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Dr. JUSHENG YU
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Address 1
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Address 2
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Title
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Dr.
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First Name
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JUSHENG
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Last Name
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YU
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University/Institution
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Southern Illinois University Edwardsville
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Phone #
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618-650-2219
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Email ID
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jyu@siue.edu
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City
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Edwardsville
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Country
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United States
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State
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Illinois
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Zipcode
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62026
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Department
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Department of Mass Communications
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Company Name
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Area of Research
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Media effects, information processing, consumer behavior
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Area of Expertise
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Media research, advertising
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Brief Description of Research Interest :
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My primary research interests are in the areas of consumer behavior and marketing communication such as consumer cognitive process of advertising messages and the effects of marketing information on consumer attitude and behavior.
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Representative Publications :
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Yu, J. (2014). We Look for Social, Not Promotion: Brand Post Strategy,Consumer Emotions, and Engagement. GSTF Journal on Media and Communications,1(2), 28-37.
Yu, J. (2013). Promotion mix and consumer engagement on socialnetworking sites: A cross-cultural case study of Starbucks posts on Facebook(USA) and Kaixin (China). Quarterly Journal of Chinese Studies, 2(1),1-17.
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Resume
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Download
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