Dr. Joe Phua

Abstract: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad that carried two mandated textual health warnings (Surgeon General’s warning and nicotine warning), and how their vaping and smoking status may interact with attention patterns to […]

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue-based trust and signaling theory, this study aimed to identify and examine the efficacy of content […]

Abstract: Online, consumers often cannot develop trust through cumulative experiences with another party but must instead rely on heuristic cues for their trust formation. Drawing on the theoretical construct of cue-based trust and signaling theory, we conducted an online experiment as the final study of a three-study multi-method research project aimed to identify content attributes […]

Abstract: Consumer-driven sharing and creation activities are valuable engagement activities as they help spread awareness and interaction for brands on social media. Loyal fans of brand pages are an important audience for brand-related social media engagement, as they are more likely to recommend and advocate for brands. However, little is known about what motivates loyal […]

Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad that carried two mandated textual health warnings (Surgeon General’s warning and nicotine warning), and how their vaping and smoking status may interact with attention patterns […]

Abstract: Background: The perceived threat of a contagious virus may lead people to be distrustful of immigrants and out-groups. Since the COVID-19 outbreak, the salient politicized discourses of blaming Chinese people for spreading the virus have fueled over 2000 reports of anti-Asian racial incidents and hate crimes in the United States. Objective: The study aims […]

Abstract: Purpose: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Design/methodology/approach: Experiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) […]

Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad that carried two mandated textual health warnings (Surgeon General’s warning and nicotine warning), and how their vaping and smoking status may interact with attention patterns […]

Abstract: Fans of brand pages are valuable as they help spread positive word-of-mouth on social media, and drive brand recommendations to other social media users. Companies, such as Nike and Coca-Cola, are focusing their social media strategies on identifying ways to motivate fans to share and create brand-related content. Whereas previous studies have shown that […]

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Online, consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue-based trust and signaling theory, this study aimed to identify and examine the efficacy […]

Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad that carried two mandated textual health warnings (Surgeon General’s warning and nicotine warning), and how their vaping and smoking status may interact with attention patterns […]

Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N=303) examined the effects of consumers’ eating habits (meat eater versus non-meat eater) and celebrities’ vegan identity (altruistic motivation versus egoistic motivation) on various outcomes of health communication about veganism. Results of […]

Abstract: Background: The perceived threat of a highly contagious virus may lead people to be distrustful of immigrants and outgroups. Since the COVID-19 outbreak, the salient politicized discourses of blaming Chinese people for the virus have fueled over 2,000 reports of anti-Asian racial incidents and hate crimes in the U.S.. Objective: This study investigates relationships […]

Abstract: Sports sponsorship has been considered a key branding strategy for various marketing objectives, but little research investigated how consumers perceived sponsor brands through sports competitions. This study aimed to examine whether team performance and gender difference jointly impacted consumers’ perceived brand personality and how team identification and self-brand connection moderated such impacts on perceived […]

Abstract: Through two studies, this research examined consumer responses to empowerment hashtags in social media–based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes toward empowerment-campaign hashtags than brand-name hashtags, and that the perceived information value of hashtags meditated the relationship between hashtag type and attitudes toward the hashtags. Furthermore, […]

Pan, Polin, & Joe Phua (Forthcoming). Connecting Sponsor Brands through Sports Competitions: An Identity Approach to Brand Trust and Brand Loyalty. Accepted for publication in Sport, Business, Management: An International Journal. Abstract:  This paper examines the interplay between sport fandom and brand perceptions in the context of sport sponsorship. The effects of sport fans’ self- […]

Jihoon (Jay) Kim (Grady Ph.D student), Joe Phua, Nah Ray Han (Grady Ph.D student), and Taeyeon Kim (Grady Ph.D student), “Investigating the Impact of Immersive Advertising on Attitude toward the Brand: The Mediating Roles of Perceived Novelty, Perceived Interactivity, and Attitude toward the Advertisement” Accepted for presentation at the Association for Education in Journalism and […]

Marilyn Primovic and Dr. Joe Phua, Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media. To be presented virtually at the AEJMC 103rd Annual Conference in August, 2020. Abstract: Advertisers select influencer sources to promote brands on widely followed social media accounts. This sponsored content is integrated into the content already being posted […]

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) × 3 (valence of comments: positive/neutral/negative) between-subjects experiment (N = 306) indicated that positive […]

Abstract: Through 2 studies, this research examined consumer responses to empowerment hashtags in social media-based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes towards empowerment campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitudes toward the hashtags. […]

Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity versus non-celebrity) and message […]

Paper accepted for presentation at the International Communication Association Annual Conference, Gold Coast, Australia, May 2020. Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic), while experiment 2 (N = 288) […]

Accepted for presentation at the 2020 American Academy of Advertising (AAA) Annual Conference, March 2020, San Diego, CA. Abstract: This study examined effects of match versus mismatch of message concreteness (abstract/concrete) and sender distance (far/close) in Facebook-based posts about energy saving on attitudes and behavior intentions. An online experiment (N=183) revealed that participants in the […]

Abstract: This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and Instagram users (ages 18–34) on Amazon Mechanical Turk (N = 491). The relationship between social media users’ values and their reported social media activities was […]

Abstract: Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than “likes” (Adweek, 2013). Global companies are increasingly focusing […]

Abstract: This study examined the effects of joining and actively participating in e-cigarette-related social media communities (SMCs), along with e-cigarette-related subjective norms, and social identification with other e-cigarette users, on current e-cigarette users’ attitudes towards quitting, self-efficacy, and intention to quit. Results (N=1016) indicated that greater e-cigarette-related social media use, more positive e-cigarette-related subjective norms […]

Abstract: Social media-based consumer engagement behaviors, such as sharing, content creation and reviews for brands as more valuable than “liking” or consuming brand content. As consumers trust consumer-driven recommendations more than advertising, brand content shared or created by consumers on social media may drive brand awareness and loyalty. Marketing researchers and practitioners are only recently […]

Abstract: A between-subjects 2 (source type: celebrity versus non-celebrity) x 2 (message valence: positive versus negative) factorial experiment (N = 288) examined the effects of source type and message valence on various outcomes of Instagram-based advertising messages about veganism. Results of data analyses indicate significant main effects of message valence on perceived information value of […]

Abstract: This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes. Results (N = 1,016) indicated that e-cigarette users who joined user-created groups had significantly more negative attitudes toward quitting and lower behavioral control, intention to quit, and self-efficacy than […]

Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of consumers’ eating habits (meat eater versus non-meat eater) and celebrities’ vegan identity (altruistic motivation versus egoistic motivation) on various outcomes of health communication about veganism. […]

Abstract: With an estimated 10.8 million adult users, particularly amongst 18 to 24-year olds, e-cigarette use is an increasingly serious health issue within the United States. These products are often promoted as smoking cessation devices for use in quitting smoking and nicotine replacement therapy. JUUL, a leading brand of e-cigarettes, is also heavily featured in […]

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. […]

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 […]

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 […]

Abstract: Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities and products only) in e-cigarette brand Instagram advertisements on e-cigarette attitudes and smoking intentions. Results showed that celebrity endorsers significantly increased positive attitudes towards e-cigarettes […]

Abstract: Purpose – Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating […]

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 […]