Yan Shan

Assistant Professor

Yan Shan


Bldg 26, Rm. 227








Dr. Yan Shan earned her Ph.D. in Mass Communication at the University of Georgia in 2014. She taught and researched at the University of South Florida prior to joining the faculty here at Cal Poly. Prior to entering academia, Shan has been a reporter and copy editor at newspaper and TV station in China.

As a researcher focused on media strategy and advertising effect, Shan’s research examines the impact of new and emerging communication technologies, including

social media, on advertising and public relations. She has conducted research on the influence of user-generated content on media credibility, the use of social media for optimizing multichannel brand communications, the effects of virtual environments on user attitude and behavior.

Shan has presented her research at a number of conferences, including American Academy of Advertising, Association for Educator in Journalism and Mass Communication, National Communication Association, American Marketing Association, Broadcast Education Association, and International Communication Association.

Peer-Reviewed Journal Articles:

Wirtz, W., Hayes, J., & Shan, Y. (forthcoming 2016). Looking Back; Looking Forward: A Systematic Review of 20 Years of Research and Commentary Published by Journal of Advertising Education. Journal of Advertising Education.

Shan, Y. (2016). How Credible Are Online Product Reviews? The Effects of Self-Generated and System-Generated Cues on Source Credibility Evaluation. Computers in Human Behavior, 55, 633-642.

Shan, Y., & King, W. K. (2015). The Effects of Interpersonal Tie Strength and Subjective Norms on Consumers’ Brand-Related eWOM Referral Intentions. Journal of Interactive Advertising, 15 (1), 16-27. 


Earned the 2014 Dissertation Proposal Award funded by the American Academy of Advertising.


     Contemporary Advertising

Public Relations

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