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“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands Taeyeon Kim and Joe Phua

Abstract: This study examined effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards empowering campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitude toward the hashtags. […]

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Electronic Cigarette Advertising on Instagram: Influence of Advertising Message Claims and Health Warning Labels on Consumers’ Attitudes and Behavioral Intentions towards Electronic Cigarettes Joe Phua and Dong Jae (Jay) Lim

Abstract: Through a 2×3 between-subjects experiment, this study examined effects of health warning labels (presence or absence) and advertising message claims (“Quit smoking using e-cigarettes,” “Healthier than regular cigarettes” or none) in celebrity-endorsed Instagram e-cigarette brand advertisements. Results indicated health warning labels exerted significant main effects on attitude towards e-cigarettes, intention to use e-cigarettes, and […]

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Communicating about Infectious Disease Threats: Insights from Public Health Information Officers Yan Jin and Hyoyeun Jun

Abstract: The public health communication challenges that arise in times of infectious disease threats (IDTs) were examined using the Risk Amplification through Media Spread (RAMS) Framework and in-depth phone interviews with 40 national, state, and local public health information officers (PIOs).  Interviewees shared their experiences and insights related to how IDTs are communicated to the […]

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Starring in Your Own Snapchat Advertisement: Influence of Self-Brand Congruity, Self-Referencing and Perceived Humor on Brand Attitude and Purchase Intention of Advertised Brands Joe Phua and Jihoon (Jay) Kim

Abstract: Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self-brand congruity, self-referencing and perceived humor in these self-endorsed geofilter brand advertisements on consumers’ brand-related preferences. Results revealed that self-brand congruity, self-referencing and perceived humor exerted significant main effects on […]

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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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The impact of organizational culture and leadership performance on PR professionals’ job satisfaction: Testing the joint mediating effects of engagement and trust Juan Meng

Abstract: The study examines the impact of critical organizational factors (organizational culture and excellent leader performance) on public relations professionals’ overall job satisfaction by focusing on testing the joint mediating effects job engagement and trust could generate. A national online survey of 838 public relations professionals working in a variety of organizations was used as […]

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When CSR Meets Mobile SNA Users in Mainland China: An Examination of Gratifications Sought, CSR Motives, and Relational Outcomes in Natural Disasters Yan Jin

Abstract: With the heavy use of mobile social networking applications (SNA), corporations have widely applied corporate social responsibility activities enhanced by mobile technologies (i.e., mCSR) to target stakeholders. This study examined the relationships among gratifications sought and use on mobile SNA, CSR motives, and the organization-public relationships (OPRs) in the context of the 2017 Jiuzhaigou […]

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Maximizing the potential of millennial communication professionals in the workplace: A talent management approach in the field of strategic communication Juan Meng

Abstract: Although millennials have been extensively examined in the popular and academic literature, there have not been sufficient studies in strategic communication that help us fully understand this unique and influential cohort in the communication profession. The purpose of this research is to take a talent management approach to gain a deep understanding of millennial […]

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Effects of social identity and Schadenfreude on attitude toward brand sponsoring an instant replay review: The moderating role of rivalry and suspense Jihoon (Jay) Kim and Sungsu Kim

Abstract: Used during sport games to guard against incorrect calls by referees, instant replay review has provided sponsoring brands an additional advertising opportunity. Although instant replay video (IRV) encourages sport spectators to stay focused on the screen, no study has examined how viewer perception of and attitude toward an ad or brand tied to IRV […]

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Grant Awarded: Misinformation Vulnerabilities among Elderly during Disease Outbreaks Yan Jin

Abstract: This study aims to identify the nature of, and find potential solutions to the kinds of vulnerabilities that misinformation imposes on older adults during infectious disease outbreaks with a demographic that is shown to be especially vulnerable to this problem. Situated in Bangalore, India, the study will comprise of two phases: formative research that […]

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