New UEH Publications Alert (Week 1 – June 2026): Interdisciplinary Contributions from Digital Law and Artificial Intelligence to Circular Tourism

08 Jun, 2026

Applying Contemporary Theories to Address Emerging Challenges

Academically, UEH scholars have successfully applied and extended a range of internationally recognized theoretical frameworks, including Social Exchange Theory, Emotion Theory, the Stimulus–Organism–Response (S-O-R) Model, Entrepreneurial Orientation, Brand Equity, and Sustainable Competitive Advantage.

UEH’s academic responsiveness is reflected in its engagement with highly relevant issues associated with global transformation trends:

- Technology & Artificial Intelligence (AI): Advancing the application of AI models in biomedical sciences, including drug screening and skin cancer detection; investigating facial emotion recognition using Deep Learning; and developing CRM maturity models to support customer relationship management strategies in small and medium-sized enterprises.

- Digital Law & Media: Examining legal boundaries in cyberspace, particularly the challenges of distinguishing lawful online expression from criminal conduct in the context of film reviews, online commentary, and social media interactions.

- Consumer Behavior & International Business: Exploring the influence of social networking site engagement on consumers’ purchase intentions toward foreign brands; analyzing the roles of brand love, brand trust, and perceived price fairness in shaping consumer behavior.

- Sustainable Development & Society: Promoting social entrepreneurship education, investigating organizational culture within social enterprises, assessing consumer intentions to adopt electric vehicles (EVs), examining circular waste governance in tourism, and evaluating the impact of digital transformation on regional economic growth.

Advancing Research Through Data Science and Analytical Innovation

UEH researchers continue to demonstrate strong empirical capabilities through the integration of advanced analytical and data-processing techniques.

- Machine Learning & Big Data: Addressing imbalanced datasets and applying sophisticated machine learning algorithms in biomedical research, image recognition, and predictive analytics.

- Quantitative Analysis & Knowledge Development: Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) in consumer behavior research while combining systematic review approaches and knowledge-mapping techniques to identify emerging research directions.

The integration of behavioral data, enterprise data, and AI-driven analytical models has generated research outcomes that are both academically rigorous and highly applicable to business and society.

Disseminating Knowledge and Driving Innovation

Overall, this week’s publications further reinforce UEH’s position as a leading interdisciplinary research university. The University continues to create valuable knowledge for the international scientific community while contributing meaningfully to digital transformation, innovation, and the advancement of inclusive and sustainable development goals in a rapidly changing global landscape.

List of Publications

Criminalising Online Expression: Human Rights Challenges and Comparative Lessons for Vietnam
Author(s): Duy Thuyen Trinh
Journal: Asia Pacific Journal on Human Rights and the Law – Scopus Q3
Social networking sites engagement and purchase intention toward foreign brands: The mediating roles of multicultural experience and foreign brand love
Author(s): Thac Dang-Van, Bao Ngoc Le, Alvedi Sabani, Mohamed Farah, Ninh Nguyen
Journal: Acta Psychologica – WoS (SSCI Q2)
Impact of Organisational Culture on Innovation Performance in Nascent Social Enterprises Through Entrepreneurial Orientation
Author(s): Phan Tan Luc, Nguyen Thanh An, Nguyen Xuan Hiep
Journal: Journal of Entrepreneurship and Innovation in Emerging Economies – Scopus Q2
The effects of brand anthropomorphism and brand trust on perceived price fairness: Examining the moderating role of brand stereotypes
Author(s): Phuong Nhi Nguyen Pham, Quang-An Ha, Thanh Trang Bui
Journal: Journal of Marketing Theory and Practice – Scopus Q1
Comparative Deep Learning Models for Predicting AChE Inhibitory Activity from Molecular Structure Data
Author(s): Quoc Hung Nguyen, Kieu Trinh Dang
Format: Book chapter
A Hybrid Model of Deep Learning and Machine Learning with Image Feature Extraction Techniques for Melanoma: Supporting Clinical Diagnostic Decision Making
Author(s): Quoc Hung Nguyen, Hoang Huy Nguyen, Quoc Huy Thach, Thanh Dat Pham, Tien Phi Vu Trong, Phuc Tai Tram
Format: Book chapter
Human Emotion Prediction Based on Images Using Deep Learning
Author(s): Quoc Hung Nguyen, Huy Hoang Tran, Gia Huy Mach, Bao Nguyen Huynh, Thuan Duc Chau, Hoai Phu Nguyen
Format: Book chapter
Positive Learners’ Experiences in Social Entrepreneurship Education and Social Entrepreneurial Intentions: A Preliminary Analysis
Author(s): Luc Phan Tan
Journal: Journal of Entrepreneurship and Innovation in Emerging Economies – Scopus Q2
From Readiness to Strategy: A Three-Dimensional Prescriptive CRM Maturity Ladder for SMEs
Author(s): Quoc Hung Nguyen, Hoang Dung Le Thi, Minh Bach Huynh, Gia Han Gia Ha, Diem Quynh Ho Thi
Format: Book chapter
Applying Machine Learning Algorithms to Solve the Data Imbalance Problem in Predicting the Effectiveness of E-Commerce Advertising for Small and Medium-Sized Enterprises in Vietnam
Author(s): Yen Truong Nguyen Ngoc, Tuan Nguyen Manh, Tuyen Nguyen Xuan, Quan Nguyen Trung, Bao Hua Le Thien, Minh Hong Tue
Format: Book chapter
Glocalising circular waste governance in tourism: legitimacy pathways from coastal destinations
Author(s): Nghia Le, Hong Nhung Duong
Journal: Journal of Sustainable Tourism – WoS (SSCI Q1)
Driving Toward Sustainability: Understanding Consumer Behavior Toward Electric Vehicles
Author(s): Duy Hoang Nguyen, Thy Giang Ngo
Journal: Journal of Advanced Transportation – WoS (SCIE Q3)
The Taste of Memories: How Nostalgia Marketing Builds Brand Equity and Retains Customers in the FnB Industry
Author(s): Cuu Long Hoang, Tien Dat Huynh, Gia Han Ly, Trung Nhan Dao
Journal: Journal of Promotion Management – Scopus Q2
Mapping the knowledge structure of sustained competitive advantage: core theories, clusters, and research agenda
Author(s): Khanh Huy Nguyen, An Khang Trinh, Thi Ngoc Tram Tran, Phuong Quang Thi, Mai Dong Tran
Journal: Quality & Quantity – Scopus Q1
The Impact of Digital Transformation on the Economic Growth of Provinces in Vietnam: A Case Study of Spatial Correlation
Author(s): Nguyen Van Thang, Nguyen Viet Bang, Nguyen Van Si
Format: Book chapter

View the publication list for Week 1 - June 2026 at:

https://news.ueh.edu.vn/2026/scientist/W1June.html

Xem đầy đủ New UEH Publications Alert năm 2026 tại:

https://news.ueh.edu.vn/en/scientist

The New UEH Publications Alert series will continue to provide weekly updates on UEH’s latest international publications. We respectfully invite our esteemed lecturers, alumni, and learners to join us in spreading the spirit of “Research Contribution for All – Research for the Benefit of the Community.”

Pillar: Research

News, photos: Department of Research - Development & Global Engagement; Department of Communications and Partnership