Výsledky vyhledávání - "WAN-HSIU SUNNY TSAI"

Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube

Autor: Taylor Jing Wen, Wan-Hsiu Sunny Tsai, Ching-Hua Chuan, Jing Yang

Publikováno v: Journal of Current Issues & Research in Advertising. 43:200-218

By applying the computational method of decision trees, this research identifies the most decisive attributes enhancing ad persuasiveness by examining the contextual effects of emotional (in)congru...

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::50314ecc354d53ee51dfeacbe15e6be4
https://doi.org/10.1080/10641734.2021.1963356

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Diversity-oriented leadership, internal communication, and employee outcomes: a perspective of racial minority employees

Autor: Jo-Yun Li, Wan-Hsiu Sunny Tsai, Yeunjae Lee

Publikováno v: Journal of Public Relations Research. 33:314-334

Based on a sample of 633 racial minority employees in the United States, the current study examined the effectiveness of diversity-oriented leadership on internal communication and key employee out...

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::d273379037dc8c8f4328f7568d781310
https://doi.org/10.1080/1062726x.2021.2007388

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Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines

Autor: Nick Carcioppolo, Di Lun, Wan-Hsiu Sunny Tsai, Ching-Hua Chuan

Publikováno v: Psychology & Marketing

Based on the theoretical framework of agency effect, this study examined the role of affect in influencing the effects of chatbot versus human brand representatives in the context of health marketing communication about HPV vaccines. We conducted a 2

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::93f98f1e91fd96bf4c44881f24cdb857
https://doi.org/10.1002/mar.21556

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Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

Autor: Shiyun Tian, Weiting Tao, Wan-Hsiu Sunny Tsai, Cheng Hong

Publikováno v: International Journal of Advertising. 41:1017-1037

Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to inf...

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::a939e8ed113fbd6c34b40e37eedf8694
https://doi.org/10.1080/02650487.2021.1940059

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How chatbots' social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue

Autor: Ching-Hua Chuan, Wan-Hsiu Sunny Tsai, Yu Liu

Publikováno v: Journal of Research in Interactive Marketing. 15:460-482

PurposeThis study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve consumer evaluation outcomes via the mediators of parasocial interaction an

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::28d3d52f06f73ba0338030d245abc6ec
https://doi.org/10.1108/jrim-12-2019-0200

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Akademický článek

HOW MINORITY CONSUMERS USE TARGETED ADVERTISING AS PATHWAYS TO SELF-EMPOWERMENT.

Autor: Wan-Hsiu Sunny Tsai¹ (AUTHOR)

Publikováno v: Journal of Advertising. Fall2011, Vol. 40 Issue 3, p85-97. 13p. 1 Chart.

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