Professor of Institute of Marketing Communication,               02/2003-present

National Sun Yat-sen Univeristy                                

           
Research Assistant in Dr. Rob Kling’ NSC research project       09/1997-04/1998

“The formation of science transmission and knowledge web”

Media management

Digital marketing

E-commerce

Technology adoption

Sustainability communication

AI applications in digital marketing

Digital Media Strategy and Management

E-commerce

Digital Marketing

Branding

Entertainment Marketing and Media

Media Economics 

Professional Honors:

- Stanford University, USA World’s Top 2% Scientists 2021: 2022
- National Sun Yat-sen University Academic Excellence Award: 2022, 2023,2024
- Fulbright Visiting Scholar, USA: 2021
- National Sun Yat-sen University Academic Journal Papers and Highly Cited Paper Scholars: 2021, 2025
- Outstanding Mentor Award, School of Management, National Sun Yat-sen University: 2020, 2024
- National Sun Yat-sen University recruits and retains outstanding talents from colleges and universities: 2015
- National Sun Yat-sen University recruits and retains outstanding talents from colleges and universities: 2016
- Citation award for international journal articles: 2013
- Case teaching method for advanced studies at Harvard University, USA: 2012
- Research Excellence Award (Young Scholar Award): 2006

Teaching Honors:

- Excellent Course Award, 2012, 2013, 2016, 2017, 2018, 2020, 2021, 2022, 2023, 2024

- AACSB Preparatory School of Management Committee member, academic year 102-105
- Instructor of "IMC E-Paper", 2012 - 2016
- Excellent Mentor of the School of Management: 2020
- Outstanding Instructor of Acts Institute: 2014, 2016, 2020, 2024

Liao, W., Lee,, Y. C., Xue, H., & McKinley, E., (In press). Relational Introspections with Machines: A Social-Cognitive Framework of Trait Perception, Relational Schemas, and Trust in Intention to Use AI. Human Communication  Research,  (SSCI. Impact factor: 3.3, Communication: 20/228, 8.73%).
Lee, Y. C., and Liu, C. H. 2025. The Bias Assimilation Effect and Attitude Polarization in AIoT Smart Healthcare Word-of-Mouth Communication. NTU Management Review, 35(2),               152.https://doi.org/10.6226/NTUMR.202510_35(2).0001 (TSSCI).
Lee, Y. C., & Chang, W. C. (2024). The Motivations of Fans to Own Idols’ Merchandises: Parasocial Relationships and Parakin Relationships. Taiwan Journal of Communication, 46, 133-186. (TSSCI)
Lee, Y. C. (2024). Framing Effects on Sustainable Behavior. Sustainable Development, 32(5), 5705-5718. (SSCI. Impact factor: 12.5, Development Studies: 1/42, 2.38%). 
Lee, Y. C. & Shih, M. C. (2024). Can I Trust What You Say about the Smart Speaker? Effects of AI Anxiety and Biased Assimilation on Blog Comment Credibility. Journal of Broadcasting & Electronic Media, 68(3), 1–23. 
Lee, Y. C. (2024). Developing CSR Communication Strategies to Increase Sustainable Behaviors from the Perspective of Spiritual Capital. Corporate Social Responsibility and Environmental Management, 31(4), 3148-3163. https://doi.org/10.1002/csr.2718 (SSCI. Impact factor: 8.741, 在Environmental Studies之排名為8/125, 6.40%).
Lee, Y. C., & Ho, Y. L. (2023). A Study on the Effects of Types of Micro-influencer, Appeal Types, and Language Styles. Case Study: Affordable Jewelry Communication & Society, 66, 75-111. (TSSCI)
Chen, W.L., & Lee, Y.C. (2023). Impacts of mobile AR: Immersion and tele-presence. Journal of e-Business, 25(2), 127-162. (TSSCI) 
Lee, Y. C., & Ho, Y. L. (2022). Effects of gamification incorporated in branded apps on brand responses. International Journal of Mobile Communications, 20(1), 53-72. (SSCI)
Zheng, G. Q., & Lee, Y. C., (2022). Do Only Fujoshi Enjoy Tanbi? A Study of Chinese Fudanshi’s Motivations for Liking Tanbi CP in Domestic TV Series. Mass Communication Research, 153, 141-194. (TSSCI)
Lee, Y. C. (2021). Are Facebook Check-ins Always Good for Branding? The Green-eyed Monster in Chinese Culture. Electronic Commerce Research and Applications, 50, https://doi.org/10.1016/j.elerap.2021.101101 (SSCI Impact factor: 6.014, 在Business:46/153, 30.06%).
Lee, Y. C. (2020). Communicating sustainable development: Effects of stakeholder-centric perceived sustainability. Corporate Social Responsibility and Environmental Management, 27, 1540-1551 (SSCI. Impact factor: 8.741, Environmental Studies:8/125, 6.40%).
Feng, Y. T., & Lee, Y. C. (2020). Damages of Show-off Check-in. Journal of Communication Research and Practice,10(1), 109-140 (TSSCI).

Research Grants

Lee, Y. C.  (2025). Research on The Factors Activating Low-Carbon Living, National Science and Technology Council Project，2025/8-2028/7 (114-2410-H-110 -006 -SS3).
Lee, Y. C.  (2022). Research on Effects of AI Anthropomorphism, National Science and Technology Council Project，    2022/8-2025/7 (111-2410-H-110 -043 -SS3).
Lee, Y. C.  (2021). Everybody Loves AIoT Medical Innovations? Effects of Consumers’ Biased Assimilation, Perceived Expertise, and AIoT Anxiety on Consumers' Decision Making of the AIoT Medical Technology, Ministry of Science and Technology Project, 2021/8-2022/7 (110-2410-H-110-054).
Lee, Y. C. (2020). Effectiveness of Blended Learning. Ministry of Education Project, 2020/8-2021/7 (PSL1090116).
Lee, Y. C. (2019). Perceived Sustainability in Sustainability Marketing Communication. Ministry of Science and Technology Project, 2019/8-2021/7 (108-2410-H-110-050-SS2).
Lee, Y. C. (2019).Market-Problem-Solving-Oriented Flipped Classroom to Enhance Students’ Self-Regulated Learning Literacy - Marketing Course at Graduate Level. Ministry of Education Project, 2019/8-2020/7 (PSL1080003).
Lee, Y. C. (2016). Impacts of Branded app. Ministry of Science and Technology Project, 2016/8-2019/7 (105-2410-H-110-017-SS3).
Lee, Y. C. (2015). Consumer Created Content: Facebook Check-in - Jealousy Monster or Branding Angel? Ministry of Science and Technology Project, 2015/8-2016/7 (104-2410-H-110 -024).
Lee, Y. C. (2013). Customer-centric Sustainability Marketing Communication. National Science Council Project, 2013/9-2015/8 (NSC102-2410-H-110-030-MY2).
Lee, Y. C. (2012). Dual Model of Social Media Post-adoption: Facebook Fanpages. National Science Council Project, 2012/8-2013/7 (NSC101-2628-H-110-001-).
Lee, Y. C. (2010). Impacts of WOM on Trust and Purchase Decision. National Science Council Project，2010/8-2011/7 (NSC 99-2410-H-110-047-). 
Lee, Y. C. (2009). Online Content Rating. National Science Council Project, 2009/8-2010/7 (NSC 98-2410-H-110-043-).
Lee, Y. C. (2008). Business Process Reengineering of Media. National Science Council Project, 2008/8-2009/7 (NSC 97-2410-H-110-016).
Lee, Y. C. (2006). Satisfaction of Mobile Video. National Science Council Project, 2005/8-2006/7 (NSC 95-2412-H-110-002-SSS).
Lee, Y. C. (2005). Digital Cable Adoption – TAM. National Science Council Project, 2005/9-2006/8 (NSC94-2412-H-110-001).
Lee, Y. C. (2004). Structure, Behavior, and Performance Evaluation of Online Audio  Broadcasting. National Science Council Project, 2004/8-2005/7 (NSC93-2412-H-110-002).
Lee, Y. C. (2003). Performance Evaluation of Public AM Broadcasting Stations. Government Information Office Project, 2003/7-2004/2 (1422.2).
Lee, Y. C. (2003). Cross-Media Integration and Business Application of Digital Audio Technology. National Science Council Project, 2003/6-2004/5 (NSC92-2416-H- 110-007-CC3).