Yee Heng Tan

Associate Professor of Digital Marketing & Social Media

Ph.D. – Singapore Management University

2018 Ph.D. – Marketing, Singapore Management University
2011 B.B.M. – Marketing & Psychology, Singapore Management University
Teaching & Research Interests

Social Networks, Online Platforms, Crowdfunding, Marketing, Research Methods and Data Analysis

Academic Appointments
2021- Associate Professor, Tokyo International University
2019 Visiting Fellow, Singapore Management University
2018-2021 Assistant Professor, Tokyo International University
Selected Publications/Conference Papers
Tan & Reddy (2021) “Crowdfunding Digital Platforms: Backer networks and their impact on project outcomes,” Social Networks, Vol. 64 (Jan), 158-172.
Tan & Reddy (2020), “Crowdfunding Platforms: Ecosystem and Evolution,” Foundations and Trends® in Marketing, Vol. 14: No. 2, Now Publishers Inc: Boston-Delft, ISSN 15550761, doi:/10.1561/1700000061.
Tan & Reddy (2019), “Funding by the Masses: Crowdfunding Platforms and Their Disruption of Traditional Marketing Functions,” in Parvatiyar & Sisodia (Eds.), Handbook of Advances in Marketing in an Era of Disruptions. Essays in Honor of Jagdish N. Sheth. SAGE Publishing, ISBN: 9789352809585.
Reddy & Tan (2017), “Crowdfunding- Financing ventures in the digital era,” GfK Marketing Intelligence Review, 9(1), 37-41.
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