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 (ABD in Communication, University of Connecticut) is a PhD candidate at the Department of Communication, University of Connecticut. Her primary research interest lies in social marketing, specifically on identifying ways to create effective campaign advertisements that benefit society in the areas of environmental sustainability, equality, public health, and safety. She also conducted research on commercial marketing, of which the topics include corporate social responsibility, electronic word-of-mouth, and opinion leadership.

Courses Taught

COMM 1000 Process of Communication
COMM 2000Q Research Methods in Communication
COMM 3530 Public Relations

Published Manuscripts

Lee, Y. & Lin, C. (2021). The Effects of a Sustainable vs. Conventional Apparel Ad on Consumer Perception of CSR Image and Attitude toward the Brand. Corporate Communications: an International Journal.

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.

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 Society, 10(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 in Progress

Yang, Y., Lin, C., Peng, T., & Pierre, L. (under review). #MeToo: Intersecting Gender, Race, User Identity, Social Judgment and Social Support.

Pierre, L., Oeldorf-Hirsch, A., & Lee, Y. (revise and resubmit). Exploring the Effects of Media Format and Disclosure of Native Twitter Ads on Consumer Evaluations and Decision-Making.

Lin, C., Xu, X., Park, S. & Lee, Y. (full manuscript under preparation). Transcultural Social Networking and K-Pop: Exploring the Influence of Social Distance, Inter-Group Acceptance, and Inter-Group Similarity.

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