Personal Profile
Yu Wang, male, is a Lecturer in the Department of Marketing, School of Management, Wuhan University of Technology. He received his Ph.D. in Management from the Department of Marketing, Wuhan University, in June 2022. His research interests include new media marketing (short videos and livestreaming), service marketing (AI service robots and customer behavior), and social marketing (government nudges and sustainable consumption behavior).
Courses Taught
Dr. Wang teaches the following undergraduate courses:
· Principles of Marketing
· Digital Interactive Marketing
· Industrial Marketing
Selected Publications
In recent years, Dr. Wang has published several papers in leading academic journals such as Tourism Management, Journal of Hospitality Marketing & Management, Journal of Consumer Behavior, Management Review, and Finance & Economics Review. He has also presented his research at academic conferences including the Journal of Marketing Science (JMS) Annual Conference, the International Conference of Asia Marketing Associations, and the Hubei Marketing Annual Conference.
Representative papers include:
1. Wang, T., Zhong, X., Wang, Y. * & Li, X. A broader social identity comes with stronger face consciousness: The effect of identity breadth on deviant tourist behavior among Chinese outbound tourists. Tourism Management. (SSCI, JCR Q1, ABS 4)
2. Zhong, X., Wang, Y., & Wang, T. (2025). The effect of perceived infectious disease threats on the preference for user‐designed products. Psychology & Marketing, 42(6), 1607–1622. (SSCI, JCR Q1, ABS 3)
3. Xiuli Zhong & Yu Wang * (2025, May 19). The dark side of mobile payments: The effect of mobile payments on tourists’ donation intentions in religious tourism. Journal of Sustainable Tourism. (SSCI, JCR Q1, ABS 3)
4. Wang, Y., Wang, T., & Gui, C. (2021). A meta-analysis of customer uncivil behaviors in hospitality research. Journal of Hospitality Marketing & Management, 1–25. (SSCI, JCR Q1, ABS 2)
5. Wang, Y., Wang, T., Mu, W., & Sun, Y. (2022). What is the glamour of black-and-white? The effect of color design on evaluations of luxury brand ads. Journal of Consumer Behavior. (SSCI, JCR Q2, ABS 2)
6. Wang, Y., Zhong, X., & Mu, W. (2025). Giving face or not losing face? The effect of AI service robot politeness strategy on value co-creation in hospitality. Tourism Management Perspectives, 58, 101370. (SSCI, JCR Q1, ABS 2)
7. Jiang, H., Wang, Y., Ji, F., & Sun, P. (2016). The effect of social exclusion on the effectiveness of revitalization strategies for time-honored brands: The mediating role of time orientation. Management Review, 28(11), 95–105. (CSSCI-indexed journal)
Selected Research Projects
· Principal Investigator (2024–2027) – Ministry of Education Humanities and Social Sciences Research Youth Fund: User territorial behavior in shared accommodation: Formation, consequences, and governance based on spatial psychological ownership.
· Co-Investigator (2023–2026) – Ministry of Education Humanities and Social Sciences Research Youth Fund: The impact mechanism of employees’ AI awareness on innovation performance in the context of digital intelligence.
· Principal Investigator (2023–2024) – Central Universities Philosophy and Social Science Fund: When in Rome or stand alone? The social contagion effect of residents’ deviant behavior on tourists in tourism settings.
Dr. Wang has also participated in several major national research projects, including:
· National Natural Science Foundation of China (Key Project) – Globalization and networked environment: The international marketing strategy of Chinese enterprises and cultural hybridity (Subproject No. 72172107).
· National Social Science Foundation Youth Project – Influencing factors and guidance measures for urban household energy consumption behavior in China. (Co-authored one paper)
· Philosophy and Social Science Fund of Jiangsu Universities – The impact of social exclusion on consumer behavior (2015SJD431). (Co-authored one paper)
Honors and Awards
Dr. Wang has received several honors, including:
· Outstanding Graduate Student and Excellent Dissertation Award, Zhongnan University of Economics and Law
· Outstanding Graduate Student, Wuhan University
Contact Information
Email: 707516078@qq.com
