Department: Advertising & Public Relations
Advertising permeates our culture. Advertising scholars at Grady specialize in health communication, advertising management, brand management as well as the role of digital media in advertising.
Grady boasts some of the top scholars in the field of public relations research. These scholars’ work ranges from crisis communication, to social media, from history, to theory building, from leadership to activism.
Abstract: This research examines how visual representation of social media influencers affects perceptions and attitudes toward influencers and their persuasive messages. 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 broad smiles were perceived as warmer and more […]Read More
Abstract: Social media political advertising has, in recent years, been the target of a lot of interest and scrutiny from the public, scholars, and even the social media platforms themselves. While there is still some debate as to the overall effectiveness of social media political advertising there is compelling evidence to show that a number […]Read More
Abstract: In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 151) watched a 9-minute video documentary segment containing one mid-roll video ad while their visual attention to the screen was recorded. Participants in two-thirds of the conditions also read two online articles on a mobile […]Read More
Abstract: Using the health halo effect as the theoretical framework, this research examined the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, unhealthy risk, taste, and ad-trust following exposure to fast food restaurant advertisements featuring healthy food choices.Read More
Abstract: News consumption enhances the contact experience for first-generation immigrants and sojourners in their acculturation to the host culture. Using acculturation theory, this study explores interdisciplinary concepts. The authors argue that first-generation immigrants and sojourners’ level of the English proficiency, length of stay in the host culture and their news consumption impact their susceptibility to […]Read More
Abstract: This study explores how Korean restaurants in the States promote their businesses by using the Circuit of Culture as a theoretical framework. Five elements in the Circuit, representation, production, consumption, identity, and regulation, provided a contextual understanding of how Korean food is communicated at a local level. In-depth interviews with 10 small business Korean […]Read More
Abstract: Sports sponsorship has been considered a key branding strategy for various marketing objectives, but little research investigated how consumers perceived sponsor brands through sports competitions. This study aimed to examine whether team performance and gender difference jointly impacted consumers’ perceived brand personality and how team identification and self-brand connection moderated such impacts on perceived […]Read More
Abstract: Addressing the problem of increasing sponsored eWOM and diverse and confusing disclosure practices, this study examined the effects of different types of sponsorship disclosure messages on (1) consumers’ trust in the sponsored product reviewer and (2) attitudes toward the reviewer and the sponsoring brand. An online experiment revealed several key effects of sponsorship disclosure […]Read More
Abstract: In an effort to improve transparency, Facebook changed its disclosures on in-feed native political advertisements in 2018 to include language that identifies who paid for the ad to appear. The present study (N = 120) utilized a between-participants eye-tracking experiment to assess the impact of three different disclosure conditions on Facebook users’ visual attention […]Read More
Abstract: Through two 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 toward empowerment-campaign hashtags than brand-name hashtags, and that the perceived information value of hashtags meditated the relationship between hashtag type and attitudes toward the hashtags. Furthermore, […]Read More