CURRICULUM VITAE. YE WANG, Ph.D. Assistant Professor

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YE WANG, Ph.D. Assistant Professor Communication Studies

College of Arts and Sciences University of Missouri – Kansas City

Room 103E Manheim Hall 710 E. 52nd Street Kansas City, KS Phone: 816-235-1697 Email: [email protected] EDUCATION Ph.D. in Journalism, August 2011

University of Missouri - Columbia, Missouri School of Journalism Concentration: Strategic Communication

Master of Arts in Journalism, May 2008

University of Missouri - Columbia, Missouri School of Journalism Concentration: Strategic Communication

Master of Arts in Linguistics, April 2006 Beijing Foreign Studies University, China

Bachelor of Arts in English Literature, September 2003 Beijing University of Posts and Telecommunications, China

TEACHING EXPERIENCE Assistant Professor, September 2011 – Present

Communication Studies, University of Missouri – Kansas City COMM-ST 400e Advertising Campaigns

The course content includes, but not be limited to, branding, re-branding and development of an identity program for the client, marketing materials, advertising campaigns, and whatever the marketing/creative plan the teams develop require and presentation of the plan/creative to the client. Clients of this course are:

2014 Spring: The Guadalupe Centers, one of the nation's first social service agencies for

Latinos

COMM-ST 498 Special Problems in Communication Studies

• 2014 Spring: Guided and mentored an undergraduate research project on the Reading Education Assistance Dogs (R.E.A.D.) Program.

The theory of self-efficacy and interaction were applied to develop a presentation about the role of therapy dogs in changing children’s reading aptitude in a university-wide

undergraduate research symposium. Content analysis was applied to analyze near 50 observational journals.

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create policies and publishing plan for the social media sites of the internship program of the department

• 2013 Fall: Guided and supervised an undergraduate student to read about social media advertising, create a social media plan for the internship program of the department, and build the social media sites.

• 2011 Fall: Guided and supervised an undergraduate student to conduct research on small-group communication

COMM-ST 383 Cross-cultural Journalism and Mass Media

Cross-Cultural Journalism & Mass Media provides journalistic tools for traditional and new media coverage of diverse ethnic, gender, ability and ideological groups inside and outside the United States. The critical role of diverse voices in a democracy will be discussed.

COMM-ST 446 Principles of Advertising

This course is a survey of advertising as an industry and a career field. Specific procedures are studies for linking consumer behaviors, the development of advertising strategies, and advertising research to the development of advertising messages and campaigns. An online version of this course is also developed combining technologies such as websites, blogs, discussion boards, and video to engage student learning in an asynchronous mode.

COMM-ST 447, Interactive and Social Media Advertising

This course examines advertising on the Internet as a form of interactive communication, with a special focus on social media and search engines. It addresses basic concepts, current issues, and the development of interactive advertising strategies and plans. The coverage includes interactivity, pricing models, online targeting strategies, search engine optimization and advertising, social media advertising, and online video advertising. Clients of this course are:

2015 Spring: Midwest Innocence Project, a non-profit organization that exonerates wrongfully convicted people

2014 Fall: Ziman Foundation, a non-profit raising money for education in Africa

2013 Spring: The City in Motion Dancing Group, a non-profit promoting modern dance 2012 Fall: The Health and Safety Council of Western Missouri and Kansas

2012 Spring: Communiversity, a non-profit provider of low-cost classes on diverse topics 2011 Fall: K-ROO, UMKC’s student radio station

Teaching Assistant, August 2010 – December 2010 JOUR 4952 Strategic Communication Research I Missouri School of Journalism

This is an introductory course to techniques and practice of strategic communication research. It emphasizes research techniques and uses of research results, including consumer analysis, attitude measurement and evaluation of externally supplied research.

Co-Instructor, January 2010 - May 2010 JOUR 4263 Interactive Advertising II

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This was an advanced course in interactive advertising for upper-level undergraduate majors and master’s students in strategic communication. It dives into the 10 hottest issues in interactive advertising, including video advertising, social network marketing, Web analytics, etc.

Co-Instructor, August 2009- December 2009 JOUR 4262 Interactive Advertising I

Missouri School of Journalism

This was an introductory course in interactive advertising for upper-level undergraduate majors and master’s students in strategic communication. It covers basic concepts and strategies used in interactive advertising.

CURRICULUM DEVELOPMENT A. Collaboration between Higher Education Institutions

2013-2014

Helped to develop a collaborative program between two higher education institutions Strengthened the strategic communication curriculum for the collaboration

Contributed to the transfer guide and the collaborative curriculum plan 2013-2014

Built international relationship between the department and the Advertising Department, Shanghai University

Advised two visiting scholars from Shanghai University

Assisted in the negotiation of collaborative undergraduate programs

Researched information on international collaboration of higher education institutions B. New Course Development

2014 Online COMM-ST 383, Cross-cultural Journalism and Mass Media 2014 COMM-ST 387 Strategic Communication Research

2014 COMM-ST 400e Advertising Campaigns, cross-disciplinary course with the Department of Studio Arts 2013 Online COMM-ST 446, Principles of Advertising, with the Certificate of Outstanding Online Course 2012 COMM-ST 447, Interactive and Social Media Advertising

RESEARCH AND PUBLICATIONS A. Peer Reviewed Journal Articles

Wang. Y. (Forthcoming). Creating fit for sponsorship on corporate websites. International Journal of Internet

Marketing and Advertising. (Accepted for publication in January 2015)

Wang, Y., Rodgers, S., Wang, Z., & Thorson, E. (Forthcoming) A 17-year study of graduate student authorship in advertising journals. Journalism and Mass Communication Educator.

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health community of weight management. Journal of Consumer Health on the Internet, 18(2): 143-156. Wang, Y. (2014). Individualism/collectivism, charitable giving, and cause-related marketing: a comparison of

Chinese and Americans. International Journal of Nonprofit and Voluntary Sector Marketing, 19, 40-51. Wang, Y. & Rodgers, S. (2013). Reporting on Health to Ethnic Populations: A Content Analysis of Local

Health News in Ethnic Versus Mainstream Newspapers. Howard Journal of Communications 24(3), 257-274.

Li, J., Wang, Y., & Qiao, F. (2012). Journalism school or media corporation: Discussing journalism education with Dean Mills, Dean of the Missouri School of Journalism. News and Writing, 2. ［李建新、王烨、乔 飞， 《新闻学院还是媒介集团——与密苏里新闻学院院长 Dean Mills 关于新闻教育的对话》，发表在《新 闻与写作》2012 年第 2 期。］

Rodgers, S., Chen, Q., Wang, Y., Rettie, R., & Alpert, F. (2007). The Web motivation inventory: Replication, extension and application to Internet advertising. International Journal of Advertising, 26(4), 447-476. B. Book Chapters Published

Wang, Y. (2012). Undergraduate and graduate education of the Missouri School of Journalism. [密苏里新闻学 院的本科生、研究生、博士生教育] (Submitted to A Feasibility Study of Applying New Missouri

Method to Chinese Journalism Education) ［《当代密苏里新闻教育的新范式及其在中国的应用的可行

性研究》］

Wang, Y. (2012). Regulations and policies of contemporary journalism education at the Missouri School of Journalism. [当代密苏里新闻教育的管理体制与法规] (Submitted to A Feasibility Study of Applying

New Missouri Method to Chinese Journalism Education) ［《当代密苏里新闻教育的新范式及其在中国

的应用的可行性研究》］

Willis, E.N., Wang, Y., & Rodgers, S. (2011). Online health communities and health literacy: Applying a framework for understanding domains of health literacy. In A. Smedberg (Ed.), E-Health Communities

and Online Self-Help Groups: Applications and Usage. New York: IGI Global.

Wang, Y. & Rodger, S. (2010). E-word of mouth and consumer-generated content: From concept to application. In M. S. Eastin, T. Daugherty, & N. M. Burns (Eds.), Handbook of Research on Digital

Media and Advertising: User Generated Content Consumption. New York: IGI Global.

C. Refereed Articles Under Review

Wang, Y., & Willis, R. Does the online community of Weightwatchers.com message boards help to facilitate dieting and exercising? Health Education and Behavior. (Submitted, July 2014)

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D. Published Refereed Conference Proceedings

Wang, Y., Qiao, F, & Peng, W. (2014). Is the size or the valence of social-interactive engagement associated with purchase intention?: A case study of Starbucks’ blogs. Proceedings of the 2014 Conference of

the American Academy of Advertising, p. 89.

Wang, Y. Creating Fit for Low-natural fit Sponsorship on Corporate Web Sites. Proceedings of the 2013

Conference of the American Academy of Advertising.

Chen, H., Yang, F., & Wang, Y. (Two second authors made equal contribution and are listed alphabetically.) Product placements in Chinese commercial movies. Paper was presented at 2013 Conference of the

American Academy of Advertising, Albuquerque.

Wang, Y., Schauster, E., Rodgers, S., and Thorson, E. (2010). A study of graduate student authorship in advertising journals: 1997-2008. In W.N. Lee (Ed.), Proceedings of the 2010 Conference of the

American Academy of Advertising (p. 87).

Wang, Y. & Rodgers, S. (2009). Cultural values, emotions, and information: A Comparison of Webpages of the U.S. and China. In G. Nowak (Ed.), Proceedings of the 2009 Conference of the American

Academy of Advertising (P. 86).

Rodgers, S., Wang, Y., and Saettele, E. (2007). Understanding the nature of eWOM advertising on social networking sties. In K. Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy

of Advertising (P.31).

E. Refereed Conference Papers, Posters, and Panels

Accepted/Presented

Wang, Y. & Yang, L. (2015). Opinion leadership and proactive engagement with social norm campaigns: A case study of the Empty Plate Movement. Paper will be presented at the 2015 Conference of the

American Academy of Advertising, Chicago.

Wang, Y., Qiao, F, & Peng, W. (2014). Is the size or the valence of social-interactive engagement associated with purchase intention?: A case study of Starbucks’ blogs. Paper presented at the 2014 Conference

of the American Academy of Advertising, Atlanta.

Wang, Y. & Willis, E. (2013). Self-Efficacy and Interactivity: A Content Analysis of Weight Watchers’ Online Discussion Board. Paper presented at the annual conference of the Association for Education in

Journalism and Mass Communication, Washington D. C..

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2013 Conference of the American Academy of Advertising, Albuquerque.

Chen, H., Yang, F., & Wang, Y. (Two second authors made equal contribution and are listed alphabetically.) Product placements in Chinese commercial movies. Paper was presented at 2013 Conference of the

American Academy of Advertising, Albuquerque.

Wang, Y. (2012). Examining Perceived Control of Navigation and Its Interaction with Perceived Fit in Cause-Sponsorship Leveraging on Corporate Web Sites. Paper presented at the annual conference of the

Association for Education in Journalism and Mass Communication, Chicago.

Rodgers, S., Wang, Y., & Everett, K. (2012). CASE findings from newspaper coverage of tobacco control policies. Poster presentation accepted for presentation to the 2012 National Conference on Tobacco or

Health, Kansas City, MO (August 15-17, 2012).

Rodgers, S., Everett, K. & Wang, Y. (2012), Enhancing smoke-free policy changes by understanding patterns of media coverage. Poster session accepted for presentation to the 2012 National Conference on

Tobacco or Health, Kansas City, MO (August 15-17, 2012).

Wang, Y., Li, Y., & Rodgers, S. (2011). Cancer-related advertisements in Black and general-readership newspapers and health equality: A media economics perspective. Paper presented at the annual

conference of the Association for Education in Journalism and Mass Communication, St. Louis.

Wang, Y. & Rodgers, S. (2011). Reporting health to minority populations: A content analysis of localized news reporting. Paper presented at the annual conference of the Association for Education in Journalism &

Mass Communication, St. Louis.

Wang, Y., Willis, E.N., & Rodgers, S. (2010). Exploring the role of online discussion in improving obesity-related health literacy: A content analysis of health literacy domains and eWOM of The Biggest Loser League. Paper presented at the Annual Conference of the Association for Education Journalism &

Mass Communication, Denver, CO.

Wang, Y. & Hu, W. (2010). A comparison of consumers’ reactions to cause-related marketing in the U.S. and China. Paper presented at the Annual Conference of the Association for Education Journalism & Mass

Communication, Denver, CO.

Stam, K., Rodgers, S., Wang, Y., Cameron, G., & Gardner, E. (2010). Traditional and emerging forms of advertising for health literary promotions in the U.S. and Europe. Paper presented at the American

Academy of Advertising European Conference, Italy.

Wang, Y., Schauster, E., Rodgers, S., & Thorson, E. (2010). A study of graduate student authorship in advertising journals: 1997-2008. Paper presented at the 52nd Annual Conference of the American Academy of Advertising, Minneapolis, MN.

Wang, Y. & Rodgers, S. (2009). Cultural values, emotions and information: A comparison of web pages in the U.S. and China. Paper presented at the 51st Annual Conference of the American Academy of

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F. Manuscripts in Progress

Wang, Y., & Willis, E. Efficacious content, health information and interactivity on WeightWatcher.com.

Willis,E. & Wang, Y. E. Branded Online Communities.

Chen, H. & Wang, Y. Product placement in American movies.

PROFESSIONAL EXPERIENCE Research Assistant

September 2006 – May 2011

Professor Shelly Rodgers, Missouri School of Journalism September 2008 - May 2009 & January 2011 to May 2011

Professor Glen Cameron, Health Communication Research Center, Missouri School of Journalism

PROFESSIONAL AFFILIATIONS

2012 – Present Membership in American Advertising Federation – Kansas City

2010 – Present Membership in Association for Education in Journalism and Mass Communication 2009 – 2011 Membership in American Academy of Advertising (AAA)

AWARDS

2/15/2013 Nominated for the Mary Alice Shaver Promising Professor Award 2013, the American Academy of Advertising

2011 Spring: Ann Palmeri Memorial Scholarship

Journalism Study Abroad Scholarship – China 2010 Fall: Craig Horst Memorial Scholarship

Ann Palmeri Memorial Scholarship John & Virginia Sutherland Scholarship 2010 Spring: John & Virginia Sutherland Scholarship 2009 Fall: O O McIntyre Scholarship Scholarship

Samuel W Webb Scholarship

2009 Spring: John & Virginia Sutherland Scholarship Synor Creative advertising Scholarship 2008 Fall: John & Virginia Sutherland Scholarship Synor Creative advertising Scholarship

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Language: Mandarin (native), English (fluent), Japanese (conversational) Software: PASW, Dreamweaver, PhotoShop