New Search / Research Home
Sexualized Images of Female Influencers in Instagram Advertising: Do They Work? Jihoon (Jay) Kim

Abstract: The primary purpose of the current study is to examine the effects of sexualized images of influencers on the effectiveness of advertising regarding both cognitive and motivational processing. Overall, the results indicate that the sexualized images of influencers negatively affect the evaluation of the influencer, which in turn affects attitude towards the ad and […]

Read More
Decoding Demarketing Advertising: The Role of Company Mission Commitment and Credibility on Demarketing Efforts Shuoya Sun and Hye Jin Yoon

Abstract: Consumers are increasingly in support of sustainable marketing and demarketing has received attention as a viable strategy in response to this growing sentiment. As only a few studies focused on testing demarketing in the context of mindful or anti-consumption, this study tested the effects of practical elements such as a company’s mission commitment level to the […]

Read More
Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement Sun Joo (Grace) Ahn and Jihoon (Jay) Kim

Abstract: Building favorable destination image and evoking positive feelings toward tourism ads are essential to the success of destination marketing in the competitive tourism business environment. The current study investigated the potential of virtual reality (VR) in providing new and innovative avenues for promoting destination image in tourism and testing its impact on advertising engagement […]

Read More
Publicity about Athlete Endorsers Affects Responses to Ads via Motivational Activation Glenna Read, Jihoon (Jay) Kim, Shuoya Sun & Youngji Seo

Abstract: This research addresses how positive and negative publicity about athlete endorsers influences motivational mechanisms (appetitive and aversive) underlying cognitive and affective processing and evaluation to ads. Participants viewed an ad for a soft drink brand that featured an athlete endorser while psychophysiological measures of cognition, emotion, and arousal were collected. Each ad was preceded by […]

Read More
Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type Hye Jin Yoon

Abstract: Purpose – Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native […]

Read More
2021 Enzaim Best Article Award Jeong-Yeob Han and Hanyoung Kim

Kim, Hanyoung (Grady PhD Candidate and now assistant professor at University of Houston) and Jeong-Yeob Han won 2021 Enzaim Best Article Award (2nd place) from Korea Health Communication Association, in recognition of the work ‘Hope in the Depths of Despair: Theorizing about Hope in the Fear Appeal Context.

Read More
The Impacts of Skip Option and Time Display on Viewer Response to In-Stream Video Ads: The Role of Perceived Control and Reactance Jooyoung Kim

Abstract: The primary purpose of the current study is to examine how the presence of two digital ad features—an ad skip option and ad time display, representing behavioral and cognitive control respectively, impact viewer response to in-stream video ads in terms of perception of control, reactance and advertising outcomes. A 2 (Skip option: skippable vs. […]

Read More
Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers Hye Jin Yoon

Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and […]

Read More
Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers Hye Jin Yoon

Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and […]

Read More