Bio

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.

Feng’s 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.

Feng has authored or co-authored 30 articles in peer-reviewed journals, co-authored two book chapters, and presented 38 peer-reviewed conference papers. As the PI, she was the recipient of American Academy of Advertising Research Fellowship in 2017 and 2022, respectively. She is an editorial board member of the 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 serves 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.

Education

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

News

• Juliana Fernandes and Yang Feng Join Journal of Advertising Editorial Review Board (November 28, 2022)
• Using Artificial Intelligence to Analyze Consumer Sentiment (October 31, 2022)
• New Faculty Yang Feng (October 26, 2022)
• Study: Evaluating the Performance of Machine-Learning Algorithms to Interpret Consumer Comments on YouTube (October 25, 2022)
• Evolving Consumer Responses to Social Issue Campaigns: A Data-Mining Case of COVID-19 Ads on YouTube (October 12, 2022)
• All News About Yang Feng

Courses

Syllabi from the current and three previous semesters:

• ADV  3500 - Digital Insights - Spring 2023 (PDF)
• ADV  3500 - Digital Insights - Spring 2023 (PDF)
• ADV  4930 - Social Media Analytics and Strategy - Spring 2023 (PDF)
• MMC  6936 - Social Media Analytics and Strategy - Spring 2023 (PDF)
• MMC  6936 - Social Media Analytics and Strategy - Fall 2022 (PDF)