Dr Joseph Sia

Academic Qualifications

  • PhD, Open University Malaysia, 2013
  • BComm, Curtin University Australia, 1997


Professional Memberships/ Certifications

  • Fellow Chartered Institute of Marketing (UK) (July 2013 to present)
  • Chartered Marketer, Chartered Institute of Marketing (UK) (July 2010 to present)
  • Member of Institute of Marketing Malaysia (August 2017 to present)


Office No.

+6085 630100 ext 2731

Room No.





Employment History

Discipline lead, Marketing (July 2022-June 2024)

Associate Dean, Research and Development (June 2018 to June 2020)

Higher Degree Research Postgraduate Coordinator (June 2017 – June 2018)

Senior Lecturer, Curtin  University Malaysia


Unit Taught

Markets and Legal Frameworks

Managing Social Media Platforms

Managing Across Borders

Discovery Marketing

Business Policy

Marketing Professional Practice

Retail Marketing and Distribution

Strategic Marketing

Marketing Management (postgraduate unit)

International Marketing for Managers (postgraduate unit)


Research Interests

Higher Education, Tourism, Consumer Behaviour


Research Projects/ Research Grants (external – internal)/ Research and Development – Competitive Research Grants

Do emojis help or impair online assessment feedback?



Principal Investigator

Jan 2023 – Dec 2023


Drone food delivery service



Principal Investigator

Sept 2022 – Aug 2024


The dark side of social media Influencers



Principal Investigator

Nov 2022 – Oct 2025


What has COVID-19 taught us about teaching? Evidence from ASEAN countries

UBD Research Grant

B$16,377.60 (RM50,428)


1 September 2021 – 31 August 2023


Pro-enviromental behaviour

Strategic Research Incentive Funded Grant Scheme


Principal Investigator

Feb 2021-Feb 2022


Behaviour of Stakeholders in Separating Food Waste at Source

Miri City Council



July 2016-June 2018


Students’ Choice of Higher Education Institution

Office of Research & Development, Curtin University, Sarawak.



Aug 2015 – Dec 2015


Miri City as a Festival Destination City

Ministry of Tourism, Sarawak.


Principal Investigator

Feb 2014 – April 2014


Assessing the effectiveness of SHELL Traffic Games

Sarawak SHELL Berhad.



Oct 2013-Jan 2014


Sustainability of Higher Learning Institutions: An Identification of Factors that Influence the Choices of Higher Learning Institutions in Sarawak

Curtin Sarawak Research Fund

Principal Investigator





Academic Journal Articles

  • Sia, J.K.M., Hii, I.S.H. and Ho, J.M. (2023). COVID-19 and sustainable environment: understanding higher education students’ willingness to pay more for food delivery containers. Kybernetes. https://doi.org/10.1108/K-07-2022-1061
  • Ng. P. Y. and Sia, J.K.M. (2022). Managers’ perspectives on restaurant food waste separation intention: The roles of institutional pressures and internal forces. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2022.103362
  • Yong, S. S. and Sia, J.K.M. (2021). COVID-19 and social wellbeing in Malaysia: A case Study. Current Psychology.  https://doi.org/10.1007/s12144-021-02290-6
  • Ho, J. M. , Sia, J. K. M. , Lee, S. and Yap, C. S. (2021).  What Are Convention Attendees Looking For? An Examination of the Impact of Perceived Value and Value Co-creation on Attitude Formation.  Event Management.  https://doi.org/10.3727/152599521X16288665119396
  • Tan, K.L., Sia, J.K.M. and Tang, KHD. (2021).  To verify or not to verify: using partial least squares to predict effect of online news on panic buying during pandemic. Asia Pacific Journal of Marketing and Logisticshttps://doi.org/10.1108/APJML-02-2021-0125
  • Sia, J.K.M., & Abbas, A.  (2020). Facing the unknown: pandemic and higher education in Malaysia. Asian Education and Development Studies. https://doi.org/10.1108/AEDS-05-2020-0114
  • Tan K.L., Sia, J.K.M., & Tang, D. (2020). Examining students’ behavior towards campus security preparedness exercise: the role of perceived risk within the theory of planned behavior, Current Pscychology. https://doi.org/10.1007/s12144-020-00951-6
  • Sim, A., Tan, K.L., Sia, J.K.M. & Hii, I. (2020). Students’ choice of internal branch campus in Malaysia: a gender comparative study. International Journal of Education Management, 35(1), 87-107. https://doi.org/10.1108/IJEM-01-2020-0027
  • Ng, P. Y., Ho, P. L., & Sia, J.K.M. (2020). Integrative model of behavioural intention: the influence of environmental concern and condition factors on food waste separation. Management of Environmental Quality. https://doi.org/10.1108/MEQ-06-2020-0128
  • Wong, L. J., Sia, J.K.M., & Ling, T.Y.L. (2020). Airline Passengers’ perceived sacrifice and green practices adoption behaviours. Asian Journal of Business Research, 10(3), 85-110. DOI 10.14707/ajbr.200092
  • Ho, J.M. & Sia, J.K.M. (2020). Embracing an uncertain future: COVID-19 and MICE in Malaysia. Local Development and Society, 1(2), 190-204. https://doi.org/10.1080/26883597.2020.1818533
  • Sia, J.K.M., Ismail, A. R. (2016). Recruitment in Higher Education Institution: The Mediating Role of Parents’ Expectations and Encouragement.  International Journal of Management in Education.  (indexed by SCOPUS)
  • Edeseyi, M.E., Kaita, A. Y., Harun, R., Danquah M. K., Sia, J.K.M. (2015). Rethinking biofuel marketing and sustainable production chain to titivate commercial interests. Renewable and Sustainable Energy Reviews. (indexed by Thomson Reuters and SCOPUS)
  • Sia, J.K.M., Lew, T.Y., Sim. A.K.S. (2014). Miri City as a Festival Destination Image in the Context of Miri Country Music Festival.  Procedia – Social and Behavioral Sciences (indexed by SCOPUS)
  • Sia, J.K.M. (2013). University Choice: Implications for Marketing and Positioning. Education, 3, 1, 7-14.
  • Sia, J.K.M. (2011). Post-secondary students’ behavior in the college choice decision. Journal of Marketing Research and Case Studies. vol. 2011, 1-15
  • Sia, J.K.M. (2011). Recruiting higher education students: A systematic review of the college selection process models. International Journal of Education Economics and Development, 2, 2, 179 – 192. (indexed by SCOPUS).
  • Sia, J.K.M. (2010).  Institutional factors influencing students’ college choice decision in Malaysia: A conceptual framework. International Journal of Business and Social Science, 1, 2, 53-58.


Books/ Book Chapters

  • Sia, J.K.M. and Jimmie, A. (2023). Transnational Education in Malaysia: Development, Challenges, and Strategic Alignment. Handbook of Research on Developments and Future Trends in Transnational Higher Education, IGI Global, pp. 379-396.


Conference Proceedings / Presentations

  • Sia, J.K.M. Ho, J.M. and Hii, I. (2022). Our environment, our responsibility: Assessing consumers’ intention to reuse reusable food delivery containers. 2022 World Research and Innovation Festival, 17-19 October 2022
  • Adamu, A. and Sia, J.K.M. (2021). Modelling a Cyber Security Model for Educational Sector: The Perspective of Privacy Calculus Theory. BLM2-ICAM4 – An International Joint e-Conference 11 Sept 2021 (BRONZE AWARD)
  • Ho, J. M. Sia, J.K.M., Yap, C. S., Lee, S. (2021).  Are we different? The Effects of Perceived Value on Revisiting Intention in the Context of MICE Tourism: A Multi-Group Analysis. BLM2-ICAM4 – An International Joint e-Conference 11 Sept 2021 (BRONZE AWARD)
  • Chong, A. C. C., Sia, J. K. M., Tiew, F. H. N. (2018). Impact of community-based festivals on local community residents’ quality of life: Sarawak perspective. The proceeding of One Curtin International Postgraduate Conference, 26-28 November 2018
  • Chong, A. C. C., Sia, J. K. M. (2017). Developing a conceptual framework for festival tourism. The proceeding of 5th Borneo Research Education Conference 2017, 6-7 November 2017
  • Ho, J. M. Sia, J. K. M. (2017). Customisation value: a conceptual approach to enhance tourism experiences. The proceeding of 5th Borneo Research Education Conference 2017, 6-7 November 2017
  • Lai, G.M.Y., Sia, J.K.M. and Khin, T.M. (2016). Factors affecting employee job satisfaction among commercial accountants. The proceeding of Pan-Pacific Conference XXXIII, 25-28 May 2016
  • Lew, T. Y., Sim, A. K. S. and Sia, J. K. M. (2015).  Sustainable livelihood of indigenous entrepreneurs among the local communities: Constructing a holistic model for community based rural tourism (CBRT) in Malaysia. The proceeding of 3rd Annual Conference of the Asia Council for Small Business 2015, 26-30 October 2015
  • Wong, L. J., Kassim, Z. and Sia, J. K. M. (2015). Influential factors in adoption of green practices by airline passengers in Malaysia: A proposed Framework. The proceedings the 11th Asian Academy of Management International Conference 2015, 2-4 October 2015
  • Sim, A. K. S., Lew, T. Y. and Sia, J. K. M. (2015).  The antecedents and consequences of student engagement:  A conceptual paper. The proceeding of 3rd International Higher Education Teaching & Learning 2015 Conference, 26-27 November 2015
  • Sia, J.K.M., Lew, T. Y., and Sim, A.K.S. (2014). Understanding tourists’ perception of Miri as an event destination image. The proceedings of International Symposium on Management Education: Towards Achieving Global Standards and Recognition, 2-3 October 2014.
  • Lew, T. Y., Sia, J.K.M., Sim, A.K.S., Pillai, K.V.K. (2013). The Role of Academics in Quality Assurance of Higher Education:  A Case Study of an Australian University Branch Campus in Malaysia. The proceedings of 2nd International Higher Education Teaching and Learning Conference 2013, 9-10 December 2013.
  • Wong, L. J., Sia, J.K.M. (2013). Green Practices in Hotels: A Conceptual Review of Consumer Attitudes and Behavior. The proceedings of Asia Pacific Marketing and Management Conference 2013, 20-22 November 2013.
  • Sia, J.K.M. (2012). University Choice: Implications for Marketing and Positioning. Paper presented at 2nd Global Conference for Academic Research on Management and Economics, 7-9 December 2012. (Conference proceedings indexed by SCOPUS)
  • Sia, J.K.M. (2011).  Sarawak Prospective Students’ Perception of Choice Criteria in Selection of a Tertiary Institution. Paper presented at 16th International Business Information Management Association Conference, 29-30 June 2011. ISBN: 978-0-9821489-5-2 (Conference proceedings indexed by Thomson ISI)
  • Sia, J.K.M. (2010).  A Model of Higher Education Institutions Choice in Malaysia – A Conceptual Approach. Paper presented at 2010 International Conference on Business and Economics Research, 26-28 November 2010. ISBN: 978-1-4244-9547-4 (Conference proceedings Indexed by Thomson ISI)
  • Sia, J.K.M., Abdullah, S.K. Abdul Rani, N.S., Anthony Das, C. (2009). Higher Learning Institutions of Choice:  A Conceptual Review of Consideration Sets.  Paper presented at Curtin International Business Conference, 10-12 December 2009. ISBN: 978-0-646-52413-9


Supervision of Higher Degree by research Student


  • Chong, A.: The dark side of social media influencers. Role: Main supervisor [on-going]
  • Philip, A. S.: Women’s Economic Resources and Intrahousehold Decision-Making. Role: Co-supervisor [Completed on 5 January 2023]
  • Wong L. J.: Determinants of Green Practices Adoption Behaviours Amongst Airline Passengers in Malaysia. Role: Co-supervisor [Completed on 21 September 2019]
  • Syed Muhammod Ali Reza: Translation of Western Moral in Developing Countries – Do MNC’s CSR Activities Contribute To The Sustainability In Developing Countries? Role: Co-supervisor [Completed on 20 Feb 2018]
  • Ho, J. M.: Explaining Small-Scale Meetings, Incentives, Conventions and Exhibitions Participants’ Behavioural Intention Using the Value-Attitude-Behaviour Approach. Role: Main supervisor [Completed on 5th May 2021]


  • Ling, A. Drone Food Delivery Service. Role: Main supervisor [on-going]
  • Hoang, D. M.: Factors affecting students’ intention to enrol in private higher education institutions in Vietnam. Role: Main supervisor [Completed on 25 Aug 2017]
  • Chong, A. C. C: Socio-Cultural Impact of Festivals on Local Residents’ Quality of Life: Sarawak Perspective. Role: Main supervisor [Completed on 29 April 2020]


Doctoral/Master Thesis Committee

  • Zeeshan Khan – PhD Thesis Chair [on-going]
  • Jennifer Chong Lai Yee – PhD Thesis Chair [on-going]
  • Jennifer Chong Lai Yee – MPhil Thesis Chair [Completed]
  • Janet Lee Yung  – MPhil Thesis Chair [Completed]
  • Quistina Omar – MPhil Thesis Chair [Completed]
  • Christine Mening Ngau – MPhil Thesis Chair [Completed]


Examiner of Doctoral Dissertation

  • PhD: Shekhar N. C. Title: Evaluation of Engineering Education Institutions Towards Overall Service Quality: An Integrated Model. 2015


Keynote Speaker / Guest Speaker / Panel Speaker

  • Guest speaker: University Technology Sarawak, 10 March 2023
  • Panel Speaker: Teachers Conference on Innovation, Action Research and Research 2017, Malaysia, 15 July 2017
  • Keynote Speaker: 1st International Conference on STEM Education, Myanmar, 24-26 November 2017
  • Guest Speaker: Hanthawaddy University, Myanmar, 27 November 2017


Faculty Membership Committee

  •  Faculty Learning & Teaching committee (July 2022 – Current)
  • Faculty External Engagement committee (August 2021 – Current)
  • Facilitator, Pre-internship workshop on Acing your interview presentation (2021, 2022)
  • Chair, Research and Development Committee, Faculty of Business (June 2018 – June 2020)
  • Curtin University Research and Development committee (June 2018 – June 2020)
  • Curtin Malaysia Graduate School committee (June 2018 – June 2020)
  • Faculty Industry Advisory Board committee (June 2018 – June 2020)
  • A mentor to 3 academic staff (2016-2017, 2020)
  • Facilitator, Tourism Forum for Visit Miri Year 2018 organised by Miri City Council on 29 April 2017
  • Curtin International Business Conference 2009 committee, 10-12 December 2009
  • Internal Academic Auditor for Program Accreditation


Editorial Board Membership

  • International Journal of Management in Education


Reviewer of Academic Journals

  • International Journal of Management in Education
  • Journal of Hospitality and Tourism Insights
  • International Journal of Culture, Tourism, and Hospitality Research
  • Asian Education and Development Studies


Research Cluster Membership

  • Sensible Marketing and Tourism Development
  • Innovation in Higher Education