Assoc. Prof. Teoh Ai Ping

Universiti Sains Malaysia, Malaysia

Assoc. Prof. Ts. Dr. Teoh Ai Ping is a as Associate Professor and the Deputy Dean (Research, Innovation, Industry and Community Engagement) at Graduate School of Business, Universiti Sains Malaysia. She holds the qualifications of Doctor of Business Administration, Master of Science (Information Technology), and Bachelor of Accountancy (Hons.). Prior to joining USM, Dr. Teoh was one of the pioneer academics and Deputy Dean of another private University. Before embarking a career in education, she had experience in the industry, working in multinational corporations and consulting firms dealing with implementation and support of SAP R/3 Enterprise Resource Planning systems and other information systems. Dr. Teoh is a Professional Technologist (Cyber Security Technology) of the Malaysian Board of Technologists. She is also a Certified Risk and Compliance Management Professional (US), Certified in Training and Accredited Trainer (HRD Corp Malaysia), and holds a Professional Certificate in Mediation. Dr. Teoh is also a member with professional bodies such as the Institute of Electrical and Electronics Engineers (IEEE), Association for Computing Machinery (ACM), Association of Certified Fraud Examiners (ACFE), Malaysian Institute of Accountants (MIA), Institute of Internal Auditors Malaysia (IIAM) and Malaysian Institute of Management (MIM).

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Assoc. Prof. Siriporn Dabphet

Srinakharinwirot University, Thailand

Bio: Siriporn Dabphet received her B.A. in History and her first M.A. in Asian History from Srinakharinwirot University, Bangkok, Thailand, in 1997 and 2000, respectively. She earned her second M.A. and Ph.D. in History from the National University of Singapore in 2009 and 2013. In 2000, she joined the Faculty of Social Sciences at Srinakharinwirot University, where she served as Chair of the M.A. Program from 2018 to 2022 and as Vice Dean for Organizational Development from 2012 to 2015. She is currently an Associate Professor and serves on the University Board of Educational Quality Development and the Board of Academic Affairs. She is also a member of the Editorial Board of the Encyclopedia of Thai History, the Academy of Moral and Political Sciences, Royal Society of Thailand. Her research primarily focuses on modern East Asian history and Thai social history. Some of her publications are “Japan’s Aging Society: Policy, Lessons and the Silver Economy”, “Conflict Management in China: The Case of Muslim Uyghurs in Xinjiang Province”, and “State and Religion in Nineteenth-Century Thailand”. Her recent publication in Sustainability (2025), titled “Developing a Resource-Constrained Age-Friendly City Framework: A Mixed-Methods Study of Urban Aging in Bangkok, Thailand,” reflects her continued engagement with interdisciplinary approaches to social and urban studies.

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Assoc. Prof. Jose Mari M. Lee

National University, Philippines

Bio: Dr. Lee is a distinguished educator, researcher, and licensed real estate broker with a decade of dedicated service in the academe. He previously served as the Data Privacy Officer of National University – Mall of Asia, where he played a key role in strengthening institutional compliance, developing data protection policies, and advancing privacy awareness across the campus. He completed his Doctor of Philosophy major in Commerce from University of Santo Tomas Graduate School, graduating Magna Cum Laude in 2020. He holds a Master in Business Administration from Colegio de San Juan de Letran – Manila (2014) and a Bachelor of Science in Business Administration, major in Management, from the Philippine Christian University (2011). As an active scholar, he has published international research journals contributing to the fields of business, management, marketing, consumer behavior, and related studies. His work reflects a strong commitment to academic excellence and continuous knowledge development. Dr. Lee is currently a full-time faculty member at National University – Mall of Asia and serves as one of the university’s Internal Quality Auditors.

Title: Assessing the Influence of Engaging Mobile Marketing Strategies on Micro, Small, and Medium Enterprises (MSMEs)
Abstract: The rapid development of mobile marketing has impacted MSMEs' customer interactions to a great extent. The impact of SMS, social media, location-based, proximity, and in-app marketing on consumer interaction is investigated in this study among students in Bacoor, Cavite. Quantitative research methodology through surveys, ANOVA, and multiple linear regression analysis is employed to quantify the effectiveness of these strategies. Evidence shows that in-app marketing and social media exert the most influence since they are interactive and offer-targeted. Location and proximity marketing also elicit consumer action since they have direct effects on business traffic. SMS promotion is direct, but its success is determined by the frequency and suitability of messages. The research suggests the necessity of a comprehensive mobile marketing strategy that includes multiple methods to receive maximum customer attention. Personalization, real-time interaction, and digital responsiveness are major drivers in ensuring the success of marketing. Suggestions are made for MSMEs to upgrade their mobile marketing strategies to obtain sustained customer attention and brand loyalty in a rapidly digitizing age.