Social Media Archive
Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism
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 […]
Pro-Veganism on Instagram: Effects of User-Generated Content and Message Endorser Types in Instagram-Based Pro-Veganism Posts
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 […]
The Effects of User Comment Valence of Social Media Health Campaigns on Intention to Vaccinate: The Role of Psychological Reactance
Paper to be presented to American Advertising Academy (AAA) conference, San Diego, CA. Abstract: Given the prevalent use of social media in disseminating public service announcements (PSAs) encouraging healthy behavior, […]
Book Contract – Social Media and Crisis Communication (Second Edition)
Lucinda Austin and Yan Jin (Eds.) (Forthcoming in 2021). Social Media and Crisis Communication (Second Edition), Routledge.
Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews.
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 […]
Nah Ray Han (Grady PhD Student) was awarded the 2019-2020 American Academy of Advertising Dissertation Award
Nah Ray Han (Grady PhD Student) was awarded the 2019-2020 American Academy of Advertising Dissertation Award ($2,500) for her proposal “The Influence of Digital Crowding and Perceived Privacy on Advertising […]
Do human values matter for promoting brands on social media? How social media users’ values influence valuable brand-related activities such as sharing, content creation, and reviews.
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 […]
Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes toward Sponsored eWOM
Abstract: Addressing the problem of increasing and diversifying sponsored eWOM on social media, this study examined the effects of different types of sponsorship arrangements and disclosure messages, with focus on […]
Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews
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 […]
Social Media Strategies for Overcoming Stakeholder Social Media Fatigue: A Trialogue Approach
Abstract: The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. One paramount issue facing corporate communicators is stakeholders’ social media fatigue […]