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.