Email: anh.phanthe@eiu.edu.vn
Dr The Anh Phan is currently serving as the Director of the Marketing concentration at Becamex Business School, Eastern International University. He has more than 10 years of experience in teaching and research within international higher education environments. Dr. The Anh Phan’s research interests focus on strategic marketing, business communication, consumer behavior, corporate social responsibility, and the application of artificial intelligence in marketing. His research has been published in numerous reputable international academic journals indexed in SSCI and Scopus. He also serves on the editorial boards of the Journal of Consumer Behaviour (Wiley), Health Marketing Quarterly (Taylor & Francis), and Strategic Business Research (Elsevier), and is an Associate Editor of the Journal of Strategic Marketing (Taylor & Francis). In addition, he serves as a reviewer for several international scientific journals. In his teaching, Dr. The Anh Phan emphasizes experiential learning by integrating academic theory with real-world market contexts. He actively encourages critical thinking and places strong emphasis on business ethics in the context of digital transformation and contemporary technological development.
- PhD in Management Science, National Yang Ming Chiao Tung University, Hsinchu, Taiwan
- Master of Business Administration – Marketing, SolBridge International School of Business, Daejeon, South of Korea
- Bachelor in International Relations, Hong Bang International University, Vietnam
- Cause-related Marketing
- Sustainable Consumption
- Prosocial Behavior
Phan, T. A., Nguyen, H. K., & Huynh, M. K. (2026). Paused to feel: Rediscovering the Power of static posts in influencer-driven charity. Journal of Marketing Communications, 1-18.
Phan, T. A., Phuoc, T. H., & Trang, N. T. (2025). AI, Trust, and Risk: Decoding What Really Drives Financial Adoption. Strategic Business Research, 100031.
Nguyen, T. H. T., Huynh, M. K., & Phan, T. A. (2025). Zillennials’ Digital Quest: Understanding Information Seeking Behavior for Travel Decisions Through User-Generated Content. Strategic Business Research, 100022.
Phan, T. A., & Nguyen, H. N. K. (2025). Business Communication’s Role in Green Marketing: Mitigating Greenwashing for Vietnamese Gen Z. Howard Journal of Communications, 1–15.
Phan, T. A., Nguyen, T. H. T., & Nguyen, C. (2025). “Hey AI, What Should I Eat?” Navigating Skepticism and Trust in AI-Powered Meal Recommendations Through Personalized Persuasion. International Journal of Human–Computer Interaction, 1–13. https://doi.org/10.1080/10447318.2025.2575098
Phan, T. A., Tran, H. P., Ninh, T. T., & Nguyen, H. K. (2025). “Hey AI, Should I Buy This Stock?”–Trust, Technology, and the Rise of the Young Investor. Strategic Business Research, 100014.
Phan, T. A. (2025). Breaking Barriers in Marketing Education: Addressing Sensitive Topics through Experiential Learning. Marketing Education Review, 1-11
Pham, N. A., & Phan, T. A. (2025). LGBTQ+ TikTok influencers: Shaping travel engagement and destination appeal. Journal of Vacation Marketing, 13567667251382433.
Phan, T. A., & Nguyen, H. N. K. (2025). Corporate Claims and Stakeholder Doubts: A Comprehensive Bibliometric Review of CSR and Skepticism. Journal of Media Ethics, 1–16. https://doi.org/10.1080/23736992.2025.2555327
Phan, T. A., & Nguyen, T. T. T. (2025). Corporate social responsibility and the socially conscious Vietnamese Gen Z consumer: Prioritizing philanthropy over profits. Journal of Global Scholars of Marketing Science, 1–23. https://doi.org/10.1080/21639159.2025.2521260
Phan, T. A. (2025). Business Communication Research: Trends and Themes from Dual Bibliometric Analysis. Business and Professional Communication Quarterly, https://doi.org/10.1177/23294906251358384
Phan, T. A., & Hoai, T. T. (2025). Chasing the scarcity: How fear of missing out and motivations drive willingness to pay in collectible markets. Journal of Marketing Communications, 1-15.
Phan, T. A., Pham, N. A., & Phan, N. (2025). The Role of Cuteness, Closeness, and Familiarity in Wildlife Conservation Advertising. Journal of Nonprofit & Public Sector Marketing, 1-22.
Phan, T. A., & Bui, V. D. (2025). AI with a Heart: How perceived authenticity and warmth shape trust in healthcare chatbots. Journal of Marketing Communications, 1-21.
Phan, T. A., Nguyen, P. N. Q., Le, T. M. T., & Pham, B. T. T. (2025). Digital Dilemmas: The Complex Interplay of Online Experience and Health Pharmaceutical Purchases Among Vietnamese Women. Howard Journal of Communications, 1-21.
Phan, T. A., & Ninh, T. T. D. (2024). The Impact of Company Field Trips and Representative Image on Students’ CSR Knowledge Sharing Intentions. Business and Professional Communication Quarterly, 23294906241237721.
Phan, T. A., Le, T. M. T., & Pham, B. T. T. (2024). Live influence: Redefining credibility and attractiveness in healthcare livestreaming. Howard Journal of Communications, 1-25.
Phan, T. A., & Ninh, T. T. D. Enhancing Business Communication: Comparing Teaching Styles in Supply Chain Education. Business and Professional Communication Quarterly, 23294906251315836.
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., & Phan, N. (2024). Fostering Teamwork Satisfaction in Competitive Project-Based Learning Environments. Business and Professional Communication Quarterly
Phan, T.A., Nguyen, T.H.T, & Nguyen, M.D. (2024). Facebook user-generated content and tourists destination intention in Vietnam, Journal for Global Business Advancement, 10.1504/JGBA.2023.10065074
Luan, C.-C., Chen, K.-L., Ko, C.-Y., Lin, P.-M., & Phan, T. A. (2024). Effects of finance knowledge influencer qualities on investment willingness and the moderation of followers’ risk tolerance. Journal of Consumer Behaviour, 1–16. https://doi.org/10.1002/cb.2319
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.
Luan, C. C., & Phan, T. A. (2023). Immersive technology and cause‐related marketing: The role of personalization and value co‐creation. Journal of Consumer Behaviour.
Luan, C. C., & Phan, T. A. (2023). 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.
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. (2024). AI Integration for Communication Skills: A Conceptual Framework in Education and Business. Business and Professional Communication Quarterly. https://doi.org/10.1177/23294906241302000
Phan, T. A., Le, T. M. T., & Pham, B. T. T. (2024). Live Influence: Redefining Credibility and Attractiveness in Healthcare Livestreaming. Howard Journal of Communications, 1–25. https://doi.org/10.1080/10646175.2024.2429454″
