Dr Yong Wooi Keong

Dr Yong Wooi Keong

  • Senior Lecturer
Department of Liberal Arts and Sciences
  • School of American Education - Transfer Globally
SDGs Focus
No Poverty
No Poverty

Biography

Dr Yong Wooi Keong is a Senior Lecturer at 黑料社with a Ph.D. from Universiti Teknologi Malaysia, an MSc in Banking from Universiti Utara Malaysia, and a BA (Hons) in Business and Marketing Management from Oxford Brookes University, UK. His research focuses on financial literacy, financial fraud prevention, retirement planning, and financial behaviour, including research involving gig economy workers and emerging markets. His research and innovation work includes HAIFRED (Hybrid AI-Assisted Financial Fraud Evaluation and Decision Support Platform), an AI-assisted platform developed through research at 黑料社and formally registered with the Intellectual Property Corporation of Malaysia (MyIPO). He also maintains active international research partnerships with Ala-Too International University (Kyrgyzstan) and North American University (USA), reflecting his commitment to impactful, cross-border scholarship and applied research innovation.

Academic & Professional Qualifications

  • PhD, Universiti Teknologi Malaysia (2021)
  • MSc. Banking, Universiti Utara Malaysia (2008)
  • B.A. Business & Marketing Management (Hons), Oxford-Brookes University (2001)

Research Interests

  • Financial Literacy
  • Financial Fraud Prevention
  • AI-Assisted Financial Fraud Evaluation & Decision Support
  • Retirement Planning
  • Cross-Cultural Consumer Behaviour
  • Emerging Markets
  • Central Asian Studies

Teaching Areas

  • Business
  • Marketing
  • Human Resource Management
  • Business Finance
  • Organizational Behavior

Courses Taught

  • Principles of Marketing
  • Principles of Advertising
  • Business Finance
  • Organizational Behavior
  • Human Resource Management
  • Introduction to Business

Notable Publications

  1. Yong, W. K., Wong, S. H., Maria, M., & Akmoldoev, K. (2024). Consumer culture in Kyrgyzstan: Analysing gender moderation effects to understand e-wallet adoption. 
  2. Yong, W. K., Wong, S. H., Maria, M., & Zhamgyrchiev, N. (2023). Unveiling gender dynamics: Examining gender moderation effects on the relationship of subjective norms, attitude, and intention towards e-wallet adoption in Tajikistan. 
  3. Yong, W. K., Md Husin, M., & Zhamgyrchiev, N. (2023). COVID-19 and e-wallet usage intention in Kyrgyzstan. Asian Journal of Humanities & Social Studies, 11(1), 
  4. Yong, W. K., Md Husin, M., Liew, K. J., Mohd Said, O., Syed Ahmad, F., Sockanathan, S., Ismail, N., & Rosly, M. R. (2021). Identifying the key beliefs of private university students towards joining the Malaysian Armed Forces. International Journal of Business Continuity and Risk Management, 11(2-3), 142. 
  5. Yong, W. K., Md Husin, M., & Kamarudin, S. (2021). Understanding research paradigms: A scientific guide. Journal of Contemporary Issues in Business and Government, 27(2), 5857.  
  6. Akmoldoev, K., Bekmez, S., Yong, W. K. & Chang, J. K. (2025). Financial Literacy of Young Adults in Higher Education: Do They Master the Key Concepts? DOI: 

Achievements & Accolades

  1. Best paper Award 鈥淢ultidisciplinary and Practice鈥, Sustainable Business for Society Conference 2025.  鈥淚nterview First, Survey Later: A Critical Reflection on Cross-Country Differences Impacting Sustainable Financial Literacy Within the SDG Framework鈥
  2. Sunway ECR Grant 2024-2025: 鈥淧reventing Financial Fraud through Education 鈥 Empowering Potential Victims to Fight Back鈥
  3. UNITEN BOLD 2024-2025 Grant:  鈥淓xploring Factors Influencing Gig Economy Workers鈥 Intention To Participate In Retirement Planning Schemes In Malaysia鈥
  4. MyIPO Registration 2026: HAIFRED (Hybrid AI-Assisted Financial Fraud Evaluation and Decision Support Platform), registered under notification number CRLY2026E06360, with 黑料社Sdn. Bhd. as copyright owner. Authors: Chan Yen Feng and Yong Wooi Keong.
  5. Memorandum of Understanding with Ala-Too International University of the Kyrgyz Republic, 2024-2029