Dr. Joe Phua

Associate Professor, Advertising

About: Dr. Phua’s research examines the impact of new and emerging communication technologies, including social media, on advertising and branding, social marketing campaigns for public health issues like obesity and smoking cessation, and sports marketing. His teaching specialties include digital and social communication strategies, advertising and communication management, and digital advertising at both the undergraduate and graduate levels.

View Curriculum Vitae

Education

Ph.D., Communication, University of Southern California
M.A., Communication Management, University of Southern California
B.A., Cinema-Television Critical Studies, University of Southern California

Research Interests and Activities

Dr. Phua’s research examines the impact of new and emerging communication technologies, including social media, on advertising and branding, social marketing campaigns for public health issues like obesity and smoking cessation, and sports marketing. His research has been published in top journals in the field, including Journal of Communication, Journal of Advertising, Psychology of Addictive Behaviors, Journal of Health Psychology, Journal of Smoking Cessation, Asian Journal of Communication, International Journal of Sport Communication, Journal of Sports Media, and Social Influence. His research has also received coverage in publications including Newsweek, Men’s Health, Huffington Post, Men’s Fitness, and WebMD magazine, as well as in news outlets like ABC News, Yahoo! News, and NPR Marketplace Tech.

Top Three Paper Award Joe Phua

Top Three Paper Award in the Advertising Division Open Research Competition: Youngjee Ko (Grady PhD Student) and Joe Phua. “Effects of Eco-Labels and Perceived Influencer Expertise on Perceived Healthfulness, Perceived […]

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AAA Research Fellowship Award Alexander Pfeuffer and Joe Phua

Alex Pfeuffer, assistant professor of advertising, and Joe Phua, associate professor of advertising, were awarded a AAA Research Fellowship Award for a 3-year research project studying vlogs and trust cues […]

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International Journal of Advertising Joe Phua

Joe Phua has been named an Associate Editor of International Journal of Advertising effective March 2022.

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How Disclosure Source and Content-Publication Fit Impact Consumers’ Recognition and Evaluation of Native E-Cigarette Public Service Announcements Nathaniel J. Evans and Joe Phua

Abstract: Given the increasing amount of public and government related attention devoted to issues surrounding e-cigarette use, the current study examined how disclosure source and content-publication fit in an ENDS […]

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Can Warning labels mitigate Effects of Advertising Message Claims in Celebrity-Endorsed Instagram-Based Electronic Cigarette Advertisements? Influence on Social Media Users’ E-Cigarette Attitudes and Behavioral Intentions Joe Phua

Abstract: Electronic cigarette brands are increasingly using social media to advertise their products. This study examined effects of advertising message claim type (reduced risk [“Healthier than regular cigarettes”], cessation [“Quit […]

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Reaching the Vaccine-Averse: The Role of Cue-based Trust in COVID-19 Vaccination Social Media Vlogs Addressing Vaccine Hesitancy Joe Phua and Alexander Pfeuffer

A multi-method study (Study 1: Focus groups; Study 2: Survey; Study 3: Online experiment) will examine user-generated COVID-19 vaccine information in social media-based vlogs to (1) identify eWOM content attributes […]

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Journal of Interactive Advertising Joe Phua

Joe Phua served as guest editor (with Kevin Byon of Indiana University, Bloomington) for “Journal of Interactive Advertising,” Special Issue in “Digital and Interactive Marketing Communications in Sports”, Vol. 20, […]

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Do Young Adults Attend to Health Warnings in the First IQOS Advertisement in the U.S.? An Eye-Tracking Approach Glen Nowak and Joe Phua

Abstract: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad that […]

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Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos Joe Phua and Alexander Pfeuffer

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with […]

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Trusting on a Whim? A Multi-method Inquiry of Cue-based Trust in Online Consumer Product Reviews Alexander Pfeuffer, Joe Phua & Marilyn Primovic

Abstract: Online, consumers often cannot develop trust through cumulative experiences with another party but must instead rely on heuristic cues for their trust formation. Drawing on the theoretical construct of […]

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What Drives Loyal Fans of Brand Pages to take Action? The Effects of Self-Expansion and Flow on Loyal Page Fans’ Sharing and Creation Activities Joe Phua

Abstract: Consumer-driven sharing and creation activities are valuable engagement activities as they help spread awareness and interaction for brands on social media. Loyal fans of brand pages are an important […]

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Do Young Adults Attend to Health Warnings in the First IQOS Advertisement in the U.S.? An Eye-Tracking Approach Joe Phua and Glen Nowak

Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad […]

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Intergroup Contact, COVID-19 News Consumption, and the Moderating Role of Digital Media Trust on Prejudice toward Asians in the U.S.: A Cross-Sectional Study Joe Phua

Abstract: Background: The perceived threat of a contagious virus may lead people to be distrustful of immigrants and out-groups. Since the COVID-19 outbreak, the salient politicized discourses of blaming Chinese […]

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Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism Joe Phua

Abstract: Purpose: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Design/methodology/approach: Experiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and […]

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Do Young Adults Attend to Health Warnings in the First IQOS Advertisement in the U.S.? An Eye-Tracking Approach Glen Nowak and Joe Phua

Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad […]

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What makes a Loyal Fan a Brand Advocate on Social Media? Capitalizing on Brand Page Loyalty to build Self-Expansion Benefits for Fans. Joe Phua

Abstract: Fans of brand pages are valuable as they help spread positive word-of-mouth on social media, and drive brand recommendations to other social media users. Companies, such as Nike and […]

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Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos. Alexander Pfeuffer and Joe Phua

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Online, consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative […]

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Do Young Adults Attend to Health Warnings in the First IQOS Advertisement in the U.S.? An Eye-Tracking Approach. Glen Nowak and Joe Phua

Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad […]

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The Roles of Celebrity Endorsers’ and Consumers’ Vegan Identity in Marketing Communication about Veganism. Jihoon (Jay) Kim and Joe Phua

Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N=303) examined the effects of consumers’ eating […]

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Intergroup Contact, COVID-19 News Consumption, and the Moderating Role of Digital Media Trust on Prejudice toward Asians in the U.S.: A Cross-Sectional Study Joe Phua

Abstract: Background: The perceived threat of a highly contagious virus may lead people to be distrustful of immigrants and outgroups. Since the COVID-19 outbreak, the salient politicized discourses of blaming […]

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Understanding How Consumers Perceive Brand Personality through Sports Sponsorship Joe Phua

Abstract: Sports sponsorship has been considered a key branding strategy for various marketing objectives, but little research investigated how consumers perceived sponsor brands through sports competitions. This study aimed to […]

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Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands Taeyeon Kim and Joe Phua

Abstract: Through two studies, this research examined consumer responses to empowerment hashtags in social media–based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes toward […]

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Connecting Sponsor Brands through Sports Competitions: An Identity Approach to Brand Trust and Brand Loyalty Joe Phua

Pan, Polin, & Joe Phua (Forthcoming). Connecting Sponsor Brands through Sports Competitions: An Identity Approach to Brand Trust and Brand Loyalty. Accepted for publication in Sport, Business, Management: An International […]

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Investigating the Impact of Immersive Advertising on Attitude toward the Brand: The Mediating Roles of Perceived Novelty, Perceived Interactivity, and Attitude toward the Advertisement Nah Ray Han, Jihoon (Jay) Kim, Taeyeon Kim & Joe Phua

Jihoon (Jay) Kim (Grady Ph.D student), Joe Phua, Nah Ray Han (Grady Ph.D student), and Taeyeon Kim (Grady Ph.D student), “Investigating the Impact of Immersive Advertising on Attitude toward the […]

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Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media Marilyn Primovic and Joe Phua

Marilyn Primovic and Dr. Joe Phua, Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media. To be presented virtually at the AEJMC 103rd Annual Conference in August, 2020. […]

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Marketing a health brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention Joe Phua

Abstract: This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as […]

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Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands Taeyeon Kim and Joe Phua

Abstract: Through 2 studies, this research examined consumer responses to empowerment hashtags in social media-based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes towards […]

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Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism Jihoon (Jay) Kim and Joe Phua

Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types […]

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Pro-Veganism on Instagram: Effects of User-Generated Content and Message Endorser Types in Instagram-Based Pro-Veganism Posts Joe Phua and Jihoon (Jay) Kim

Paper accepted for presentation at the International Communication Association Annual Conference, Gold Coast, Australia, May 2020. Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism […]

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Encouraging Energy Saving through Facebook: Effect of Message Concreteness and Message Sender Distance on Consumer Attitudes and Behavioral Intentions. Nah Ray Han, Joe Phua & Jihoon (Jay) Kim

Accepted for presentation at the 2020 American Academy of Advertising (AAA) Annual Conference, March 2020, San Diego, CA. Abstract: This study examined effects of match versus mismatch of message concreteness […]

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Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews. Joe Phua

Abstract: This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and […]

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Do human values matter for promoting brands on social media? How social media users’ values influence valuable brand-related activities such as sharing, content creation, and reviews. Joe Phua

Abstract: Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded […]

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Participation in Electronic Cigarette-Related Social Media Communities: Effects on Attitudes towards Quitting, Self-efficacy, and Intention to Quit. Joe Phua

Abstract: This study examined the effects of joining and actively participating in e-cigarette-related social media communities (SMCs), along with e-cigarette-related subjective norms, and social identification with other e-cigarette users, on […]

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Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews Joe Phua

Abstract: Social media-based consumer engagement behaviors, such as sharing, content creation and reviews for brands as more valuable than “liking” or consuming brand content. As consumers trust consumer-driven recommendations more […]

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Interaction Effects of Source Type and Message Valence in Instagram-Based Advertising Messages About Veganism Joe Phua and Jihoon (Jay) Kim

Abstract: A between-subjects 2 (source type: celebrity versus non-celebrity) x 2 (message valence: positive versus negative) factorial experiment (N = 288) examined the effects of source type and message valence […]

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E-Cigarette Marketing on Social Networking Sites: Effects on Attitudes, Behavioral Control, Intention to Quit and Self-Efficacy Joe Phua

Abstract: This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes. Results (N = 1,016) […]

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The Roles of Celebrity Endorsers’ and Consumers’ Vegan Identity in Marketing Communication about Veganism. Joe Phua and Jihoon (Jay) Kim

Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of […]

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Content Analysis of JUUL Electronic Cigarette Posts and Comments on Instagram. Joe Phua and Bryan Trude

Abstract: With an estimated 10.8 million adult users, particularly amongst 18 to 24-year olds, e-cigarette use is an increasingly serious health issue within the United States. These products are often […]

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“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands Taeyeon Kim and Joe Phua

Abstract: This study examined effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards […]

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Electronic Cigarette Advertising on Instagram: Influence of Advertising Message Claims and Health Warning Labels on Consumers’ Attitudes and Behavioral Intentions towards Electronic Cigarettes Joe Phua and Dong Jae (Jay) Lim

Abstract: Through a 2×3 between-subjects experiment, this study examined effects of health warning labels (presence or absence) and advertising message claims (“Quit smoking using e-cigarettes,” “Healthier than regular cigarettes” or […]

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Starring in Your Own Snapchat Advertisement: Influence of Self-Brand Congruity, Self-Referencing and Perceived Humor on Brand Attitude and Purchase Intention of Advertised Brands Joe Phua and Jihoon (Jay) Kim

Abstract: Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self-brand congruity, self-referencing and perceived […]

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Celebrity-Endorsed E-cigarette Brand Instagram Advertisements: Effects on Young Adults’ Attitudes towards E-cigarettes and Smoking Intentions Joe Phua

Abstract: Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities […]

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Sport Team-Endorsed Brands on Facebook: Effects of Game Outcome (Win/Loss), Location (Home/Away) and Team Identification on Fans’ Brand Evaluations Joe Phua

Abstract: Purpose – Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location […]

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Marketing a health brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention Joe Phua

Abstract: This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as […]

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Teaching Specialties

Dr. Phua’s teaching specialties include digital and social communication strategies, advertising and communication management, and digital advertising at both the undergraduate and graduate levels.

Experience

Dr. Phua has worked in corporate communications at MTV networks, account management at Dailey and Associates Advertising, and in film production at Paramount Pictures in Hollywood, California, before attending the Annenberg School for Communication & Journalism at the University of Southern California, where he earned his Ph.D. in 2011.

Awards and Fellowships

Dissertation of the Year Award 2012, NCA Health Communication Division, National Communication Association (NCA) Conference, Orlando, Florida, November 2012
Dissertation of the Year Award 2012, ICA Health Communication Division, International Communication Association (ICA) Conference, Phoenix, Arizona, May 2012
CTL Lilly Teaching Fellows 2012-2014, University of Georgia, Athens, GA
International Dissertation Research Award 2010-2011, University of Southern California, Los Angeles, CA
Top Student Paper, Human Communication and Technology Division, National Communication Association (NCA) Conference, Chicago, IL, November 2009
Top Student Paper, Intergroup Communication Interest Group, International Communication Association (ICA) Conference, Montreal, Canada, May 2008

Phua, Joe
In the News

Joe Phua featured in UGA Focus on Faculty

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"Is a daily digital detox a good idea for your family?" via WSB-TV

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