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Zhihao “Max” Yu, Ph.D.
Assistant Professor
Marketing and Entrepreneurship
College of Business Administration
Zhihao “Max” Yu, Ph.D., is an expert in digital interaction design, social media strategies, human-robot interaction, and advertising performance.
Biography
As a former digital brand manager, Yu combines industry experience with academic research, making him a valuable resource for media discussing digital marketing trends and consumer behavior.
His research examines how marketing design elements and social psychological factors, such as social identity, consumer perceptions, and human-robot interaction, shape consumer behavior.
He is particularly interested in referral programs, ad and product design, digital engagement, and the evolving role of robots and AI in service contexts.
Yu has published in top-tier journals like the Journal of Marketing Research and Journal of Advertising.
In the News
Areas of Expertise
Request an Interview
UNO faculty experts can be contacted by media directly. Contact the UNO Office of Strategic Marketing and Communications Editorial and Media Relations team for assistance at unonews@unomaha.edu.