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

Environmental sustainability

 

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
- 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

 

 

Lee, Y. C. & Shih, M. C. (in press). 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, 1–23. https://doi.org/10.1080/08838151.2024.2341051 (SSCI. Impact factor: 3.2, Communication: 32/96, 33.33%).

Lee, Y. C. (in press). The Motivations of Fans’ Intentions to Purchase Idols’ Merchandises: Parasocial Relationships and Parakin Relationships. Taiwan Journal of Communication Research. (TSSCI)

Lee, Y. C. (in press). Framing Effects on Sustainable Behavior. Sustainable Development, https://doi.org/10.1002/sd.2988 (SSCI. Impact factor: 12.5, Development Studies: 1/42, 2.38%). 

Lee, Y. C. (in press). Developing CSR Communication Strategies to Increase Sustainable Behaviors from the Perspective of Spiritual Capital. Corporate Social Responsibility and Environmental Management, https://doi.org/10.1002/csr.2718 (SSCI. Impact factor: 8.741, Environmental Studies: 8/125, 6.40%).

Lee, Y. C., & Kuo, T. C. (in press). Relationships among Uncertainty, Trust, and Brand Engagement in Chatbot. Soochow Journal of Economics and Business.

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).

Lee, Y. C. (2019). Adoption intention of cloud computing at the firm level. Journal of Computer Information Systems, 59(1), 61-72.

Chiu, C.J. & Lee, Y.C. (2018). Impacts of online promotion on brands. E-commerce and online society (Chpt 7),116-129. Kaohsiung: National Sun Yat-sen University Electronic Commerce Research Center.

Lee, Y.C., & Feng, Y. T. (2018). The eye-catching content for social media—A study on men’s fashion magazine. Journal of Communication and Practice, 8(1), 27-63. (TSSCI).

Lee, Y. C. (2018). Comparing Factors Affecting Attitudes toward LBA and SoLoMo Advertising. Information Systems and e-Business Management, 16(2), 357-381 (SSCI. Impact factor: 5.073, Management:80 of 226 (35.40%).

Lee, Y. C. (2017). Effects of branded e-stickers on purchase intentions: The perspective of social capital theory.  Telematics and Informatics, 34(1), 397-411. (SSCI. Impact factor: 6.182, Information Science & Library Science:11/86(12.79%). 

Lee, Y. C. (2016).  Corporate Sustainable Development and Marketing Communications on Social Media: Fortune 500 Enterprises. Business Strategy and the Environment, 26(5), 569-583 (SSCI. Impact factor: 3.479, Business: 13 of 120 (10.83%); Environmental Studies:7 of 104 (10.83%); Management: 19 of 192 (9.89 %).​

Lee, Y. C. (2016). Determinants of Effective SoLoMo Advertising from the perspective of Social Capital. Aslib Journal of Information Management, 68(3), 326-346 (SSCI. Impact factor: 0.407, Computer Science, Information System:17/139(12.23%), SCI Information Science & Library Science:2/85(2.35%)

Lee, Y. C. (2016). Why do People Adopt Cloud Services? Gender Differences.  Social Science Information, 55(1), 178-193. 

Lee, Y. C., & Liang, T. P. (2016).  A survey on business and information technology in Taiwan: Annual report 2014, in Vandana Mangal, Andreina Mandelli, Uday Karmarkar, and Antonella La Rocca (eds.), pp. 1-18. The UCLA Anderson Business and Information Technologies (BIT) Project. Singapore: World Scientific Publishing Co. Pte. Ltd.