College Directory

Yang Feng, Ph.D.

Associate Professor in Artificial Intelligence - Department of Advertising, Consortium on Trust in Media and Technology

Office: 1200 Weimer Phone: 352-392-0453 Email:


Dr. Feng is an Advertising Associate Professor in Artificial Intelligence. Prior to joining UF, she was an Associate Professor in Advertising at San Diego State University, where she had taught since 2016. Her research explores the evolving capabilities of artificial intelligence (AI) across varying levels of sophistication within the advertising sector. In particular, she examines how AI plays different roles (e.g., tool, consultant, collaborator, expert, and agent) that influence consumer perceptions and behaviors through normative cues and targeted information dissemination. Utilizing machine learning in addition to other traditional social science approaches (e.g., surveys, experiments, in-depth interviews, focus groups), she analyzes the dynamics of consumer interactions with AI-mediated social media advertisements and virtual influencers from an anthropocentric viewpoint. She also investigates the use of emerging technologies, including augmented reality, virtual reality, and 360-degree videos, to generate interactive advertising messages. Her research on augmented reality and privacy issues has been featured in mainstream media, such as the Washington Post and Good Morning America.

Dr. Feng has published over 30 scholarly articles in the Journal of Advertising, International Journal of Advertising, Journal of Interactive Advertising, Journal of Current Issues & Research in Advertising, Journal of Health Communication, and Computers in Human Behavior, among others. As the PI, she is a three-time recipient of American Academy of Advertising Research Fellowship in 2017, 2022, and 2024, respectively. As the lead author, she received the best conference paper award from the 2020 annual conference of American Academy of Advertising. She is an editorial board member of the Journal of Advertising, International Journal of Advertising, and Journal of Current Issues & Research in Advertising. Also, she is the associate editor of the Journal of Advertising Research and Journal of Interactive Advertising and served as Membership Committee Chair for the American Academy of Advertising in 2021 and 2022. In 2021, she served as one of the keynote speakers for the annual conference of the Japan Academy of Advertising.

Areas of Expertise

Advertising Campaign, Research and Strategy, Artificial Intelligence (AI), Audience/Consumer Insights, Branding/Brand Relationships, Social Media


Ph.D., Mass Communication from Southern Illinois University at Carbondale Master’s in Communication Studies, Nanyang Technology University in Singapore
Bachelor’s in Management, Communication University of China in Beijing



Refereed Journal Articles

Feng, Y., & Kim, J. (2024). Why Do People Generate Toxic Speech Toward Woke Advertising? The Role of Persuasion Knowledge and Cognitive Dissonance. Journal of Current Issues & Research in Advertising. DOI: 10.1080/10641734.2024.2328576

Chen, H., & Feng, Y. (2024). Friend or foe? A mixed method analysis on YouTube users’ replies to top comments of femvertising. Qualitative Market Research, 27(1), 42-60. DOI: 10.1108/QMR-05-2022-0074

Feng, Y., Chen, H., & Xie, Q. (2023). AI Influencers in Advertising: The Role of AI Influencer-Related Attributes in Shaping Consumer Attitudes, Consumer Trust, and Perceived Influencer–Product Fit. Journal of Interactive Advertising, 24(1). DOI: 10.1080/15252019.2023.2284355

Feng, Y., & Xie, Q. (2023). Influencer Marketing in Web 3.0: How Algorithm-Related Influencer following Norms Affect Influencer Endorsement Effectiveness. Journal of Promotion Management. DOI: 10.1080/10496491.2023.2279768

Feng, Y., & Chen, H. (2022). Leveraging Artificial Intelligence to Analyze Consumer Sentiments within Their Context: A Case Study of Always #LikeAGirl Campaign. Journal of Interactive Advertising, 22(3), 336-348. DOI: 10.1080/15252019.2022.2126337

Feng, Y., & Chen, H. (2022). Evolving consumer responses to social issue campaigns: A data-mining case of COVID-19 ads on YouTube. Journal of Interactive Advertising, 22(2), 195-206. DOI: 10.1080/15252019.2022.2063770

Xie, Q., & Feng, Y. (2022). How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing. International Journal of Advertising, 42(2), 317-343. DOI: 10.1080/02650487.2022.2071393


Xie, Q., Jiang, M., Feng, Y., & Phua, J. (2024). Brand Endorsement by Influencers Fueling the Anti-Vaccine Movement: The Roles of Misinformation Interventions and Pre-Existing Schema in Endorsement Effectiveness. Oral Presentation at Annual Conference of American Academy of Advertising, Portland, OR.

Feng, Y., & Kim, J. (2024). Deciphering Trust Factors: Essential Drivers of Consumer Trust in Synthetic Advertising. Oral Presentation at Annual Conference of American Academy of Advertising, Portland, OR.

Choi, H., Northup, T., Feng, Y., & Yoo, K. (2024). Will the Sexual Appeal of Plus-size Models Work? Investigating the Differential Influence of Feminist Perspectives on Consumer Responses. Oral Presentation at Annual Conference of American Academy of Advertising, Portland, OR.

Feng, Y., Xie, Q., & Chen, H. (2024). Leveraging Influencer Inoculation Holistically: Countering Negative Online Reviews to Boost E-Commerce. Oral Presentation at Annual Conference of American Academy of Advertising, Portland, OR.

Feng, Y., & Yang, J. (2024). Opportunities, Challenges, and Ethical Implications of Generative Artificial Intelligence in Advertising and Mass Communication. Keynote/Plenary Address at Preconference of American Academy of Advertising, Portland, OR.

Feng, Y. (2023). AI-driven Advertising: Balancing Innovation with Ethics. Oral Presentation at Intelligent Science Advertising Development, Nanchang, China.

Feng, Y. (2023). Narratives in the age of AI: The future of media, ethical considerations, and communication dynamics. Oral Presentation at CJC Research Friday, Gainesville, FL.

Feng, Y. (2023). Generative AI in Media and Society, Contributions and Implications of AI-Powered Content Creation. Oral Presentation at 2023 UF AI Days, Gainesville, FL.

Feng, Y., & Xie, Q. (2023). Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective: How Post Topic and Visual Type Intertwine to Boost Consumer Engagement. Oral Presentation at Annual Conference of American Academy of Advertising, Denver, CO.

Feng, Y., & Chen, H. (2023). Active or Passive Conformity? The Role of YouTube Comment Ranking Algorithm in Shaping Consumer Responses to Social Media Advertising. Oral Presentation at 2023 Annual Conference of American Academy of Advertising, Denver, CO.

Feng, Y. (2022). The Use of Natural Language Processing in Advertising Research. Keynote/Plenary Address at International Symposium on the Teaching of Computational Advertising.



artificial intelligence and social media advertising; emerging technologies and digital advertising