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. 

News: I have recently uploaded a preprint about the comparison of conducting topic modeling using human evaluation, LDA, and LLM. Please refer to the preprint for the results and my github page for the source code.
https://github.com/lanceyuu/LLMforTM.git            http://doi.org/10.2196/preprints.53376

Selected Publications