Benjamin Yeo
Biographic Data
| ID | 9506827 |
|---|---|
| NAME | Benjamin Yeo |
| GIVEN NAMES | Benjamin |
| FAMILY NAME | Yeo |
| SIGNATURE | YEO B |
| AFFILIATIONS | Seattle University |
| ORCID | 0000-0003-2790-159X |
| VERIFIED | Yes |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 4 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2023 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 0 |
Alternate view for investigating data science knowledge gaps: A U.S. perspective
Data science, a dynamic and rapidly growing field with expanding job growth, has wide variations among data science programs and conceptualizations of data scientists’ skills. Consequently, employers face challenges recruiting the right data scientists, due to misalignment between university preparation and industry needs. To explore this further, we present an alternate data science view and use it to investigate knowledge gaps. Text mining of U…
Effective Digital Advertising: The Influence of Customised Ads, Self-esteem and Product Attributes
We investigate consumers’ attitudes and behaviours when receiving customised website advertising, the effect of their psychological beings and content of advertising messages, using a 2 (customisation: customised vs non-customised) × 2 (product attributes: utilitarian vs hedonic) × 2 (self-esteem: high vs low) experiment on 240 participants, aged 16–34 living in Taiwan, to explain their effects on advertising effectiveness and the mediating role …
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products: Consumer Viewing Perspectives, Beautification, And Endorsement in AR Advertising
Despite the promises of augmented reality and virtual mirrors in advertising, there has been little research on virtual mirrors that focus on consumer traits. This study examines whether consumer-related contexts that are generated in virtual mirroring—self-referencing, self-awareness, self-focused attention, and self–brand relationship—affect consumer product attitudes and purchase intentions. The authors investigated relationships between viewi…
Augmented Reality Advertising in Entertainment Programming: An Exploration Across Cultures
Augmented reality (AR) ads in entertainment programming are fairly new and not extensively studied. Given the lack of precedence, this exploratory study applies the Limited-Capacity Model and Schema Congruity Theory (SCT) to examine their advertising effects. We used a 2 (type of product placement: title sponsorship placement vs. background placement) × 2 (congruence with the characteristics of the programme: congruent vs. incongruent) × 2 (cross…
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Augmented Reality Advertising in Entertainment Programming: An Exploration Across Cultures
Augmented reality (AR) ads in entertainment programming are fairly new and not extensively studied. Given the lack of precedence, this exploratory study applies the Limited-Capacity Model and Schema Congruity Theory (SCT) to examine their advertising effects. We used a 2 (type of product placement: title sponsorship placement vs. background placement) × 2 (congruence with the characteristics of the programme: congruent vs. incongruent) × 2 (cross…
Effective Digital Advertising: The Influence of Customised Ads, Self-esteem and Product Attributes
We investigate consumers’ attitudes and behaviours when receiving customised website advertising, the effect of their psychological beings and content of advertising messages, using a 2 (customisation: customised vs non-customised) × 2 (product attributes: utilitarian vs hedonic) × 2 (self-esteem: high vs low) experiment on 240 participants, aged 16–34 living in Taiwan, to explain their effects on advertising effectiveness and the mediating role …
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products: Consumer Viewing Perspectives, Beautification, And Endorsement in AR Advertising
Despite the promises of augmented reality and virtual mirrors in advertising, there has been little research on virtual mirrors that focus on consumer traits. This study examines whether consumer-related contexts that are generated in virtual mirroring—self-referencing, self-awareness, self-focused attention, and self–brand relationship—affect consumer product attitudes and purchase intentions. The authors investigated relationships between viewi…
Alternate view for investigating data science knowledge gaps: A U.S. perspective
Data science, a dynamic and rapidly growing field with expanding job growth, has wide variations among data science programs and conceptualizations of data scientists’ skills. Consequently, employers face challenges recruiting the right data scientists, due to misalignment between university preparation and industry needs. To explore this further, we present an alternate data science view and use it to investigate knowledge gaps. Text mining of U…
Advertising (3 works) · Business (3 works) · Computer Science (3 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Digital Marketing and Social Media (3 works) · Marketing (2 works) · Mathematics (2 works) · Psychology (2 works) · Aesthetics (1 works) · Art (1 works)