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

Phone: 312.915.6577



Jing Yang is an Assistant Professor of Digital Advertising in the School of Communication at Loyola University Chicago. She teaches and develops graduate and undergraduate coursers with a focus on digital advertising (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 in teaching and course development.

Before joining Loyola, Jing completed her doctoral education at Michigan State University with a primary focus on digital marketing communications in the context of social media and emerging technologies. Her current and ongoing research still carries on her orginal research path, but with extensions to computational methods in advertising research, as well as AI adoption and usage in advertising field. Her research projects have been published in numerous peer-reviewed journals, such as the Journal of Advertising, Journal of Product and Brand Management, Journal of Interactive Advertising, Journal of Research in Interactive Marketing, and Journal of Promotion Mangagement. She is also the receipt of the “Best Conference Paper” in the Annual Conference of American Academy of Advertising (2021).

Her research proposals have also received several internal and external research grants from Loyola University Chicago and the American Academy of Advertising on her projects related to Chatbot Design and Algorithm Transparency in Digital Advertising.

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 in the Global and Multicultural Committee in AAA, and Advertising Division Graduate Student Grant Review in AEJMC.


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

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)

Selected Publications

Yang, J., Kanthawala, S., Joo, E. & Kononova A. (Accepted, In Press). Can Brand Sponsorship Help Adoption of mHealth Apps The Role of Issue Relevance, Brand Involvement, and Perceived App Quality. Journal of Promotion Management.

Yang, J. & Mundel, J. (Accepted, In Press). Brand Feedback to Negative eWOM on Social Media: An Expectation Violation Approach. Journal of Product and Brand Management.

Mundel, J., Yang, J.,  & Wan, A.  (Accepted, In Process). Influencer Marketing and Consumer Well-Being: From Source Characteristics to Social Media Anxiety and Addiction. Book Chapter in The Emerald Handbook of Computer-Mediated Communication and Social Media

Yang, J. & Jiang, M.T. (2021). Demystifying Congruence Effects in Instagram In-feed Native Ad. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-03-2020-0048

Yang, J., Teran, C., Battocchio, A., Bertellotti, E. & Wrzesinski, S. (2021). Building Brand Authenticity on Social Media: The Impact of Instagram Ad Model Genuineness and Trustworthiness on Perceived Brand Authenticity and Consumer Responses. Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2020.1860168

Yang, J., Jiang, M.T., & Wu, L.W. (2021). Native Advertising in WeChat Official Accounts: How do Ad-Content Congruence and Advertising Skepticism Influence Advertising Effectiveness? Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2021.1900758

Yang, J. & Mundel, J. (2021). “Are We All in This Together?”: Brand Opportunism in COVID-19 Cause Related Marketing and the Moderating Role of Consumer Skepticism. Journal of Promotion Managementhttps://doi.org/10.1080/10496491.2021.1888181

Yang, J. & Battocchio, A.F. (2020). Effects of Transparent Brand Communication on Perceived Brand Authenticity and Consumer Responses. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-03-2020-2803

Yang, J. & Zhao, X.Y. (2020). The Impact of Information Processing Styles and Persuasive Appeals on Consumers’ Engagement Intention towards Social Media Video Ads. Journal of Promotion Management. https://doi.org/10.1080/10496491.2020.1851846

Chu, S.C., Cao, Y.,Yang, J, Mundel, J. (2019). Understanding Advertising Client-Agency Relationships in China: A Multi-method Approach to Investigate Guanxi Dimensions and Agency Performance. Journal of Advertising, 48:5, 473-494, https://doi.org/10.1080/00913367.2019.1663318