Hi, I'm Shubin (Lance) Yu, associate professor at BI Norwegian Business School.
My research fields include digital communication and marketing communications. I am particularly interested in how digital technology influences the way we communicate and people's perceptions and behaviors. My research focuses on digital marketing communications and consumer-technology interaction.
I obtained my Ph.D. in Communication Science from Ghent University in 2017. I also hold three master's degrees (Statistics, Business Economics, Cultural Studies) from KU Leuven. Before joining BI Norwegian Business School, I worked as assistant professor at Peking University HSBC Business School. Now I am also a visiting associate professor at the Shenzhen and UK campus of Peking University HSBC Business School.
Selected Publications
Xiao, Y., Yu, S. (2025). 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, 80, 102835.
Wu, X., Hudders, L., Yu, S. Beuckels, E. (2024) Virtual Luxury in the Metaverse: NFT-Enabled Value Recreation in Luxury Brands. International Journal of Research in Marketing.
Yu, S., Xiong, J., and Shen, H. (2023) The Rise of Chatbots: The Effect of Using Chatbot Agents on Consumers’ Responses to Request Rejection. Journal of Consumer Psychology.
Wei, X., Yu, S., Xi, Li. (2024) Price It High If It is Varied: The Relationship between Perceived Heterogeneity and Consumer Preferences for Partitioned Prices in Experience Service. Journal of Travel Research.
Wei, X., Yu. S., Li, C. (2024) The Effect of Physical Attractiveness on Consumers' Preference for Online Doctors. Journal of Medical Internet Research.
Yu S., and Zhao, L. (2022) Designing emotions for healthcare chatbots: text-based or icon-based approach. Journal of Medical Internet Research.
Yu, S., Hudders, L., and Cauberghe, V. (2018) Are fashion consumers like schooling fish? The effectiveness of popularity cues used in e-commerce. Journal of Business Research, Vol.85, pp.105-116.
Yu, S., Hudders, L. and Cauberghe, V. (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, Vol.19, Issue: 1, pp.16-35.