About
53
Publications
136,766
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Introduction
Dr. Joe Phua is the Endowed Distinguished Chair and Professor of Advertising in the Temerlin Advertising Institute at Southern Methodist University. He earned his Ph.D. in 2011 from the Annenberg School for Communication at the University of Southern California. Dr. Phua’s research examines the uses and effects of emerging communication technologies on advertising and branding outcomes, as well as in health communication and sports marketing contexts.
Current institution
Additional affiliations
July 2011 - June 2017
July 2017 - June 2022
Education
August 2006 - May 2011
Publications
Publications (53)
This study examined the effects of hope appeals, celebrity endorser types, and valence of emoticons on COVID-19 vaccine confidence, hesitancy, and intention to receive the COVID-19 vaccine. The potential moderating effects of parasocial identification were also assessed. Experiment 1 was a 2 (hope appeals: high vs. low personal relevance) x 3 (cele...
Purpose
Social 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 (conformit...
Electronic cigarette brands are increasingly using social media to advertise their products. This study examined effects of advertising message claim type (reduced risk [‘Healthier than regular cigarettes’], cessation [‘Quit smoking using e-cigarettes’] versus no message claim) and health warning labels (presence versus absence) in celebrity-endors...
Consumer-driven sharing and creation activities are valuable engagement activities as they help spread awareness and interaction for brands on social media. Loyal fans of brand pages are an important audience for brand-related social media engagement, as they are more likely to recommend and advocate for brands. However, little is known about what...
Trust is a significant factor in electronic word‐of‐mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue‐based trust and signaling theory, this study aimed to identify and examine the...
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 p...
Background: The perceived threat of a highly contagious virus may lead people to be distrustful of immigrants and outgroups. Since the COVID-19 outbreak, the salient politicized discourses of blaming Chinese people for spreading the virus have fueled over 2,000 reports of anti-Asian racial incidents and hate crimes in the U.S..
Objective: The stu...
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...
Purpose
The 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...
This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as potential moderating effects of SNS use. Results of a 3 (reaction icons: positive/neutral/negative) × 3 (valence of comments: positive/neutral/negative) bet...
Purpose
Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.
Design/methodology/approach
Experiment 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 (...
Through 2 studies, this research examined consumer responses to empowerment hashtags in social media-based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes towards empowerment campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship b...
Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than “likes” (Adweek, 2013). Global compa...
This study examined the effects of joining and actively participating in electronic-cigarette-related social media communities (SMCs), along with e-cigarette-related subjective norms, and social identification with other electronic-cigarette (e-cigarette)
users, on current e-cigarette users’ attitudes toward quitting, self-efficacy, and intention t...
Celebrities endorsing veganism may exert social influence on con-sumers' attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of consumers' eating habits (meat eater versus non-meat eater) and celebrities' vegan identity (altruistic motivation versus egoistic motivati...
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 medi...
As access to healthy food (or lack thereof) could be considered a social justice issue, social workers should be concerned about this issue and willing to collaborate with colleagues of various disciplines to address it. This study was a formative evaluation conducted to understand best practices, recommendations, and feasibility of a social-market...
Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self-brand congruity, self-referencing and perceived humor in these self-endorsed geofilter brand advertisements on consumers’ brand-related preferences. Results revea...
Considering that e-cigarette use is often glamorized on social media through celebrity endorsements, this study examined the effects of product-celebrity image congruence, consumer-celebrity risk-oriented image congruence, and parasocial identification on consumer engagement with celebrity-endorsed e-cigarette advertising on Instagram. Results indi...
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...
Korean American (KA) immigrants experiencing intimate partner violence (IPV) underutilize existing services, but instead rely on KA clergy for assistance. However, there had not yet been an intervention curriculum developed for KA clergy to help them address IPV in their congregations. There was a lack of understanding regarding what needed to be i...
Self-endorsed advertisements (SEAs) are a novel form of digital advertisements, wherein a virtual self that looks like oneself in a digital advertisement persuades the physical self. Study 1 (N = 63) found that for unfamiliar brands, SEAs were more effective in promoting favorable brand attitudes using both verbal (name) and visual (picture) virtua...
Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities and products only) in e-cigarette brand Instagram advertisements on e-cigarette attitudes and smoking intentions. Results show...
This study investigated which decision (maintain vs. dismiss endorsement relationship) may represent the most positive impact on consumers with different levels of fan identification when the celebrity endorser is involved in scandal. MANCOVA was utilized to examine the influence of team identification on consumers’ responses toward sponsors’ decis...
Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Results (N = 297) indicated Snapchat users scored highest for passing time, sharing problems, and i...
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 Georgia...
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 Georgia...
Social Marketing (SM) is emerging as a promising method to deliver targeted nutrition and public health messages, but the current usage of SM in Supplemental Nutrition Assistance Program Education (SNAP‐Ed) programs is still limited across the nation. The purpose of this study was to conduct focus group interviews to learn from Cooperative Extensio...
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 low‐costs. The purpose of this study was to conduct focus group interviews with those that qualify for Supplemental Nutrition Assistance Program Education...
The “Linsanity” phenomenon attracted an increase in attention toward the National Basketball Association (NBA) for a short period of time. Drawing on self-categorization theory to elucidate current literature on team identification, this research proposed a conceptual model delineating the social psychological process for international consumers du...
This study examined the joint influence of spokesperson type in obesity public service announcements (PSAs) and viewer weight on diet intention, exercise intention, information seeking, and electronic word-of-mouth (eWoM) intention. Results of a 2 (spokesperson type: real person vs. actor) × 2 (viewer weight: overweight vs. non-overweight) between-...
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 (consume...
The present study applies media priming and social identity theory to examine whether consumers transferred stereotypical model minority attributes (both positive and negative) to technology-related products and brands in advertisements featuring Asian American spokesmodels, compared to similar ads featuring Caucasians. Results (N = 263) of a 2 × 4...
This study examined the relationship between the number of overall ‘likes’ and friends' ‘likes’ on Facebook brand pages in influencing consumers' brand attitude, brand trust, brand involvement, and purchase intention, drawing upon theoretical concepts including diffusion of innovations, social capital theory, strength of weak ties, sociometric vers...
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 dimensi...
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 ma...
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 onli...
Introduction: This study examined members of health issue-specific social networking sites (SNSs) for smoking cessation, applying Social Identity Theory (SIT).
Aims: The aim of the study was to test the relationships between perceived verbal, affective, cognitive and physical intimacy on the sites, participation level, social identification and smo...
This study proposed the Reference Group Perspective for smoking cessation, examining smokers' identification with three reference groups: best friends, colleagues, and family members, and hypothesizing that identification with each group would moderate the relationship between injunctive and descriptive norms of the group and smoking cessation self...
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...
Previous research on the use of social networking sites (SNSs) has uncovered their positive influence on bridging and bonding social capital. This study examined SNS use by Asia-Pacific students studying in the United States. It was hypothesized that intensity of SNS usage, social identification with US college and home country, and collective self...
Previous research has found that Greek membership strongly predicts smoking and alcohol consumption. This paper examined the influence of popularity and conforming to perceived peer norms on smoking and drinking among college fraternity members using social network analysis. Social learning theory (Bandura, 1977) and diffusion of innovations (Roger...
Despite being one of the world’s most developed cities, Singapore outlaws homosexual sex through penal code 377a. In the past, the Singapore government has cracked down on LGBT organizations, reasoning that Singaporeans are intolerant of LGBT lifestyles, thereby leading to the enforcement of tough anti-homosexual laws. However, starting in the 1990...
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...
