Advertising & Public Relations Archive
How level of personalization affects the effectiveness of personalized ad messages: The moderating role of narcissism.
ABSTRACT: This study examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. The study further investigated the […]
“Engaging International Publics via Mobile-Enhanced CSR (mCSR): A Cross-National Study on Stakeholder Reactions to Corporate Disaster Relief Efforts.”
Abstract: With globalization, corporations increasingly have to consider both domestic stakeholders and overseas stakeholders (i.e., international publics) in their corporate social responsibility (CSR) practice. Digitalization empowers international publics to scrutinize […]
Reducing native advertising deception: Revisiting the antecedents and consequences of persuasion knowledge in digital news contexts.
ABSTRACT: Building on the persuasion knowledge model, this study examines how audience characteristics and native advertising recognition influence the covert persuasion process. Among a nationally representative sample of U.S. adults […]
“What Makes Social Movement Campaigns Go Viral on Social Media? The Role of Narrative Features and Cultural Influences.”
Abstract: Social movements and social issue related public discourse has become one of the most impactful public communication phenomena in the digital space. Previous studies have examined the association between […]
Using directional cues in immersive journalism: The impact on information processing, narrative transportation, presence, news attitudes, and credibility.
Abstract: This study examined the effects of the use of directional cues in immersive journalism on information recall, attitudes towards a news story, narrative transportation, presence, and message credibility by […]
What You Believe Might Not Be True: False Consensus Effect and the Flu Vaccine Controversy.
Abstract: According to studies on the impact of comments on the false consensus effect, exposure to other people’s reactions can elicit misperceptions, in turn influencing message acceptance. We investigated whether […]
Effects of Social Media Comments on Attitude toward Vaccines: The Roles of Perceived Public Consensus and Perceived Vaccine Efficacy.
Abstract: Recognizing that social media has become an important place for individuals to acquire vaccine-related information, this study investigated if and how user-generated comments on social media platforms influence individuals’ […]
Chinese Newspapers’ Coverage of Alzheimer’s Disease (AD) from 2008 to 2018: A Content Analysis of News Framing and Portrayals of Health Risks and Stigma.
Abstract: As the first study of Chinese newspaper coverage of Alzheimer’s disease (AD) over the past decade (2008-2018), this paper analyzed how different categories of Chinese newspaper media (Party press, […]
The Role of Regret and Hope in Anti-smoking Loss-Framing-Based Narrative Persuasion.
Abstract: this study examines the effect of discrete emotional appeal (i.e., regret and hope) in loss-framing-based narrative by exploring its impact on people’s emotional engagement and attitude toward the smoking […]
Effects of Social Media Comments on Attitude toward Vaccines: The Roles of Perceived Public Consensus and Perceived Vaccine Efficacy
Abstract: Recognizing that social media has become an important place for individuals to acquire vaccine-related information, this study investigated if and how exposure to user-generated comments in social media platforms […]