Yan Huang - University of Houston
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Yan Huang

Assistant Professor
Communication Bldg

Dr. Yan Huang is an Assistant Professor of Integrated Strategic Communication in the Jack J. Valenti School of Communication at the University of Houston. She holds a Ph.D. in mass communication with minor in statistics from the Pennsylvania State University. Her research is at the intersection of strategic communication, persuasion, and media psychology. It investigates how content features and technological aspects of media messages shape audience responses to health, nonprofit, and other prosocial campaigns. Her work has appeared in such journals as American Behavioral Scientist, Health Communication, and the Journal of Communication, among others. Her research has been recognized with Top Paper Awards from the International Communication Association (ICA), the Association for the Education of Journalism and Mass Communication (AEJMC), and the International Public Relations Research Conference (IPRRC). Prior to her appointment at Valenti, she taught at Southern Methodist University.


  • Ph.D. in Mass Communication with minor in Statistics, Pennsylvania State University, 2017.
  • M.A. in Mass Communication, Peking University, 2011.
  • B.A. in Chinese Literature, Peking University, 2009.

Academic Experience

  • Assistant Professor, Temerlin Advertising Institute, Southern Methodist University, 2017-2019.
  • Instructor of Record, Donald P. Bellisario College of Communications, Pennsylvania State University, 2015-2017.
  • Graduate Assistant, Donald P. Bellisario College of Communications, Pennsylvania State University, 2013-2015.

Awards and Honors

  • Sam Taylor Fellowship, United Methodist General Board of Higher Education and Ministry, 2018.
  • Sam Taylor Fellowship, United Methodist General Board of Higher Education and Ministry, 2017.
  • The 2nd Place Top Paper Award, Public Relations Division, Association for Education in Journalism and Mass Communication, 2016. (Second author)
  • The 1st Place Top Paper Award, Health Communication Division, International Communication Association, 2016. (Lead author)
  • The Brigham Young University Top Ethics Paper Award, International Public Relations Research Conference, 2016. (Second author) 
  • The 2nd Place Top Student Paper Award, Communication Technology Division, Association for Education in Journalism and Mass Communication, 2013. (Lead author)
  • Deans’ Award for Top Graduate Exhibition Research Presentation, College of Communications, Pennsylvania State University, March, 2013. (Lead author)
  • Shenzhen Government Fellowship, Peking University, 2009-2011.
  • Academic Excellence Award, Peking University, 2009-2010.
  • Wusi Scholarship, Peking University, June, 2008.
  • Founder Scholarship, Peking University, June, 2007.
  • Freshman Scholarship, Peking University, June, 2006


Peer-Reviewed Journal Articles
  • Ellithorpe, M., Huang, Y., & Oliver, M. B. (2019). Reach across the aisle: Elevation from political messages predicts increased positivity toward politics, political participation, and the opposite political party. Journal of Communication, 69(3), 249-272. doi:10.1093/joc/jqz011
  • Huang, Y., Bortree, D. S., Yang, F., Wang, R. (2019). Encouraging volunteering in nonprofit organizations: The role of organizational inclusion and volunteer need satisfaction. Journal of Nonprofit & Public Sector Marketing. Published online. doi:10.1080/10495142.2019.1589624
  • Huang, Y. & Waddell, T. F. (2019). The impact of ad customization and narrative transportation on the effectiveness of online video advertising. Journal of Current Issues & Research in Advertising. Published online. doi:10.1080/10641734.2019.1626304
  • Wang, R., & Huang, Y. (2018). Communicating corporate social responsibility (CSR) on social media: How do message source and types of CSR messages influence stakeholders’ perceptions? Corporate Communications: An International Journal, 23(3), 326-341. doi:10.1108/CCIJ-07-2017-0067
  • Dillard, J. P., Li, R., & Huang, Y. (2017). Threat appeals: The fear-persuasion relationship is linear and curvilinear. Health Communication, 32(11), 1358-1367. doi:10.1080/10410236.2016.1220345
  • Wang, R., & Huang, Y. (2017). Going native on social media: The effects of social media characteristics on native ad effectiveness. Journal of Interactive Advertising, 17(1), 41-50. doi: 10.1080/15252019.2017.1326327
  • Huang, Y., & Shen, F. (2016). Effects of cultural tailoring on persuasion in cancer communication: A meta-analysis. Journal of Communication. 66(4), 694-715. doi:10.1111/jcom.12243
  • Wu, M., Huang, Y., Li, R., Bortree, D. S., Yang, F., Xiao, A., & Wang, R. (2016). A tale of two sources in native advertising: Examining the effects of source credibility and priming on content, organizations, and media evaluations. American Behavioral Scientist, 60(12), 1492-1509. doi:10.1177/0002764216660139
Peer Reviewed Book Chapters
  • Oliver, M. B., Ferchaud, A., Yang, C., Huang, Y., & Bailey, E. (2017). Absorption and meaningfulness: Examining the relationship between eudaimonic media use and engagement. In F. Hakemulder, M. Kuijpers, E. Tan, M. Doicaru, and K. Balint (Eds), Narrative absorption (pp. 253-270). Amsterdam, Netherlands: John Benjamins Publishing.
  • Sundar, S. S., Jia, H., Waddell, T. F., & Huang, Y. (2015). Toward a theory of interactive media effects (TIME): Four models for explaining how interface features affect user psychology. In S. S. Sundar (Ed.), The handbook of the psychology of communication technology (pp. 47-86). Malden, MA: John Wiley & Sons, Inc.
Book Review
  • Huang, Y. (2015). Book Review: A social strategy: How we profit from social media. By Mikołaj Jan Piskorski. Journalism and Mass Communication Quarterly, 92(4), 1043-1045, doi: 10.1177/1077699015610327dd
(Click to read full CV)