The International College recently hosted a highly engaging and impactful SEM-PLS Workshop, bringing together students eager to deepen their understanding of advanced research methods in the fields of business and social sciences. The workshop not only equipped participants with practical analytical skills but also inspired them to explore the evolving landscape of consumer behavior in a technology-driven world.
A major highlight of the event was the keynote session delivered by Dr. Xin-Jean Lim, whose presence elevated the academic significance of the workshop. Currently a Postdoctoral Research Fellow at Sun Yat-sen University and formerly a Senior Lecturer at Universiti Kebangsaan Malaysia, Dr. Lim is widely recognized as a rising scholar in marketing. Her research spans consumer behavior, technology marketing, and the application of artificial intelligence in management—areas that are increasingly relevant in today’s global economy.
During the workshop, students were introduced to the fundamentals and applications of Structural Equation Modeling using Partial Least Squares (SEM-PLS). Through hands-on guidance and real-world examples, participants learned how to design research models, analyze complex data, and interpret results with greater confidence. Many students expressed that the workshop helped bridge the gap between theoretical knowledge and practical application, making research methodologies more accessible and meaningful.
Dr. Lim’s keynote lecture, titled “Consumer Behavior in Asia’s AI-Driven Marketplace: Adaptation and Innovation in an Era of Technological Transformation,” provided valuable insights into how digital transformation is reshaping consumer decision-making across Asia. Drawing from her extensive research experience and impressive academic portfolio—including publications in leading journals such as the Journal of Business Ethics—she illustrated how businesses must adapt to rapidly changing technological environments.
Beyond her research excellence, Dr. Lim’s contributions to academia are equally noteworthy. With a strong presence in international scholarly communities, she has served as a guest editor and holds editorial roles in SSCI- and ESCI-indexed journals, including Current Issues in Tourism and the Asia Pacific Journal of Business Administration. Her achievements, such as receiving the Best Reviewer Award (2025) and Most Productive Researcher Award (2023), reflect her dedication and influence in the field.
The workshop concluded with enthusiastic feedback from participants, who found the sessions both intellectually stimulating and practically valuable. By combining technical training with forward-looking insights, the International College successfully created a dynamic learning environment that empowered students to advance their research capabilities.
Overall, the SEM-PLS Workshop was a resounding success—an inspiring academic experience that not only strengthened students’ methodological skills but also broadened their perspectives on the future of research in an AI-driven world.