Linwan Wu
Biographic Data
| ID | 6265178 |
|---|---|
| NAME | Linwan Wu |
| GIVEN NAMES | Linwan |
| FAMILY NAME | Wu |
| SIGNATURE | WU L |
| AFFILIATIONS | University of South Carolina |
| ORCID | 0000-0002-5294-3559 |
| VERIFIED | Yes |
| TOTAL WORKS | 13 |
| TOTAL CITATIONS | 3 |
| WORKS AS AUTHOR | 13 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2019 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 1 |
Disclosing AI’s Involvement in Advertising to Consumers
The use of artificial intelligence (AI) in the advertising industry is widespread, yet there is no consensus on whether consumers should be informed of AI’s involvement in ad placement and ad creation. In light of the importance of digital literacy, we believe that consumers have a right to know about the technology behind the ads they encounter and that scholars should lead the discussion on the issue of AI disclosure. To this end, we conducted …
Examining the psychological process of developing consumer-brand relationships through strategic use of social media brand chatbots
Examining native CSR advertising as a post-crisis response strategy
Although companies have started to adopt native CSR advertising for crisis communication, no existing research has examined this new phenomenon. To fill the gap, this study tested how crisis type and ad identification influence the effectiveness of native CSR advertising as a post-crisis response strategy. An online experiment was conducted using a nationally representative sample of U.S. adults. The results indicated that perceived manipulativen…
Understanding Twitter conversations about artificial intelligence in advertising based on natural language processing
Artificial intelligence (AI) has been widely applied in the advertising industry and attracted increasing attention from advertising scholars. However, the general public’s perceptions of AI in advertising have been relatively neglected within the current literature. In this study, we analyzed people’s posts on Twitter about AI in advertising using natural language processing. Specifically, we conducted topic modeling and sentiment analysis in th…
Should you “picture” this? Effects of picture-taking features of food diary apps on memory, liking, and wanting
Commenting on Brand Posts during a Crisis
Within the context of COVID-19, this study examines the relationship between context-induced moods and consumers’ responses to two different types of brand posts on social media: profit-driven posts and public-driven posts. Using both social media data (24,578 user comments on 14 brand posts on Facebook, Instagram, and Twitter) and survey data (356 subjects recruited from Amazon.com’s Mechanical Turk), we found that across all three social media …
Native Advertising in WeChat Official Accounts
WeChat Official Accounts, subscription-based accounts that broadcast information to followers, have become a popular venue for native advertising in China. This study investigated the effects of individuals’ ad skepticism and ad–content congruence on native advertising effectiveness in WeChat Official Accounts, as well as the mediating role of advertising value on the interaction effect of ad skepticism and ad–content congruence. Results showed t…
The Effects of Self vs. Group Affirmation and Message Framing on College Students’ Vape-Free Campus Policy Support
A growing number of American colleges and universities have become vape-free campuses in response to the high e-cigarette use prevalence among young adults. However, little is known about communication or social-psychological factors associated with campus members' support for a tobacco policy prohibiting e-cigarette use on the campus (vape-free policy support). The present study explores the main and interaction effects of affirmation and messag…
Understanding AI Advertising From the Consumer Perspective
In recent years, artificial intelligence (AI) technology has been used to create advertising messages. This study examined the factors that influence consumers’ overall appreciation of AI-created advertisements. The findings indicate that, in addition to its direct effect on consumer reactions to AI-created advertisements, consumers’ perceived objectivity of the general advertisement creation process positively influences machine heuristic—a rule…
Is Native Advertising Effective for Corporate Social Responsibility Messaging
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR). The results indicate that participants expressed more favorable attitudes and greater word-of-mouth intention toward a native advertisement of proactive CSR than one of reactive CSR only when they did not recognize the persuasion purpose of the native advertisement. This stu…
Unguarded against Persuasion and Willing to Share
While disclosure has been largely investigated within existing native advertising research, consumers’ individual characteristics, which may influence the persuasion process, have not received sufficient academic attention in this area. Through online experiments, this research examined the interplay between chronic regulatory focus and disclosure language on consumer responses to native advertising across two studies. The results from Study 1 in…
Being Accepted or Ostracized
Social experience (i.e., social inclusion versus exclusion) is an important factor that influences consumer behaviors but has not been adequately examined in advertising research. To fill this gap, we conducted three experiments to investigate how consumers’ social experiences affect their responses to promotion-focused versus prevention-focused advertisements. Our findings indicated that consumers who experienced being included or being ignored …
Online social viewing
Bullet-screen technology, an innovative way of interacting with online videos, allows viewers to contribute comments that simultaneously appear over videos. Popular in East Asia, the technology is making its way to American audiences. This study employed a comparative qualitative focus group approach to explore how American and Chinese viewers responded to and interacted with this new format of online videos. Three themes emerge from this investi…
Online social viewing
Bullet-screen technology, an innovative way of interacting with online videos, allows viewers to contribute comments that simultaneously appear over videos. Popular in East Asia, the technology is making its way to American audiences. This study employed a comparative qualitative focus group approach to explore how American and Chinese viewers responded to and interacted with this new format of online videos. Three themes emerge from this investi…
Online social viewing
Bullet-screen technology, an innovative way of interacting with online videos, allows viewers to contribute comments that simultaneously appear over videos. Popular in East Asia, the technology is making its way to American audiences. This study employed a comparative qualitative focus group approach to explore how American and Chinese viewers responded to and interacted with this new format of online videos. Three themes emerge from this investi…
Unguarded against Persuasion and Willing to Share
While disclosure has been largely investigated within existing native advertising research, consumers’ individual characteristics, which may influence the persuasion process, have not received sufficient academic attention in this area. Through online experiments, this research examined the interplay between chronic regulatory focus and disclosure language on consumer responses to native advertising across two studies. The results from Study 1 in…
Being Accepted or Ostracized
Social experience (i.e., social inclusion versus exclusion) is an important factor that influences consumer behaviors but has not been adequately examined in advertising research. To fill this gap, we conducted three experiments to investigate how consumers’ social experiences affect their responses to promotion-focused versus prevention-focused advertisements. Our findings indicated that consumers who experienced being included or being ignored …
Commenting on Brand Posts during a Crisis
Within the context of COVID-19, this study examines the relationship between context-induced moods and consumers’ responses to two different types of brand posts on social media: profit-driven posts and public-driven posts. Using both social media data (24,578 user comments on 14 brand posts on Facebook, Instagram, and Twitter) and survey data (356 subjects recruited from Amazon.com’s Mechanical Turk), we found that across all three social media …
Native Advertising in WeChat Official Accounts
WeChat Official Accounts, subscription-based accounts that broadcast information to followers, have become a popular venue for native advertising in China. This study investigated the effects of individuals’ ad skepticism and ad–content congruence on native advertising effectiveness in WeChat Official Accounts, as well as the mediating role of advertising value on the interaction effect of ad skepticism and ad–content congruence. Results showed t…
The Effects of Self vs. Group Affirmation and Message Framing on College Students’ Vape-Free Campus Policy Support
A growing number of American colleges and universities have become vape-free campuses in response to the high e-cigarette use prevalence among young adults. However, little is known about communication or social-psychological factors associated with campus members' support for a tobacco policy prohibiting e-cigarette use on the campus (vape-free policy support). The present study explores the main and interaction effects of affirmation and messag…
Understanding AI Advertising From the Consumer Perspective
In recent years, artificial intelligence (AI) technology has been used to create advertising messages. This study examined the factors that influence consumers’ overall appreciation of AI-created advertisements. The findings indicate that, in addition to its direct effect on consumer reactions to AI-created advertisements, consumers’ perceived objectivity of the general advertisement creation process positively influences machine heuristic—a rule…
Is Native Advertising Effective for Corporate Social Responsibility Messaging
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR). The results indicate that participants expressed more favorable attitudes and greater word-of-mouth intention toward a native advertisement of proactive CSR than one of reactive CSR only when they did not recognize the persuasion purpose of the native advertisement. This stu…
Examining native CSR advertising as a post-crisis response strategy
Although companies have started to adopt native CSR advertising for crisis communication, no existing research has examined this new phenomenon. To fill the gap, this study tested how crisis type and ad identification influence the effectiveness of native CSR advertising as a post-crisis response strategy. An online experiment was conducted using a nationally representative sample of U.S. adults. The results indicated that perceived manipulativen…
Understanding Twitter conversations about artificial intelligence in advertising based on natural language processing
Artificial intelligence (AI) has been widely applied in the advertising industry and attracted increasing attention from advertising scholars. However, the general public’s perceptions of AI in advertising have been relatively neglected within the current literature. In this study, we analyzed people’s posts on Twitter about AI in advertising using natural language processing. Specifically, we conducted topic modeling and sentiment analysis in th…
Should you “picture” this? Effects of picture-taking features of food diary apps on memory, liking, and wanting
Examining the psychological process of developing consumer-brand relationships through strategic use of social media brand chatbots
Disclosing AI’s Involvement in Advertising to Consumers
The use of artificial intelligence (AI) in the advertising industry is widespread, yet there is no consensus on whether consumers should be informed of AI’s involvement in ad placement and ad creation. In light of the importance of digital literacy, we believe that consumers have a right to know about the technology behind the ads they encounter and that scholars should lead the discussion on the issue of AI disclosure. To this end, we conducted …
Psychology (12 works) · Advertising (11 works) · Business (11 works) · Social Psychology (9 works) · Computer Science (6 works) · Consumer Behavior in Brand Consumption and Identification (6 works) · Digital Marketing and Social Media (6 works) · Political science (5 works) · Media Influence and Health (4 works) · Artificial Intelligence (3 works)