RESEARCH FIELD

Consumer Behavior Research, Emotion, Social Media Advertising and Gamification

EDUCATION BACKGROUND

PhD           Jeonbuk National University (South Korea) (year 2010 to year 2015)
Master        University College West (Sweden) (year 2008 to year 2010)
Bachelor      East China University of Science and Technology (year 2004 to year2008)

TEACHING

SPSS Application, Consumer Behavior, Financial Marketing, Marketing Management, etc (Undergraduate)

RESEARCH

1. Publications

1.1 Peer Reviewed International Journal Publications

Geng, Shuang, Yang, Pianpian, Gao, Yun, Tan, Yingsi, Yang, Congcong. The effects of ad social and personal relevance on consumer ad engagement on social media: The moderating role of platform trust, Computers in human behavior, 2021, 04, 122: 106834.

Yang, Pianpian, Zhang, Qingyu, Feng, Yuanyue. Effects of pride-tagged money and surprise-tagged money on online tipping, Internet research, 2021, 01, 31 (3): 1061-1082.

Zendehdel Nobari, Babak, Azar, Ade, Kazerooni, Mehrdad, Yang, Pianpian. Revisiting enterprise resource planning (ERP) risk factors over the past two decades: defining parameters and providing comprehensive classification, International Journal of Information Technology, 2020, 07, 14 (2): 899-914.

Sheng, Hong, Yang, Pianpian, Feng, Yuanyue. How to Inspire Customers via Social Media, Industrial management & data systems, 2020, 06, 120 (6): 1041-1057.

Yang, Pianpian, Zhang, Qingyu. How pride influences product evaluation through construal level, European Journal of Marketing, 2018, 04, 52(7/8): 1750-1775.

1.2 Peer-reviewed Academic/ Professional Meeting Proceedings

Yang, Pianpian. “The impact of gamification element on purchase intention,” The 16th International Conference on Service Systems and Service Management, Shenzhen, China, Jul 13-15, 2019.

Ye, Qingsong, Feng, Yuanyue, Yang, Pianpian, Yang, Congcong, Yang, Lusi. “The Influence of Gamification Mechanics on Online Group-buying Participation,” Twenty-fifth Americas Conference on Information Systems, Mexico, Cancún, Aug 15-17, 2019.

Yang, Pianpian. “How Different Money Tagged with Money Influence Online tipping,” China Marketing International Conference 2019, Guangzhou, China, Jul 22, 2019.

Yang, Pianpian, Xu, Ting, Feng, Yuanyue, Zhao, Yating, Wang, Xijia. “The Impact of Gamification Elements on the Evaluation of Marketing Activities,” Proceedings of the 18th International Conference on Electronic Business, Guilin, China, Dec 1-6, 2018.

Yang, Pianpian. “Fair or not: Effects of gamification elements on crowdsourcing participation,” Proceedings of the 18th International Conference on Electronic Business, Guilin, China, Dec 1-6, 2018.

Yang, Pianpian, Zhao, Yating, Wen, Jialiang, Yang, Onion, Feng, Yuanyue. “Research on the Effect and Mechanism of Leaderboard and Red Packet on Purchasing Behavior in Gamification Elements,” China Marketing International Conference (CMIC 2018), Shanghai, China, Jul 2-26, 2018.

Yang, Pianpian, Xu, Ting, Zhao, Yating, Zhong, Hongqian, Liu, Shixiong. “The Effect of Negative Emotion on Advertising with Emphasis on Different Product Attributes,” China Marketing International Conference (CMIC 2018), Shanghai, China, Jul 2-26, 2018.

1.3 Case Publications

Yang, Pianpian, Jiang, Yufan, Hu, Hui, Yang, Qingli. “Sail through the winds and waves: the exploration process of Tianhe Guoyun business model. ” National excellent management cases (Case number: MKT-0955; China Management Case-sharing Center), Sep 2019, 13 pages. http://www.cmcc-dlut.cn/Cases/Detail/5975

Liu, Shixiong, Yang, Pianpian. “From Shenda Yummy to Sipimo：How Does Yaan Company Advance Its Brands. ”National excellent management cases (Case number: MKT-0429; China Management Case-sharing Center), Sep 2017, 14 pages. http://www.cmcc-dlut.cn/Cases/Detail/2894