Yun Wang

Asst Professor

Zicklin School of Business

Department: Allen Aaronson Dept of Mkt/IB

Areas of expertise:

Email Address: yun.wang@baruch.cuny.edu

Biography
Teaching
Research and Creative Activity
Grants
Honors and Awards
Service

Yun (Alicia) Wang is an Assistant Professor in the Allen G. Aaronson Department of Marketing & International Business at the Zicklin School of Business, Baruch College. She holds a Ph.D. in Marketing from Texas A&M University, an M.A. in Economics from Waseda University, a B.B.A in Accounting from the Shanghai University of Finance and Economics. Her research interests are in advertising content, platform competition, bounded rationality, game theory, and deep learning. Her current research focuses on firms’ optimal advertising content design in the competitive market.

Education

Ph.D., Marketing, Texas A&M University College Station United States

M.A., Economics, Waseda University Tokyo Japan

B.B.A., Accounting, Shanghai University of Finance and Economics Shanghai China

Journal Articles

(2026). From Identity Fit to Brand Defense: How Distinctive Brand Style MakesIdentification Actionable in Online Communities. under review at the Journal of Research in Interactive Marketing, In Progress.

(2026). Competing Through Content: The Mix of Informational and Emotional Advertising in Purchase Funnels. revise and resubmit at Production and Operations Management,

(2026). From Immersion to Expression: Narrative–Expectation Discrepancy in Streaming Media. preparing for submission to New Media & Society, In Progress.

(2025). Penalty or Reward? The Effect of Social Disincentives on Online Users’ Contributions. Management Science, 71(8). Pages iv-vi, 6319-7222.

Zhao, J., Wang, Y., Hou, L., & Xue, L. (2025). Should a Platform Adopt the Refund-Only Policy?. preparing for submission to Management Science., In Progress.

Conference Proceedings

Zhao, J., Wang, Y., Hou, L., & Xue, L. (2025). Should a Platform Adopt the Refund-Only Policy?. ICIS 2025 Proceedings.

Presentations

Zhao, J., Wang, Y., Hou, L., & Xue, L. (2026, June 23). Should a Platform Adopt the Refund-Only Policy?. ISMS Marketing Science Conference. Washington, DC, USA: The University of Georgia.

Zhao, J., Wang, Y., Hou, L., & Xue, L. (2026, November 23). Should a Platform Adopt the Refund-Only Policy?. Forging Research Frontiers: The Baruch-Stony Brook-Fordham Research Symposium. New York: Baruch College.

Zhao, J., Wang, Y., Hou, L., & Xue, L. (2026, June 23). Should a Platform Adopt the Refund-Only Policy?. 7th China Workshop on Economics of Information Systems Theory. Xi'an, China

Zhao, J., Wang, Y., Hou, L., & Xue, L. (2026, December 23). Should a Platform Adopt the Refund-Only Policy?. International Conference on Information Systems. Nashville, US

Wang, Y., Liu, Y., & Zhao, X. (2026, December 23). Searching for Success: Advertising Content Design under Competition. Conference on Artificial Intelligence, Machine Learning, and Business Analytics. Temple University

Wang, Y., & Liu, Y. (2026, June 23). Presenting Products' Aesthetic Design in Advertisements. China Marketing International Conference. : Sichuan University.

Wang, Y., & Liu, Y. (2026, June 23). Presenting Products' Aesthetic Design in Advertisements. INFORMS Marketing Science Conference. : University of Miami.

Title	Funding Agency Sponsor	Start Date	End Date	Awarded Date	Total Funding	Status
Beyond Beautiful and Ugly: Advertising Products’ Aesthetic Design with Emotions	PSC-CUNY 54	07/01/2023	06/30/2024		3193.35	Submitted for Review

Honor / Award	Organization Sponsor	Date Received	Description
Fellow, 2025 ISMS Early-Career Scholars Camp	INFORMS Society for Marketing Science	2025-10-11
Zicklin School of Business Teaching Excellence Award		2025-04-24

College

Committee Name	Position Role	End Date
The Zicklin Undergraduate Committee on Academic Standing	Committee Member	Present
MKT 3000 Coordinator	Coordinator	Present
MKT 3000 Coordinator	Coordinator	Present