Dr. Jhih-Syuan (Elaine) Lin

Assistant Professor, Advertising

About: Dr. Lin teaches advertising media and consumer psychology. Her research interests include digital advertising, consumer-brand relationships, media psychology, and cross-cultural consumer psychology.

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Ph.D., Advertising, The University of Texas at Austin
M.A., Advertising, University of Florida
B.A., Advertising, National Chengchi University, Taipei, Taiwan

Research Interests and Activities

Dr. Lin’s research interests include digital advertising, consumer-brand relationships, media psychology, and cross-cultural consumer psychology. She has conducted research on consumer self-concept and identity, the role of consumers’ psychological disposition in determining branding outcomes, the use of digital and social media for optimizing multichannel brand communications, the development of media engagement, and the scope and challenges of international advertising and marketing through a cross-cultural lens. Her research has appeared in a variety of journals including Psychology & Marketing, Journal of Advertising Research, Journal of Interactive Advertising, Journal of Broadcasting & Electronic Media, International Journal of Strategic Communication, International Journal of Consumer Studies, and more. In addition, Dr. Lin has presented her research at numerous academic conferences.

The Role of Matching Construal Level and Social Distance in Young Drivers’ Changes of Attitude and Behavior toward Texting While Driving Dong Jae (Jay) Lim and Jhih-Syuan (Elaine) Lin

Abstract: This study examines message strategies of PSAs that can effectively discourage young adults from texting while driving. We test the effect of matching young adults’ perceived social distance and construal levels in processing PSAs on perceived threat, attitude toward texting while driving, and intentions to engage in preventive behavior. The study reveals significant persuasive […]

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Consumer Responses Toward Cosmeceutical Advertising Jhih-Syuan (Elaine) Lin, Jooyoung Kim, Juan Meng & Hanyoung Kim

Abstract: consumers usually see cosmeceuticals (cosmetics+pharmaceuticals) as an ambiguous object and have ambivalent attitudes due to product benefits (positive) and potential side effects (negative), this study examines the interplay between regulatory focus and advertising claims in determining attitude change and purchase intentions toward cosmeceutical sunscreen products. The findings suggest that promotion-focused consumers respond more favorably […]

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What Makes Brands’ Postings More Viral Jhih-Syuan (Elaine) Lin

Abstract: This study explores how different strategies used in firms’ Facebook postings increase consumers’ eWOM responses. A computational analysis of Fortune 100 companies’ Facebook postings and their respective comments/likes/shares were performed using Python libraries and the Linguistic Inquiry and Word Count (LIWC) software. As a result, we develop a predictive model of eWOM, aiming to […]

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Understanding the effect of social television on TV branding Jhih-Syuan (Elaine) Lin

Abstract: Drawing on the uses and gratifications framework, a survey of 345 participants was conducted to examine the effect of viewers’ social TV usage on the development of program commitment and network loyalty. The results show that social TV participation is primary driven by social infotainment and social companionship motivations. However, only social infotainment significantly predicts the intensity of […]

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Teaching Specialties

Dr. Lin’s primary teaching interests are media planning, digital and social communication strategies, psychology of advertising, and international advertising. She has also taught consumer psychology and advertising theory on the graduate level.


Before her academic career, Dr. Lin worked as a marketing executive in Taiwan and as a research and public relations intern at Dalton Agency in Jacksonville, FL. Dr. Lin is a member of American Academy of Advertising, Association for Education in Journalism and Mass Communication, Society for Consumer Psychology, and American Psychological Association.

Awards and Fellowships

CTL Lilly Teaching Fellows 2014-2016, University of Georgia, Athens, GA

Jhih-Syuan (Elaine) Lin