Dr. Hongwei "Chris" Yang

Office Hours: Monday-Friday 3:30pm-4:30pm (Virtual, by appointment)




Courses Currently Teaching:

  • COM 2700 Foundations of Advertising
  • COM 3640 Media Planning
  • COM 3928 Communication Research Methods

Teaching Specialties: 

  • Advertising Foundations 
  • Advertising Media Planning 
  • Communication Research Methods
  • Strategic Planning in Advertising
  • Professional Advertising Ethics
  • International Advertising

Professional Affiliations or Organizations: 

  • American Association for Education in Journalism and Mass Communication 
  • International Communication Association

Research Interests: 

  • New Marketing 
  • Advertising Regulation 
  • Consumer Psychology and Behavior 
  • Advertising Effects 
  • Advertising Content Analysis


  • Yang, Hongwei, & Wang, Yingqi (April, 2018), “Predicting U.S. College Students’ Interest in Studying in China: Social Influence, Personal Experiences, Country Reputation, and Media Coverage,” Frontiers: The Interdisciplinary Journal of Study Abroad, Vol. 30, No. 2, pp. 136-160.
  • Wen, Lei, Yang, Hongwei, Bu, Danlu, Diers, Lizabeth, & Wan, Huaqing (Spring, 2018), “Public accounting vs private accounting, career choice of accounting students in China,” Journal of Accounting in Emerging Economies, Vol. 8, No. 2, pp. 124-140.
  • Yang, Hongwei, & Wang, Yingqi (September, 2017), "The Influence of US Media and Country Image on Chinese High School Students' Attitudes toward and Intent of studying in the USA," the Journal of China Marketing, Vol. 6, No.2, pp. 145-182.
  • Yang, Hongwei (December, 2016), "An Integrated Approach to Understanding Young US Consumers' Acceptance of Pinterest," Journal of Social Media Studies, Vol. 3, No. 1, pp. 1-14.
  • Zatepilina-Monacell, Olga, Yang, Hongwei, & Wang, Yingqi (December, 2016), "Factors Shaping U.S. College Students' Concept of China and Willingness to Study in China," in Jami A. Fullerton and Alice Kendrick (eds.) Shaping International Public Opinion: A Model for Nation Branding and Public Diplomacy (pp. 201-219), New York, NY: Peter Lang.
  • Yang, Hongwei, & DeHart, Jean (January, 2016), "Social Media Use and Online Political Participation Among College Students during the US Election 2012," Social Media + Society, Vol. 2, No. 1, doi:10.1177/2056305115623802.
  • Yang, Hongwei, & Wang, Yingqi (August/September, 2015), "Social Sharing of Online Videos: Examining American Consumers' Video Sharing Attitudes, Intent, and Behavior," Psychology and Marketing, Vol. 32, No. 9, pp. 907-919. DOI: 10.1002/mar.20826
  • Zhou, Liuning & Hongwei Yang (Summer, 2015), “Online Advertising,” in Ashley Esarey and Randolph Kluver (eds.) the Internet in China: An Encyclopedia Handbook of Online Business, Information, Distribution, and Social Connectivity, Gt Barrington, MA: Berkshire Publishing.
  • Yang, Hongwei (Fall, 2014), "Prior Negative Experience, Online Privacy Concerns and Intent to Disclose Personal Information in Chinese Social Media," International Journal of E-Business Research, Vol. 10, No. 2, pp. 23-44.
  • Wen, Lei, Yang, Hongwei, & Zhou, Lihui (Spring, 2014), "Examinging Young Chinese Consumers' Perceptions of Bank's Corporate Social Responsibility," Journal of International Finance and Economics, Vol. 14, No.1, pp. 39-52.
  • Yang, Hongwei (Spring, 2014), "Young Chinese Consumers' Online Privacy Concerns and Privacy Protection Intent in Social Media, " International Journal of China Marketing, Vol. 4, No. 1, pp. 82-101. 
  • Yang, Hongwei (Winter, 2013), "A Cross-Cultural Study of Market Mavenism in Social Media: Exploring Young American and Chinese Consumers' Viral Marketing Attitudes, eWOM Motives, and Behavior," International Journal of Internet Marketing and Advertising, Vol. 8, No. 2, pp. 102-124.
  • Yang, Hongwei & Liu, Hui (Winter, 2013), "Prior Negative Experience of Online Disclosure, Privacy Concerns, and Regulatory Support in Chinese Social Media," Chinese Journal of Communication, Vol. 7, No. 1, pp. 40-59.
  • Yang, Hongwei (April, 2013), "Market Mavenism in Social Media: Exploring Young Chinese Consumers' Viral Marketing Attitude, eWOM Motives and Behavior," Journal of Asia-Pacific Business, Vol. 14, No. 2, pp. 154-178.
  • Yang, Hongwei (Spring, 2013), "Bon Appétit for Apps: Young American Consumers’ Acceptance of Mobile Applications," Journal of Computer Information Systems, Vol. 53, No. 3, pp. 85-96.
  • Liu, Hui & Yang, Hongwei (March, 2013), “Opinion Leadership and Mobile Marketing: An Exploratory Study of Chinese Young Opinion Leaders’ Mobile Marketing Attitude and Behavior,” Contemporary Communications (Chinese), No. 2, 68-71. 
  • Yang, Hongwei (Winter, 2013), "Privacy Concerns, Regulation, & Social Media: Young American Consumers' Online Privacy Concerns, Trust, Risk, Social Media Use and Regulatory Support," Journal of New Communications Research, Vol. V, No. I, pp. 1-30.
  • Yang, Hongwei (December, 2012), "Young American Consumers’ Prior Negative Experience of Online Disclosure, Online Privacy Concerns, and Privacy Protection Behavioral Intent," Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, Vol. 25, pp. 179-202.
  • Yang, Hongwei, Hui Liu, & Liuning Zhou (January, 2012), "Predicting Young American and Chinese Consumers' Mobile Viral Attitudes, Intents and Behavior," Journal of International Consumer Marketing, Vol. 24, No. 1/2, pp. 24-42.
  • Yang, Hongwei, Hui Liu & Liuning Zhou (January, 2012), "Predicting Young Chinese Consumers' Mobile Viral Attitudes, Intents and Behavior," Asia Pacific Journal of Marketing and Logistics, Vol. 24, No. 1, pp. 59-77.
  • Yang, Hongwei, & Liuning Zhou (June, 2011), "Extending TPB and TAM to Mobile Viral Marketing: An Exploratory Study on American Young Consumers' Mobile Viral Marketing Attitude, Intent and Behavior," Journal of Targeting, Measurement and Analysis for Marketing, Vol. 19, No. 2, pp. 85-98.
  • Yang, Hongwei, Hui Liu, & Liuning Zhou (December, 2010), “Predicting Chinese Young Consumers’ Acceptance of Mobile Advertising: A Structural Equation Modeling Approach,” Chinese Journal of Communication, Vol. 3, No. 4, pp 435-452.
  • Yang, Hongwei, Liuning Zhou, & Hui Liu (June, 2010), “A Comparative Study of American and Chinese Young Consumers’ Acceptance of Mobile Advertising: A Structural Equation Modeling Approach,” International Journal of Mobile Marketing, Vol. 5, No. 1, pp. 60-76.
  • Yang, Hongwei & Zhou, Liuning (May, 2009), "A Comparative Study of Chinese and American Internet Advertising Regulation," The Proceedings of the 2009 Asian-Pacific Conference of American Academy of Advertising, Beijing, China, pp. 165-171.
  • Stone, Gerald C. & Yang, Hongwei (March, 2003), “ ‘And now the news, brought to you by arthritis, overactive bladder and osteoporosis’: A content analysis of commercials aired on network news,” The Proceedings of the 2003 Conference of the American Academy of Advertising, Denver-Broomfield, CO, pp. 57-63.

Courses Taught: 

  • COM 2700 Advertising Foundations 
  • COM 3640 Media Planning
  • COM3928 Communication Research Methods
  • COM3544 Strategic Planning in Advertising
  • COM4250 Professional Ethics in Advertising


  • Ph.D. Mass Communication with the concentration on advertising.
  • Southern Illinois University Carbondale. 2006.
  • M.A. English Literature. Beijing Foreign Studies University. 1997.
  • B.A. English. Nankai University Tianjin. 1994.


Title: Associate Professor, Advertising
Department: Department of Communication

Email address: Email me

Phone: (828) 262-6972

Office address
Walker Hall 137