (PG/UG) 

Nomination for Student's Choice Teaching  Award at Â鶹ӰԺ , England. 

Nomination for Teaching Excellence Award at Macau University of Science and Technology, China 

Â鶹ӰԺ (Â鶹ӰԺ) Digital Champion 

Fellow of Higher Education Academy (FHEA) from Advance HE, U.K.

The British Academy Early Career Researcher Network

Certificated Hospitality Educator (CHE), The American Hotel and Lodging Educational Institute, U.S. 

Conference Presentation

Oozeerally, A., Kocak, A., Kenez, A., Lim, M., Loi, M.K. (2025) Annual Â鶹ӰԺ Learning and Teaching Conference: Why so serious? Using Comedy to re/engage studnets in active learning. Â鶹ӰԺ. 10th September 2025. Leicester, UK.

Kenez, A., Loi, M.K., Koçak, A (2024) Annual Â鶹ӰԺ Learning and Teaching Conference: Does the AI do better marking than you? Â鶹ӰԺ. 19^th September 2024. Leicester, UK.

Loi, M. K., Lennon, J and Siddiqui, N (2018) 4th International Colloquium on Corporate Branding, Identity, Image and Reputation : The impact of user generated content on hotel brand image. 3th -4th September 2018, Calabria, Italy

Mohammad Shahriar, Full Time, 1st supervisor 

Benjamin Ayibiowu, Full Time, 3rd supervisor  

0009-0009-3984-4386

Co-Investigator of  'The Comedy Festival as a Destination Branding Device: Investigating the Potential of Artificial Intelligence for Economic, Cultural and Heritage Impact’,  funded by BAL Higher Education Innovation Funds (HEIF) (£5564) in 2024.