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