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Leng Ho Keat
Assistant Professor
National Institute of Education

Dr Leng Ho Keat’s research interest is in sports marketing, social media marketing and consumer behaviour. He holds a Bachelor’s Degree in Business Administration from the National University of Singapore, a Master’s Degree in Business Administration from the University of Leicester and a Doctor of Philosophy in Business and Management from the University of South Australia.

Research Statement

My research interest is in sports marketing, social media marketing and consumer behaviour.


Teo, L.X., Leng, H.K., & Phua, Y.X.P. (2019). Marketing on Instagram: Social Influence and Image Quality on Perception of Quality and Purchase Intention. International Journal of Sports Marketing and Sponsorship, 20(2), 321-332.

Leng, H.K., Kuo, T.Y., Baysa-Pee, G., & Tay, J. (2014). Make me proud! Singapore 2010 Youth Olympic Games and its Effect on National Pride of Young Singaporeans. International Review for the Sociology of Sport, 49(6), 745-760.

Leng, H.K. (2013). Methodological Issues in Using Data from Social Networking Sites. Cyberpsychology, Behavior, and Social Networking, 16(9), 686-689.

Latest Projects

Effectiveness of Prevention of Drug Abuse Communications on Social Media

An Examination on Pathological Online Sports Gambling using Theory of Planned Behaviour and Physiological Data from an Eye Tracker

Advertisements Promoting Physical Activity in Tertiary Educational Institutions: An Investigation on Model Effect Using Eye Tracker

Other affiliation(s)

Expert Areas

Research Interests
Consumer behaviour

Research Category
Accounting, Business & Management, Social Sciences
Research Sub-category
Business and Management, Internet & Communications
Affiliated Sustainable Development Goals
GOAL 4: QUALITY EDUCATION – Obtaining a quality education is the foundation to improving people’s lives and sustainable development.
GOAL 8: DECENT WORK AND ECONOMIC GROWTH – Sustainable economic growth will require societies to create the conditions that allow people to have quality jobs.
GOAL 9: INDUSTRY, INNOVATION, AND INFRASTRUCTURE – Investments in infrastructure are crucial to achieving sustainable development.
The Sustainable Development Goals (SDGs), also known as the Global Goals, were adopted by all United Nations Member States in 2015 as a universal call to action to end poverty, protect the planet and ensure that all people enjoy peace and prosperity by 2030.
Last Updated
13 Apr 2020
Last Updated
13 Sep 2020