Yen-I Lee

PhD student, Graduate Studies
The Role of Regret and Hope in Anti-smoking Loss-Framing-Based Narrative Persuasion. Yan Jin, Yen-I Lee & Xuerong Lu

Abstract: this study examines the effect of discrete emotional appeal (i.e., regret and hope) in loss-framing-based narrative by exploring its impact on people’s emotional engagement and attitude toward the smoking issue. Emotional engagement in this study is not only defined as affective response, but also related to emotional sharing process between self and characters therein, […]

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The role of risk tolerance in the publics’ health risk perception and responses Yen-I Lee and Hyoyeun Jun

Abstract: To better understand how uncertainty influences publics’ risk perception and responses, this study introduced risk tolerance as a new concept to public relations literature and then investigated how publics react to health risks with different temporal distances: climate change and foodborne illness. Through an online survey, this study found out that uncertainty induced by […]

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The role of risk tolerance in the publics’ health risk perception and responses Hyoyeun Jun and Yen-I Lee

Abstract: To better understand how uncertainty influences publics’ risk perception and responses, this study introduced risk tolerance as a new concept to public relations literature and then investigated how publics react to health risks with different temporal distances: climate change and foodborne illness. Through an online survey, this study found out that uncertainty induced by […]

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Can Google Analytics Certification Cultivate PR students’ competency in digital analytics? A longitudinal pedagogical research Yan Jin, Solyee Kim, Yen-I Lee & Juan Meng

Abstract: This longitudinal pedagogical research investigates students’ perceptions and learning outcomes by integrating web and social analytics-based learning activities (i.e., Google Analytics courses and certification test) into Public Relations Research course design. Results from the pre-test before introducing the analytics learning assignment confirmed that students’ knowledge on web and social analytics is low but their […]

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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 Yen-I Lee and 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 potential moderating effects of SNS use. Results of a 3 (reaction icons: positive/neutral/negative) x 3 (valence of comments: positive/neutral/negative) between-subjects experiment (N = 306) indicated […]

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Crisis Information Seeking and Sharing (CISS): Scale Development for Measuring Publics’ Communicative Behavior in Social-Mediated Public Health Crises Yan Jin and Yen-I Lee

Abstract: This study first refined the conceptual framework of publics’ communicative behavior in social-mediated health crises. Then two multiple-item scales for measuring publics’ health crisis information seeking and sharing (CISS) were developed and tested by employing online survey datasets from a random national sample of 279 adults and 280 adults in the United States, respectively. […]

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Lee, Yen-I