Kenneth C. C. Yang

Kenneth Yang is a Professor at the Department of Communication. His research focuses on new media and advertising, consumer behavior in East Asia, impacts of new media in Asia.

Publications

Preface
Kenneth C. C. Yang. © 2019. 16 pages.
This Preface is included in the book Cases on Immersive Virtual Reality Techniques.
Integrating Social and Mobile Media in Environmental Marketing Communications in China: Opportunities and Challenges
Kenneth C. C. Yang, Yowei Kang, Ren-Ping Wang. © 2019. 29 pages.
The rapid rise of China as an economic and geo-political superpower has been accompanied with its environmental causalities. According to World Health Organization, more than one...
Differences Across Device Usage in Search Engine Advertising
Carsten D. Schultz, Christian Holsing. © 2019. 23 pages.
For advertisers, search engine advertising represents an attractive opportunity to selectively reach the target group at a point in time when the prospects are already...
Microblogs, Jasmine Revolution, and Civil Unrest: Reassessing the Emergence of Public Sphere and Civil Society in People's Republic of China
Kenneth C. C. Yang, Yowei Kang. © 2019. 26 pages.
Weibo provides an alternative channel for many Chinese citizens to obtain non-censored news contents and share their opinions on public affairs. In this book chapter, the authors...
Reality-Creating Technologies as a Global Phenomenon
Kenneth C. C. Yang. © 2019. 18 pages.
Digital reality technologies have become a global phenomenon that attracts huge attention from researchers and practitioners around the world. ResearchandMarkets.com predicts...
Augmented, Mixed, and Virtual Reality Applications in Cause-Related Marketing (CRM)
Kenneth C. C. Yang, Yowei Kang. © 2019. 24 pages.
This chapter deals with emerging augmented, mixed, and virtual reality platforms and their applications in cause-related marketing (CRM) campaigns. This chapter provides...
Narrative Adverting and Multi-Platform Storytelling: A Critical Review of Current Literature and Best Campaign Practices
Kenneth C. C. Yang, Yowei Kang. © 2019. 19 pages.
Narrative advertising has emerged as a popular advertising practice to communicate an authentic and engaging brand story. New media platforms such as YouTube and video...
Multi-Platform Advertising Strategies in the Global Marketplace
Kenneth C. C. Yang. © 2018. 377 pages.
In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach....
Multi-Platform Advertising as a Global Phenomenon
Kenneth C. C. Yang. © 2018. 28 pages.
Multi-platform advertising has become a global phenomenon. It is also widely known as cross-device, cross-media, cross-platform, cross-touchpoints, and cross-channel advertising....
Understanding How Mexican and U.S. Consumers Decide to Use Mobile Social Media: A Cross-National Qualitative Study
Kenneth C. C. Yang. © 2018. 31 pages.
This chapter investigated cross-national consumer behaviors in adopting mobile social media among U.S. and Mexican samples. Using a combination of Extended Technology Acceptance...
Differences Across Device Usage in Search Engine Advertising
Carsten D. Schultz, Christian Holsing. © 2018. 30 pages.
For advertisers, search engine advertising represents an attractive opportunity to selectively reach the target group at a point in time when the prospects are already...
Emerging Agencies and Best Practices for Multi-Platform Advertising
Kenneth C. C. Yang, Daniel Torres, Angel Ramirez. © 2018. 27 pages.
The rapid development of multi-platform advertising has created a lot of unforeseeable challenges and opportunities for both traditional and new advertising and marketing...
Exploring Female Hispanic Consumers' Adoption of Mobile Social Media in the U.S.
Kenneth C. C. Yang, Yowei Kang. © 2018. 22 pages.
U.S. Hispanic purchasing power is estimated to reach $1.5 trillion by 2015. Because of this growing importance, there has been a surge of Hispanic consumer behavior research in...
Social Media, Political Mobilization, and Citizen Engagement: A Case Study of the March 18, 2014, Sunflower Student Movement in Taiwan
Kenneth C. C. Yang, Yowei Kang. © 2017. 29 pages.
On March 18, 2014, a group of student protestors raided and occupied the Legislative Yuan and later the Executive Yuan in Taiwan. The student-led movement lasted for about 3...
Applying a Grass-Root Approach to Empowering Change Agents to Transform Pro-Conservation Attitudes and Behaviors in Over-Populated China
Kenneth C. C. Yang, Yowei Kang. © 2017. 17 pages.
Accompanied China's stellar economic developments in past decades, over-population has worsened the negative impacts of rapid industrialization and urbanization upon...
Analyzing Multi-Modal Digital Discourses during MMORPG Gameplay through an Experiential Rhetorical Approach
Yowei Kang, Kenneth C. C. Yang. © 2016. 24 pages.
The digital game industry has contributed disproportionally to the overall U.S. economy and GDP in spite of recent economic recession. The rapid ascent of MMORPGs as an...
Exploring Female Hispanic Consumers' Adoption of Mobile Social Media in the U.S.
Kenneth C. C. Yang, Yowei Kang. © 2016. 23 pages.
U.S. Hispanic purchasing power is estimated to reach $1.5 trillion by 2015. Because of this growing importance, there has been a surge of Hispanic consumer behavior research in...
Do User-Generated Social Shopping Website Features Contribute to Website Aims?
Christian Holsing, Carsten D. Schultz. © 2016. 12 pages.
How Public Relations Practitioners Perceive Social Media Platforms?: A Media Richness Perspective
Ana Isabel Gonzalez Michel, Thomas E. Ruggiero, Kenneth C. C. Yang. © 2016. 19 pages.
Prior studies on the use of social media by public relations professionals are often descriptive and did not apply communication theories to fully evaluate the richness of this...
Microblogs, Jasmine Revolution, and Civil Unrest: Reassessing the Emergence of Public Sphere and Civil Society in People's Republic of China
Kenneth C. C. Yang, Yowei Kang. © 2015. 25 pages.
Weibo provides an alternative channel for many Chinese citizens to obtain non-censored news contents and share their opinions on public affairs. In this book chapter, the authors...