Research Foci

AdvertisementsAdvertisingAdvertising NativenessAmerican PragmatismAnalyticsBoundary ProductionBrand advertisingbrand attitudeBrand NamesBrand PlacementBrandingBuilding a BrandCasual gamingcasual marketCelebrity endorsementCelebrity gamesCISSclimate changeCommunication educationcommunication practicescommunication professionalscommunication technologyconceptual modelsConspiracy theoriesConsumer AttitudesConsumer behaviorconsumer responsecontentContent AnalysisCorporate Communicationscorporate social responsibilityCrisis CommunicationsCrisis informationCritical analysisCritical MediaCSR (mCSR)designdigital analyticsdigital journalismdigital streamingDiversityendorsementengagementevolution of journalismEye TrackingFalse ConsensusGamingGender inequityGlobal Public RelationsHealth and Risk Communicationhealth crisesHealth interventionHealth Marketing InitiativesHealth risk toleranceHollywood HistoryHuman Communicationidentity politicsIndustry CommentaryInfluencerInfluencer AdvertisingInstagramissue involvementJournalismJournalism educationJournalism ProfessionJournalism trainingLaborLabor in HollywoodLabor ProductivityLeadershiplive blogging crisisManagementmarketingmarketing communicationMedia ContextMedia IndustriesMedia LiteracyMillennial communicationMisinformationmisinformation characteristicsmoral identityNarrative storytellingNarrative Storytelling and Critical StudiesNative AdvertisingNews medianews media contentNews PerceptionsNewspaper mediaOnline gamesOnline misinformationOnline newspersonalized advertisingPilot GrantPolitical and Policy Communicationpolitical newspracticumPromotionPublic consumptionPublic HealthPublic RelationsPublic Relations LeadershipPublic Relations Professionalrisk analysisrisk communicationRisk CommunicationsRisk perceptionSelf BrandingSocial Identitysocial identity theorySocial MediaSocial media crisesSocial networkingSocial Networking applicationsSocial ScienceSponsored VideosSports CommunicationStrategic communicationsubaltern studiesSymbolic Interactionismtalent managementthematic framingVideo AdvertisingVideo GamesViral advertisingViral VideoVirtual environmentsVirtual reality


     New Search / Research Home
Mission Accomplished Keith Herndon

Tax incentives designed to lure film production away from California and New York have become commonplace in state legislatures across the country.  By 2009, at least 44 states had enacted tax incentives to reduce the costs of film production carried out in a specific state.  The programs are not without controversy as opponents argue they […]

Read More
Understanding the effect of social television on TV branding Jhih-Syuan (Elaine) Lin

Abstract: Drawing on the uses and gratifications framework, a survey of 345 participants was conducted to examine the effect of viewers’ social TV usage on the development of program commitment and network loyalty. The results show that social TV participation is primary driven by social infotainment and social companionship motivations. However, only social infotainment significantly predicts the intensity of […]

Read More
Rewards that Undermine Customer Loyalty Sun Joo (Grace) Ahn

Abstract: Based on the Self-Determination Theory, this study examined the effects of rewards on undermining customers’ intrinsic motivation to engage in loyalty programs. Two experiments revealed that participants who received a salient reward (with an explicit requirement, deadline, without the option of choice) reported lower intrinsic motivation to use the loyalty program than those who […]

Read More
Advertising on Facebook Jung Min Hahm and Jooyoung Kim

Abstract: Facebook’s “Friends of connection” allows marketers to feature Facebookusers’ reactions (e.g., like) to brand-related contents and forward them to their Friends as advertising. The present study experimentally investigated the reaction transfer effect from a Facebook user’s reaction to the user’s friend focusing on the reaction intensity and the level of tie-strength between friends. The […]

Read More
Partner vs. Servant DongWon Choi

Abstract: The current research examines the effect of perceived brand role (partner vs. servant) on consumer’s social distance and mental construal toward the brand. Results show that a partner brand leads individuals to have proximal social distance and a low level of construal compared to a servant brand. Moreover, the effect of brand role on […]

Read More
Measuring the value of PR Michael Cacciatore and Juan Meng

Abstract: The measurement and evaluation of public relations has undoubtedly emerged as one of the most critical issues facing both practitioners and the PR industry as a whole. In this study, we seek to better understand the problems facing public relations leaders, focusing specifically on the issue of measurement as a method of demonstrating the value […]

Read More