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 has taught since 2016. Her research focuses on the role of AI as an information delivery agent as well as a powerful research tool. In particular, she examines the impact of algorithm-shaped norms on consumer responses to social media advertising using machine-learning approaches in addition to surveys and experiments. 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 Washington Post and Good Morning America.

Dr. Feng has published 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 was the recipient of American Academy of Advertising Research Fellowship in 2017 and 2022, 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, Journal of Advertising Research, and Journal of Current Issues & Research in Advertising. Also, she is the associate editor of the 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., & 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


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