Shubin Yu

Shubin (Lance) Yu is assistant professor in digital communication. His research fields include marketing communications and consumer-technology interaction. He is particularly interested in how digital technology influences the way people communicate. His work is published in peer-reviewed journals such as Journal of Consumer Psychology, JMIR, Journal of Business Research and among others.

He obtained his Ph.D. in Communication Science from Ghent University in 2017. He also hold three master's degrees (Statistics, Business Economics, Cultural Studies) from KU Leuven. Before joining BI Norwegian Business School, he worked as an assistant professor at Peking University HSBC Business School. Now he is also a visiting associate professor at the Shenzhen and UK campus of Peking University HSBC Business School.

Educational Qualification

• Ph.D. in Communication Sciences, Ghent University, 2017. [2]
• M.Sc. in Statistics, University of Leuven, 2018.
• M.Sc. in International Business Economics and Management, University of Leuven, 2016.
• M.A. in Cultural Studies, University of Leuven, 2014
• B.A. in Advertising/English Language, Guangdong University of Foreign Studies, 2013.

Honors & Awards

• The Elyette Roux Best Thesis Prize on Luxury Brand Management (2019, Winner)
• The Mystique of Luxury Brands Conference, Best Paper Award (2017)
• LVMH-SMU Luxury Research Conference, Best Paper Award (2016, Second Prize).

Research Interest

• Marketing Communication, Luxury Marketing, Information System

Academic Employment

• Assistant professor, Peking University HSBC Business School (2019-present)
• Postdoctoral Fellow, Peking University HSBC Business School (2017-2019).