Dr Ashley Tong Hui Hui

Lecturer & Program Coordinator (Commerce)

College of Human and Social Futures / Newcastle Business School

Biography

Dr Ashley Tong is a lecturer in Accounting & Finance with more than 10 years of experience in higher education. She teaches various accounting & finance courses at the University of Newcastle (Australia), Singapore campus. Her doctoral research explored the relationship between CEO narcissism, executive compensation, and the financial performance of listed companies in Malaysia. Dr Ashley’s research has led to several journal publications, book chapters, and conference papers, and she has presented her work at numerous international conferences. In addition, she serves on the board of directors of an entrepreneurial association in Malaysia. Her research interests include behavioural finance, consumer behaviour and psychology, artificial intelligence, sustainability, and corporate governance.

Qualifications

  • B.A.(Hons) in Accounting and Finance
  • Corporate Master in Business Administration
  • Doctor of Philosophy (Finance)

Specialisation

  • Financial Reporting
  • Corporate Governance
  • Management Accounting
  • Earnings Management

Research Areas

  • Behavioural finance
  • Consumer behaviour and psychology
  • Artificial intelligence
  • Sustainability
  • Corporate governance

Publications

Peer-Reviewed Articles
YearCitation
2025

Tong, A., Zainol, Z., Chong, T. S., & Renganathan, K. (2025). AI governance on young consumers in higher education:

A content analysis of policies for generative AI. Young Consumers. [Q1/B] https://doi.org/10.1108/YC-10-2024-2303

2025

Noor, N., Tong, A., & Zainol, Z. (2025). Unlocking LinkedIn adoption for higher education students:

Findings from PLS-SEM and NCA. Young Consumers, 26(7), 172–187. [Q1/B] https://doi.org/10.1108/YC-01-2025-2411

2025

Noor, N., Tong, A., Zainol, Z. & Duong, D.T.T. (2025). Key attributes of mobile apps for halal tourism.

Journal of Islamic Accounting and Business Research. [Q2/C] https://doi.org/10.1108/JIABR-03-2025-0173

2025

Noor, N., Tong, A., & Zainol, Z. (2025). ChatGPT and Higher Education Student Well-Being:

Role of Subjective Norm and Anthropomorphism with TAM. Journal of Information, Communication and Ethics in Society.

[Q1/B] https://doi.org/10.1108/JICES-03-2025-0071  

2024Zainol, Z., Noor, N., & Tong, A. (2024). Faithful and luxurious: Mediating halal with luxury through self-congruity. Journal of Global Fashion Marketing, 1–18. https://doi.org/10.1080/20932685.2024.2346841
2021Kontesa, M., Brahmana, R. & Tong, A.H.H. (2021). Narcissistic CEOs and their earnings management. Journal of Management and Governance, Vol. 25, 223–249. https://doi.org/10.1007/s10997-020-09506-0
Conference Papers
YearCitation
2025

Tong, A. (2025, September 1–5). FinTech and SMEs drive global economic transformation: ASEAN perspectives [Paper presentation]. British Academy of Management (BAM) 2025 Conference, Canterbury, United Kingdom.

2025Tong, A. (2025, September 11-12). Green FinTech in Driving Financial Inclusion and Environmental Sustainability: A Conceptual Insight into Opportunities and Challenges [Paper presentation]. SEIGOP 2025, James Cook University, Singapore.
2024Noor, N., Zainol, Z., Tong, A., & Agarwal, M. (2024, October 3-4). Enhancing student well-being with ChatGPT: Mediating role of Mianzi [Paper presentation]. International Conference on Higher Education Learning and Teaching 2024, Miri, Malaysia.
2024Tong, A., Zainol, Z. and Noor, N. (2024, June 25-28). Towards a more inclusive model of financial inclusion, technology and well-being [Paper presentation]. EURAM 2024 Annual Conference: Fostering Innovation to Address Grand Challenge, Bath, United Kingdom.
2023Zainol, Z., Noor, N., & Tong, A. (2023, Nov 9-10). Faithful and Luxurious: Mediating Halal with Luxury through Self-Congruity [Paper presentation]. The Mystique of Luxury Brand Conference, Ho Chi Minh City, Vietnam.
2023Tong, A. (2023, June 14-16). Does CEO’s Narcissism influence the firm performance of listed companies in Malaysia [Paper presentation]. EURAM 2023 Annual Conference: Transforming Business for Good, Dublin, Ireland.
Book Chapters
YearCitation
2024Noor, N, Zainol, Z. and Tong, A. (2024). Leveraging digital transformation for hospitality – Enhancing hospitality service quality with artificial intelligence. In Park Thaichon et al. (Eds.), Technology and Luxury Hospitality: AI, Blockchain and the Metaverse (1st ed., pp. 182-198). Routledge.

Grants and Fundings

Research Grants Obtained

Number of Grants: 1

Total Funding: S$44,000

YearResearch ProjectCapacityAward BodyCountryValue
2024Assessing the safety and feasibility of helmet-wearing in Pulau UbinCo-InvestigatorCurtin Singapore Research FundSingaporeS$44,000