Yukyung "Irene" Yang

PhD Student and Graduate Assistant

Department of Communication


B.S., Clothing & Textiles, Ewha Womans University, 2015
B.A., English Language & Literature, Ewha Womans University, 2015
M.S., Fashion Marketing/Merchandising, Ewha Womans University, 2017



Yukyung “Irene” Yang is a PhD candidate in the Department of Communication at the University of Connecticut, specializing in the Marketing Communication track. Irene’s primary research interests involve examining messaging strategies that promote prosocial outcomes, such as environmental protection, improving consumer decision-making, and empowering women. Her focus lies in exploring the underlying mechanisms of consumers’ information processing based on their cognitive and emotional perceptions and responses.


Courses Taught

COMM 1000 Process of Communication
COMM 2000Q Research Methods in Communication
COMM 3530 Public Relations
COMM 3310W Media Literacy and Criticism


Published Manuscripts

Yang, Y., Lin, C., Peng, T., & Pierre, L. (2023). #MeToo: Intersecting Gender, Race, User Identity, Social Judgment and Social Support. The Journal of Social Media in Society, 12(1), 348-370. https://thejsms.org/index.php/JSMS/article/view/1115/645

Lin, C., Wang, X., & Yang, Y. (2023). Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value. Sustainability, 15(9116). 1-16. https://doi.org/10.3390/su15119116

Pierre, L., Oeldorf-Hirsch, A., & Yang, Y. (2022). Exploring the Effects of Media Format and Disclosure of Native Twitter Ads on Consumer Evaluations and Decision-Making. Journal of Promotion Management, 29(2), 1-37. https://doi.org/10.1080/10496491.2022.2163039

Lee, Y. and Lin, C. A. (2021), The effects of a sustainable vs conventional apparel advertisement on consumer perception of CSR image and attitude toward the brand. Corporate Communications: An International Journal, 27(2), pp. 388-403. https://doi.org/10.1108/CCIJ-05-2021-0051

Lee, Y., & Lin, C. A. (2021). Exploring the Serial Position Effects of Online Consumer Reviews on Heuristic vs. Systematic Information Processing and Consumer Decision-Making. Journal of Internet Commerce, 1-23. https://doi.org/10.1080/15332861.2021.1966722

Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of Parasocial Interaction with an Instafamous Influencer on Brand Attitudes and Purchase Intentions. The Journal of Social Media in Society10(1), 55-78.

Lee, Y., Atkin, D., & Christensen, J. (2019). Why They Post: Social Capital Needs on Social Networking Sites. Journal of Communications Media Studies, 11, 8-24.

Lee, Y., Park, M., & Im, S. (2017). Distinguishing Online Opinion Leaders: The Mediating Effect of Consumer Innovativeness and Online Opinion Leadership for Values and New Product Adoption Behavior. Asia Marketing Journal, 19(2), 1-24. DOI: 10.15830/amj.2017.19.2.1


Manuscripts Under Review

Lin, C., Xu, X., Park, S. & Yang, Y. (Revised and Resubmitted). Transcultural Social Networking and K-Pop: Exploring the Influence of Social Distance, Inter-Group Acceptance, and Inter-Group Similarity.

Suk, J., Zhang, Y., Liu, J., & Yang, Y. Generative Artificial Intelligence Discourse on Twitter: Analysis of Social Media Content about Emerging Communication Technologies 

Yang, D., Ye, J., Yang, Y., Atkin, D., & Suk, J. Predicting the Stigmatization of Feminists in China and South Korea: Entanglements with Nationalism.

photo of Irene Lee, graduate student
Contact Information
Mailing Address337 Mansfield Rd. Unit 1259, Storrs, CT 06269-1259