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Feng, Y., & Chen, H. (2025). Algorithm-shaped norms: How YouTube’s comment ranking algorithm influences consumer reactions to social issue campaigns. Qualitative Market Research: An International Journal . https://doi.org/10.1108/QMR-10-2024-0213 Purpose Brands often launch social issue campaigns on platforms like YouTube to stimulate consumer conversation, with varying impacts on the original campaign. Building on the literature on algorithmic popularity bias and social norm

Feng, Y., & Sun, Y. (2025). Consumer empowerment through generative artificial intelligence: Enhancing brand narrative with collaboration, creation, and communication. International Journal of Advertising , 1-33. https://doi.org/10.1080/02650487.2025.2547545 Despite its growing popularity, little is known about how brands’ use of generative AI (GenAI) to invite consumers to co-create brand-related content affects consumer empowerment and advertising outcomes. This practice re

Feng, Y., & Kim, H. J. (2025). Decoding the trust matrix: Unraveling key predictors of consumer trust in AI-generated personalized advertising. Journal of Interactive Advertising , 1-16. https://doi.org/10.1080/15252019.2025.2468286 Artificial intelligence (ai)-generated personalized advertising (aiGpa) refers to the practice of marketers employing advanced machine learning algorithms to leverage consumer data for creating relevant advertising content at a reduced cost. In th

Feng, Y. (2025). The AI Genie in the Bottle: Charting AI Evolution and Aversion in Advertising. Journal of Interactive Advertising , 1–16. https://doi.org/10.1080/15252019.2025.2537019 This project advances understanding of AI-generated advertising by conceptualizing AI aversion and examining how it emerges in response to different AI-involved advertising frames. Through a systematic review of 20 years of advertising research, we identify key domains of AI application and hi

Feng, Y., Zuo, X., & Kim, H. (2025, March). Mitigating AI aversion: The role of human effort in AI-labeled ads. Paper presented at the Annual Conference of American Academy of Advertising, Pittsburgh, PA. Generative artificial intelligence (AI) offers cost-effective solutions for content creation, particularly for small businesses. However, once disclosed, AI-generated advertising faces challenges due to consumers’ AI aversion. Notably, previous research has provided mixed re

Zuo, X., & Feng, Y. (2025, August). Immersed across cultures: Narrative transportation, platform affordances, and Li ziqi’s global appeal on YouTube. Paper presented at the Annual Conference of AEJMC, San Francisco, CA. This research examines how global audiences engage with Li Ziqi’s YouTube videos through narrative transportation, emphasizing YouTube’s role in facilitating this process. By increasing accessibility and interactivity, the platform supports deeper immersion, h

Feng, Y., Yang, J., Youngs, K., & Chien, T.-H. (2025, August). Authenticity construction: Cognitive pathways and AI heuristics in interpreting authenticity of AI-generated advertising. Paper presented at the Annual Conference of AEJMC, San Francisco, CA. The rise of artificial intelligence (AI) in advertising has challenged traditional notions of authenticity, as AI-generated advertising (AIGA) leverages advanced generative models to create synthetic branded content. Thus, re

Feng, Y. (2025). The AI Genie in the Bottle: Charting AI Evolution and Aversion in Advertising. Journal of Interactive Advertising , 1–16. https://doi.org/10.1080/15252019.2025.2537019

Dr. Yang Feng was placed sixth in the Advertising specialty for the prior five-year period, according to the ScholarGPS 2024 rankings.

Feng, Y., Zuo, X., & Kim, H. (2025, March). Mitigating AI aversion: The role of human effort in AI-labeled ads . Paper presented at the Annual Conference of American Academy of Advertising, Pittsburgh, PA.

Zuo, X., & Feng, Y. (2025, August). Immersed across cultures: Narrative transportation, platform affordances, and Li ziqi’s global appeal on YouTube . Paper presented at the Annual Conference of AEJMC, San Francisco, CA.

Feng, Y., Yang, J., Youngs, K., & Chien, T.-H. (2025, August). Authenticity construction: Cognitive pathways and AI heuristics in interpreting authenticity of AI-generated advertising . Paper presented at the Annual Conference of AEJMC, San Francisco, CA.