Pianpian Yang
Shenzhen University, Jeonbuk National University
Research areas: Business, Management and Accounting · Marketing · Digital Marketing and Social Media · Consumer Behavior in Brand Consumption and Identification · Quality and Supply Management
0000-0001-6500-5791
About
Pianpian Yang, Ph.D., is an Associate Professor of Marketing in the College of Management at Shenzhen University, China. She earned her Ph.D. in Marketing from Chonbuk National University, South Korea. Her research focuses on consumer behavior, emotion, social media advertising, AI-driven advertising, and gamification. Dr. Yang contributes to emotional accounting theory, affective appraisal tendency framework, self-determinate theory ect. She employs experiments, eye-tracking, text-mining, questionnaires, and interview.
Dr. Yang has received competitive research support from multiple agencies as PI, including the National Natural Science Foundation of China (71602122), the Ministry of Education’s Humanistic and Social Science Project (23YC630208), the Natural Science Foundation of Guangdong Province (2022A1515012130), the Philosophy and Social Science Planned Project of Guangdong Province (GD23CGL13), as well as additional grants from Shenzhen University.
Dr. Yang has published 33 papers, including 21 JCR SSCI/SCI papers, total 400 citations. Her work has been published in leading journals, including the European Journal of Marketing, Journal of International Consumer Marketing, Computers in Human Behavior, Current Psychology, Internet Research, Industrial Management & Data Systems, International Journal of Information Technology, and Journal of Distribution Science, among others. She has also developed and published four business cases. Dr. Yang is the session chair of marketing conferences, including the Conference of Chinese Marketing Association of Universities, China Marketing International Conference ect.
Dr. Yang has supervised 2 MBA students, 10 graduate students, and 2 international graduate students. Her teaching portfolio spans undergraduate and graduate programs. At the undergraduate level, she has taught Principles of Marketing (English), Consumer Behavior, International Marketing, Finance and Marketing, Personal Selling, and SPSS & Data Analysis. At the graduate level, she has taught Management Research Methodology (English) and Paper Writing and Guidance.
She has received multiple honors, including the Shenzhen High-Level Talent Award (2021–2026) for research excellence in consumer behavior, Excellent Undergraduate Class Director (2025), Outstanding Undergraduate Supervisor (2021), Outstanding Supervisor for Guiding Undergraduate Graduation Thesis (2021, 2022), Tencent Mentor Award—Excellent Class Director (2021), and Excellent Teacher for Guiding Bachelor’s Internship (2017).
Employment
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Shenzhen University Associate Professor2024 - Present
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Shenzhen University Assistant Professor2015 - 2023
Education
- 2010 - 2015
Projects & Funding
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Excellent Class Director of Tencent Mentor Award Shenzhen University2025 - 2025
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The Brands Equipped with Chinese Fashion Influence Ambivalence Attitudes and Consumers’ Behavior (23YC630208) Humanities and Social Science Fund of Ministry of Education of China2024 - 2026
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Shenzhen University High-level Achievement Cultivation Program Shenzhen University2024 - 2025
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Eliciting Inspiration or Decreasing Authenticity? The Features of Brands with Chinese Fashion on Fans’ Behaviors (GD23CGL13) Guangdong Office of Philosophy and Social Science2023 - 2025
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Outstanding Supervisor of Undergraduate Graduation Thesis Shenzhen University2022 - 2022
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Outstanding Supervisor of Undergraduate Graduation Thesis Shenzhen University2022 - 2022
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Outstanding Postgraduate Supervisor Shenzhen University2022 - 2022
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Shenzhen High-level Talents Award Shenzhen Government2022 - 2026
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The Effects of Pride-Tagged Money Versus Surprise-Tagged Money on Irrational Decision Making (2022A1515012130) Natural Science Foundation of Guangdong Province2022 - 2024
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The Excellent Class Administrator for Guiding College Freshman in Shenzhen University Shenzhen University2021 - 2022
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Excellent Class Director of Tencent Mentor Award Shenzhen University2021 - 2021
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The Course Support Project for Principles of Marketing in English(JG2021009) Shenzhen University2021 - 2022
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Outstanding Supervisor of Undergraduate Graduation Thesis Shenzhen University2021 - 2021
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The Support Project for Researching the Effect of AI on Consumers’ Psychology and Consumer Behaviors (000029120156) Shenzhen University2020 - 2021
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The Support Project for Researching Neuromarketing (0000280453) Shenzhen University2020 - 2021
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The Regulatory Effect of Advertisement with Varying Product Attributes on Negative Emotions: Based on Neurophysiology Methods (71602122) National Natural Science Foundation of China2017 - 2019
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The Excellent Teacher for Guiding Bachelors’ Internship Shenzhen University2017 - 2017
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The Support Project for the Theory and Practice of Neuromarketing (0000280453) Shenzhen University2017 - 2018
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The Teaching Support Project for Personnel Sale Management Shenzhen University2017 - 2018
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The Support Project for Making MOOC courses in Personnel Sale Management Shenzhen University2017 - 2018
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The Support Project for Young Teachers in Humanities and Social Sciences Shenzhen University2015 - 2016
Publications (32)
- The Effect of LLM Social Identity on Their Product Recommendation Save
- Effects of using internet slang versus standard language in ads on brand attitude Save
- How Surrealism in AI-Generated Ads Influences Consumers’ Purchase Intentions Save
- A Research on the Dimensions and Mechanism of China-Chic Brand Save
- Asking alternative identity for help: how and why the multiple-identity perspective impacts compensatory consumption behavior Save
- How social media promotes impulsive buying: examining the role of customer inspiration Save
- Influence of cellulose nanofibers on the behavior of Pickering emulsions. Part II: Thixotropy and dynamic-mechanical tests Save
- Interactive vs transactional: how social media ads engage consumers with disparate regulatory orientation and lay rationalism Save
- You Wear Face Mask, I Keep Social Distance: Comparing COVID-19 Preventive Behaviors between China and the United States Save
- The Effect of Deprived Curiosity on Variety-seeking Behavior Save
- Effect of achievement-related gamification on brand attachment Save
- Influence of Cellulose Nanofibers on the Behavior of Pickering Emulsions. Part 1. Microscopy and Startup Flow Test Save
- Revisiting enterprise resource planning (ERP) risk factors over the past two decades: defining parameters and providing comprehensive classification Save
- Response Curve Modeling of Chemiresistive Gas Sensors by Modified Gompertz Functions Save
- The effects of ad social and personal relevance on consumer ad engagement on social media: The moderating role of platform trust Save
- Do control mechanisms always promote collaborative performance: the role of formal institutions and business ties Save
- Effects of pride-tagged money and surprise-tagged money on online tipping Save
- How to inspire customers via social media Save
- Effect of hydrophobic interactions on lower critical solution temperature for poly(N-isopropylacrylamide-co-dopamine methacrylamide) copolymers Save
- The impact of gamification element on purchase intention Save