Joe Phua
Southern Methodist University, Temerlin Advertising Institute, Faculty Member
- Dr. Joe Phua (Ph.D., University of Southern California) is a Professor and the Endowed Distinguished Chair of the Temerlin Advertising Institute at Southern Methodist University.edit
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Two experiments examined the impact of Twitter followers, electronic word-of-mouth (eWoM) valence, and celebrity type (prosocial versus antisocial) on consumer behavior in Twitter-based marketing communication, applying social capital... more
Two experiments examined the impact of Twitter followers, electronic word-of-mouth (eWoM) valence, and celebrity type (prosocial versus antisocial) on consumer behavior in Twitter-based marketing communication, applying social capital theory, social identity theory, source credibility, and extant literature on eWoM. Experiment 1 demonstrated the main effect of number of followers on source credibility, and the interaction effect between eWoM valence and number of followers on product involvement, buying intention, and intention to pass along eWoM. Experiment 2 revealed the interaction effect of celebrity type and number of followers on social identification with the celebrity as well as the mediating effect of social identification.
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This study applies a research model of health information seeking composed of a subset of intervening variables from Wilson's (1997) General Model of Information Behavior. We examine patients' purposive online health... more
This study applies a research model of health information seeking composed of a subset of intervening variables from Wilson's (1997) General Model of Information Behavior. We examine patients' purposive online health information search behaviors. An empirical study involving ...
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PurposeApplying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand... more
PurposeApplying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification.Design/methodology/approachA two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n=338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods.FindingsResults revealed a significant main effect for game outcome (win/loss), and a significant interaction effect between game outcome (win/loss) and game location (home/away). Team identification also mediated between game outcome (win/loss) and game location (home/away) to influence brand attitude, but not purchase intention.Originality/valueImplications for use of social networking site (SNS)-based brand endorsements as an integral part of brands’ advertising strategies were discussed. Specifically, brands utilizing SNSs to advertise to sport fans should highlight team endorsements, particularly after home game wins, and also target highly identified fans, to maximize positive SNS-based brand evaluations.
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ABSTRACT This study examines how consumer-written and system-aggregated user-generated content (UGC) on travel booking websites jointly influence consumer behavior. The purpose of this research is to test the effects of different types of... more
ABSTRACT This study examines how consumer-written and system-aggregated user-generated content (UGC) on travel booking websites jointly influence consumer behavior. The purpose of this research is to test the effects of different types of UGC on various consumer behavior outcomes. Experiment 1 found a significant interaction effect between UGC type (consumer-written versus system-aggregated) and valence (positive versus negative) on product evaluation, perceived information value, and satisfaction. Experiment 2 found a significant interaction between consumer-written and system-aggregated UGC valences. When consumer-written UGC was negative, consumers demonstrated more negative product evaluation and lower buying intention, regardless of system-aggregated UGC valence. When consumer-written and system-aggregated UGC valences matched, consumers indicated greater perceived information value, satisfaction, and future behavioral intention. Trustworthiness partially mediated the effect of the fit between consumer-written and system-aggregated UGC on consumer satisfaction.
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ABSTRACT In this study we examined the effect of disclosure language (control/no disclosure, “SP,” “Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition, brand attitude, purchase intention, and sharing... more
ABSTRACT In this study we examined the effect of disclosure language (control/no disclosure, “SP,” “Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition, brand attitude, purchase intention, and sharing intention among a sample of 237 students. In line with prior research, results indicated that disclosure language featuring “Paid Ad” positively influenced ad recognition, which subsequently interacted with participants' memory of a disclosure and mediated the effect of disclosure language on attitude toward the brand and sharing intention. The findings offer a significant contribution to the literature on consumers' information processing and understanding for new and developing native advertising executions. Theoretical and managerial implications are discussed.
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ABSTRACT This study examined members of health issue-specific social networking sites (SNSs) for smoking cessation, hypothesizing that social identification, bridging and bonding social capital, perceived subjective norms, and social... more
ABSTRACT This study examined members of health issue-specific social networking sites (SNSs) for smoking cessation, hypothesizing that social identification, bridging and bonding social capital, perceived subjective norms, and social support would impact the relationship between participation and smoking cessation self‐efficacy. Results (N = 252) of an online questionnaire revealed that participation significantly influenced each social factor, which in turn resulted in greater smoking cessation self-efficacy. By applying and extending traditional peer influence theories, a structural model predicting 5 underlying mechanisms of social interconnectedness that influence perceived behavioral control for quitting smoking was tested and supported. Implications for future research on health issue-specific SNSs are discussed.
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Research Interests: Psychology and Obesity
PurposeSocial media has the potential to enable exchange of diverse opinions, foster dialogue on important social issues and exert positive influence on stakeholders and society. However, evidence is contradictory as to whether this is... more
PurposeSocial media has the potential to enable exchange of diverse opinions, foster dialogue on important social issues and exert positive influence on stakeholders and society. However, evidence is contradictory as to whether this is the case; it is possible that millennials' behaviors on social media are mainly driven by conservation (conformity and safety) or self-enhancement (power and achievement). In this research, the authors examine the extent to which different human values (self-transcendence, conservation, self-enhancement and openness to change) influence millennials' activities and behaviors on social media.Design/methodology/approachThe authors conduct three separate surveys on Facebook, Twitter and Instagram with 491 millennials (18–34 years of age) in the USA, examining the influence of four higher-order values of the Schwartz human values model (open self-transcendence, conservation, self-enhancement and openness to change) on specific social media activiti...
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Social media has a potential to deliver nutrition education messages effectively and efficiently to large, underserved populations, but little is known about the current social media usage pattern among SNAP‐Ed eligible population. The... more
Social media has a potential to deliver nutrition education messages effectively and efficiently to large, underserved populations, but little is known about the current social media usage pattern among SNAP‐Ed eligible population. The purpose of this study was to understand the current social media practices in a sample of SNAP‐Ed eligible Georgians who participated in a series of focus group interviews to examine the feasibility of developing a statewide social marketing intervention as part of the SNAP‐Ed programming in Georgia. A total of 68 participants representing a range of rural and urban counties in Georgia completed a social media use survey prior to the focus group (n=68, mean age 40.3±14.4, 94.1% female, 75.0% minority). About 63% of the study sample reported they use social media on a day‐to‐day basis, and 82.4% have a membership to at least 1 social media platform. Most of the study sample reported to have a Facebook membership (76.5%), and access social media through...
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PurposeThrough two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.Design/methodology/approachExperiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message... more
PurposeThrough two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.Design/methodology/approachExperiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.FindingsResults demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.Originality/valueImplications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.
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Social Marketing (SM) has been used to deliver public health interventions, and has the potential to deliver nutrition education interventions targeted to large, low-income population quickly at lo...
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Introduction In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults' attention and cognitions in response to an IQOS ad that carried two mandated textual health warnings... more
Introduction In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults' attention and cognitions in response to an IQOS ad that carried two mandated textual health warnings (Surgeon General's warning and nicotine warning), and how their vaping and smoking status may interact with attention patterns to affect attitude and intention to use IQOS. Methods In November 2019, college students (N = 164) viewed IQOS' first U.S. magazine ad and two distractor ads. Viewing patterns were recorded with eye-tracking. Masked recall and aided recognition, attitude and intention towards IQOS use were later assessed with self-report. Ordinary Least Squares (OLS) regressions and moderated mediation analyses examined the associations between visual attention and viewers' cognitions about IQOS use. Results Promotional content attracted significantly more attention compared to the warnings. Attention to the Surgeon General's wa...
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Purpose Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand... more
Purpose Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification. Design/methodology/approach A two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n=338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping m...
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Research on sports fans has demonstrated a positive relationship between fan identification and self-esteem. The current investigation extended previous research by testing media use as a moderator. The author hypothesized that media use... more
Research on sports fans has demonstrated a positive relationship between fan identification and self-esteem. The current investigation extended previous research by testing media use as a moderator. The author hypothesized that media use would be positively associated with measures of fan identification and collective self-esteem and also moderate the relationship between these 2 variables. This is because media use enhances positive distinctiveness for fans of sports teams, leading to higher collective self-esteem levels because of the ability to get up-to-date information about the team or player they support. Data gathered from student fans (N = 203) of a major U.S. west coast university football team confirmed the author’s expectations that sports fans’ use of 4 types of media—print, broadcast, online, and mobile phones—moderated the relationship between fan identification and collective self-esteem, with online media having the greatest impact on this relationship.
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This study examined the effect of the audience's similarity to, and parasocial identification with, spokespersons in obesity public service announcements, on perceived source credibility, and diet and exercise self-efficacy. The... more
This study examined the effect of the audience's similarity to, and parasocial identification with, spokespersons in obesity public service announcements, on perceived source credibility, and diet and exercise self-efficacy. The results (N = 200) indicated that perceived similarity to the spokesperson was significantly associated with three dimensions of source credibility (competence, trustworthiness, and goodwill), each of which in turn influenced parasocial identification with the spokesperson. Parasocial identification also exerted a positive impact on the audiences' diet and exercise self-efficacy. Additionally, significant differences were found between overweight viewers and non-overweight viewers on perceived similarity, parasocial identification with the spokesperson, and source credibility.
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ABSTRACT This study examined members of health issue-specific social networking sites (SNSs) for smoking cessation, hypothesizing that social identification, bridging and bonding social capital, perceived subjective norms, and social... more
ABSTRACT This study examined members of health issue-specific social networking sites (SNSs) for smoking cessation, hypothesizing that social identification, bridging and bonding social capital, perceived subjective norms, and social support would impact the relationship between participation and smoking cessation self‐efficacy. Results (N = 252) of an online questionnaire revealed that participation significantly influenced each social factor, which in turn resulted in greater smoking cessation self-efficacy. By applying and extending traditional peer influence theories, a structural model predicting 5 underlying mechanisms of social interconnectedness that influence perceived behavioral control for quitting smoking was tested and supported. Implications for future research on health issue-specific SNSs are discussed.
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... Phua, JJ , 2010-06-22 "The Influence of Peer Norms and Popularity on Smoking and Drinking Behavior Among College Fraternity Members: A Social-Network Analysis" Paper presented at the annual meeting of the International... more
... Phua, JJ , 2010-06-22 "The Influence of Peer Norms and Popularity on Smoking and Drinking Behavior Among College Fraternity Members: A Social-Network Analysis" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore ...
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ABSTRACT This study examined use of social networking sites (SNSs) by football fans, testing its impact on bridging and bonding social capital. Survey results (N=395) indicated that intensity of SNS usage had a stronger effect on bridging... more
ABSTRACT This study examined use of social networking sites (SNSs) by football fans, testing its impact on bridging and bonding social capital. Survey results (N=395) indicated that intensity of SNS usage had a stronger effect on bridging than bonding social capital. SNS usage also interacted with identification, collective self-esteem and satisfaction with life, to influence bridging social capital. SNS usage thereby enhanced fans’ online experience, allowing them to connect to other fans, while maintaining existing relationships.
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Background The perceived threat of a contagious virus may lead people to be distrustful of immigrants and out-groups. Since the COVID-19 outbreak, the salient politicized discourses of blaming Chinese people for spreading the virus have... more
Background The perceived threat of a contagious virus may lead people to be distrustful of immigrants and out-groups. Since the COVID-19 outbreak, the salient politicized discourses of blaming Chinese people for spreading the virus have fueled over 2000 reports of anti-Asian racial incidents and hate crimes in the United States. Objective The study aims to investigate the relationships between news consumption, trust, intergroup contact, and prejudicial attitudes toward Asians and Asian Americans residing in the United States during the COVID-19 pandemic. We compare how traditional news, social media use, and biased news exposure cultivate racial attitudes, and the moderating role of media use and trust on prejudice against Asians is examined. Methods A cross-sectional study was completed in May 2020. A total of 430 US adults (mean age 36.75, SD 11.49 years; n=258, 60% male) participated in an online survey through Amazon’s Mechanical Turk platform. Respondents answered questions re...
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PurposeThe purpose of this paper was to examine the interplay between sports fanship and brand-related perceptions in the context of sports sponsorship. The effects of sport fans' self-enhancement strategies: Basking in reflected... more
PurposeThe purpose of this paper was to examine the interplay between sports fanship and brand-related perceptions in the context of sports sponsorship. The effects of sport fans' self-enhancement strategies: Basking in reflected glory (BIRGing) and cutting off reflected failure (CORFing) were investigated in response to how sports fans connected themselves to a sponsor brand as well as whether their sponsor brand trust and loyalty were activated.Design/methodology/approachAn experiment was designed in the first study to examine immediate effects of team performance and sports fandom on sports fans' connection to the sponsor brand, while an online survey was conducted in the second study to investigate the joint effects of team performance and game venue on sports fans' sponsor brand trust and loyalty.FindingsThe first study found that both team performance and sports fandom yielded significant effects on sports fans' connection to the sponsor brand. Specifically, sp...