Date   of Birth

1981.5

Professional   Title

Professor

E-mail

yaoshanji@126.com

Research   Fields

Marketing, Management of Mass   Entrepreneurship and Innovation

Personal   Profile

Doctor of Management, Director of   the First Batch of National First-Class Undergraduate Courses, Postdoctor in   Business Administration of Fudan University, Visiting Scholar of University   of Victoria, Canada, Director of Chinese Marketing Association of   Universities, Executive Director of Foreign Economic Theory Association of   Jiangsu Province, and Director of Higher Education Association of Jiangsu   Province.

Professor Yao has published   more than 40 papers in domestic and foreign journals, published 2 monographs   and 2 translated works, presided over 2 national projects and 12 provincial   or ministerial projects, and won provincial or ministerial awards for 3   times.

Representative   Research Projects / Works / Papers

1. General Project of the   National Natural Science Foundation of China: Job Embeddedness and Sales   Performance of Sales Force: Empirical Study from the Perspective of Role   Conflict Resolution and Network Expansion.

2. The Young Scientists   Fund of Humanities and Social Sciences Foundation of the Ministry of Education: Customer Participation,   Regulatory Focus and Enterprise Brand Value Creation: Empirical Study Based   on Virtual Brand Community

3. The Young Scientists   Fund of Humanities and Social Sciences Foundation of the Ministry of Education: Impacts of Customer   Participation on Value Co-production of New Products: Empirical Study under   Crowd-sourcing Model

4. Key Projects of   Social Science Foundation of Jiangsu Province: Study on Improving the   Prevention and Resolution Mechanism of Emergent Public Health Risks in   Jiangsu Province from the Perspective of Intrinsic Safety

5. Post-funded Projects   of Social Science Foundation of Jiangsu Province: Research on the   Relationship between Virtual Community Sense, Commitment and Knowledge   Contribution

6. Sense of   Virtual Community, Commitment and Knowledge Contribution: Theories, Facts and   Cases. Nanjing University Press. 2021.11.

7. Social Media   Marketing: A Strategic Approach (Translated Edition). China Machine   Press. 2020.3.

8. Impacts of   Sellers on Wechat Embedding on Sales Performance. Foreign Economics &   Management. 2022. 44(2):69-83.

9. Meta Analysis of the   Relationship between Job Embeddedness and Job Performance. Journal of Anhui   University(Philosophy and Social Sciences Edition) . 2022. 46(1):137-147