معرفی
Yi He is a Professor and Department Chair in the Department of Marketing at California State University, East Bay. Her research focuses on consumer behavior, digital marketing strategies, and brand management with an emphasis on electronic word-of-mouth dynamics, sustainable tourism, and service recovery mechanisms. She holds a leadership role in shaping marketing education and has contributed to over 20 peer-reviewed publications since 2006. Her work integrates psychological theories with marketing practices to address contemporary challenges in consumer engagement and brand valuation.
Professional Background: Serves as Department Chair since appointment, with extensive experience in higher education administration and academic leadership. Maintains an active research agenda in marketing theory and practice, evidenced by publications in top-tier journals. Office hours for Spring 2025 are Tuesdays 11:00-12:00PM and Wednesdays 5:00-6:00PM, with additional by-appointment availability.
Research Interests: Explores the intersection of consumer psychology and marketing strategy, particularly in digital ecosystems. Key themes include:
- Impact of mindfulness messaging on consumer behavior
- Rhetorical strategies for underdog brands
- Social presence effects in service recovery
- Green hotel evaluation criteria
- Branding in service-dominant logic frameworks
Grant & Advising Activity: While specific grants are not listed in current profile, her research actively engages in funded projects related to interactive marketing and consumer behavior studies. No advising relationships are explicitly documented here.
Labs/Teams: Leads the Marketing Department's research initiatives focused on modern consumer interactions and digital marketing innovation.
