Loyola University Chicago

School of Communication

Faculty & Staff Directory

Jing Yang, PhD

Title/s: Assistant Professor

Specialty Area: Social Media/Mobile Advertising; Consumer Engagement; Digital Marketing Communication Strategy; Computer-mediated communication in sharing economy; Media technology

Office #: School of Communication 223A

E-mail: jyang13@luc.edu

About

Jing Yang is an Assistant Professor of Digital Advertising in the School of Communication at Loyola University Chicago. Before joining Loyola, Jing pursued her doctoral education at Michigan State University with a primary focus on digital marketing communications. With a strong passion and motivation in advancing today's digital advertising education, Jing incorporates both the latest digital technologies and her research findings into her course instructions. Tools for digital data analysis, search engine optimization and advertising, mobile app design and development, and social media advertising campaign management have all been introduced to her classroom. Her goal is to help students be equipped with not only a well-built knowledge base in digital advertising, but also a holistic and active mindset in innovating and creating new digital advertising methods and strategies. 

Degrees

PhD Media and Information Studies, Michigan State University, 2017
MA Advertising and Public Relations, Michigan State University, 2012
BA English (Literature & Translation) and Advertising (Double-major), Shenzhen University, China, 2010

Research Interests

Consumer Engagement in Social Media;
Perceived Affordances of Social Media;
Native Advertising in Social Media;
Mobile E-commerce and Payment;
Computer-mediated Communication in Sharing Economy

Professional & Community Affiliations

Reviewer for Computers in Human Behavior (Peer Reviewed Journal)
Reviewer for International Journal of Advertising (Peer Reviewed Journal)
Reviewer for International Communication Association (ICA)
Reviewer for American Advertising Academy (AAA)
Reviewer for European Advertising Academy (ICORIA)

Courses Taught

Advertising Principles
Social Media Advertising
Interactive Advertising Management

Selected Publications

Selected Publications and Presentations:

Yang, J., & Zhao, X.Y. Consumer Engagement with Video Advertisement on Social Media: The Effects of Consumers’ Information Processing Style and Persuasive Appeal. Paper submitted to International Journal of Advertising (R & R).

Yang, J., Mundel, J., Behe, B. & Huddleston, P. (2017). The Effect of Hedonic Presentation of Horticultural Product on Consumers’ Willingness to Pay and Purchase Intention. Paper accepted to the 2017 annual conference of Association for Education in Journalism and Mass Communication (AEJMC), Chicago, IL

Mundel, J. , Yang, J. Huddleston, P., Behe, B. & Lynnell S. (2017). Impact of Product Presentation on Online Shopping: Can the Internet Stimulate Plant Purchase Intentions? Paper accepted to the 2017 annual conference of European Association for Education and Research in Commercial Distribution (EAERCD), Dublin, Ireland.

Yang, J., Zhao, X.Y., Xie, T. (2017). Trust in Peer-to-peer Sharing Economy: The Mediation Effects of Trust in Company. Paper accepted to the 2017 Information System Division of the annual meeting of the International Communication Association (ICA), San Diego, CA.

Zhao, X.Y., Yang, J, Xie, T. and Wang Z.B. (2017). Examining Advertising Intrusiveness on Instagram:
Brand Attributes and Sponsored Content Attributes. Paper presented to the 2017 Annual Conference of American Advertising Academy (AAA), Boston, MA.

Yang, J, & Zhao, X.Y. (2016). Consumers’ Selfie Engagement on Social Media: Self-congruity and Intrinsic/Extrinsic Motivation. Paper presented to the 2016 Annual Spring Conference of the American Collegiate Retailing Association (ACRA), New York, NY.

Yang, J, & Zhao, X.Y. (2016). Consumer Engagement with Video Advertisement on Social Media: The Effects of Consumers’ Information Processing Style and Persuasive Appeal. Paper presented to the 2016 Information System Division of the annual meeting of the International Communication Association (ICA), Fukuoka, JP.

Yang, J, Behe, B. & Huddleston, P. (2016). Light and Heavy Usage Consumers’ Brand Consciousness and Visual Attention: An Eye-Tracking Study. Paper presented to the 2016 European Marketing Academy Conference (EMAC),Oslo, Norway.

Yang, J (2015). Brand Post on Social Media: The Impact of Content Differences on Consumer Involvement and Consumer Engagement. Paper presented to the 14th International Conference on Research in Advertising (ICORIA) , London, UK.

Yang, J. & Joo, E. (2014). Are You Still Using it? Consumers’ Continuance Use of Brand-owned Mobile
Application. Paper presented to the 13th International Conference on Research in Advertising (ICORIA) ,
Amsterdam, Netherlands.

Yang, J., Li, H.R. (2012). Social Media Monitoring Tools: An Evaluation Framework. Paper presented to the 11th International Conference on Research in Advertising (ICORIA) , Stockholm, Sweden.