Mengtian Jiang
Biographic Data
| ID | 9537421 |
|---|---|
| NAME | Mengtian Jiang |
| GIVEN NAMES | Mengtian |
| FAMILY NAME | Jiang |
| SIGNATURE | JIANG M |
| AFFILIATIONS | University of Kentucky |
| ORCID | 0000-0002-6813-8810 |
| VERIFIED | Yes |
| TOTAL WORKS | 8 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 8 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2016 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Curbing misinformation dissemination in influencer marketing
This research examines the dark side of influencer marketing, specifically wellness influencers’ exploitation of vaccine misinformation for personal financial gain. It assesses the effectiveness of various misinformation intervention strategies—misinformation labels, expert corrections, and their combination—in reducing misinformation beliefs and subsequent influencer evaluations, thereby diminishing future endorsement effectiveness across differ…
Human vs. AI Influencer Activism
This study examines the factors influencing the effectiveness of influencer activism in shaping self-branding and advocating for social issues through a social influence lens, focusing on influencer type (human vs. artificial intelligence [AI]) and race (Black vs. White). Two experiments examined the interplay between influencers’ social identity and influencer–issue congruence: one with human-centric racial issues (Study 1) and another for AI-in…
The Effect of Ad Authenticity on Advertising Value and Consumer Engagement
This study explored the role of ad authenticity in influencing consumers’ ad evaluations and their engagement intention in the context of COVID-19 video advertising. Results showed that aside from informativeness and entertainment, three dimensions of ad authenticity—brand essence, realistic plot, and message credibility—were positively related to consumers’ evaluation of ad value, which further increased ad attitude and social media engagement i…
Bringing older consumers onboard to online banking
Though online banking has become more pervasive in U.S. society, little research has examined how different generational cohorts perceive and use online banking. This study examines differences in online banking perceptions and intentions across three generational cohorts in the U.S.: Silent and G.I. generation (SGI) (born 1945 or earlier), older Boomers (1946–1954), and Millennials (1977–1992). Guided by the Technology Acceptance Model and Prote…
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…
Signaling Consumer Impressions with CSR Support on Social Media
Through the impression management lens of consumers, this experimental study investigates when and how consumers regulate their images on social media through their divergent reactions to corporate social responsibility (CSR) advertising. Results show that consumers who disclose themselves infrequently and discriminately on social media (low self-disclosure) perceive the lower social value of CSR engagement in managing their impressions when CSR …
Promoting Mask-Wearing in Covid-19 Brand Communications
During the COVID-19 pandemic, many businesses displayed signs to promote preventive behaviors, such as wearing masks in public, but the effectiveness of this practice largely remains unknown. This research investigates the interaction effect between gain-loss framing and self-other-interest appeals on individual issue judgment of mask-wearing in public. Additionally, it examines the moderating role of perceived situational risks on such interacti…
Understanding online safety behaviors
No prominent works on this page.
Understanding online safety behaviors
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…
Signaling Consumer Impressions with CSR Support on Social Media
Through the impression management lens of consumers, this experimental study investigates when and how consumers regulate their images on social media through their divergent reactions to corporate social responsibility (CSR) advertising. Results show that consumers who disclose themselves infrequently and discriminately on social media (low self-disclosure) perceive the lower social value of CSR engagement in managing their impressions when CSR …
Promoting Mask-Wearing in Covid-19 Brand Communications
During the COVID-19 pandemic, many businesses displayed signs to promote preventive behaviors, such as wearing masks in public, but the effectiveness of this practice largely remains unknown. This research investigates the interaction effect between gain-loss framing and self-other-interest appeals on individual issue judgment of mask-wearing in public. Additionally, it examines the moderating role of perceived situational risks on such interacti…
The Effect of Ad Authenticity on Advertising Value and Consumer Engagement
This study explored the role of ad authenticity in influencing consumers’ ad evaluations and their engagement intention in the context of COVID-19 video advertising. Results showed that aside from informativeness and entertainment, three dimensions of ad authenticity—brand essence, realistic plot, and message credibility—were positively related to consumers’ evaluation of ad value, which further increased ad attitude and social media engagement i…
Bringing older consumers onboard to online banking
Though online banking has become more pervasive in U.S. society, little research has examined how different generational cohorts perceive and use online banking. This study examines differences in online banking perceptions and intentions across three generational cohorts in the U.S.: Silent and G.I. generation (SGI) (born 1945 or earlier), older Boomers (1946–1954), and Millennials (1977–1992). Guided by the Technology Acceptance Model and Prote…
Human vs. AI Influencer Activism
This study examines the factors influencing the effectiveness of influencer activism in shaping self-branding and advocating for social issues through a social influence lens, focusing on influencer type (human vs. artificial intelligence [AI]) and race (Black vs. White). Two experiments examined the interplay between influencers’ social identity and influencer–issue congruence: one with human-centric racial issues (Study 1) and another for AI-in…
Curbing misinformation dissemination in influencer marketing
This research examines the dark side of influencer marketing, specifically wellness influencers’ exploitation of vaccine misinformation for personal financial gain. It assesses the effectiveness of various misinformation intervention strategies—misinformation labels, expert corrections, and their combination—in reducing misinformation beliefs and subsequent influencer evaluations, thereby diminishing future endorsement effectiveness across differ…
Advertising (7 works) · Business (7 works) · Psychology (7 works) · Digital Marketing and Social Media (6 works) · Political science (5 works) · Social Psychology (5 works) · Computer Science (4 works) · Media Influence and Health (4 works) · Public relations (4 works) · Consumer Behavior in Brand Consumption and Identification (3 works)