Advertising & Public Relations Archive
“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands
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 […]
Electronic Cigarette Advertising on Instagram: Influence of Advertising Message Claims and Health Warning Labels on Consumers’ Attitudes and Behavioral Intentions towards Electronic Cigarettes
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 […]
Communicating about Infectious Disease Threats: Insights from Public Health Information Officers
Abstract: The public health communication challenges that arise in times of infectious disease threats (IDTs) were examined using the Risk Amplification through Media Spread (RAMS) Framework and in-depth phone interviews […]
Starring in Your Own Snapchat Advertisement: Influence of Self-Brand Congruity, Self-Referencing and Perceived Humor on Brand Attitude and Purchase Intention of Advertised Brands
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 […]
Can Google Analytics Certification Cultivate PR students’ competency in digital analytics? A longitudinal pedagogical research
Abstract: This longitudinal pedagogical research investigates students’ perceptions and learning outcomes by integrating web and social analytics-based learning activities (i.e., Google Analytics courses and certification test) into Public Relations Research […]
The impact of organizational culture and leadership performance on PR professionals’ job satisfaction: Testing the joint mediating effects of engagement and trust
Abstract: The study examines the impact of critical organizational factors (organizational culture and excellent leader performance) on public relations professionals’ overall job satisfaction by focusing on testing the joint mediating […]
When CSR Meets Mobile SNA Users in Mainland China: An Examination of Gratifications Sought, CSR Motives, and Relational Outcomes in Natural Disasters
Abstract: With the heavy use of mobile social networking applications (SNA), corporations have widely applied corporate social responsibility activities enhanced by mobile technologies (i.e., mCSR) to target stakeholders. This study […]
Maximizing the potential of millennial communication professionals in the workplace: A talent management approach in the field of strategic communication
Abstract: Although millennials have been extensively examined in the popular and academic literature, there have not been sufficient studies in strategic communication that help us fully understand this unique and […]
Effects of social identity and Schadenfreude on attitude toward brand sponsoring an instant replay review: The moderating role of rivalry and suspense
Abstract: Used during sport games to guard against incorrect calls by referees, instant replay review has provided sponsoring brands an additional advertising opportunity. Although instant replay video (IRV) encourages sport […]
Grant Awarded: Misinformation Vulnerabilities among Elderly during Disease Outbreaks
Abstract: This study aims to identify the nature of, and find potential solutions to the kinds of vulnerabilities that misinformation imposes on older adults during infectious disease outbreaks with a […]