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Shubin Yu

Førsteamanuensis - Institutt for kommunikasjon og kultur

Biografi

Shubin (Lance) Yu is associate professor in digital communication. His research fields include marketing communications and consumer-technology interaction. He is particularly interested in how digital technology influences the way people communicate. His work is published in peer-reviewed journals such as Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Travel Research, JMIR, Journal of Business Research and among others.

He obtained his Ph.D. in Communication Science from Ghent University in 2017. He also hold three master's degrees (Statistics, Business Economics, Cultural Studies) from KU Leuven. Before joining BI Norwegian Business School, he worked as an assistant professor at Peking University HSBC Business School. Now he is also a visiting associate professor at the Shenzhen and UK campus of Peking University HSBC Business School.

Publikasjoner

Xiao, Yi & Yu, Shubin (2024)

Can ChatGPT replace humans in crisis communication? The effects of AI-mediated crisis communication on stakeholder satisfaction and responsibility attribution

International Journal of Information Management Doi: 10.1016/j.ijinfomgt.2024.102835

Bao, Wuxia; Hudders, Liselot, Yu, Shubin & Beuckels, Emma (2024)

Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands

International Journal of Research in Marketing Doi: 10.1016/j.ijresmar.2024.01.002

With the emergence and popularity of non-fungible tokens (NFTs), the luxury brand industry has experienced an increase in their use of NFTs. This study employs multiple-case studies, thematic analysis method, and grounded theory to analyze 40 luxury NFT campaigns from 2021 and 2022. The analysis applies a sociotechnical perspective, integrating the technical factors of NFTs and the social factors of luxury value. The study identifies the values, attributes, and strategies of NFT-based virtual luxury. Based on the findings, this study introduces the concept and definition of virtual luxury to understand and advance luxury brands in the Metaverse. This study theoretically contributes to the luxury industry by envisioning a virtual transformation of luxury brands.

Wei, Xia; Yu, Shubin & Li, Xi (2024)

Price it High if it is Varied: Perceived Heterogeneity and the Effectiveness of Discount Framing Strategies for Travel Packages

Journal of Travel Research Doi: 10.1177/00472875231222263

In recent years, consumers have been confronted with the proliferation of package bundling (i.e., marketing multiple products or services together in a single package at a discounted price) in the tourism industry. This paper aims to investigate how different discount framing strategies affect consumers’ purchase intention of a vacation package. Through four experimental studies, this paper reveals that the perceived heterogeneity of a component influences the effectiveness of different discount framing strategies. In particular, consumers prefer the vacation package in which the high-heterogeneity component is not discounted, while the low-heterogeneity component is discounted. The effect of perceived heterogeneity on purchase intention can be explained by the perceived quality of the component. Therefore, the effect is mitigated when quality assurance cues are present.

Yu, Shubin; Xiong, Ji (Jill) & Shen, Hao (2022)

The rise of chatbots: The effect of using chatbot agents on consumers' responses to request rejection

Journal of Consumer Psychology Doi: 10.1002/jcpy.1330

This research investigates consumers’ perceptions and evaluations of robot service agents compared with human service agents when service requests are rejected. Six studies were conducted. The results show that when consumers receive a rejection of their service request, they evaluate the service less negatively if the service is handled by a chatbot agent versus a human agent. The reason is that consumers have lower expectations that robots will be able to provide flexible services to them. Consequently, their dissatisfaction with the request rejection is lower when the service is handled by robots. However, the aforementioned effect is not observed (1) when consumers have not experienced the service yet, (2) when their service request has been accepted, or (3) when the service agent conveys emotions to apologize for request rejection.

Yu, Shubin; Hudders, Liselot & Cauberghe, Verolien (2018)

Are fashion consumers like schooling fish? The effectiveness of popularity cues used in e-commerce

Journal of Business Research, 85, s. 105- 116. Doi: 10.1016/j.jbusres.2017.12.035

Bao, Wuxia; Hudders, Liselot, Beuckels, Emma & Yu, Shubin (2024)

Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?

International Journal of Advertising: the review of marketing communications Doi: 10.1080/02650487.2024.2365037

Xia, Wei; Yu, Shubin & Li, Changxu (2024)

Influence of Physical Attractiveness and Gender on Patient Preferences in Digital Doctor Consultations: Experimental Study

Journal of Medical Internet Research, 26 Doi: 10.2196/46551

Xiao, Yi; Zhou, Enhui & Yu, Shubin (2024)

Unraveling the anchoring effect of crisis communication in cyberattack spillover crises

Public Relations Review, 50(2) Doi: 10.1016/j.pubrev.2024.102449

Yu, Shubin & Zhao, Luming (2024)

Emojifying chatbot interactions: An exploration of emoji utilization in human-chatbot communications

Telematics and informatics, 86 Doi: 10.1016/j.tele.2023.102071

The prevalence of chatbots in human–computer communication has significantly increased. Emojis, as a form of emotional disclosure, have gained significant attention for their potential to boost chatbot service satisfaction. However, how and when emoji usage can increase satisfaction toward chatbots is not fully examined. This paper aims to fill this gap and contribute to the rapidly evolving field of human-chatbot communication research. Through three experiments, this paper investigates and explores the role of emojis in enhancing chatbot interactions. The results reveal that emojis heighten chatbot's perceived warmth but do not necessarily augment their competence. This warmth promoting effect leads to boosted service satisfaction and is more apparent when chatbots serve hedonic purposes and are pre-programmed rather than highly autonomous. However, the warmth upshot of emojis is not as potent for chatbots as it is for humans. While this study unravels the intricate pathway of how emojis augment service satisfaction, it also extends the dialogue of the Stereotype Content Model (SCM) and propels the new wave of the Computers Are Social Actors (CASA) paradigm. Thus, this research lays down pathways for further studies in understanding the role of emotionally simulated interactions in automated technologies.

Zhao, Luming; Peng, Jiaxi & Yu, Shubin (2023)

Sustainable Luxury and Consumer Purchase Intention: A Systematic Literature Review

Sage Open, 13(4) Doi: 10.1177/21582440231216285

In the last decade, the relationship between sustainable luxury and consumer purchase intention has been gradually noticed by researchers. However, a systematic review of the literature on this topic has not been conducted. The purpose of this study was to collect literature and analyze the current state of research related to sustainable luxury and consumer purchase intention. Based on the Scopus and Web of Science database, this systematic review used a multistep process to ensure the traceability and reliability of the findings. A content analysis shows that sustainable luxury can be presented through four perspectives (raw materials, recycling and reproduction, social media and advertising (AD) strategies, and corporate social responsibility (CSR) and brand promise) in contrast with common luxury goods. In addition to consumer purchase intention, consumer attitude and word-of-mouth (WoM) advertisements were also evaluated as dependent variables. The relationship between the effect of sustainable luxury and consumer purchase intention is multifaceted, and five types of factors are summarized. The results of this review indicate that the related epistemology has been strongly advanced, and luxury brands should approach the topic of manufacturing and retail sustainability on a case-by-case basis and measure whether it translates into better purchasing behavior. The practical implications for luxury retail are discussed.

Muhammad, Ashfaq; Yu, Shubin, Liu, Yang & Luo, Kang (2023)

Usage intensity of mobile instant messengers for work and employees' anxiety

International Journal of Mobile Communications, 22(3), s. 278- 295. Doi: 10.1504/IJMC.2023.133100

Many companies have adopted instant messenger technology as a communication tool for work, because it offers greater flexibility and lower cost than other methods. Although instant messaging can increase employees' work performance, the usage intensity of instant messengers for work may influence employees' mental health. This paper investigates the effect of usage intensity of instant messengers for work on employees' anxiety level. We conducted a survey study and collected 261 valid responses from a panel of employees. The results showed that the usage intensity of instant messengers for work decreased psychological detachment, consequently increasing work-related uncertainty and eventually leading to a higher level of anxiety. However, the effect of work-related uncertainty on the anxiety level varied in employees' job levels. The influence of uncertainty on anxiety was stronger for employees with lower-level jobs (e.g., junior employees, assistants) than for those with higher-level jobs (e.g., managers).

Yu, Shubin & Zhao, Luming (2022)

Designing Emotions for Health Care Chatbots: Text-Based or Icon-Based Approach

Journal of Medical Internet Research, 24(12) Doi: 10.2196/39573 - Fulltekst i vitenarkiv

Xiao, Yi & Yu, Shubin (2022)

Using Humor to Promote Social Distancing on Tiktok During the COVID-19 Pandemic

Frontiers in Psychology, 13 Doi: 10.3389/fpsyg.2022.887744 - Fulltekst i vitenarkiv

Yu, Anqi; Yu, Shubin & Liu, Huaming (2022)

How a “China-made” label influences Chinese Youth's product evaluation: The priming effect of patriotic and nationalistic news

Journal of Retailing and Consumer Services, 66 Doi: 10.1016/j.jretconser.2021.102899 - Fulltekst i vitenarkiv

This study is to verify whether and how a “China-made” label can influence online consumers' product evaluation as adding labels to highlight products' attributes has become an acquainted measure online by e-tailers/firms to attract online consumers' attentions. For this purpose, we conduct a 2 (label of “China-made” vs. no label) x 3 (patriotism priming vs. nationalism priming vs. no priming) between-subject factorial design to verify hypotheses. The results reveal that when consumers' nationalism is primed, the label significantly enhances the product evaluation by increasing the perceived social value of the product. Priming consumers’ patriotism, on the other hand, does not play a moderating role for this effect. A follow-up study confirms such effects for both low involvement and high involvement products. Therefore, e-tailers/firms that own China-made brands/products are advised to signal the “Chinese identity” of their products to online consumers under the current circumstance when nationalism and domestic brands are rising in China. The results also indicate that although products produced in a developing country are marked with a negative country of origin effect, marketers can turn it into a strength in marketing in certain conditions.

Yu, Shubin & Li, Changxu (2021)

Mask Colors and Trustworthiness

Advances in Consumer Research, 49, s. 340- 341.

Yu, Shubin & Hudders, Liselot (2021)

Measurement invariance of the modified brand luxury index scale across gender, age and countries

Journal of Fashion Marketing and Management Doi: 10.1108/JFMM-10-2020-0235 - Fulltekst i vitenarkiv

Purpose Many instruments have been developed to measure the perceived luxuriousness of brands, but one of the most frequently used scales is the “brand luxury index” (BLI) from Vigneron and Johnson (2004) that distinguishes between high- and low-luxury brands. Despite its popularity and widespread use in academic research, the scale's psychometric properties and equivalence across cultures have been questioned. Recently, modified versions of the scale have been developed to strengthen the quality of the measurement. However, the performance and the measurement invariance of the modified version have not yet been investigated. The current paper aims to test the model fit of the modified BLI scale and the measurement invariance across gender, age and country groups using nine datasets from a total of three different countries. Design/methodology/approach This paper conducts a multi-group CFA to examine the measurement invariance of the BLI scale. Nine datasets were used in this study. The data were collected across three countries, the United States (5 datasets), China (2 datasets) and India (2 datasets) from 2016 to 2018. Findings The results of this analysis suggest that the modified BLI scale has an acceptable model fit and can be interpreted equivalently across gender and age groups. Metric invariance was found among the US, China and India. However, scalar measurement invariance was established only across two countries: the US and India. A follow-up analysis shows that partial scalar invariance can be established across the US, China and India when removing constraints on the parameters of three items: exclusive, precious and sophisticated. Originality/value This study is the first study to test the model fit of the modified BLI scale. The findings of this paper contribute to both the academia and industry. The authors recommend scholars and marketers to use a modified 19-item BLI scale to measure the perceived luxuriousness of brands in future research. First, the modified BLI scale tested in the current study offers very good performance with model fit values of a quality that has rarely been seen in prior research. The original scale of Vigneron and Johnson (2004) has been criticized for its poor model fit (Christodoulides et al., 2009). The modified scale of Doss and Robinson (2013) also has problems with the fit value. Second, the modified 19-item scale also shows adequate measurement invariance across different gender, age and countries. For scholars and marketers, the establishment of the metric invariance of the modified 19-item BLI scale implies that the scale can be used across gender, age and countries (the US, China and India) if the purpose of the study is to understand the relationship between some variables and perceived luxuriousness of a brand.

Talukdar, Nabanita & Yu, Shubin (2021)

Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty and user satisfaction

Journal of Strategic Marketing Doi: 10.1080/0965254X.2021.1967428 - Fulltekst i vitenarkiv

Yu, Shubin & Hu, Yangjuan (2020)

When luxury brands meet China: the effect of localized celebrity endorsements in social media marketing.

Journal of Retailing and Consumer Services Doi: 10.1016/j.jretconser.2019.102010

Talukdar, Nabanita & Yu, Shubin (2020)

Do materialists care about sustainable luxury?

Marketing Intelligence & Planning Doi: 10.1108/MIP-05-2019-0277

Ashfaq, Muhammad; Yun, Jiang & Yu, Shubin (2020)

My Smart Speaker is Cool! The Effects of Perceived Coolness on Current Users’ Attitude toward Smart Speakers and Continuance Intention.

International Journal of Human-Computer Interaction Doi: 10.1080/10447318.2020.1841404

Ashfaq, Muhammad; Yun, Jiang, Yu, Shubin & Loureiro, Sandra Maria Correia (2020)

I, Chatbot: Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents

Telematics and informatics, 54 Doi: 10.1016/j.tele.2020.101473

Talukdar, Nabanita & Yu, Shubin (2019)

A serial mediation effect of immersive virtual reality on purchase intention in real estate and the moderating role of psychological distance

Advances in Consumer Research, 12, s. 15- 16.

Yu, Shubin & Xiong, Ji (Jill) (2019)

How Chatbot Service Agents Can Alleviate the Negative Effect of Unresolved Requests on Consumers’ Trust Toward Companies

Advances in Consumer Research, 47, s. 926- 927.

Yu, Shubin; Hudders, Liselot & Cauberghe, Verolien (2018)

Selling luxury products online: The effect of a quality label on risk perception, purchase intention and attitude toward the brand

Journal of Electronic Commerce Research, 19(1), s. 16- 35.

Yu, Shubin; Hudders, Liselot & Cauberghe, Verolien (2017)

Targeting the luxury consumer: A vice or virtue? A cross-cultural comparison of the effectiveness of behaviorally targeted ads

Journal of Fashion Marketing and Management, 21(2), s. 187- 205. Doi: 10.1108/JFMM-07-2016-0058

Roh, Soojin & Yu, Shubin (2023)

Contextualizing Emoji for Crisis Communication: A Cross-Cultural Study

[Academic lecture]. ICA conference 2023.

Yu, Shubin & Liu, Huaming (2023)

The Country of Shipping Origin (COS) Effect in Cross-border E-commerce

[Academic lecture]. EMAC regional conference 2023.

Yu, Shubin; Ye, Weiming & Hu, Yangjuan (2023)

How a gamified system influences gig workers' job satisfaction and performance?

[Academic lecture]. Academy of Management Conference.

Talukdar, Nabanita & Yu, Shubin (2022)

The Specter of Death and the Desire to Compete: TheInfluence of Mortality Salience Due to Covid on the Evaluation of Exclusive Luxuries

[Academic lecture]. 2022 AMA Winter Conference.

Yu, Shubin; Acikgoz, Fulya & Hu, Yangjuan (2022)

Physical, Emotional, and Autonomous Anthropomorphism of Chatbots

[Academic lecture]. HCI International 2022 MOBILE.

Roh, Soojin & Yu, Shubin (2022)

Emoji for Social-mediated Crisis Communication: Cautions and Solutions

[Academic lecture]. 72nd Annual ICA Conference.

Yu, Shubin & Zhao, Luming (2022)

Designing emotions for healthcare chatbots: A text-based or icon-based approach?

[Academic lecture]. 2022 ICA Pre-conference on Human-Machine Communication.

Talukdar, Nabanita & Yu, Shubin (2022)

The guilt-relief pill: The effect of a sustainability claim for luxury brands

[Academic lecture]. 2022 AMA Summer Academic Conference.

Talukdar, Nabanita; Yu, Shubin & Nervino, Esterina (2022)

Eco-friendly versus polyester Gucci handbags: The effect of matching green claims and temporal frame on product evaluation of self-enhancement brands

[Academic lecture]. 2022 AMA Summer Academic Conference.

Yu, Anqi; Yu, Shubin & Liu, Huaming (2022)

How a “China-made” Label Influences Chinese Youth’s Product Evaluation: The Priming Effect of Patriotic and Nationalistic News

[Academic lecture]. EMAC Annual Conference 2022.

Yu, Shubin & Li, Changxu (2021)

Blue or Black: Mask Colors and Trustworthiness

[Academic lecture]. 2021 ACR Conference.

Ashfaq, Muhammad; Yu, Shubin, Luo, Kang & Liu, Yang (2021)

The Usage Intensity of Instant Messaging for Work and Employees’ Anxiety

[Academic lecture]. 71st Annual ICA Conference.

Xiao, Yi & Yu, Shubin (2021)

Mayors as Comedians: The Effect of Humor When Communicating the Need for Social Distancing during the COVID-19Pandemic on Social Media in China

[Academic lecture]. 71st Annual ICA Conference.

Ye, Weiming; Li, Changxu & Yu, Shubin (2021)

Internal Marketing under the Platform Era: The Influence of Gamification App Design on Mobile Service Providers’ Performance

[Academic lecture]. 2021 AMA Winter Academic Conference.

Yu, Shubin & Li, Changxu (2021)

Blue or Black: Mask Colors and Trustworthiness

[Academic lecture]. 2021 AMA Winter Academic Conference.

Talukdar, Nabanita; Yu, Shubin & Nervino, Esterina (2020)

Eco-friendly Versus Polyester Gucci Handbags: The Effect of Matching Green Claims and Temporal Frame on Product Evaluation of Self-Enhancement Brands

[Academic lecture]. 2020 ACR Conference.

Talukdar, Nabanita & Yu, Shubin (2020)

Sustainability as the Guilt-Relief Pill For Luxury Purchases

[Academic lecture]. 2020 ACR Conference.

Xia, Wei; Yu, Shubin & Talukdar, Nabanita (2020)

Can a Relationship be Bought by Money? The Effect of Monetary Value Ambiguity on Consumer Loyalty

[Academic lecture]. 2020 AMA Summer Academic Conference.

Wei, Xia; Yu, Shubin & Tu, Runting (2020)

Price It High if it is Varied: The Relationship between Perceived Heterogeneity and Consumer Preferences for Partitioned Prices in Experience Service

[Academic lecture]. 2020 AMA Summer Academic Conference.

Yu, Shubin; Hu, Yangjuan, Hudders, Liselot & Ye, Weiming (2020)

The Dark Side of Retargeting

[Academic lecture]. 2020 AMA Summer Academic Conference.

Yu, Shubin; Ye, Weiming & Hu, Yangjuan (2020)

Gotta Deliver Them All: How Gamification in Delivery Platforms Affects Deliverymen’s Motivation, Stress, Anxiety and Job Satisfaction

[Academic lecture]. 70th Annual ICA Conference.

Talukdar, Nabanita & Yu, Shubin (2019)

A serial mediation effect of immersive virtual reality on purchase intention in real estate and the moderating role of psychological distance

[Academic lecture]. 2019 Asia Pacific ACR Conference.

Yu, Shubin & Ji, Xiong (2019)

How Chatbot Service Agents Can Alleviate the Negative Effect of Unresolved Requests on Consumers’ Trust Toward Companies

[Academic lecture]. 2019 ACR Conference.

Yu, Shubin; Hudders, Liselot & Cauberghe, Verolien (2016)

Tracking the luxury consumer online: an experimental study on the effectiveness of site and search retargeting for luxury brands in China and the Netherlands

[Academic lecture]. 2016 AMS World Marketing Congress.

Akademisk grad
År Akademisk institusjon Grad
2017 Ghent University Ph.D.
2016 University of Leuven M.S.
2014 University of Leuven M.A.
Arbeidserfaring
År Arbeidsgiver Tittel
2024 - Present BI Norwegian Business School Associate Professor
2021 - Present Peking University HSBC Business School Visiting Associate Professor
2021 - 2024 BI Norwegian Business School Assistant Professor
2019 - 2021 Peking University HSBC Business School Assistant Professor
2017 - 2019 Peking University HSBC Business School Postdoctoral fellow