Mike Yao

Mike Yao

Professor of Business Administration

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Mike Yao is a Professor of Digital Media and the Head of the Charles H. Sandage Department of Advertising in the College of Media. He teaches a digital media & marketing course at the Gies College of Business as an affiliated professor of business administration. Mike's scholarly work focuses on digitally mediated social behavior and human-technology interaction. He is an Associate Editor of a flagship journal in communication research since 2018 and an editorial board member of two media journals for the past eight years, Professor Yao received his Ph.D. in communications in 2006 from the University of California at Santa Barbara.


Educational Background

  • Ph.D., Communications, University of California at Santa Barbara, 2006

Positions Held

  • Professor of Business Administration, Business Administration, University of Illinois, 2017 to present
  • Professor of Digital Media, College of Media, University of Illinois, 2015 to present

Recent Publications

  • Liu, W., & Yao, M. (2023). Gender identity and influence in human-machine communication: a mixed-methods exploration. Computers in Human Behavior, 144 107750.  link >
  • Liu, W., & Yao, M., Andrea Guzman, Rhonda McEwen, & Steve Jones (Ed.) (2023). Human-Machine Communication in Marketing and Advertising. The SAGE Handbook of Human-Machine Communication Sage.
  • Liu, W., & Yao, M. (2023). "Can you tell me about yourself?” The Impacts of Chatbot Names and Communication Contexts on Users’ Willingness to Self-Disclose Information in Human-Machine Conversations. Communication Research Report, Taylor & Francis, 40 (3), 122-133.  link >
  • Aboujaoude, E., Kuss, D., Yao, M., & Leung, L. (2022). Online Psychology Beyond Addiction and Gaming: A Global Look at Mental Health and Internet-Related Technologies. Frontiers Media.  link >
  • Chen, C., & Yao, M. (2022). Strategic use of immersive media and narrative message in virtual marketing: Understanding the roles of telepresence and transportation. Psychology & Marketing.
  • Lee, S., & Yao, M. (2021). Expressing unpopular opinion or trolling: Can dark personalities differentiate them? Telematics & Informatics.  link >
  • Hu, X., & Yao, M. (2021). Judging a book by its cover: Investigating consumer responses toward social cue in social media influencer marketing. Journal of Media Business Studies.  link >

Other Publications


  • Zheng, A., Duff, B., Vargas, P., & Yao, M. (2020). Self-Presentation On Social Media: When Self-Enhancement Confronts Self-Verification. Journal of Interactive Advertising, Taylor & Francis, 20 (3), 289-302.  link >
  • Wang, Y., & Yao, M. (2020). Did you notice the ads? Examining the influence of telepresence and user control on the effectiveness of embedded billboard ads in a VR racing game. Journal of Interactive Advertising, Routledge, 20 (3), 258-272.  link >
  • Shen, J., Wang, Y., Chen, B., Nelson, M., & Yao, M. (2020). Using virtual reality to promote the university brand: When do telepresence and system immersion matter? Journal of Marketing Communications, Taylor & Francis, 26 (4), 362--393.
  • Liu, Q., Wang, Y., Yao, M., Tang, Q., & Yang, Y. (2020). The Effects of Viewing an Uplifting 360-Degree Video on Emotional Well-Being Among Elderly Adults and College Students Under Immersive Virtual Reality and Smartphone Conditions. Cyberpsychology, Behavior, and Social Networking, 23 (3), 157-164.  link >
  • Chen, O., Song, S., & Yao, M. (2020). Brands as a nation: An analysis of overseas media engagement of top Chinese brands. Global Media and China, 5 (1), 22-39.  link >
  • Tian, K., & Yao, M. (2019). Brand Equity and Country-of-Origin Effects on Consumer Evaluations: Leveraging Data to Explore the Role of Country Image and Brand Familiarity on Amazon Product Reviews. Journal of Marketing Development and Competitiveness, North American Business Press, 13 (3), 157-172.
  • Hamilton, K., Ward, A., & Yao, M. (2019). Minds Vs. Machines: Investigating the Role of Anthropomorphism on Knowledge Misattributions in Voice-Activated Consumer Search. ACR North American Advances.
  • Hamilton, K., & Yao, M. (2018). Blurring boundaries: Effects of device features on metacognitive evaluations. Computers in Human Behavior, Elsevier, 89 213-220.  link >
  • Lin, F., & Yao, M. (2018). The impact of accompanying text on visual processing and hedonic evaluation of art. Empirical Studies of the Arts, Sage Publications Sage CA: Los Angeles, CA, 36 (2), 180--198.  link >
  • Yao, M. (2018). Encouraging learners to explore websites: Hyperlinks as invitations. Journal of Educators Online, 15 (2).
  • Yao, M. (2018). Sequence analysis in distributed interactive learning environments: Visualization and clustering of exploratory behavior. Journal of Educators Online, 15 (2).
  • Trepte, S., Reinecke, L., Ellison, N., Quiring, O., Yao, M., & Ziegele, M. (2017). A Cross-Cultural Perspective on the Privacy Calculus. SOCIAL MEDIA + SOCIETY, 3 (1).  link >
  • Yao, M., Tu, C., Yang, M., & Liu, Q. (2017). Predicting users' privacy boundary management strategies on Facebook Chinese Journal of Communication, 10 (3), 295-311.
  • Yao, M., & Liu, J. (2015). How to play the game of intellectual property rights in China: the impact of party affiliation and media location on the use of media frames. Asian Journal of Communication, 25 (2), 371-392.
  • Yao, M., & Zhong, Z. (2014). Loneliness, social contacts and Internet addiction: A cross-lagged panel study. Computers in Human Behavior, 30 164-170.
  • Yao, M., He, J., Ko, D., & Pang, K. (2014). The Influence of Personality, Parental Behaviors, and Self-Esteem on Internet Addiction: A Study of Chinese College Students. Cyberpsychology, Behavior, and Social Networking, Mary Ann Liebert, 17 (2), 104-110.  link >
  • Yao, M., & Zhong, Z. (2013). Gaming motivations, avatar-self identification and symptoms of online game addiction. Asian Journal of Communication, 23 (5), 555-573.
  • Lee, F., He, Z., Lee, C., Lin, W., & Yao, M. (2012). Globalization and people’s interest in foreign affairs: A comparative survey in Hong Kong and Taipei. International Communication Gazette, Sage Publications Sage UK: London, England, 74 (3), 221--239.
  • Yao, M., Ho, J., & Xu, M. (2012). Examining the impact of web advertising on reading: An eye tracking study. Journal of Mass Communication, 2 343--354.
  • Yao, M., Mahood, C., & Linz, D. (2010). Sexual Priming, Gender Stereotyping, and Likelihood to Sexually Harass: Examining the Cognitive Effects of Playing a Sexually-Explicit Video Game. Sex Roles, 62 (1-2), 77-88.  link >
  • Lee, Francis L. F., ., He, Z., Lee, C., Lin, W., & Yao, M. (2009). The Attitudes of Urban Chinese Towards Globalization: A Survey Study of Media Influence. Pacific Affairs, 82 (2), 211-+.
  • Yao, M., & Linz, D. (2008). Predicting Self-Protections of Online Privacy. Cyberpsychology, Behavior, and Social Networking, 11 (5), 615-617.  link >
  • Yao, M., & Zhang, J. (2008). Predicting User Concerns about Online Privacy in Hong Kong. Cyberpsychology, Behavior, and Social Networking, Mary Ann Liebert, 11 (6), 779-781.  link >
  • Yao, M., Rice, R., & Wallis, K. (2007). Predicting user concerns about Online privacy. JOURNAL OF THE AMERICAN SOCIETY FOR INFORMATION SCIENCE AND TECHNOLOGY, 58 (5), 710-722.  link >
  • Yao, M., & Flanagin, A. (2006). A self-awareness approach to computer-mediated communication. Computers in Human Behavior, Elsevier, 22 (3), 518--544.

Book Chapters

  • Ko, D., & Yao, M. (2016). Internet addiction: an cross-cultural perspective. ( pp. 141-158).
  • Li, X., Liu, Y., & Yao, M. (2015). Openness, Activeness, and Diversity of Information Exchange in the Context of Online Social Networks. Emerging Media ( pp. 123--143). Routledge.
  • Song, S., Shen, F., Yao, M., & Wildman, S. (2013). Unmasking News in Cyberspace: Examining Censorship Patterns of News Portal Sites in China. Br(e)aking the News: Journalism, Politics and New Media.
  • Yao, M., & Fung, A. (2012). Gender and media. Women and girls in Hong Kong: current situations and future challenges ( pp. 223--244). Hong Kong Institute of Asia-Pacific Studies, Chinese University of Hong Kong.
  • Yao, M. (2011). Self-Protection of Online Privacy: A Behavioral Approach. ( pp. 111-125).  link >

Book Reviews

  • Yao, M. (2016). Social media generation in urban China: A study of social media use and addiction among adolescents. ( 3 ed vol. 9, pp. 327-329). CHINESE JOURNAL OF COMMUNICATION.  link >
  • Yao, M. (2011). Working-Class Network Society: Communication technology and the information have-less in urban China. ( 1 ed vol. 4, pp. 110-112). CHINESE JOURNAL OF COMMUNICATION.

Books and Monographs

  • Lee, F., Lee, C., Yao, M., Chang, T., Lin, F., & Shen, C. (2013). Communication, public opinion, and globalization in urban China. Routledge.

Conference Proceedings

  • Liljenberg, M., Tian, K., & Yao, M. (2019). Cross-Cultural User Design: Divergences in Chinese and Western Human Computer Interface Interaction. International Conference on Human-Computer Interaction ( pp. 39--45).
  • Hamilton, K., & Yao, M. (2018). Cognitive Offloading and the Extended Digital Self. HUMAN-COMPUTER INTERACTION: THEORIES, METHODS, AND HUMAN ISSUES ( vol. 10901, pp. 257-268). 20th International Conference, HCI International 2018: Springer, Cham.  link >
  • Yee, N., Ducheneaut, N., Yao, M., & Nelson, L. (2011). Do Men Heal More When in Drag? Conflicting Identity Cues Between User and Avatar. ( pp. 773-776). 29TH ANNUAL CHI CONFERENCE ON HUMAN FACTORS IN COMPUTING SYSTEMS.


  • Associate Editor, Journal of Computer Mediated Communication, 2017 to present
  • Editorial Board Member, Journal of Media Psychology, 2013 to present
  • Editorial Board Member, Journal of Computer Mediated Communication, 2013 to present

Current Courses

  • Digital Media & Marketing (MBA 543) Aims to give students ample understanding of the critical role of digital media as the delivery channels of marketing communication and the impacts of digital revolution in marketing and the rise of marketing technology industry, through interaction with the instructor, the content, and other students in the course.