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Dr. Zhihao Yu

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  4. Dr. Zhihao Yu
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Dr. Zhihao Yu

  • Marketing & Entrepreneurship, Assistant Professor

email:
zhihaoyu@unomaha.edu
office:
MH  228AA
office phone:
402.554.6405

note:
This profile is pulling in data from Digital Measures. Postings on personal websites or social media do not indicate that the individual is speaking on behalf of UNO.

General Information

Biography

Dr. Zhihao (Max) Yu is an Assistant Professor of Marketing at the University of Nebraska at Omaha. He is a behavioral researcher studying digital marketing and frontline services. He earned his Ph.D. in Marketing from the University of South Florida. Dr. Yu has published in the Journal of Marketing Research and the Journal of Advertising and presented his work at major conferences such as AMA, ACR, SCP, and AMS. Prior to academia, Zhihao worked in the luxury industry as a digital brand manager for several international luxury brands (Bang & Olufsen, Royal Asscher, etc.). As a former marketing practitioner with strong industry contacts, he is keen to collaborate with companies for his class and scientific studies to help solve their problems and capitalize on their opportunities. He teaches Digital Marketing Communications (MKT 3360) and Social Media Marketing (MKT 3370).

Teaching Interests

Digital Marketing and Social Media Marketing

Research Interests

Digital Marketing, Frontline Services, Social Identities

Service Summary

Member of the UNO Social Media Lab

Awards and Honors

AMA Sheth Foundation Doctoral Consortium Fellow, Scholarship/Research - 2020

Education

Ph D, University of South Florida, Tampa, FL, Marketing, Psychology, 2021

Scholarship/Research/Creative Activity

Selected Publications

Xu, Minzhe, Yu, Zhihao, Tu, Yanping. 2023. I Will Get a Reward, Too: Disclosing the Referrer-reward Increases Referring, authors contributed equally, Journal of Marketing Research, 60, 2, 355-370.

Yu, Zhihao, Ponomarenko, Veronika, Luke, Liska. 2023. How to Allocate White Space in Ad Design? The Impact of Product Layouts on Perceived Entitativity and Advertising Performance, Journal of Advertising, Forthcoming.

General Information

Biography Teaching Interests Research Interests Service Summary Awards and Honors Education

Scholarship/ Research/ Creative Activity

Selected Publications

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