Dr. Joe Phua
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.
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.
Abstract: The current study examined the effects of 3 types of Facebook reaction icons (positive, neutral, negative) and valence of comments (positive, neutral, negative) on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand. Additionally, the study also assessed potential moderating effects of social media use on the relationship between […]Read More
Abstract: Applying elaboration likelihood model (ELM) and extant literature on consumer-brand engagement (CBE), this study examined exposure to three types of electronic cigarette (e-cig) marketing messages (sponsored ads, brand pages, user-created groups) on social networking sites (SNSs), and their joint influence on brand- and health-related outcomes. Results (N=1016) indicated that e-cig users who joined user-created […]Read More
Abstract: Applying Technology Acceptance Model (TAM), this study examined motivations for consumers’ use of mobile apps, and concerns arising from their actual usage. A proposed model, tested using structural equation modeling with a convenience sample of 386 mobile app users, consisted of five types of motivations (i.e., usefulness, convenience, personalization, innovativeness, and social influence) and […]Read More
Abstract: This study examined the relationships between endorser type (celebrities, regular people, products only) on e-cigarette Instagram brand pages, identification, source credibility, attention to social comparison, health consciousness, and SNS use, on attitudes towards e-cigarettes and e-cigarette smoking intentions. Results of a between-subjects experiment revealed that celebrity endorsers resulted in significantly more positive attitudes towards […]Read More
Abstract: Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Results (N = 297) indicated Snapchat users scored highest for passing time, sharing problems, and improving social knowledge, while Instagram […]Read More
Abstract: Self-endorsed advertisements (SEAs) are a novel form of digital advertisements, wherein a virtual self that looks like oneself in a digital advertisement persuades the physical self. Study 1 (N = 63) found that for unfamiliar brands, SEAs were more effective in promoting favorable brand attitudes using both verbal (name) and visual (picture) virtual self […]Read More
Abstract: This study examined the relationship between the number of overall ‘likes’ and friends’ ‘likes’ on Facebook brand pages in influencing consumers’ brand attitude, brand trust, brand involvement, and purchase intention, drawing upon theoretical concepts including diffusion of innovations, social capital theory, strength of weak ties, sociometric versus perceptual popularity, and prior research in online […]Read More
Abstract: The “Linsanity” phenomenon attracted an increase in attention toward the National Basketball Association (NBA) for a short period of time. Drawing on self-categorization theory to elucidate current literature on team identification, this research proposed a conceptual model delineating the social psychological process for international consumers during the phenomenon. Using an online survey with a convenience […]Read More
Abstract: This study investigated which decision (maintain vs. dismiss endorsement relationship)will represent the most positive impact on consumers with different levels of fan identification when the celebrity endorser is involved in scandal. MANCOVA was utilized to examine the influence of team identification on consumers’ responses toward sponsors’ decisions. Results indicated that when the sponsor maintained the […]Read More
Abstract: A limited amount of prior research has investigated perceived brand personality in the context of sport sponsorship. Using a two (Sport team performance: Win versus loss) by two (Gender: Male versus female) between-subjects experiment with two control variables (Sport team identification and self-brand connection), this study examined sport spectators’ perceptions of brand responsibility, activity, aggressiveness, […]Read More
Abstract: Applying uses and gratifications theory (UGT), this study examined users of four social networking sites (SNSs): Facebook, Twitter, Instagram, and Snapchat, and their influence on online bridging and bonding social capital. Results (N = 297) indicated that Snapchat users scored highest for passing time, sharing problems, and gaining social knowledge, while Instagram users scored […]Read More
Abstract: This study examines how consumer-written and system-aggregated user-generated content (UGC) on travel booking websites jointly influence consumer behavior. The purpose of this research is to test the effects of different types of UGC on various consumer behavior outcomes. Experiment 1 found a significant interaction effect between UGC type (consumer-written versus system-aggregated) and valence (positive versus […]Read More
Abstract: Four focus groups were conducted with Cooperative Extension Agents across the state of Georgia, as part of a SNAP-Ed social marketing intervention, representing four quadrants (NW, NE, SW, SE) of the state, including rural and urban counties. Based on the principles of Marketing Exchange Theory (Bagozzi, 1975), extension agents were asked questions pertaining to […]Read More
Abstract: As part of formative research for a social marketing intervention, eight focus groups were conducted for Georgia SNAP-Ed eligible participants (N=70) in four quadrants (NW, NE, SW, SE) of the state, representing rural and urban counties. Based on the principles of Marketing Exchange Theory (Bagozzi, 1975), participants were asked questions which assessed benefits and […]Read More
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.
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