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The Anh Phan (born December 22, 1988) is a Vietnamese scholar, author, and lecturer whose work primarily focuses on sustainable consumption, cause-related marketing, and influencer marketing. [1] He is currently a faculty member at Becamex Business School, Eastern International University. In addition to his academic career, he has been involved in travel content creation and was named Tourism Ambassador of Busan, South Korea, in 2019.[2]
Early Life and Education
[edit]The Anh Phan earned a master's degree with a global scholarship from Woosong University and later received a full doctoral scholarship for seven years of study at National Yang Ming Chiao Tung University in Taiwan. He completed his Ph.D. in 2024 with a dissertation titled The Construal Fit Effect between Emotions and Past Experience on Consumer Preference of Cause-Related Products.
Academic Career
[edit]The Anh Phan has been a lecturer at Becamex Business School since 2015, where he was appointed Coordinator for the Marketing Concentration in 2022. [3] His research spans topics such as Vietnam[4][5], experiential learning [6][7], and consumer behavior [8]. His academic contributions have been published in peer-reviewed journals, where his work has explored cross-cultural perspectives on fair-trade behavior and consumer engagement with cause-related products.
Research and Publications
[edit]Phan's research primarily focuses on marketing and consumer behavior. His key areas of study include:
- Sustainable consumption
- Cause-related marketing
- Influencer marketing
He has published several peer-reviewed research articles, including:
- Phan, T. A., Nguyen, P. N. Q., Pham, N. A., & Phan, N. (2023). A cross-cultural study on the role of message framing in the promotion of fair-trade buying behavior. SAGE Open, 13(4), 21582440231213686.
- Phan, T. A., & Pham, N. B. T. (2023). Young Adults’ Anti-Consumption Tendencies toward Organic Foods in Vietnam: The Mediating Role of Self-Efficacy. Sage Open, 13(4), 21582440231207703.
- Phan, T. A., Vu, T. H. N., Vo, N. T. N., & Le, T. H. (2024). Enhancing Educational Outcomes Through Strategic Guest Speaker Selection: A Comparative Study of Alumni and Industry Experts in University Settings. Business and Professional Communication Quarterly, 23294906241263035.
- Phan, T. A., & Ninh, T. T. D. The Impact of Company Field Trips and Representative Image on Students’ CSR Knowledge Sharing Intentions. Business and Professional Communication Quarterly, 23294906241237721.
- Luan, C. C., & Phan, T. A. (2024). The effect of emotion type and similarity of experience on consumers' willingness to pay for cause‐related products: Construal level perspective. Journal of Consumer Behaviour, 23(2), 808-824.
- Luan, C. C., & Phan, T. A. (2024). Immersive technology and cause‐related marketing: The role of personalization and value co‐creation. Journal of Consumer Behaviour, 23(3), 1574-1596.
In addition to journal articles, Phan has authored books aimed at content creators, such as:
- 101 điều content creator không kể bạn nghe [9][10].
- Content Creator: Hành trình xây dựng thương hiệu cá nhân - Ai cũng có thể là người sáng tạo nội dung nổi bật [11][12].
Recognition and Honors
[edit]In 2019, The Anh Phan was named Tourism Ambassador for Busan, South Korea, recognizing his efforts in promoting the city's tourism. This role stemmed from his activities as a travel content creator, where he engaged with audiences across multiple platforms to showcase cultural and culinary experiences. His work in this space emphasizes the intersection of travel and education, which aligns with his broader academic focus. [13]
Personal Philosophy and Influence
[edit]Phan views content creation as an extension of his academic work, using it as a platform for cultural exchange. He frequently shares travel experiences and insights on platforms such as Facebook, Instagram, YouTube, and TikTok. His approach emphasizes the importance of creating authentic content that resonates with diverse audiences, and he encourages aspiring travel bloggers to approach their work with creativity and passion. [14]
External Engagements
[edit]Phan has been a guest speaker at various institutions and conferences, such as Khon Kaen University in Thailand [15], where he spoke on personal and organizational branding on social media. He also presented at Vietnam Mobile Day 2017, discussing trends in digital marketing [16], and at Asia Council for Small Business [17]
References
[edit]- ^ "The Anh Phan". scholar.google.com. Retrieved 2024-09-25.
- ^ "PHAN THẾ ANH". The Talent. Retrieved 2024-09-25.
- ^ thanhnien.vn (2022-03-06). "Giảng viên trẻ có hàng trăm ngàn người 'để ý'". thanhnien.vn (in Vietnamese). Retrieved 2024-09-26.
- ^ Phan, The Anh; Nguyen, Pham Ngoc Quyen; Pham, Ngoc Anh; Phan, Nhan (October 2023). "A Cross-Cultural Study on the Role of Message Framing in the Promotion of Fair-Trade Buying Behavior". SAGE Open. 13 (4). doi:10.1177/21582440231213686. ISSN 2158-2440.
- ^ Phan, The Anh; Pham, Ngoc Bao Thi (October 2023). "Young Adults' Anti-Consumption Tendencies toward Organic Foods in Vietnam: The Mediating Role of Self-Efficacy". SAGE Open. 13 (4). doi:10.1177/21582440231207703. ISSN 2158-2440.
- ^ Phan, The Anh; Ninh, Tran-Thuy-Duong (2024-03-20). "The Impact of Company Field Trips and Representative Image on Students' CSR Knowledge Sharing Intentions". Business and Professional Communication Quarterly. doi:10.1177/23294906241237721. ISSN 2329-4906.
- ^ Phan, The Anh; Vu, Thi Hong Nhung; Vo, Ngoc Thao Nguyen; Le, Thu-Hang (2024-07-26). "Enhancing Educational Outcomes Through Strategic Guest Speaker Selection: A Comparative Study of Alumni and Industry Experts in University Settings". Business and Professional Communication Quarterly. doi:10.1177/23294906241263035. ISSN 2329-4906.
- ^ Phan, The Anh; Nguyen, Thi Huong Thanh; Nguyen, Minh Chau (2023). "Facebook user-generated content and tourists' destination intention in Vietnam". J. For Global Business Advancement. 16 (4): 559–581. doi:10.1504/JGBA.2023.141425. ISSN 1746-966X.
- ^ "101 điều Content Creator không kể bạn nghe: Gen Z bỏ túi những bí kíp hay ho". Báo điện tử Tiền Phong (in Vietnamese). 2023-03-29. Retrieved 2024-09-25.
- ^ Vietnam, The Influencer. "Thầy giáo Anh ra mắt cuốn sách thứ 2 - 101 ĐIỀU CONTENT CREATOR KHÔNG KỂ BẠN NGHE: "Tôi không muốn viết về một nghề content creator hào nhoáng, bóng bẩy mà sáo rỗng"". The Influencer - Trang thông tin chuyên biệt hàng đầu về lĩnh vực Influencer Marketing. Retrieved 2024-09-25.
- ^ "CONTENT CREATOR: HÀNH TRÌNH XÂY DỰNG THƯƠNG HIỆU CÁ NHÂN - AI CŨNG CÓ THỂ LÀ NGƯỜI SÁNG TẠO NỘI DUNG NỔI BẬT". nxbhcm.com.vn. Retrieved 2024-09-25.
- ^ ONLINE, TUOI TRE. "Travel Blogger Phan Thế Anh chia sẻ Hành trình xây dựng thương hiệu cá nhân". muctim.tuoitre.vn (in Vietnamese). Retrieved 2024-09-25.
- ^ "Travel Blogger Phan Thế Anh: "Đài Loan, không phải vì yêu mà tới, mà tới rồi mới yêu"". L’Officiel Vietnam | The Fashion Revolution (in Vietnamese). Retrieved 2024-09-26.
- ^ thanhnien.vn (2022-03-06). "Giảng viên trẻ có hàng trăm ngàn người 'để ý'". thanhnien.vn (in Vietnamese). Retrieved 2024-09-26.
- ^ "Buổi chia sẻ "How to Build a Strong Personal & Organizational Brand on Social Media"". EIU (in Vietnamese). 2024-03-25. Retrieved 2024-09-25.
- ^ "Ths.Phan Thế Anh: Công nghệ thực tế ảo sẽ lên ngôi trong thời gian tới". VOV.VN (in Vietnamese). 2017-05-27. Retrieved 2024-09-25.
- ^ Trí, Dân (2016-11-03). "Chàng khách mời trẻ tuổi nhất Hội nghị doanh nghiệp vừa và nhỏ Châu Á 2016". Báo điện tử Dân Trí (in Vietnamese). Retrieved 2024-09-25.