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Jing Yang, PhD

Associate Professor

Jing Yang
  • 312.915.6577
  • School of Communication 217
  • Education

    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

    Dr. Jing Yang (Ph.D., Michigan State University) is an Associate Professor of Digital Advertising in the School of Communication at Loyola University Chicago. She teaches and develops graduate and undergraduate courses about digital advertising and emerging technologies (e.g., social media advertising, mobile advertising, search and display advertising, and AI in advertising). In 2021, she was the recipient of the “Outstanding Teacher Award” in recognition of her commitments to teaching and course development.
    Her current and ongoing research focuses on the impact of Generative AI, algorithm transparency, virtual influencers, live-streaming commerce, and computational advertising within the advertising domain. Her research projects have been published in numerous top-tier peer-reviewed journals, such as the Journal of Advertising, the Journal of Interactive Marketing, the Journal of Marketing Communications, the Journal of Current Issues and Research in Advertising, the Journal of Product and Brand Management, the Journal of Interactive Advertising, the Journal of Research in Interactive Marketing, and the Journal of Promotion Management. She is also the recipient of the “Best Conference Paper” award at the 2021 Annual Conference of the American Academy of Advertising and has received several research fellowship awards within Loyola University Chicago and the academy.
    As an active member of academia, Jing is a member of the American Academy of Advertising (AAA), European Advertising Academy (EAA), the Association for Educators of Journalism and Mass Communication (AEJMC), and the International Communication Association (ICA). She also serves on the Global and Multicultural Committee in AAA, and the Advertising Division Graduate Student Grant Review in AEJMC.

    Specialty Area

    Digital Advertising, Social Media, Authenticity, AI in Advertising, and Computational Analysis

    Courses Taught

    Social Media Advertising
    Mobile Advertising
    AI in Advertising
    Search and Display Advertising
    Advertising Principles
    Advertising Campaign
    Research Methods in ADPR
    Media Planning
    Innovations in Digital Advertising (Study Abroad Program in Cannes & Nice)

    Research Interests

    1) Generative AI, Advertising Effectiveness, Brand Perceptions, Education Effectiveness, and Ethical Concerns
    2) Virtual/AI influencers
    3) Algorithm Transparency
    4) Live-streaming Commerce, Advertising Effectiveness, Brand Perceptions, and Social Impact
    5) Computational Methods in Advertising Research


    Peng, Y.L., Wen, J. Yang, J. (Accepted, In Press). A Computer Vision Methodology to Predict Brand Personality from Image Features, Journal of Advertising
    Chuan, C.H., Tsai, W.H., Yang, J. (Accepted, In Press). Artificial Intelligence, Advertising, and Society, Advertising & Society Quarterly
    Yang, J. (2023). Preparing for the New Era of Artificial Intelligence: My Experience of Teaching "Artificial Intelligence in Advertising." Journal of Advertising Education
    Yang, J., Kennedy-Foglio, L., Jiang, M.T., Joo, E.S. (2023) Is this Endorsement Authentic? The Role of Message Sequence in Influencer Marketing. Advances in Advertising Research (Vol. XII). 
    Mundel, J., Wan, A., Yang, J. (2023), Processes Underlying Social Comparison with Influencers and Subsequent Buying: The Roles of Social Anxiety and social media addiction, Journal of Marketing Communications.
    Yang, J., Jiang, M.T., Kim, T.Y. (2023). "Authentic Warmth in These Uncertian Times": The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses, Journal of Promotion Management
    Joo, E.S., Yang, J. (2023). How Perceived Interactivity Affects Consumers' Shopping Intentions in Live Stream Commerce: Roles of Immersion, User Gratification and Product Involvement, Journal of Research in Interactive Marketing
    Kim, T.Y., Yang, J., Yim, M.C. (2023). The Effect of Institutional CSR on Brand Advocacy during COVID-19: The Moderated Mediation Effect of CSR Expectancy and Value-driven Motivation, Journal of Product and Brand Management