Yan Shan

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Yan Shan

Assistant professor

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  • Ph.D. Grady College of Journalism and Mass Communication, University of Georgia
  • M.A. University of Central Florida


  • Public Relations
  • Strategic Communication
  • Influencer Marketing
  • Advertising Messaging and Strategy

Yan Shan teaches public relations campaign, contemporary advertising, and social media for strategic communication. Her research examines the development of digital and social media and its influence on branded communication. Shan's recent publications examine the use of social media influencers in a communication campaign, and assess how this particular form of promotional message impacts audiences' decision-making process.

Selected Publications

  • Chen, K-J., Lin, J-S., & Shan, Y. (2021). Influencer marketing in China: The roles of parasocial identification, consumer engagement, and inferences of manipulative intent. Journal of Consumer Behaviour, 1-13.
  • Shan, Y., Chen, K-J., & Lin, J-S. (2019). When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising.
  • Hayes, J. L., Shan, Y., & King, W. K. (2018). The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behavior. International Journal of Advertising, 37 (1), 142-164.
  • Ahn, S-J., Phua, J., & Shan, Y. (2017). Self-endorsing in digital advertisements: Using virtual selves to persuade physical selves. Computers in Human Behavior, 71, 110-121.
  • Kwon, E-S., Shan, Y., Lee, J., & Reid, L. N. (2017). Inter-study and intra-study replications in leading marketing journals: A longitudinal analysis. European Journal of Marketing, 51 (1), 257-278.


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