Author

Sheng Yuan

Institution: Ningbo University of Technology

Observed institutions: Wenzhou University, Ningbo University of Technology, Indiana University Bloomington, Wenzhou Business College, Indiana University

ORCID: 0000-0001-9865-0615

Observed ORCID: 0000-0001-9865-0615

OpenAlex ID: A5103129032

Comparative analysis of Chinese and Japanese corporate communication on Facebook and Twitter

2018 · Sheng Yuan · Chinese Journal of Communication · 16

Public Responses to Direct-to-Consumer Advertising of Prescription Drugs

2008 · Sheng Yuan · Journal of Advertising Research · 15

Comparing International Communication of Corporate Social Responsibility by Chinese and Korean Firms on Social Media

2021 · Sheng Yuan · IEEE Transactions on Professional Communication · 8

An investigation of the influence of cinema environment on advertising effectiveness

2017 · Sheng Yuan · International Journal of Advertising · 6

An experimental investigation of the influence of endorser attractiveness in video advertisements

2015 · Sheng Yuan · Chinese Journal of Communication · 5

Using YouTube for corporate communication: a comparison between Chinese and American companies

2023 · Sheng Yuan · Online Information Review · 4

Unveiling the mediating role of cultural trade and domestic identity in Chinese consumer engagement with foreign films and TV series

2024 · Sheng Yuan, Wei-Lun Huang, et al. · PLoS ONE · 3

University–Industry Partnerships in the Age of Digital Marketing: Constructing Sustainable Higher Education Brands

2026 · Sheng Yuan, Yan‐Kai Fu, et al. · European Journal of Education · 1

Which Topic Category Is More Engaging on Chinese Corporations’ Facebook Accounts: Corporate Ability or Corporate Social Responsibility?

2025 · Sheng Yuan · IEEE Transactions on Professional Communication

Works count: 9

Citation count: 58

H-index: 5

I10-index: 2