Doctor Michael Lwin
Academic Program Advisor (International Business, Marketing PG),
Hospitality, Marketing & Sport
Lecturer,
Hospitality, Marketing & Sport
Biography
Dr. Michael Lwin specialises in advertising appeals, specifically in guilt appeals. His area of research interest includes emotions in advertising, luxury branding, digital marketing, digital piracy, charitable donations, scepticism, retail borrowing and labelling. He is the Academic Lead for Assurance of Learning for HMS, and the unit coordinator for Marketing Communications. He has previously served as the Advertising Course Co-ordinator and he is a founding member of the Luxury Branding Research Cluster. He has also received competitive research funding from Healthway and the Australian Red Cross Blood Services. He has published in a number of A-ranked (ABDC) journals such as the, Journal of Marketing Management, Journal of Retailing and Consumer Services, Journal of Vacation Marketing, and Internet Research. Michael has also won a number of accolades for his contribution in teaching and research.
This information has been contributed by Doctor Lwin.
Qualifications
- PhD Curtin University of Technology
Interests
- Advertising
- Digital Media
- Charitable Donation
- Luxury Brand Management
- Retail Borrowing
Organisational Unit (School / Division)
- Hospitality, Marketing & Sport
- Hospitality, Marketing & Sport
Committees
- Assurance of Learning
Contact
| Email: | M.Lwin@westernsydney.edu.au |
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| Phone: | (02) 9685 9996 |
| Mobile: | |
| Location: | 1.8.65 |
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Teaching
Previous Teaching Areas
- 200086 Marketing Communications, 2018
- 200830 Internship, 2018
- 201026 Digital Marketing, 2019
Publications
Chapters in Books
- Chikweche, T., Garlin, F., Khan, A. and Lwin, M. (2023), 'A conceptual framework for an integrated one-stop portal to support Indigenous small business enterprises : setting foundations for/enhanced policy use, financial inclusion and networking', Small and Medium-sized Enterprises, and Business Uncertainty: Just Surviving or Thriving?, Palgrave Macmillan 9789819948437.
Journal Articles
- Mubin, O., Cai, B., Al Mahmud, A., Kharub, I., Lwin, M. and Khan, A. (2022), 'A preliminary evaluation of mobile phone apps to curb alcohol consumption', International Journal of Environmental Research and Public Health, vol 19, no 1 .
- Isha, K., Lwin, M., Khan, A., Mubin, O. and Shahid, S. (2022), 'The effectiveness of robot-enacted messages to reduce the consumption of high-sugar energy drinks', Informatics, vol 9, no 2 .
- Kharub, I., Lwin, M., Khan, A. and Mubin, O. (2021), 'Perceived service quality in HRI : applying the SERVBOT Framework', Frontiers in Robotics and AI, vol 8 .
- Quintal, V., Lwin, M., Phau, I. and Sood, A. (2020), 'Festival personality and how it influences visitor attitude and intention', Event Management, vol 24, no 6 , pp 665 - 684.
- Quintal, V., Lwin, M., Phau, I. and Lee, S. (2019), 'Personality attributes of botanic parks and their effects on visitor attitude and behavioural intentions', Journal of Vacation Marketing, vol 25, no 2 , pp 176 - 192.
- Shimul, A., Phau, I. and Lwin, M. (2019), 'Conceptualising luxury brand attachment : scale development and validation', Journal of Brand Management, vol 26, no 6 , pp 675 - 690.
- Lindenmeier, J., Lwin, M., Andersch, H., Phau, I. and Seemann, A. (2017), 'Anticipated consumer guilt : an investigation into its antecedents and consequences for fair-trade consumption', Journal of Macromarketing, vol 37, no 4 , pp 444 - 459.
- Casidy, R., Lwin, M. and Phau, I. (2017), 'Investigating the role of religiosity as a deterrent against digital piracy', Marketing Intelligence and Planning, vol 35, no 1 , pp 62 - 80.
- Casidy, R., Phau, I. and Lwin, M. (2016), 'The role of religious leaders on digital piracy attitude and intention', Journal of Retailing and Consumer Services, vol 32 , pp 244 - 252.
- Casidy, R., Phau, I. and Lwin, M. (2016), 'Religiosity and digital piracy : an empirical examination', Services Marketing Quarterly, vol 37, no 1 , pp 1 - 13.
- Phau, I., Teah, M. and Lwin, M. (2014), 'Pirating Pirates of the Caribbean : the curse of cyberspace', Journal of Marketing Management, vol 30, no 3-4 , pp 312 - 333.
- Teah, M., Lwin, M. and Cheah, I. (2014), 'Moderating role of religious beliefs on attitudes towards charities and motivation to donate', Asia Pacific Journal of Marketing and Logistics, vol 26, no 5 , pp 738 - 760.
- Lwin, M. and Phau, I. (2014), 'An exploratory study of existential guilt appeals in charitable advertisements', Journal of Marketing Management, vol 30, no 13-14 , pp 1467 - 1485.
- Lwin, M., Phau, I. and Lim, A. (2014), 'An investigation of the characteristics of Australian charitable donors', Journal of Nonprofit and Public Sector Marketing, vol 26, no 4 , pp 372 - 389.
- Phau, I., Lim, A., Liang, J. and Lwin, M. (2014), 'Engaging in digital piracy of movies : a theory of planned behaviour approach', Internet Research, vol 24, no 2 , pp 246 - 266.
- Lwin, M., Phau, I., Huang, Y. and Lim, A. (2014), 'Examining the moderating role of rational-versus emotional-focused websites : the case of boutique hotels', Journal of Vacation Marketing, vol 20, no 2 , pp 95 - 109.
- Lwin, M. and Phau, I. (2013), 'Effective advertising appeals for websites of small boutique hotels', Journal of Research in Interactive Marketing, vol 7, no 1 , pp 18 - 32.
- Lwin, M., Phau, I. and Lim, A. (2013), 'Charitable donations : empirical evidence from Brunei', Asia-Pacific Journal of Business Administration, vol 5, no 3 , pp 215 - 233.
- Lwin, M. (2009), 'The role of rational and emotional appeals on website promotion', Marketing Insights, .
- Lwin, M. (2009), 'Characteristics affecting charitable donations : an investigation in Brunei', Marketing Insights, .
- Lwin, M. and Phau, I. (2008), 'The role of existential guilt appeals in charitable advertisements', Marketing Insights, .
Conference Papers
- Alam, A., Lwin, M., Khan, A., Zou, Z. and Mubin, O. (2024), 'Effect of number of robots on perceived persuasion and competence', International Conference on Social Robotics, Doha, Qatar.
- Kharub, I., Lwin, M., Khan, A., Mubin, O. and Zou, Z. (2024), 'Measuring willingness to accept social robot's recommendations (WASRR)', International Conference on Social Robotics, Doha, Qatar.
- Zou, Z., Alnajjar, F., Lwin, M., Al Mahmud, A., Swavaf, M., Khan, A. and Mubin, O. (2024), 'Human perception of emotional responses to changes in auditory attributes of humanoid agents', International Conference on Social Robotics, Doha, Qatar.
- Lwin, M. and Phau, I. (2011), 'Effectiveness of reactive guilt appeals in service advertisements', Australian & New Zealand Marketing Academy. Conference, Perth, W.A..
- Lwin, M. and Phau, I. (2011), 'The role of guilt appeals on donation behavior', World Business Congress, Poznan, Poland.
- Lwin, M. and Phau, I. (2010), 'Characteristics of charitable donors in Australia', European Institute of Retailing and Services Studies. Conference, Istanbul, Turkey.
- Lwin, M. and Phau, I. (2010), 'Conceptualising anticipatory guilt in a non-durable consumer goods context', European Institute of Retailing and Services Studies. Conference, Istanbul, Turkey.
- Teah, M., Phau, I. and Lwin, M. (2010), 'Investigating factors influencing attitudes and intentions towards downloading', European Institute of Retailing and Services Studies. Conference, Istanbul, Turkey.
- Phau, I., Teah, M. and Lwin, M. (2009), 'Facilitating conditions and social factors as predictors of attitudes and intentions to illegally download', Australian & New Zealand Marketing Academy. Conference , Melbourne, Vic..
- Lwin, M. and Phau, I. (2008), 'Exploring existential guilt appeals in the context of charitable advertisements', Australian & New Zealand Marketing Academy. Conference, Sydney, N.S.W..
- Lwin, M. and Phau, I. (2008), 'Guilt appeals in advertising : the mediating roles of inferences of manipulative intent and attitude towards advertising', Australian & New Zealand Marketing Academy. Conference, Sydney, N.S.W..
Previous Projects
| Title: | Employee Perceptions Relating to Social Robots |
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| Funder: |
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| Western Researchers: | Aila Khan, Michael Lwin and Omar Mubin |
| Years: | 2023-09-01 - 2023-11-01 |
| ID: | P00028913 |