Advertising & Public Relations Archive
Intergroup Contact, COVID-19 News Consumption, and the Moderating Role of Digital Media Trust on Prejudice toward Asians in the U.S.: A Cross-Sectional Study
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 […]
The Effect of Media Multitasking on Ad Memory: The Moderating Role of Program-Induced Engagement and Brand Familiarity
Abstract: The purpose of this study was to investigate the effect of program-induced engagement on the amount of media multitasking (MM) and its subsequent impact on ad memory. It explored […]
Color Effects in Green Advertising
Dongjae (Jay) Lim (Grady PhD Student), TaeHyun Baek, Sukki Yoon, Yeonshin Kim (Forthcoming). Color Effects in Green Advertising, Abstract: Marketers often use green in marketing communications to signal sustainability, despite […]
Free Smiles are Worth a lot for Social Media Influencers: The Mediating Roles of Warmth, Competence, and Admiration
Abstract: This research examines how visual representation of social media influencers affects perceptions and attitudes toward influencers and their persuasive messages. Using the theoretical frameworks of the Stereotype Content Model […]
“I probably just skipped over it:” Using eye tracking to examine political Facebook advertising effectiveness –and avoidance
Abstract: Social media political advertising has, in recent years, been the target of a lot of interest and scrutiny from the public, scholars, and even the social media platforms themselves. […]
How multitasking during video content decreases ad effectiveness: The roles of task relevance, video involvement, and visual attention
Abstract: In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 151) watched a 9-minute video documentary segment containing one mid-roll […]
Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors
Abstract: Using the health halo effect as the theoretical framework, this research examined the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, […]
First-generation immigrants’ and sojourners’ susceptibility to disinformation
Abstract: News consumption enhances the contact experience for first-generation immigrants and sojourners in their acculturation to the host culture. Using acculturation theory, this study explores interdisciplinary concepts. The authors argue […]
Communicating the culture through Korean food between authenticity and adaptation
Abstract: This study explores how Korean restaurants in the States promote their businesses by using the Circuit of Culture as a theoretical framework. Five elements in the Circuit, representation, production, […]
Understanding How Consumers Perceive Brand Personality through Sports Sponsorship
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 […]