Advertising & Public Relations Archive
In-Stream Video Advertising: Effects of Congruence and Advertisement Positions on Consumer Response
Abstract: This study examines the effects of ad-context congruence and ad positions on consumers’ response in an in-stream video advertising setting. Findings of the study indicate that, regardless of ad […]
The Effect of Cartoon on Eco-Friendly Responses- The Role of Involvement and Moral Values.
Abstract: Through a 2×2 x2 between-subjects experiment, this study examined effects of cartoon images (versus actual picture) on green advertising using environmental threat appeals. Results indicated using cartoon images exerted […]
Co-presence in Gamified Geosocial Mobile Fitness Applications: Its Determinants and Effects on Perceived Support, Exercise Self-Efficacy, and Exercise Adherence.
Abstract: Despite the popularity of gamified geosocial fitness applications, there are only a few empirical studies examining their effectiveness in promoting physical activity. This study proposes co-presence, which combines spatial […]
A framework for understanding misinformation and rumor: Analysis of social media crises and misinformation characteristics
Abstract: In a polarizing media environment increasingly fraught with misinformation, disinformation, contradicting information, and rumor, it is tougher than ever for brands and agencies to correct the record or make […]
Crisis Information Vetting in Social-Mediated Crisis and Risk Communication: A Conceptual Framework
Abstract: The proliferation of news sources and user-generated content, which is flooded by misinformation (Southwell, Thorson, & Sheble, 2018), present an urgent need for research that investigates audiences’ information consumption […]
Health Risk Tolerance as a Key Determinant of (Un)willingness to Behavior Change: Conceptualization and Scale Development
Abstract: As Heath and O’Hair (2009) defined, crisis is when risk is manifested. The urgency and uncertainty of crisis can induce more complexity to organizations (Seeger, Sellnow, & Ulmer, 1998). […]
The role of risk tolerance in the publics’ health risk perception and responses
Abstract: To better understand how uncertainty influences publics’ risk perception and responses, this study introduced risk tolerance as a new concept to public relations literature and then investigated how publics […]
Interactive virtual reality reduces quadriceps pain intensity during high-intensity interval leg cycling exercise.
Poster presented at the World Congress of Pain of the International Association for the Study of Pain, September 12-16, Boston, MA.
Getting a Little Too Personal? Positive and Negative Effects of Personalized Advertising on Online Mutitaskers.
Abstract: A between-subjects experiment tested the effects of medium (location-based) and high (individually tailored) personalized advertising on online news readers, half of whom also paid attention to a podcast while […]