1. Page 1
CURRICULUM VITAE
YE WANG, Ph.D.
Assistant Professor
Communication Studies
College of Arts and Sciences
University of Missouri – Kansas City
Room 103E Manheim Hall
710 E. 52nd Street
Kansas City, KS
Phone: 816-235-1697
Email: wanye@umkc.edu
EDUCATION
Ph.D. in Journalism, August 2011
University of Missouri – Columbia, Missouri School of Journalism
Concentration: Strategic Communication
Master of Arts in Journalism, May 2008
University of Missouri – Columbia, Missouri School of Journalism
Concentration: Strategic Communication
Master of Arts in Linguistics, April 2006
Beijing Foreign Studies University, China
Bachelor of Arts in English Literature, September 2003
Beijing University of Posts and Telecommunications, China
TEACHING EXPERIENCE
Assistant Professor, September 2011–Present
Communication Studies, University of Missouri – Kansas City (UMKC)
COMM-ST 387 Strategic Communication Research
This course covers quantitative, qualitative and practical research methods of advertising and public relations.
COMM-ST 400e Advertising Campaigns
This course combines students majored in Communication Studies and Studio Arts to brand, re-brand and
develop an identity program and advertising campaigns for a real client.
Clients of this course are:
2016 Spring: KCWaterBug, a mobile application that predicts natural water quality
2014 Spring: The Guadalupe Centers, one of the nation's first social service agencies for Latinos
COMM-ST 498 Special Problems in Communication Studies
 2014 Spring: Guided and mentored an undergraduate research project on the Reading Education
Assistance Dogs (R.E.A.D.) Program.
The theory of self-efficacy and interaction was applied to develop a presentation about the
role of therapy dogs in changing children’s reading aptitude. The students used content

2. Page 2
analysis to analyze about 50 observational journals. The research won the first place in the
Behavioral and Social Sciences Division of the SEARCH Symposium of UMKC.
 2013 Fall–2014 Spring: Guided and supervised an undergraduate student to read about social media
advertising, build social media presence and create policies and publishing plans for the department’s
internship program.
 2011 Fall: Guided and supervised an undergraduate student to conduct research on small-group
communication.
COMM-ST 383 Cross-cultural Journalism and Mass Media
Cross-Cultural Journalism & Mass Media provides journalistic tools for traditional and new media coverage of
diverse ethnic, gender, ability and ideological groups inside and outside the United States. The critical role of
diverse voices in a democracy is discussed.
COMM-ST 446 Principles of Advertising
This course is a survey of advertising as an industry, a career field and an academic discipline. Specific
procedures are studies for linking consumer behaviors, the development of advertising strategies and
advertising research to the development of advertising messages and campaigns. An online version of this
course is also developed combining technologies such as websites, blogs, discussion boards and video to
engage student learning in an asynchronous mode.
COMM-ST 447 Interactive and Social Media Advertising
This course examines advertising on the Internet as a form of interactive communication, with a special focus
on social media and search engines. It addresses basic concepts, current issues and the development of
interactive advertising strategies and plans. It covers interactivity, pricing models, online targeting strategies,
search engine optimization and advertising, social media advertising and online video advertising. Clients of
this course are:
2016 Spring: New Letters on the Air, a radio program
2015 Spring: Midwest Innocence Project, a non-profit organization that exonerates wrongfully
convicted people
2014 Fall: Ziman Foundation, a non-profit raising money for education in Africa
2013 Spring: The City in Motion Dancing Group, a non-profit promoting modern dance
2012 Fall: The Health and Safety Council of Western Missouri and Kansas
2012 Spring: Communiversity, a non-profit provider of low-cost classes on diverse topics
2011 Fall: K-ROO, UMKC’s student radio station
Teaching Assistant, August 2010–December 2010
JOUR 4952 Strategic Communication Research I
Missouri School of Journalism
This is an introductory course to techniques and practices of strategic communication research. It emphasizes
research techniques and uses of research results, including consumer analysis, attitude measurement and
evaluation of externally supplied research.
Co-Instructor, January 2010–May 2010
JOUR 4263 Interactive Advertising II

3. Page 3
Missouri School of Journalism
This is an advanced course in interactive advertising for upper-level undergraduate majors and master’s
students in strategic communication. It dives into the 10 hottest issues in interactive advertising, including
video advertising, social network marketing, Web analytics, etc.
Co-Instructor, August 2009–December 2009
JOUR 4262 Interactive Advertising I
Missouri School of Journalism
This is an introductory course in interactive advertising for upper-level undergraduate majors and master’s
students in strategic communication. It covers basic concepts and strategies used in interactive advertising.
CURRICULUM DEVELOPMENT
A. Degree Program Development
2014–Present Urban Journalism and Strategic Communication Proposal
Created a major map based on meeting notes
Helped to write and edit a proposal for a new degree program
Developed the strategic communication part of the proposal
Represented the department at college level meetings
B. New Course Development
2016 Proposed advertising campaigns to the college level curriculum committee
2015 Created online COMM-ST 447 Interactive and Social Media Advertising
2014 Co-created online COMM-ST 383 Cross-cultural Journalism and Mass Media
2014 COMM-ST 387 Strategic Communication Research was proposed, approved and listed in the course
catalog
2014 Co-created COMM-ST 400e Advertising Campaigns
2013 Co-created online COMM-ST 388 Media Ethics
2013 Co-created online COMM-ST 446 Principles of Advertising and received the Certificate of Outstanding
Online Course
2012 COMM-ST 447 Interactive and Social Media Advertising was proposed, approved and listed in the
course catalog
2011 Created COMM-ST 400c Internet Advertising
C. Collaboration between Higher Education Institutions
2013–2014 Collaboration with Johnson County Community College
Helped to develop a collaborative program between two higher education institutions
Strengthened the strategic communication curriculum for the collaboration
Contributed to the transfer guide and the collaborative curriculum plan
2013-2014 Collaboration with Shanghai University
Built an international relationship between two higher education institutions
Advised two visiting scholars from Shanghai University
Assisted with the negotiation of collaborative undergraduate programs
Researched information on the international collaboration of higher education institutions

4. Page 4
RESEARCH AND PUBLICATIONS
A. Peer Reviewed Journal Articles
Willis, E. & Wang, Y. (Accepted for publication in April, 2016) Blogging the brand: Meaning transfer and the
case of Weight Watchers’ online community. Journal of Brand Management.
Wang, Y., & Yang, L. (Accepted for publication in January 2016). Proactive engagement of opinion leaders
and organization advocates on social networking sites. International Journal of Strategic
Communication.
Wang, Y., & Willis, E. (Accepted for publication in December 2015). Examining theory -based behavior-change
constructs, social interaction, and sociability features of the Weight Watchers’ online community.
Health Education & Behavior.
Chen, H., & Wang, Y. (Accepted for publication in July 2015). Product placement in Hollywood movies: A
longitudinal analysis. Journal of Promotion Management.
Wang. Y. (2015). Creating fit for sponsorship on corporate websites. International Journal of Internet
Marketing and Advertising, 9(3), 181–208.
Wang, Y. (2015). Affective and cognitive influence of control of navigation on cause sponsorship and non -
profit organizations. International Journal of Nonprofit and Voluntary Sector Marketing, 20(4), 331–
346.
Wang, Y., Rodgers, S., Wang, Z., & Thorson, E. (2015). A 17-year study of graduate student authorship in
advertising journals. Journalism and Mass Communication Educator, Spring, 1–15.
doi:10.1177/1077695815570036
Wang, Y., Qiao, F, & Peng, W. (2015). Is the size or the valence of proactive engagement associated with
purchase intention? A case study of Starbucks’ blogs. International Journal of Strategic
Communication, 9(3), 197–216.
Wang, Y., Willis, E., & Rodgers, S. (2014). Consumer insights from peer-to-peer communication in an online
health community of weight management. Journal of Consumer Health on the Internet, 18(2), 143–
156.
Wang, Y. (2014). Individualism/collectivism, charitable giving, and cause-related marketing: A comparison of
Chinese and Americans. International Journal of Nonprofit and Voluntary Sector Marketing, 19, 40–51.
Rodgers, S., & Wang, Y. (Authors made equal contribution and are listed alphabetically) (2013). Reporting on
health to ethnic populations: A content analysis of local health news in ethnic versus mainstream
newspapers. Howard Journal of Communications, 24(3), 257–274.
Li, J., Wang, Y., & Qiao, F. (2012). Journalism school or media corporation: Discussing journalism education
with Dean Mills, Dean of the Missouri School of Journalism. News and Writing, 2.［Written in Chinese]

5. Page 5
Rodgers, S., Chen, Q., Wang, Y., Rettie, R., & Alpert, F. (2007). The Web motivation inventory: Replication,
extension and application to Internet advertising. International Journal of Advertising, 26(4), 447–476.
B. Book Chapters Published
Willis, E.N., Wang, Y., & Rodgers, S. (2011). Online health communities and health literacy: Applying a
framework for understanding domains of health literacy. In A. Smedberg (Ed.), E-Health Communities
and Online Self-Help Groups: Applications and Usage (pp. 208-224). New York, NY: IGI Global.
Wang, Y., & Rodger, S. (2010). E-word of mouth and consumer-generated content: From concept to
application. In M. S. Eastin, T. Daugherty, & N. M. Burns (Eds.), Handbook of Research on Digital Media
and Advertising: User Generated Content Consumption (pp. 212-231). New York: IGI Global.
C. Refereed Articles Under Review
Chen, H., & Wang, Y. (Accepted with revision, 2016). Brand appearance in Chinese and American top-
grossing commercial movies: A comparison. Journal of Promotion Management.
Wang, Y. & Willis, E. (Accepted with revision, 2016). Sustaining self-efficacy through interactive discussion:
The role of online communities in weight loss. Journal of Health Psychology.
Wang, Y. & Willis, E. (Submitted March 2016). A longitudinal analysis of behavioral outcomes, consumers ’
perspectives, and self-monitoring of weight loss on Weight Watchers’ Blogs. The 2016 Annual
Conference of the Association for Education Journalism & Mass Communication, Minneapolis, MN.
Li, Y & Wang, Y. (Submitted March 2016). Credibility check: How is native advertising similar to and yet
different from quality news? The 2016 Annual Conference of the Association for Education Journalism
& Mass Communication, Minneapolis, MN.
D. Published Refereed Conference Proceedings
Wang, Y., & Yang, L. (2015). Opinion leadership and proactive engagement with social norm campaigns: A
case study of the Empty Plate Movement. In Proceedings of the 2015 Conference of the American
Academy of Advertising, pp.153–154.
Wang, Y., Qiao, F, & Peng, W. (2014). Is the size or the valence of social-interactive engagement associated
with purchase intention? A case study of Starbucks’ blogs. In Proceedings of the 2014 Annual
Conference of the American Academy of Advertising, p. 89.
Wang, Y. (2013). Creating fit for low-natural fit sponsorship on corporate web sites. In Proceedings of the
2013 Annual Conference of the American Academy of Advertising, p. 181.
Chen, H., Yang, F., & Wang, Y. [Two second authors made equal contribution and are listed alphabetically]
(2013). Product placements in Chinese commercial movies. In Proceedings of the 2013 Annual

6. Page 6
Conference of the American Academy of Advertising, p. 52.
Wang, Y., Schauster, E., Rodgers, S., & Thorson, E. (2010). A study of graduate student authorship in
advertising journals: 1997–2008. In Proceedings of the 2010 Annual Conference of the American
Academy of Advertising, p. 87.
Wang, Y., & Rodgers, S. (2009). Cultural values, emotions, and information: A comparison of webpages of the
U.S. and China. In Proceedings of the 2009 Annual Conference of the American Academy of
Advertising, p. 86.
Rodgers, S., Wang, Y., and Saettele, E. (2007). Understanding the nature of eWOM advertising on social
networking sties. In Proceedings of the 2007 Annual Conference of the American Academy of
Advertising, p.31.
E. Refereed Conference Papers, Posters and Panels
Accepted/Presented
Chen, H., & Wang, Y. (Accepted March 30, 2016) [Authors made equal contribution and are listed
alphabetically] Connecting or disconnecting: Luxury brands’ social media strategies and affluent
Chinese female consumers’ interpretations. The special track of Journal of Advertising presentation at
the 2016 Global Marketing Conference at Hong Kong, Conrad Hong Kong, Hong Kong July 21st-24th,
2016.
Willis, E., & Wang, Y. (2015). Blogging the brand: meaning transfer and the case of Weight Watchers. Paper
presented at the Mass Communication and Society Division/Open Competition, the 2015 conference
of the Association for Education in Journalism and Mass Communication, San Francisco, CA.
Wang, Y., & Yang, L. (2015). Opinion leadership and proactive engagement with social norm campaigns: A
case study of the Empty Plate Movement. Paper presented at the 2015 Conference of the American
Academy of Advertising, Chicago.
Wang, Y., Qiao, F, & Peng, W. (2014). Is the size or the valence of social-interactive engagement associated
with purchase intention? A case study of Starbucks’ blogs. Paper presented at the 2014 Conference
of the American Academy of Advertising, Atlanta.
Wang, Y., & Willis, E. (2013). Self-efficacy and interactivity: A content analysis of Weight Watchers’ online
discussion board. Paper presented at the Annual Conference of the Association for Education in
Journalism and Mass Communication, Washington, D.C.
Wang, Y. (2013). Language, accents, culture, and identity: International teaching assistants in journalism and
mass communication. Panelist presentation at the Annual Conference of the Association for
Education in Journalism and Mass Communication, Washington, D.C.
Wang, Y. (2013). Creating fit for low-natural fit sponsorship on corporate Websites. The paper was presented

7. Page 7
at was presented at the 2013 Conference of the American Academy of Advertising, Albuquerque.
Chen, H., Yang, F., & Wang, Y. [Two second authors made equal contribution and are listed alphabetically]
Product placements in Chinese commercial movies. Paper presented at was presented at the 2013
Conference of the American Academy of Advertising, Albuquerque.
Wang, Y. (2012). Examining perceived control of navigation and its interaction with perceived fit in cause -
sponsorship leveraging on corporate Websites. The paper was presented at was presented at the
Annual Conference of the Association for Education in Journalism and Mass Communication,
Chicago.
Rodgers, S., Everett, K., & Wang, Y. (2012). CASE findings from newspaper coverage of tobacco control
policies. Poster presentation at the 2012 National Conference on Tobacco or Health, Kansas City, MO
(August 15–17, 2012).
Rodgers, S., Everett, K., & Wang, Y. (2012), Enhancing smoke-free policy changes by understanding patterns
of media coverage. Poster presentation at the 2012 National Conference on Tobacco or Health,
Kansas City, MO (August 15–17, 2012).
Wang, Y., Li, Y., & Rodgers, S. (2011). Cancer-related advertisements in black and general-readership
newspapers and health equality: A media economics perspective. Paper presented at the Annual
Conference of the Association for Education in Journalism and Mass Communication, St. Louis.
Wang, Y., & Rodgers, S. (2011). Reporting health to minority populations: A content analysis of localized news
reporting. Paper presented at the Annual Conference of the Association for Education in Journalism &
Mass Communication, St. Louis.
Wang, Y., Willis, E.N., & Rodgers, S. (2010). Exploring the role of online discussion in improving obesity -
related health literacy: A content analysis of health literacy domains and eWOM of The Biggest Loser
League. Paper presented at the Annual Conference of the Association for Education Journalism &
Mass Communication, Denver, CO.
Wang, Y., & Hu, W. (2010). A comparison of consumers’ reactions to cause-related marketing in the U.S. and
China. Paper presented at the Annual Conference of the Association for Education Journalism &
Mass Communication, Denver, CO.
Stam, K., Rodgers, S., Wang, Y., Cameron, G., & Gardner, E. (2010). Traditional and emerging forms of
advertising for health literary promotions in the U.S. and Europe. Paper presented at the American
Academy of Advertising European Conference, Italy.
Wang, Y., Schauster, E., Rodgers, S., & Thorson, E. (2010). A study of graduate student authorship in
advertising journals: 1997–2008. Paper presented at the 52nd Annual Conference of the American
Academy of Advertising, Minneapolis, MN.
Wang, Y., & Rodgers, S. (2009). Cultural values, emotions and information: A comparison of web pages in the
U.S. and China. Paper presented at the 51st Annual Conference of the American Academy of

8. Page 8
Advertising, Cincinnati, OH.
Rodgers, S., Wang, Y., & Saettele, E. (2007). Understanding the nature of eWOM advertising on social
networking sites. Paper presented at the Annual Conference of the American Academy of Advertising,
Burlington, VT.
F. Manuscripts in Progress
Wang, Y. & Li, Y. Communication strategies applied in native advertisements on general -readership news
websites.
PROFESSIONAL EXPERIENCE
Research Assistant
September 2006–May 2011
Professor Shelly Rodgers, Missouri School of Journalism
September 2008–May 2009 & January 2011 to May 2011
Professor Glen Cameron, Health Communication Research Center, Missouri School of Journalism
PROFESSIONAL AFFILIATIONS
2012–2013 Membership in the American Advertising Federation – Kansas City
2010–Present Membership in the Association for Education in Journalism and Mass Communication
2009–2011 Membership in the American Academy of Advertising (AAA)
AWARDS
2/15/2013 Nominated for the Mary Alice Shaver Promising Professor Award 2013, the American
Academy of Advertising
2011 Spring: Ann Palmeri Memorial Scholarship
Journalism Study Abroad Scholarship – China
2010 Fall: Craig Horst Memorial Scholarship
Ann Palmeri Memorial Scholarship
John & Virginia Sutherland Scholarship
2010 Spring: John & Virginia Sutherland Scholarship
2009 Fall: O. O. McIntyre Scholarship Scholarship
Samuel W Webb Scholarship
2009 Spring: John & Virginia Sutherland Scholarship
Synor Creative Advertising Scholarship
2008 Fall: John & Virginia Sutherland Scholarship
Synor Creative Advertising Scholarship
SKILLS
Language: Mandarin (native), English (fluent), Japanese (conversational)
Software: Dreamweaver, PhotoShop