The Effects of CEOs’ Self-Disclosure on Consumer-Brand Relationships Taeyeon Kim

Abstract : This study examined the effects of a chief executive officers’ (CEO) self-disclosure on consumer-brand relationships and the moderating role of brand relationship norms. To test the proposed hypotheses, a 2 (the level ofCEOs’ self-disclosure: high versus low self-disclosure) × 2 (the types of brand relationship norms: exchange relationship versus communal relationship) factorial design […]

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Ph.D. Degree Program
The Role of Matching Construal Level and Social Distance in Young Drivers’ Changes of Attitude and Behavior toward Texting While Driving Dong Jae (Jay) Lim and Jhih-Syuan (Elaine) Lin

Abstract: This study examines message strategies of PSAs that can effectively discourage young adults from texting while driving. We test the effect of matching young adults’ perceived social distance and construal levels in processing PSAs on perceived threat, attitude toward texting while driving, and intentions to engage in preventive behavior. The study reveals significant persuasive […]

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Advertising & Public RelationsPh.D. Degree Program
Why Do Consumers Use Branded Mobile Apps? Jihoon (Jay) Kim and Joe Phua

Abstract: Applying Technology Acceptance Model (TAM), this study examined motivations for consumers’ use of mobile apps, and concerns arising from their actual usage. A proposed model, tested using structural equation modeling with a convenience sample of 386 mobile app users, consisted of five types of motivations (i.e., usefulness, convenience, personalization, innovativeness, and social influence) and […]

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Advertising & Public RelationsPh.D. Degree Program
Electronic Cigarette Brand Posts on Instagram Joe Phua and Jung Min Hahm

Abstract: This study examined the relationships between endorser type (celebrities, regular people, products only) on e-cigarette Instagram brand pages, identification, source credibility, attention to social comparison, health consciousness, and SNS use, on attitudes towards e-cigarettes and e-cigarette smoking intentions. Results of a between-subjects experiment revealed that celebrity endorsers resulted in significantly more positive attitudes towards […]

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Advertising & Public RelationsPh.D. Degree Program
Consumer Responses Toward Cosmeceutical Advertising Jhih-Syuan (Elaine) Lin, Jooyoung Kim, Juan Meng & Hanyoung Kim

Abstract: consumers usually see cosmeceuticals (cosmetics+pharmaceuticals) as an ambiguous object and have ambivalent attitudes due to product benefits (positive) and potential side effects (negative), this study examines the interplay between regulatory focus and advertising claims in determining attitude change and purchase intentions toward cosmeceutical sunscreen products. The findings suggest that promotion-focused consumers respond more favorably […]

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Advertising & Public RelationsPh.D. Degree Program
How the Use of Health and Nutrition-Related Claims in Magazine Food Advertising Has Changed over Time Jung Min Hahm and DongWon Choi

Abstract: Using the health halo effect as a theoretical framework, this content analytic study examined how the use of nutrient-content, structure/function, and health claims in contemporary magazine food advertisements has changed over a period of five years and to what extent these claims have included natural claims. Findings include that nutrient-content claims were substantially more […]

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Ph.D. Degree Program
Attribute and Benefit Claims in Food Advertising Jung Min Hahm and Bartosz Wojdynski

Abstract: Based on the expectancy-value model and construal level theory, this study conducted a content analysis of major women’s magazines published between 2013 and 2015 to identify and explain recent trends in food advertising and to compare the strategies used in the ads to theoretical models. Result showed that taste claims were still the most […]

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JournalismPh.D. Degree Program
Communicating employee wellness plans to employees Maria Len-Ríos, Hyoyeun Jun & Yen-I Lee Read More
Advertising & Public RelationsPh.D. Degree Program
Young Drivers Risk Perception in risky driving Dong Jae (Jay) Lim

Abstract: Young drivers consider whether their close peers and social norm will be acceptable when they make decisions to engage risky driving behavior. The study measured young drivers’ social norm and legal information toward risky driving behaviors (e.,g texting while driving) by a scenario-based survey. The study revealed that 1) Young driver’s underlying social norms […]

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Ph.D. Degree Program
Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow Brands Joe Phua and Jihoon (Jay) Kim

Abstract: Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Results (N = 297) indicated Snapchat users scored highest for passing time, sharing problems, and improving social knowledge, while Instagram […]

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Advertising & Public RelationsPh.D. Degree Program