Yang Yang

Yang Yang (PhD, Bowling Green State University) is assistant professor in the Department of Communication and Media, University of Southern Indiana, U.S.A. Her research interests are social media influencer, audience research, consumer behavior and psychology research, social media use, and advertising effect of brand collaboration.

Publications

The Role of Influencer Trust, Gender Congruency, and Expertise Congruency: A Cross-national Comparison between Douyin and TikTok Users in China and the USA
The Role of Influencer Trust, Gender Congruency, and Expertise Congruency: A Cross-national Comparison between Douyin and TikTok Users in China and the USA
Yang Yang. © 2024. 25 pages.
This chapter explores the mediation role of influencer trust in gender and expertise congruency effects on consumers' attitudes and purchase intentions, focusing on a...