Dora (Yun) Wang
Assistant Professor, Marketing
- Bachelor of Management (China Agricultural University), Master of Management (Central University of Finance and Economics), PhD in Management (Carleton University)
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Dr. Dora (Yun) Wang is Assistant Professor of Marketing at the Sprott School of Business at Carleton University. Her health consumption-related research has been published in the Journal of Consumer Affairs and Health Promotion International, and her business-to-business (B2B) social media research has been published in Industrial Marketing Management, Journal of Strategic Marketing, and Journal of Business and Industrial Marketing. She is currently teaching Introduction to Marketing (BUSI 2208), Personal Selling (BUSI 3210), and Marketing Strategy (MKTG 5200).
Dr. Wang’s primary research interests include digital marketing, marketing analytics, and business-to-business (B2B) marketing. While social media and analytics are increasingly adopted in industrial marketing, little knowledge is known regarding how to help B2B firms integrate social media and analytics into their marketing efforts. To address this gap, She has conducted various projects on understanding the use and management of social media and social media analytics in B2B marketing, as well as the association of content marketing with B2B brand engagement. Currently, she is researching the impact of visual cues in B2B brand posts, such as emoji, images, and videos, on brand engagement on social media.
Dr. Wang is also interested in health consumption and promotion in the digital age. As health promotion has been legitimized as a shared culture globally, individuals are increasingly consuming health-related products and services to produce and possess health (e.g., using dietary supplements, functional foods, and alternative therapies). However, when facing a complex health marketplace and information environment, consumers may encounter problems in making well-informed decisions that can effectively improve their health. Dr. Wang has conducted several research projects on consumer health consumption with an aim to help consumers better understand their health-related needs and empower consumers to make conscious decisions in health consumption and promotion. Specifically, she is looking at dietary supplement consumption on social media and fitness live streaming.