杨帅教授

   杨帅，东华大学管理学院教授，博导，副院长，宝钢优秀教师。从事新媒体与新技术营销、时尚营销、旅游管理等研究。在国内外知名期刊上（如营销科学学报、南开管理评论、Journal of Marketing Research、Journal of Management Information Systems）发表或被收录学术论文多篇；主持国家自然科学基金2项；担任中国高等院校市场学研究会常务理事、Nankai Business Review International副编辑（Associate Editor）、Journal of Contemporary Marketing Science编委（Editorial Review Board）、《东华大学学报（自然科学版）》编委。获2015年Winter AMA Marketing Educators' Conference年会全会最佳论文奖以及“社交媒体和电子营销”分会的最佳论文奖；获Journal of Marketing Management期刊2016年最佳论文推荐奖；获Journal of Contemporary Marketing Science期刊2020年杰出评审人。

研究兴趣：

新媒体营销、时尚营销、旅游管理

教育背景：

2009.08-2014.07  市场营销系, 商学院, 美国康涅狄格大学, 博士

2006.09-2009.07  市场营销系, 管理学院, 复旦大学, 硕士

2002.09-2006.07  市场营销系, 管理学院, 复旦大学, 学士

工作经历：

2021.09-至今         旭日工商管理学院, 东华大学, 教授

2017.09-2021.08      旭日工商管理学院, 东华大学, 副教授

2014.07-2017.08      旭日工商管理学院, 东华大学, 讲师

获奖荣誉：

2022  获宝钢优秀教师奖

2020  获Journal of Contemporary Marketing Science期刊2020年杰出评审人

2016  获Journal of Marketing Management期刊2016年最佳论文推荐奖

2015  研究成果获2015 Winter AMA全会最佳论文奖及“社交媒体和电子营销”分会的最佳论文奖

2013  入选“AMA-Sheth Foundation Doctoral Consortium Fellow”

2013  获“2013 ING Global PhD Fellowship”

2013  获“2012-2013 CIBER Dissertation Support Award” 

学术成果：

代表性期刊论文

1. Shuai Yang, Guiyang Xiong*, Huifang Mao, Minghui Ma (2023). Virtual Fitting Room Effect: Moderating Role of Body Mass Index. Journal of Marketing Research (UTD50期刊).

2. Shuai Yang, Guiyang Xiong* (2019). Try It On! Contingency Effects of Virtual Fitting Rooms. Journal of Management Information Systems (FT50期刊), 36(3), 789-822.

3. Yahui Liu, Hualu Zheng, Shuai Yang*, Junjie Wang (2023). How Pop-Ups Drive Online Sales: Moderating Effects of Online Promotions. European Journal of Marketing.

4. Shuai Yang, Yizhe Wang, Zhen Li*, Chiyin Chen*, Ziyue Yu (2022). Time-of-day effects on (un)healthy product purchases: Insights from diverse consumer behavior data. Journal of Business Research, 152, 447-460.

5. Shuai Yang, Xinyu Chang, Sixing Chen, Shan Lin, William T. Ross, Jr. (2022). Does Music Really Work? The Two-Stage Audiovisual Cross-Modal Correspondence Effect on Consumers’ Shopping Behavior. Marketing Letters, 33(2), 251–276.

6. 杨帅，陈建宏，柯丹*，李大辉(2021). 共享住宿定价策略的跨国差异：国家文化价值观在共享经济中的调节作用. 南开管理评论(CSSCI), 第24卷第3期，60-71.

7. Shuai Yang*, Joseph Pancras, Yiping Song (2021). Broad or Exact? Search Ad Matching Decisions with Keyword Specificity and Position. Decision Support Systems, 143, 113491.

8. Yating Li, Bin Li, Gang Wang, Shuai Yang* (2021). The effects of consumer animosity on demand for sharing-based accommodations: Evidence from Airbnb. Decision Support Systems, 140, 113430.

9. Shuai Yang, Yahui Liu, Xiaojun Wu* (2021). 1+1<2! Effects of social media engagement and advertising on firm value of tourism and hospitality companies. Journal of Hospitality & Tourism Research, 45(8), 1417–1439.

10. Shuai Yang, Sixing Chen*, Jeffrey R. Carlson (2020). How augmented reality affects advertising effectiveness: the mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services, 54 (May), 54, 102020.

11. Shuai Yang, Tao Li, Sixing Chen*, Bin Li (2019). When and Why Do Negative Reviews Have Positive Effects? An Empirical Study on The Movie Industry. Nankai Business Review International, 11(1), 87-101.

12. Minghui Ma, Jian Huang, Shan Lin, Shuai Yang* (2019). From finance to marketing: Initial public offering ownership overhang and marketing in the hospitality industry. International Journal of Hospitality Management, 76, 71–82.

13. Xun Li, Rigoberto Lopez, and Shuai Yang* (2018). Energy-Milk Price Transmission at the Product Brand Level. Agricultural Economics, 49, 289–299.

14. Yiping Song, Chee Wei Phang, Shuai Yang, and Xueming Luo* (2018). The Effectiveness of Contextual Competitive Targeting in Conjunction with Promotional Incentives. International Journal of Electronic Commerce, 22, 3, 349-385.

15. Shan Lin, Shuai Yang*, Minghui Ma, Jian Huang (2018). Value Co-Creation on Social Media: Examining the Relationship between Brand Engagement and Display Advertising Effectiveness for Chinese Hotels. International Journal of Contemporary Hospitality Management, 30(4), 2153-2174.

16. Shuai Yang, Dong Li, Zhihao Tao, and Xun Li* (2018). Search Engine Advertising for Organic Food: The Effectiveness of Information Concreteness on Advertising Performance. Journal of Consumer Behaviour, 17, 47–56.

17. Shuai Yang, Yiping Song*, Joseph Pancras (2017). Matching Exactly or Semantically? An Examination of the Effectiveness of Synonym-Based Matching Strategy in Chinese Paid Search Market. Journal of Electronic Commerce Research, 18(1), 32-51.

18. Shuai Yang, Yiping Song*, Sixing Chen*, Xin Xia (2017). Why are customers loyal in sharing-economy services? A relational benefits perspective. Journal of Services Marketing, 31(1), 48-62.

19. Shuai Yang，Shan Lin*，Jeffrey R. Carlson，William T. Ross, Jr. (2016). Brand engagement on social media: Will firms’ social media efforts influence search engine advertising effectiveness?. Journal of Marketing Management, 32(5-6): 526-557.

20. 杨帅，宋筱莹，宋亦平. 自我概念的驱使或情绪调适能力的影响？负面口碑传播的心理驱动探究. 营销科学学报, 2010, (3): 108-120.

21. 杨帅，宋亦平，严秀茹. 不同服务行业中关系利益对于顾客忠诚度影响作用的研究. 营销科学学报, 2007, Vol.3(1): 107-119.

著作与教材

宋亦平，杨帅，许诺，范鹏东. 顾客为什么忠诚——关系利益视角的研究. 上海：格致出版社，上海人民出版社，2010.

教学科研项目：

1. 2020 上海高校一流本科课程《市场营销学》

2. 2020-2023  虚拟试衣间对消费行为的影响机制: 基于大规模随机田野实验的研究, 国家自然科学基金面上项目(71972035)

3. 2019-2021  东华大学“励志计划”（B类）, 中央高校基金

4. 2017-2019  基于企业视角的品牌社交契合研究: 测量维度和作用机制, 国家自然科学基金青年项目(71602026) 

授课课程：

1. 本科生: 市场营销学, 精准营销, 整合营销传播

2. 研究生: 学术论文写作

学术与社会职务：

中国高等院校市场学研究会常务理事、理事；

Nankai Business Review International副编辑（Associate Editor）；

Journal of Contemporary Marketing Science编委（Editorial Review Board）；

《东华大学学报（自然科学版）》编委；

2018年市场营销国际会议The Academy of Marketing Science Annual Conference服务营销分会联席主席；

国家自然科学基金委面上项目评议人。

办公室:旭日楼 508                                                 邮箱: shuai.yang@dhu.edu.cn