Dr. Yang Ping is a distinguished scholar in digital marketing and social media behavior, recognized for her growing global research influence and contributions to emerging areas of digital responsibility and intelligent communication. Her academic productivity reflects a strong upward trajectory, with 91 citations from 89 documents, 8 publications indexed, and an h-index of 5, underscoring her rising impact in marketing and consumer behavior research. Dr. Yang has published in leading international journals such as Personality and Individual Differences, International Journal of Consumer Studies, International Journal of Contemporary Hospitality Management, and Marketing Intelligence & Planning, alongside influential works in high-impact Chinese journals, demonstrating both international reach and domestic leadership. Her research has advanced understanding of corporate digital responsibility, prosocial behavior in anonymous online environments, and experiential outcomes in tourism and hospitality, contributing new theoretical insights and practical implications for digital platforms and consumer engagement. She has collaborated extensively with scholars across Australia, Finland, China, and the United States, producing interdisciplinary work that bridges marketing, tourism, psychology, and digital communication. As Principal Investigator and research contributor to multiple funded projects at municipal, provincial, and national levels, she has played a key role in shaping the discourse on platform governance, digital ethics, and machine-learning-driven marketing strategies. Her scholarship provides actionable guidance for enterprises navigating digital transformation, offering significant societal value by promoting responsible data practices, enhancing user well-being, and informing public policy development in the digital economy.
Profiles: Scopus | ResearchGate
Featured Publications
1. Yang, P., Ji, C., Prentice, C., & Peng, Z. (2025). Scale development and validation of corporate digital responsibility- A consumer perspective. International Journal of Consumer Studies. Citations: 5
2. Yang, P., Chunli, J., Prentice, C., & Peng, Z. (2025). Scale development and validation of corporate digital responsibility- A consumer perspective. Journal of Consumer Studies.
3. Sthapit, E., Ji, C., Yang, P., & Woosnam, K. (2024). Memorable digital-free tourism experiences: Antecedents and outcomes. Journal of Vacation Marketing. Citations: 12
4. Sthapit, E., Chunli, J., Yang, P., & Woosnam, K. M. (2024). Memorable digital-free tourism experiences: Antecedents and outcomes. Journal of Vacation Marketing.
5. Sthapit, E., Prentice, C., Ji, C., Yang, P., & Björk, P. (2024). Experience-driven well-being and purchase: An alternative model of memorable wine tourism experiences. International Journal of Tourism Research. Citations: 22