Mira Lee
Biographic Data
| ID | 3619949 |
|---|---|
| NAME | Mira Lee |
| GIVEN NAMES | Mira |
| FAMILY NAME | Lee |
| SIGNATURE | LEE M |
| AFFILIATIONS | Chung-Ang University |
| ORCID | 0000-0003-1805-3576 |
| VERIFIED | Yes |
| TOTAL WORKS | 10 |
| TOTAL CITATIONS | 13 |
| WORKS AS AUTHOR | 10 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2004 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Authenticity in Virtual and Human Influencer Donation Appeals
Virtual influencers (VIs) are increasingly deployed in prosocial campaigns, yet evidence regarding their effectiveness relative to human influencers (HIs) remains limited. This study examines how influencer type (VI vs. HI), emotional expression (happy vs. sad), and language style (formal vs. informal) shape perceived authenticity and subsequent donation intention. Using a 2 × 2 × 2 between-subjects experiment ( N = 400, U.S. adults), we demonstr…
Brand-related user-generated content on social media
Purpose The purpose of this paper is to investigate how the source of brand-related user-generated content (UGC) (a close friend vs a celebrity) interacts with content sponsorship (organic UGC vs sponsored UGC) to influence consumer causal attributions, brand attitude, and intention to comply with the recommendation
Effects of Review Characteristics and Consumer Regulatory Focus on Perceived Review Usefulness
Employing regulatory focus theory, we explored how consumer regulatory focus interacts with 2 characteristics of a consumer review—review valence and claim type—to influence consumers' perceived usefulness of the review. To this end, we conducted an experiment with 126 college students as participants. The results showed that promotion-focused consumers perceived a positive review to be more useful than did prevention-focused consumers, whereas p…
Characteristics of food advergames that reach children and the nutrient quality of the foods they advertise
Purpose – The purpose of this paper is to investigate the content of food advergames and the nutritional quality of foods promoted in those advergames with the presence of child visitors. Design/methodology/approach – This study integrates three different sources of data, first, characteristics of the audience from internet audience measurement metrics; second, an analysis of food advergame content; and third, an analysis of the dietary quality o…
Consumer reviews
Purpose The purpose of this paper is to explore how the facial expression of the reviewer's avatar interacts with the valence of the consumer review to influence consumer purchase decisions. Design/methodology/approach A 2 (facial expression of the reviewer's avatar)× 2 (valence of the consumer review) between‐subjects online experimental design was used. Findings It was found that when the consumer review was positive, participants exposed to th…
Relationship between Active Cervical Range of Motion and Flexion–Relaxation Ratio in Asymptomatic Computer Workers
A high prevalence and incidence of neck and shoulder pain is present in the working population, especially sedentary workers. Recent findings have indicated that the flexion-relaxation (FR) ratio in the cervical erector spinae (CES) muscles might be a significant criteria of neuromuscular impairment and function. Additionally, the active cervical range of motion (ROM) is frequently used for discriminating between individuals with pain and those w…
The Effects of a Serious Game on Role-Taking and Willingness to Help
Serious games are emerging as a new medium for social change. This study investigated the influence of presentation mode afforded by different media on willingness to help in the context of humanitarianaid. Two online experiments were conducted. Thefirst experiment demonstrated that playing the Darfur is Dying game elicited greater role-taking and resulted in greater willingness to help the Darfurian people than reading a text conveying thesamein…
Anti-amnesic effect of Chong–Myung–Tang on scopolamine-induced memory impairments in mice
Electronic word of mouth (eWOM)
This study explores whether and how different online platforms to which electronic word of mouth (eWOM) communication is posted influence consumers’ judgements of reviewed products. Additionally, this study examines the moderating role of the valence of eWOM on the platforms–consumer product judgement relationship. Our findings indicated that, other things being equal, participants exposed to the review posted on the personal blog were more likel…
Advertising and the Consumer Information Environment Online
The Internet has apparently become an important source of information for consumers and partly because of this trend, the Internet now presents a huge opportunity for advertisers who seek effective communication with their target markets. The purpose of this article is to provide an understanding of the qualities and potentials of the Internet as an advertising medium. First, an overview of the various forms of Internet advertising is provided, a…
Brand-related user-generated content on social media
Purpose The purpose of this paper is to investigate how the source of brand-related user-generated content (UGC) (a close friend vs a celebrity) interacts with content sponsorship (organic UGC vs sponsored UGC) to influence consumer causal attributions, brand attitude, and intention to comply with the recommendation
Consumer reviews
Purpose The purpose of this paper is to explore how the facial expression of the reviewer's avatar interacts with the valence of the consumer review to influence consumer purchase decisions. Design/methodology/approach A 2 (facial expression of the reviewer's avatar)× 2 (valence of the consumer review) between‐subjects online experimental design was used. Findings It was found that when the consumer review was positive, participants exposed to th…
Characteristics of food advergames that reach children and the nutrient quality of the foods they advertise
Purpose – The purpose of this paper is to investigate the content of food advergames and the nutritional quality of foods promoted in those advergames with the presence of child visitors. Design/methodology/approach – This study integrates three different sources of data, first, characteristics of the audience from internet audience measurement metrics; second, an analysis of food advergame content; and third, an analysis of the dietary quality o…
Advertising and the Consumer Information Environment Online
The Internet has apparently become an important source of information for consumers and partly because of this trend, the Internet now presents a huge opportunity for advertisers who seek effective communication with their target markets. The purpose of this article is to provide an understanding of the qualities and potentials of the Internet as an advertising medium. First, an overview of the various forms of Internet advertising is provided, a…
Advertising and the Consumer Information Environment Online
The Internet has apparently become an important source of information for consumers and partly because of this trend, the Internet now presents a huge opportunity for advertisers who seek effective communication with their target markets. The purpose of this article is to provide an understanding of the qualities and potentials of the Internet as an advertising medium. First, an overview of the various forms of Internet advertising is provided, a…
Electronic word of mouth (eWOM)
This study explores whether and how different online platforms to which electronic word of mouth (eWOM) communication is posted influence consumers’ judgements of reviewed products. Additionally, this study examines the moderating role of the valence of eWOM on the platforms–consumer product judgement relationship. Our findings indicated that, other things being equal, participants exposed to the review posted on the personal blog were more likel…
The Effects of a Serious Game on Role-Taking and Willingness to Help
Serious games are emerging as a new medium for social change. This study investigated the influence of presentation mode afforded by different media on willingness to help in the context of humanitarianaid. Two online experiments were conducted. Thefirst experiment demonstrated that playing the Darfur is Dying game elicited greater role-taking and resulted in greater willingness to help the Darfurian people than reading a text conveying thesamein…
Anti-amnesic effect of Chong–Myung–Tang on scopolamine-induced memory impairments in mice
Relationship between Active Cervical Range of Motion and Flexion–Relaxation Ratio in Asymptomatic Computer Workers
A high prevalence and incidence of neck and shoulder pain is present in the working population, especially sedentary workers. Recent findings have indicated that the flexion-relaxation (FR) ratio in the cervical erector spinae (CES) muscles might be a significant criteria of neuromuscular impairment and function. Additionally, the active cervical range of motion (ROM) is frequently used for discriminating between individuals with pain and those w…
Consumer reviews
Purpose The purpose of this paper is to explore how the facial expression of the reviewer's avatar interacts with the valence of the consumer review to influence consumer purchase decisions. Design/methodology/approach A 2 (facial expression of the reviewer's avatar)× 2 (valence of the consumer review) between‐subjects online experimental design was used. Findings It was found that when the consumer review was positive, participants exposed to th…
Characteristics of food advergames that reach children and the nutrient quality of the foods they advertise
Purpose – The purpose of this paper is to investigate the content of food advergames and the nutritional quality of foods promoted in those advergames with the presence of child visitors. Design/methodology/approach – This study integrates three different sources of data, first, characteristics of the audience from internet audience measurement metrics; second, an analysis of food advergame content; and third, an analysis of the dietary quality o…
Effects of Review Characteristics and Consumer Regulatory Focus on Perceived Review Usefulness
Employing regulatory focus theory, we explored how consumer regulatory focus interacts with 2 characteristics of a consumer review—review valence and claim type—to influence consumers' perceived usefulness of the review. To this end, we conducted an experiment with 126 college students as participants. The results showed that promotion-focused consumers perceived a positive review to be more useful than did prevention-focused consumers, whereas p…
Brand-related user-generated content on social media
Purpose The purpose of this paper is to investigate how the source of brand-related user-generated content (UGC) (a close friend vs a celebrity) interacts with content sponsorship (organic UGC vs sponsored UGC) to influence consumer causal attributions, brand attitude, and intention to comply with the recommendation
Authenticity in Virtual and Human Influencer Donation Appeals
Virtual influencers (VIs) are increasingly deployed in prosocial campaigns, yet evidence regarding their effectiveness relative to human influencers (HIs) remains limited. This study examines how influencer type (VI vs. HI), emotional expression (happy vs. sad), and language style (formal vs. informal) shape perceived authenticity and subsequent donation intention. Using a 2 × 2 × 2 between-subjects experiment ( N = 400, U.S. adults), we demonstr…
Business (7 works) · Advertising (6 works) · Consumer Behavior in Brand Consumption and Identification (6 works) · Digital Marketing and Social Media (6 works) · Psychology (6 works) · Marketing (4 works) · Social Psychology (4 works) · Computer Science (3 works) · Social Psychology (3 works) · Attribution (2 works)