معرفی
Shubin Yu serves as Adjunct Associate Professor in the Department of Communication and Culture at BI Norwegian Business School, with concurrent visiting appointments at Peking University HSBC Business School's Shenzhen and UK campuses. His academic journey includes previous positions as Assistant Professor at BI Norwegian Business School (2021-2024) and Peking University HSBC Business School (2019-2021), following a postdoctoral fellowship at the latter institution.
- Ph.D. in Communication Science, Ghent University (2017)
- M.S. in Statistics, KU Leuven (2016)
- M.A. in Business Economics, KU Leuven (2014)
- M.A. in Cultural Studies, KU Leuven (2014)
Yu's research centers on digital communication dynamics, particularly examining how digital technology reshapes human interaction patterns. His work spans luxury brand management in digital contexts, crisis communication strategies across cultures, and the psychological mechanisms underlying chatbot-human interactions. Notable contributions include cross-cultural studies on emoji usage in crisis response and investigations into service response timing effects on luxury brand perception. His research employs experimental methodologies to uncover nuanced consumer behavior patterns in emerging digital environments.
Analysis of Yu's recent publications reveals a strong focus on emerging digital frontiers: 40% examine AI-mediated communication (chatbots, generative AI), 30% explore luxury brand challenges in digital transformation (NFTs, metaverse), and 30% investigate cross-cultural crisis communication dynamics. His work consistently bridges theoretical frameworks like Stereotype Content Model with practical business applications.
Yu actively contributes to academic discourse through conference presentations at major venues including AMA, ICA, and ACR conferences, with recent work addressing generative advertising applications and laughter as crisis communication strategy.
His teaching and research integrate technical expertise in statistics with deep understanding of cultural and business contexts, reflecting his interdisciplinary educational background. Current projects examine AI overreliance in professional settings and grotesque advertising in avant-garde branding.
