Yen-I Lee

PhD student, Graduate Studies
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