Yan Shan

Assistant Professor

Yan Shan

Office| Bldg 26, Rm. 227

Phone| 805-756-7749








Dr. Yan Shan (M.A. University of Central Florida, 2011; Ph.D. University of Georgia, 2014) is an assistant professor in the Journalism Department at Cal Poly, San Luis Obispo. She joined the department in 2016 teaching courses in the areas of public relations, advertising, and integrated marketing communication. Dr. Shan’s research examines the impact of new and emerging communication technologies on attitude and behavior. Shan has published one book chapter, six peer-reviewed journal articles, and presented fourteen research papers at academic conferences.

Peer-Reviewed Journal Articles:

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. 

Writz, J., Hayes, J. L., & Shan, Y. (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, 20, 5-17. 

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. 

Book Chapter:

Hayes, J. L., Shan, Y., & King, W. K. (2018). Chapter 9: The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behavior. Chu, Shu-Chuan, Juran Kim, and Charles R. Taylor. Electronic Word of Mouth as a Promotional Technique: New Insights from Social Media, Co-Editors, Routledge, Taylor and Francis Group.

Recent Conference Presentations:

Cheng, K-J., Shan, Y., & Lin, J-S. (2019). Examining the psychological mechanism of processing branded content in social media. Paper is accepted for poster presentation at the European Marketing Academy (EAMC) 48th Annual Conference on May 29-31, 2019 in Hamburg, Germany. 

Cheng, K-J., Lin, J-S., & Shan, Y (2018). Influencer marketing in China: Examining the effects of parasocial identification, engagement, and inferences of manipulative intent on self-esteem. Paper presented at the 2018 International Conference on Research in Advertising (ICORIA), June 21-23, Valencia, Spain. 

Shan, Y., Cheng, K-J., & Lin, J-S (2018). When social media influencers endorser brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motives. Paper presented at the 2018 American Academy of Advertising Annual Conference, March 22-25, New York, NY. 

Walker, K., & Shan, Y. (2017). The effect of young women’s body image and mood from exposure to runway models. Paper abstract presented at the 2017 International Communication Association Conference (Health Communication Division), May 25-29, San Diego, CA.

Hayes, J., Shan, Y., & Applequist, J. (2016). Brand, interpersonal, and social network trust in viral advertising referral and referral acceptance. Paper presented at the 2016 American Academy of Advertising Conference, March, 17-20, Seattle, WA. 

Teaching Specialties:

Faculty Advisor:

Central Coast PRspectives (CCPR), Public Relations Student Society of America (PRSSA)

  • JOUR 331 Contemporary Advertising
  • JOUR 345 Social Media for Strategic Communication
  • JOUR 413 Public Relations Campaigns
  • JOUR 415 Advanced Public Relations Practice: CCPR

Related Content