Shuai Yang

Office: Xuri Building 508


research interests: new technology marketing, fashion marketing,tourism management


Shuai Yang is a Professor at the Glorious Sun School of Business and Management, Donghua University, China. She received her Ph.D. from the University of Connecticut. Her research studies have been published in such journals as Journal of Management Information Systems, Decision Support Systems, International Journal of Electronic Commerce, and International Journal of Hospitality Management, among others.


  • 2009.08-2014.07  Marketing, Business School, University of Connecticut, Ph.D.

  • 2006.09-2009.07  Marketing, School of Management, Fudan University, M.S.

  • 2002.09-2006.07  Marketing, School of Management, Fudan University, B.S.

Work Experience

  • since 2021.09    Glorious Sun School of Business and Management, Donghua University, Professor

  • 2017.09-2021.08    Glorious Sun School of Business and Management, Donghua University, Associate Professor

  • 2014.07-2017.08  Glorious Sun School of Business and Management, Donghua University, Assistant Professor

Honors and Awards

  • 2020  Journal of Contemporary Marketing Science's 2020 Outstanding Reviewer

  • 2016 Journal of Marketing Management 2016 Best Paper Award (Highly Recommended)

  • 2015 The Honorable Mention Award of the Entire 2015 American Marketing Association Winter Educator Conference and the Best Track Paper Award in the “Social Media & Digital Marketing” Track

  • 2013  AMA-Sheth Foundation Doctoral Consortium Fellow

  • 2013  2013 ING Global PhD Fellowship

  • 2013  2012-2013 CIBER Dissertation Support Award


Selected Publications

  • Shuai Yang, Xinyu Chang, Sixing Chen, Shan Lin, William T. Ross, Jr. Does Music Really Work? The Two-Stage Audiovisual Cross-Modal Correspondence Effect on Consumers' Shopping Behavior. Marketing Letters, forthcoming.

  • Shuai Yang, Jianhong Chn, Dan Ke*, Dahui Li (2021). Cross-Cultural Differences in Pricing Strategies for Sharing Accommodation: The Moderating Effects of National Culture in Sharing Economy. Nankai Business Review (CSSCI), forthcoming. 

  • Shuai Yang*, Joseph Pancras, Yiping Song (2021). Broad or Exact? Search Ad Matching Decisions with Keyword Specificity and Position. Decision Support Systems, forthcoming.

  • [4] Yating Li, Bin Li, Gang Wang, Shuai Yang* (2021). The effects of consumer animosity on demand for sharing-based accommodations: Evidence from Airbnb. Decision Support Systems, 140, 113430.

  • Shuai Yang, Yahui Liu, Xiaojun Wu* (2021). 1+1<2! Effects of social media engagement and advertising on firm value of tourism and hospitality companies. Journal of Hospitality & Tourism Research, forthcoming.

  • Shuai Yang, Sixing Chen*, Jeffrey R. Carlson (2020). How augmented reality affects advertising effectiveness: the mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services, 54 (May), 54, 102020.

  • Shuai Yang, Tao Li, Sixing Chen*, Bin Li (2019). When and Why Do Negative Reviews Have Positive Effects? An Empirical Study on The Movie Industry. Nankai Business Review International, 11(1), 87-101.

  • Shuai Yang, Guiyang Xiong* (2019). Try It On! Contingency Effects of Virtual Fitting Rooms. Journal of Management Information Systems (FT50期刊), 36(3), 789-822.

  • Minghui Ma, Jian Huang, Shan Lin, Shuai Yang* (2019). From finance to marketing: Initial public offering ownership overhang and marketing in the hospitality industry. International Journal of Hospitality Management, 76, 71–82.

  • Xun Li, Rigoberto Lopez, and Shuai Yang* (2018). Energy-Milk Price Transmission at the Product Brand Level. Agricultural Economics, 49, 289–299.

  • Yiping Song, Chee Wei Phang, Shuai Yang, and Xueming Luo* (2018). The Effectiveness of Contextual Competitive Targeting in Conjunction with Promotional Incentives. International Journal of Electronic Commerce, 22, 3, 349-385.

  • Shan Lin, Shuai Yang*, Minghui Ma, Jian Huang (2018). Value Co-Creation on Social Media: Examining the Relationship between Brand Engagement and Display Advertising Effectiveness for Chinese Hotels. International Journal of Contemporary Hospitality Management, 30(4), 2153-2174.

  • Shuai Yang, Dong Li, Zhihao Tao, and Xun Li* (2018). Search Engine Advertising for Organic Food: The Effectiveness of Information Concreteness on Advertising Performance. Journal of Consumer Behaviour, 17, 47–56.

  • Shuai Yang, Yiping Song*, Joseph Pancras (2017). Matching Exactly or Semantically? An Examination of the Effectiveness of Synonym-Based Matching Strategy in Chinese Paid Search Market. Journal of Electronic Commerce Research, 18(1), 32-51.

  • Shuai Yang, Yiping Song*, Sixing Chen*, Xin Xia (2017). Why are customers loyal in sharing-economy services? A relational benefits perspective. Journal of Services Marketing, 31(1), 48-62.

  • Shuai Yang,Shan Lin*,Jeffrey R. Carlson,William T. Ross, Jr. (2016). Brand engagement on social media: Will firms’ social media efforts influence search engine advertising effectiveness?. Journal of Marketing Management, 32(5-6): 526-557.

  • Yang, S., Song, X., & Song, Y. (2010). Self-concepts driven or emotional adaptation influenced? A study on the psychological factors of negative word-of-mouth intention. Journal of Marketing Science (营销科学学报),, 6(3): 108-120. 

  • Yang, S., Song, Y., & Yan, X. (2007). A comparative study on the impact of relational benefits on customer loyalty in service industries. Journal of Marketing Science (营销科学学报),, 3(1): 107-119.

Chapters, Academic Books, and Textbooks

  • Song, Y., Yang, S., Xu, N., & Fan, P. (2010). Why Are Customers Loyal-Research from a Perspective of Relational Benefits, Shanghai: Gezhi Publisher, Shanghai People Publisher.

Teaching and Research Projects

  • 2020       Introduction to Marketing, first-class undergraduate course in Shanghai

  • 2020-2023  Effects of virtual fitting room on consumption behavior: large-scale randomized field experiments, National Natural Science Foundation of China(71972035)

  • 2019-2021  DHU distinguished young professor program(Class B), Fundamental Research Funds for the Central Universities

  • 2017-2019  Research on brand social engagement from firms’ perspective: dimensions, measurements, and influences, Youth Program of National Natural Science Foundation of China(71602026)


  • Undergraduate: Introduction to Marketing, Smart Marketing, Integrated Marketing Communication

  • Graduate: Academic Paper Writing


Academic and Social Posts

  • Nankai Business Review International, Associate Editor

  • Journal of Donghua University (Natural Science), Editorial Board

  • Journal of Contemporary Marketing Science, Editorial Review Board

  • Co-chair of Services Marketing Track of 2018 The Academy of Marketing Science Annual Conference

Academic Association Memberships


  • INFORMS Society on Marketing Science(ISMS)

  • American Marketing Association(AMA)