Kate Keib

PhD student, Graduate Studies

Biographical statement

Kate Keib is a third-year doctoral candidate. Her research focuses on the intersection between social media, credibility, native advertising and news dissemination. She has presented her work at national and regional Association for Education in Journalism and Mass Communication (AEJMC) conferences and at a UGA-wide interdisciplinary conference.
Kate earned her Bachelors and Master’s Degree from Point Park University in Pittsburgh, Pennsylvania. Kate reported for the Pittsburgh Post-Gazette and Pittsburgh Magazine as a regular contributor and freelance reporter. Kate then worked in television news marketing at the NBC affiliates in Pittsburgh, PA and in Atlanta, GA. Kate left the Atlanta affiliate in 2012 and consulted for Gannett (now TEGNA) and others before beginning her PhD studies.
Kate’s work was recognized by AEJMC at the Minneapolis conference through a Top Paper award (first place) from the Visual Communication Division and Top Student Paper award (second place) from the Newspaper and Online News Division.
At the University of Georgia, Kate lead two studies in the Digital Media and Cognition (DMAC) lab that examine consumers’ responses to news images in social media news posts, viewed on desktop and mobile platforms. The projects utilized eye-tracking, and examined how and for how long viewers look at images of different emotional valence, in Facebook and Twitter posts, and how the emotions aroused by images and attention paid to them influence intention to click through to the story. Kate has also completed studies on twitter’s use in social movements, as well as on native advertising and its potentially misleading similarity to news content on news homepages.
Kate has taught throughout her professional career. Courses taught as Professor of Record include Multi-Platform Writing & Reporting, Magazine Writing, Writing for Television and Radio and Scriptwriting.

Publications

Manuscripts Submitted for Publication
Keib, K. & Wojdynski, B. Staying Alive: T.V. News Facebook Posts, Perceived Credibility and Engagement Intent.
Keib, K.; Espina, C.; Lee, Y.; Wojdynski, B.; Choi, D.; Bang, H.; Picture Perfect: How Photographs Influence Emotion, Attention and Selection in Social Media News Posts.
Refereed Research Presentations:
Keib, K.; Espina, C.; Lee, Y.; Wojdynski, B.; Choi, D.; Bang, H.; (2016, August) Top Faculty Paper: Picture Perfect: How Photographs Influence Emotion, Attention and Selection in Social Media News Posts. Presented at the AEJMC national conference in Minneapolis, MN.
Keib, K. & Tatge, M.; (2016, August) Top Student Paper (2nd Place): Is That News Story an Ad? News Homepage Design May Mislead Consumers into Sponsored Content. Presented at the AEJMC conference in Minneapolis, MN.
Keib, K. & Himelboim, I. (2016, August) Important Tweets Matter; Predicting Retweets in the #BlackLivesMatter Talk on Twitter. Presented at the AEJMC conference in Minneapolis, MN.
Choi, D.; Bang, H.; Wojdynski, B.; Lee, Y.; Keib, K.; Espina, C; (2016, July) When Do Viewers Share Viral Video Advertising? The Role of Brand Prominence and Brand Disclosure Timing. Presented at the Global Marketing Conference, Hong Kong.
Keib, K. & Herndon, K.; (2016, February) Reshaping Broadcast Television: Employment Patterns Reflect Shifting Work in a Consolidating Sector. Presented at the 2016 AEJMC Mid-Winter Conference at the University of Oklahoma, OK.
Keib, K & Himelboim, I. (2016, February) Important Tweets Matter; Predicting Retweets in the #BlackLivesMatter Talk on Twitter. Presented at the 2016 AEJMC Mid-Winter Conference at the University of Oklahoma, OK.
Keib, K. & Wojdynski, B. (2015, August). Staying Alive: T.V. News Facebook Posts, Perceived Credibility and Engagement Intent. Presented at the 2015 Association for Education in Journalism and Mass Communication (AEJMC) Annual Conference, San Francisco, CA.
Keib, K. (2015, February) Staying Alive: How News Organizations Can Earn Credibility & Engagement on Facebook. Presented at the 2015 Interdisciplinary Research Conference (IRC) at the University of Georgia, Athens, GA.

Is That News Story an Ad Kate Keib

Abstract: Newspaper and Online news Division  In order to explore similarities in design elements between native advertising and news editorial content, researchers undertake a content analysis of 60 top U.S. news websites.

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Ph.D. Degree Program
Picture Perfect Kate Keib, Camila Espina, Yen-I Lee, Bartosz Wojdynski, Hyejin Bang & DongWon Choi

Abstract: Social media drives traffic to news, but little is known about how consumers make decisions about selecting and sharing this information. In a within-subjects eye-tracking experiment, this study examined the influence of image presence and valence on attention to and engagement with news stories on social media.  To be presented at the AEJMC national […]

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JournalismPh.D. Degree Program
Important Tweets Matter Kate Keib and Itai Himelboim

Absract: Researchers used both content analysis and network analysis to look at the intersection of emotion, content, and engagement (RT) when a topic of importance is discussed on social media.

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Advertising & Public RelationsPh.D. Degree Program
When do viewers share viral video advertising? DongWon Choi, Hyejin Bang, Bartosz Wojdynski, Yen-I Lee, Kate Keib & Camila Espina

Abstract: this study aims to examine the psychological mechanism in which the brand placement prominence influences consumers’ forwarding intention of viral video advertising, and to investigate the moderating role of brand disclosure timing. This study shows that the level of brand prominence in a viral video ad is an important factor influencing viewers’ forwarding intention […]

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JournalismPh.D. Degree Program
Important Tweets matter Kate Keib and Itai Himelboim

Abstract: This work looks at the intersection of emotion, content, and engagement when a topic of importance is discussed on social media. Based on a conceptual framework connecting the elements of social engagement – the content topic, the emotion used and the action taken – researchers used both content analysis and network analysis to study […]

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Advertising & Public RelationsPh.D. Degree Program

Educational background

PhD, May 2017 (ABD) UGA
MA July 1997 Point Park University
BA May 1997 Point Park University

Courses taught

Multi-Platform Writing & Reporting & Magazine Writing

Keib, Kate