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How attributes of humorous scientific messages predict engagement on Twitter and Instagram Michael Cacciatore

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 […]

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Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism Jihoon (Jay) Kim and Joe Phua

Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity versus non-celebrity) and message […]

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Pro-Veganism on Instagram: Effects of User-Generated Content and Message Endorser Types in Instagram-Based Pro-Veganism Posts Joe Phua and Jihoon (Jay) Kim

Paper accepted for presentation at the International Communication Association Annual Conference, Gold Coast, Australia, May 2020. Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic), while experiment 2 (N = 288) […]

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The Effects of User Comment Valence of Social Media Health Campaigns on Intention to Vaccinate: The Role of Psychological Reactance Hanyoung Kim, Youngji Seo, Hye Jin Yoon, Nah Ray Han & Jeong-Yeob Han

Paper to be presented to American Advertising Academy (AAA) conference, San Diego, CA. Abstract: Given the prevalent use of social media in disseminating public service announcements (PSAs) encouraging healthy behavior, investigating the effects of user-generated comments alongside health messages became an important pursuit in the advertising and marketing scholarship. With this in mind, Facebook user-generated […]

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Book Contract – Social Media and Crisis Communication (Second Edition) Yan Jin

Lucinda Austin and Yan Jin (Eds.) (Forthcoming in 2021). Social Media and Crisis Communication (Second Edition), Routledge.

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Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews. Joe Phua

Abstract: This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and Instagram users (ages 18–34) on Amazon Mechanical Turk (N = 491). The relationship between social media users’ values and their reported social media activities was […]

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Nah Ray Han (Grady PhD Student) was awarded the 2019-2020 American Academy of Advertising Dissertation Award

Nah Ray Han (Grady PhD Student) was awarded the 2019-2020 American Academy of Advertising Dissertation Award ($2,500) for her proposal “The Influence of Digital Crowding and Perceived Privacy on Advertising with Anthropomorphic Characters in Social Media”

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Do human values matter for promoting brands on social media? How social media users’ values influence valuable brand-related activities such as sharing, content creation, and reviews. Joe Phua

Abstract: Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than “likes” (Adweek, 2013). Global companies are increasingly focusing […]

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Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes toward Sponsored eWOM Alexander Pfeuffer

Abstract: Addressing the problem of increasing and diversifying sponsored eWOM on social media, this study examined the effects of different types of sponsorship arrangements and disclosure messages, with focus on (1) consumers’ perceived trust in the sponsored content creator and (2) attitudes toward the content creator and the sponsoring brand. An online experiment revealed interesting […]

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Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews Joe Phua

Abstract: Social media-based consumer engagement behaviors, such as sharing, content creation and reviews for brands as more valuable than “liking” or consuming brand content. As consumers trust consumer-driven recommendations more than advertising, brand content shared or created by consumers on social media may drive brand awareness and loyalty. Marketing researchers and practitioners are only recently […]

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