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A Longitudinal Investigation of Empathic Exchanges in Online Cancer Support Groups Jeong-Yeob Han and Yen-I Lee

Abstract: Although recent empirical findings have suggested evidence of expression effect over reception effect, there remain both theoretical and methodological complexities concerning whether and under what condition message expression and reception exert influence on various psychosocial outcomes. Relying on social support theory and computational social science approaches, this study aims to examine the effects of […]

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Knowledge is Power Kate Keib

Today we encounter online content from a plethora of sources, in email, social media feeds and websites. Native advertising complicates this landscape, as this content mimics news but may be completely advertiser-influenced. Native advertising changes the public’s ability to assess the source, and thus credibility, creating content that has gained the attention of the FTC […]

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Virtual Experiences in Virtual Spaces Sun Joo (Grace) Ahn

Abstract: Research on the Proteus Effect suggests that embodying an avatar causes one to take on characteristics of that avatar, resulting in residual effects of the virtual experience that impact behavioral changes in the physical world. The present study tests whether a personality trait, narcissism, can be manipulated via the Proteus Effect, resulting in changes […]

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The Proteus Effect, narcissism, and consumer behavior. Sun Joo (Grace) Ahn

Abstract: Research on the Proteus Effect suggests that embodying an avatar causes one to take on characteristics of that avatar, resulting in residual effects of the virtual experience that impact behavioral changes in the physical world. The present study tests whether a personality trait, narcissism, can be manipulated via the Proteus Effect, resulting in changes in […]

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A New Take on Digital Advertising Jay Hamilton

Abstract: Digital advertising has catalyzed sea changes in the structure and practice of advertising globally, and will continue to do so for the foreseeable future. This article suggests that such changes have outstripped the existing ability to understand and explain these changes adequately. In response, this article seeks to enlarge an understanding of digital advertising, […]

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Towards an understanding of social media literacy Jessica Maddox

Abstract: On October 31, 2016, a bit of copy/paste began spreading around Facebook, encouraging people to “check-in” to the Standing Rock Indian Reservation in Canon Ball, North Dakota, even if they weren’t physically at the site. The goal? Help confused police combatting protestors of the Dakota Access Pipeline. Ultimately, the post was debunked as fake, […]

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Using virtual reality to tell brand stories Sun Joo (Grace) Ahn

Abstract: This proposed special session aims to discuss the state of the art in using virtual environment technologies to tell compelling brand stories and explore how these developments impact how consumers produce and consume information. The session will combine up-to-date findings from academic researchers on virtual worlds with action plans and visions for the future presented by […]

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The Effect of Brand-issue Fit on a Corporate Health-promotion Campaign Jooyoung Kim

Abstract: This study investigated the effect of perceived brand-issue fit on consumer responses to a health-promotion campaign, and advertising message strategy effects (elaborational vs. relational) on consumer responses under high and low brand-issue fit conditions. Results indicated that a campaign with high brand-issue fit, compared to a campaign with low brand-issue fit, elicited more favorable […]

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