Joonghwa Lee
Biographic Data
| ID | 3620986 |
|---|---|
| NAME | Joonghwa Lee |
| GIVEN NAMES | Joonghwa |
| FAMILY NAME | Lee |
| SIGNATURE | LEE J |
| AFFILIATIONS | Middle Tennessee State University |
| ORCID | 0000-0003-1116-4337 |
| VERIFIED | Yes |
| TOTAL WORKS | 7 |
| TOTAL CITATIONS | 7 |
| WORKS AS AUTHOR | 7 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2012 |
| LATEST PUBLICATION YEAR | 2022 |
| H-INDEX | 1 |
Avoidance and Acceptance of Native Advertising on Social Media
Despite its growing popularity and importance, little research has been done to understand what mechanism drives consumers to avoid or accept native advertising on social media. This study applied the ideas of consumer social intelligence, persuasion knowledge (PK), and the typology of consumer response strategy to examine how consumers’ naive theory of persuasion is associated with their evaluation of the persuasion, which in turn relates with s…
Hey Alexa, why do we use voice assistants? The driving factors of voice assistant technology use
This study identified three factors to predict the use of the artificial intelligence communication devices known as voice assistants such as Amazon’s Alexa or Apple’s Siri: technological factors (usefulness and perceived ease of use), social influence factors (personal and societal norms), and risk factors (privacy concerns and perceived security). Considering these factors as significant antecedents, this study proposed an extended Technology A…
Discourse analysis of online product reviews
This study focuses on consumer interaction via online product reviews in digital markets by incorporating intercultural perspective. In doing so, this study explores the representation of digital consumerism, defined as development of consumer empowerment and vulnerability in digital markets, which appears as a paradigm to ensure balanced market environments for both consumers and companies (Kucuk, 2016). In particular, this study investigates cu…
A Double-Edged Sword? Predicting Consumers' Attitudes Toward and Sharing Intention of Native Advertising on Social Media
Despite the increasing popularity and advantage of native advertising on social media, advertisers are concerned about the possibility of native ads misleading consumers, resulting in boomerang effects. This study attempts to address this concern by comparing the predictive role of native ad nonintrusiveness with that of native ad manipulativeness in consumers' attitude toward and sharing intention of native advertising. Findings from an online s…
What’s Cruel About Cruelty Free
In his book Reveille for Radicals, Saul Alinsky writes, "Most people are eagerly groping for . . . some way in which they can bridge the gap between their morals and their practices" (p. 94). Today, many consumers try to bridge that gap by participating in what has been termed ethical consumption: the intentional purchase of products and services that the customer considers to be ethically produced. But what happens if consumer perceptions do not…
Brand interactivity and its effects on the outcomes of advergame play
This study develops the concept of brand interactivity based on the characteristics and definitions of interactivity and applies it to advergames. Brand interactivity is significant in advertising research and practice because this concept extends the perspective of interactivity from media to brands. The results of an experiment indicate that consumers have more positive attitudes toward a brand and stronger purchase intentions when playing adve…
Canonical correlation analysis of online video advertising viewing motivations and access characteristics
This study investigates consumers’ motivations for watching online video ads and the relationship between the motivations and access characteristics of viewers. Uses and gratifications and characteristics of consumers’ exposure to online video ads were reviewed for this study. First, findings of exploratory factor analysis revealed five different motivations for viewing online video ads – social interaction, relaxation, information, escapism-pass…
A Double-Edged Sword? Predicting Consumers' Attitudes Toward and Sharing Intention of Native Advertising on Social Media
Despite the increasing popularity and advantage of native advertising on social media, advertisers are concerned about the possibility of native ads misleading consumers, resulting in boomerang effects. This study attempts to address this concern by comparing the predictive role of native ad nonintrusiveness with that of native ad manipulativeness in consumers' attitude toward and sharing intention of native advertising. Findings from an online s…
Canonical correlation analysis of online video advertising viewing motivations and access characteristics
This study investigates consumers’ motivations for watching online video ads and the relationship between the motivations and access characteristics of viewers. Uses and gratifications and characteristics of consumers’ exposure to online video ads were reviewed for this study. First, findings of exploratory factor analysis revealed five different motivations for viewing online video ads – social interaction, relaxation, information, escapism-pass…
Canonical correlation analysis of online video advertising viewing motivations and access characteristics
This study investigates consumers’ motivations for watching online video ads and the relationship between the motivations and access characteristics of viewers. Uses and gratifications and characteristics of consumers’ exposure to online video ads were reviewed for this study. First, findings of exploratory factor analysis revealed five different motivations for viewing online video ads – social interaction, relaxation, information, escapism-pass…
Brand interactivity and its effects on the outcomes of advergame play
This study develops the concept of brand interactivity based on the characteristics and definitions of interactivity and applies it to advergames. Brand interactivity is significant in advertising research and practice because this concept extends the perspective of interactivity from media to brands. The results of an experiment indicate that consumers have more positive attitudes toward a brand and stronger purchase intentions when playing adve…
What’s Cruel About Cruelty Free
In his book Reveille for Radicals, Saul Alinsky writes, "Most people are eagerly groping for . . . some way in which they can bridge the gap between their morals and their practices" (p. 94). Today, many consumers try to bridge that gap by participating in what has been termed ethical consumption: the intentional purchase of products and services that the customer considers to be ethically produced. But what happens if consumer perceptions do not…
A Double-Edged Sword? Predicting Consumers' Attitudes Toward and Sharing Intention of Native Advertising on Social Media
Despite the increasing popularity and advantage of native advertising on social media, advertisers are concerned about the possibility of native ads misleading consumers, resulting in boomerang effects. This study attempts to address this concern by comparing the predictive role of native ad nonintrusiveness with that of native ad manipulativeness in consumers' attitude toward and sharing intention of native advertising. Findings from an online s…
Discourse analysis of online product reviews
This study focuses on consumer interaction via online product reviews in digital markets by incorporating intercultural perspective. In doing so, this study explores the representation of digital consumerism, defined as development of consumer empowerment and vulnerability in digital markets, which appears as a paradigm to ensure balanced market environments for both consumers and companies (Kucuk, 2016). In particular, this study investigates cu…
Hey Alexa, why do we use voice assistants? The driving factors of voice assistant technology use
This study identified three factors to predict the use of the artificial intelligence communication devices known as voice assistants such as Amazon’s Alexa or Apple’s Siri: technological factors (usefulness and perceived ease of use), social influence factors (personal and societal norms), and risk factors (privacy concerns and perceived security). Considering these factors as significant antecedents, this study proposed an extended Technology A…
Avoidance and Acceptance of Native Advertising on Social Media
Despite its growing popularity and importance, little research has been done to understand what mechanism drives consumers to avoid or accept native advertising on social media. This study applied the ideas of consumer social intelligence, persuasion knowledge (PK), and the typology of consumer response strategy to examine how consumers’ naive theory of persuasion is associated with their evaluation of the persuasion, which in turn relates with s…
Advertising (6 works) · Business (6 works) · Consumer Behavior in Brand Consumption and Identification (6 works) · Digital Marketing and Social Media (6 works) · Psychology (6 works) · Computer Science (5 works) · Social Psychology (5 works) · Sociology (4 works) · Marketing (3 works) · Political science (3 works)