Research Foci

AdvertisementsAdvertisingAdvertising NativenessAdvertising ResearchAmerican PragmatismAnalyticsBoundary Productionbranching narrativeBrand advertisingbrand attitudeBrand NamesBrand PlacementBrandingBuilding a BrandCasual gamingcasual marketCelebrity endorsementCelebrity gamesCISSclimate changeCommunicationCommunication crisisCommunication educationCommunication Managementcommunication practicescommunication professionalscommunication technologyconceptual modelsConspiracy theoriesConsumer AttitudesConsumer behaviorconsumer responsecontentContent AnalysisCorporate Communicationscorporate social responsibilityCorporationsCrisis CommunicationCrisis CommunicationsCrisis informationCritical analysisCritical MediaCSR (mCSR)designdigital analyticsdigital journalismdigital streamingDiversityendorsementengagementEntertainment and media studiesenvironmental messagesevolution of journalismEye TrackingFalse ConsensusFeminismFilm and televisionFirst AmendmentGamingGender inequityGender politicsGlobal Public RelationsHealth and Risk CommunicationHealth CommunicationHealth Communicationshealth crisesHealth interventionHealth Marketing InitiativesHealth risk toleranceHollywood HistoryHuman Communicationidentity politicsImage repair theoryIndustry CommentaryInfluencerInfluencer Advertisinginformation vettingInstagramissue involvementJournalismJournalism educationJournalism ProfessionJournalism trainingLaborLabor in HollywoodLabor ProductivityLeadershiplive blogging crisisManagementmarketingmarketing communicationMarketing researchMass CommunicationMedia Contextmedia coverageMedia IndustriesMedia LiteracyMedia RelationsMillennial communicationMisinformationmisinformation characteristicsmoral identityNarrative storytellingNarrative Storytelling and Critical StudiesNative AdvertisingNews medianews media contentNews PerceptionsNewspaper mediaOnline gamesOnline misinformationOnline newspersonalized advertisingPhotojournalismPilot GrantPolitical and Policy Communicationpolitical newspracticumPromotionPublic AffairsPublic consumptionpublic engagementPublic HealthPublic OpinionPublic RelationsPublic Relations LeadershipPublic Relations Professionalrisk analysisrisk communicationRisk CommunicationsRisk perceptionSelf BrandingSocial CognitionSocial Identitysocial identity theorySocial MediaSocial media crisesSocial Media researchSocial networkingSocial Networking applicationsSocial ScienceSponsored VideosSports CommunicationStrategic communicationsubaltern studiesSustainability advertisingSymbolic Interactionismtalent managementthematic framingVideo AdvertisingVideo GamesViral advertisingViral VideoVirtual environmentsVirtual reality


     New Search / Research Home
Perceived Brand Personality through Sports Sponsorship Joe Phua

Abstract: A limited amount of prior research has investigated perceived brand personality in the context of sport sponsorship. Using a two (Sport team performance: Win versus loss) by two (Gender: Male versus female) between-subjects experiment with two control variables (Sport team identification and self-brand connection), this study examined sport spectators’ perceptions of brand responsibility, activity, aggressiveness, […]

Read More
Information flow and leadership challenges Juan Meng and Michael Cacciatore

Abstract: How to effectively manage information flow continues presenting challenges for public relations practice, reflecting the magnitude and impact of a data-driven and strategy-oriented market environment globally. To echo this emerging global trend and identify effective responsive strategies, this study explores public relations practitioners’ perceptions on the impact of information flow and digital revolution on their […]

Read More
The impact of trust on public relations practitioners’ job satisfaction Juan Meng

Abstract: In this study, we propose and conduct a moderated multiple mediation analysis to depict both direct and indirect effects of trust in organization on public relations practitioners’ job satisfaction. Using a national online survey of public relations practitioners in the U.S. (N = 838), our findings reveal significant results, suggesting that trust has a strong […]

Read More
Gender, Nationalism, and Individualism Miscellaneous Grady Researchers

Abstract: Li Na is a former Chinese professional tennis player, who is the first and only Grand Slam singles champion from Asia and is regarded as the region’s tennis pioneer and trailblazer. Extensive qualitative research shows that media tend to assign female athletes a primary status as girls, wives, or mothers, rather than as athletes. […]

Read More
The Effects of News Framing and Issue Attribution on Chinese College Students’ Responses to Depression Coverage Yan Jin

Abstract: Depression is now one of the most severe public health threats in China and among Chinese college students. To examine the role of depression news coverage and address barriers in communicating with Chinese college students about the risk of depression and the importance of providing social support to depressed individuals, a 2 (episodic vs. […]

Read More
Corporate WeChat Communication in China Yan Jin

Abstract: This study tackles the gap in public relations research on how corporations utilize WeChat, the dominant social media in China, to communicate and interact with publics. Using a content analysis of 1,488 WeChat posts of 15 top Chinese business-to-consumer enterprises, this study examined how the organizational factors (i.e., company type, ownership, and industry) and […]

Read More
What Makes Brands’ Postings More Viral Jhih-Syuan (Elaine) Lin

Abstract: This study explores how different strategies used in firms’ Facebook postings increase consumers’ eWOM responses. A computational analysis of Fortune 100 companies’ Facebook postings and their respective comments/likes/shares were performed using Python libraries and the Linguistic Inquiry and Word Count (LIWC) software. As a result, we develop a predictive model of eWOM, aiming to […]

Read More
The Mediating effects of presumed influences on Taiwanese consumers’ skepticism toward celebrity endorsed advertising Juan Meng

Abstract: To explore Taiwanese consumers’ presumed influences of celebrity endorsed advertising, national media consumer panels were carried out to examine how the first-person and third-person perceptions would mediate the impacts of celebrity credibility on advertising skepticism. Results revealed that (a) the third-person perceptions did take place in the context of celebrity endorsed advertising, (b) all three […]

Read More
Uses and Gratifications of Social Networking Sites for Social Capital Joe Phua and Jihoon (Jay) Kim

Abstract: Applying uses and gratifications theory (UGT), this study examined users of four social networking sites (SNSs): Facebook, Twitter, Instagram, and Snapchat, and their influence on online bridging and bonding social capital. Results (N = 297) indicated that Snapchat users scored highest for passing time, sharing problems, and gaining social knowledge, while Instagram users scored […]

Read More
Inseparable Duos Yan Jin and Glen Nowak

Abstract: This study examined the effects of message framing and presentation in flu vaccine public service advertisements (PSAs) using a 2 (gain vs. loss) x 2 (image-based vs. text only presentation) between-subject experiment with a sample of U.S. college students (N = 122). The findings indicated that flu vaccine PSAs that utilized a gain-framed image-based […]

Read More