Yen-I Lee

PhD student, Graduate Studies
Can we prime users to verify information? A study of visual attention to page cues and information search in response to online misinformation styled as news. Bartosz Wojdynski, Brittany Nicole Jefferson, Matthew Binford, Yen-I Lee & Hyoyeun Jun

ABSTRACT: Misinformation that borrows from the design conventions of online news, often called simply “fake news,” is intentionally misleading and deceptive information packaged and disseminated in such a way that it mimics legitimate news (Tandoc, Lim, & Ling, 2018). The spread of misinformation styled as news is not only troublesome in the context journalism, but […]

Read More
How users rely on heuristics and emotions to form credibility impressions of novel online news articles. Bartosz Wojdynski, Hyoyeun Jun, Matthew Binford, Yen-I Lee, Brittany Nicole Jefferson, Andrea Briscoe, Youngji Seo & Shuoya Sun

ABSTRACT: Social media and other online platforms are increasingly the way consumers access news articles, which increases the likelihood of users visiting articles from sources they may not have visited on their own. Users of these platforms experience a tension between their tendency to focus resources on processing information rather than credibility assessment. In a […]

Read More
How level of personalization affects the effectiveness of personalized ad messages: The moderating role of narcissism. Yen-I Lee and Bartosz Wojdynski

ABSTRACT: This study examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. The study further investigated the moderating role of recipients’ narcissism in the effect of personalization. Results showed that individuals higher in narcissism pay greater and more frequent attention to advertisements […]

Read More
“What Makes Social Movement Campaigns Go Viral on Social Media? The Role of Narrative Features and Cultural Influences.” Yan Jin, Yen-I Lee & Xuerong Lu

Abstract: Social movements and social issue related public discourse has become one of the most impactful public communication phenomena in the digital space. Previous studies have examined the association between information utility and content valence on message virality. However, little is known about what makes certain social movement narrative go viral quicker with greater magnitude […]

Read More
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, […]

Read More
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 […]

Read More
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 […]

Read More
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 […]

Read More
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 […]

Read More
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. […]

Read More
Lee, Yen-I