Grady Research

Abstract : This research examined how visual presentation of social media influencers affects consumers’ social cognition and the effectiveness of influencer advertising. Using the theoretical frameworks of the Stereotype Content Model (SCM) and the Behaviors from Interpersonal Affect and Stereotypes (BIAS) Map, Study 1 demonstrated that influencers with bigger smiles were perceived as warm and […]

Abstract: Key messages, as delivered through talking points, play a critical role in public relations communications, and are unstudied. This research examines 226 articles containing source attributions to spokespeople related to U.S. immigration policy of child detention during the time period of March 2017 to September 2019. Using agenda-building, framing, and rules theories it investigates […]

Abstract: The purpose of this study is to identify the best practices for corporate communication research collaboration between a university research group (URG) and outside businesses or organizations that systematically foster academic-industry idea exchange. Despite the challenges for sustainable partnership building, successful URG-industry collaboration models can be mutually beneficial. URGs’ research benefits organizations and contributes […]

Abstract: In recent years, several fashion organizations have received trenchant criticisms made against garments and fashion campaigns that included designs and graphics with negative racial connotations. Crisis issues can be amplified quickly with the use of social media, which often escalates the conflict between a crisis stricken organization and its emotionally charged online stakeholders. The […]

Abstract: Emotional appeals are encouraged when engaging with public audiences. Yet, we lack evidence of the effectiveness of using such appeals in science communication. Here we present current research on emotion and humor in online science communication. This presentation will provide an overall summary of current research in the science of science communication, knowledge about […]

Abstract: Humor is an important conduit for public engagement with science that is often recommended for scientists looking to conduct communication activities despite relatively little empirical evidence demonstrating its effectiveness. Here, we examine the social environment of a joke through a two-condition experimental design that manipulates the presence or absence of audience laughter. Specifically, we […]

Abstract: While there is mounting evidence that humor can be an effective means of engaging publics, much remains to be learned about the contextual factors that shape how audiences receive and process humorous scientific content. Analyzing data from a controlled experiment, this study explores the differential impact of exposure to stand-up comedy featuring a scientist […]

Abstract: The use of humor is increasingly advocated as a means of enhancing the effectiveness and visibility of science messages on social media. However, the influence of humorous scientific content on user engagement is empirically unknown. The contribution of this study is threefold. First, we conduct a content analysis of humorous scientific posts on Twitter […]

Abstract: Annual influenza vaccination has been recommended for all adults in the United States since 2010, but coverage estimates indicate that less than half of American adults complied during the 2018-19 flu season. A number of studies have assessed the correlates of adult influenza vaccination attitudes and behaviors, but stagnating flu vaccination rates suggest new […]

Abstract: Through 2 studies, this research examined consumer responses to empowerment hashtags in social media-based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes towards empowerment campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitudes toward the hashtags. […]