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Empowering emotion : the driving force of share and purchase intentions in viral advertising

Wen, Taylor Jing; Choi, Chang-Won; Wu, Linwan; Morris, … - In: Journal of current issues and research in advertising 43 (2022) 1, pp. 47-67

Persistent link: https://www.econbiz.de/10012821765

Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective

Wen, Taylor Jing - In: Journal of marketing communications 27 (2021) 6, pp. 651-669

Persistent link: https://www.econbiz.de/10012624675

Positive versus negative comparison in advertisements : the affect priming perspective

Wu, Linwan; Wen, Taylor Jing - In: Journal of promotion management : innovations in … 25 (2019) 7, pp. 1009-1027

Persistent link: https://www.econbiz.de/10012179087

Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements

Wu, Linwan; Wen, Taylor Jing - In: International journal of advertising : the review of … 38 (2019) 2, pp. 296-315

Persistent link: https://www.econbiz.de/10012200244

The interaction effects of mood and ad appeals on type of elaboration and advertising effectiveness

Wen, Jing; Sar, Sela; Anghelcev, George - In: Journal of current issues and research in advertising : … 38 (2017) 1, pp. 31-43

Persistent link: https://www.econbiz.de/10011745228

Listicles vs. narratives : the interplay between mood, message type, and disclosure on native-advertising effectiveness

Noland, Chris R.; Wen, Taylor Jing - In: Journal of current issues and research in advertising 43 (2022) 4, pp. 377-399

Persistent link: https://www.econbiz.de/10013464083

The mood effect : how mood, disclosure language and ad skepticism influence the effectiveness of native advertising

Wen, Taylor Jing; Wu, Linwan; Dodoo, Naa Amponsah; Kim, E. - In: Journal of consumer behaviour 22 (2023) 5, pp. 1296-1308

Persistent link: https://www.econbiz.de/10014368268

Predicting advertising persuasiveness : a decision tree method for understanding emotional (in)congruence of ad placement on YouTube

Wen, Taylor Jing; Chuan, Ching-Hua; Yang, Jing; Tsai, … - In: Journal of current issues and research in advertising 43 (2022) 2, pp. 200-218

Persistent link: https://www.econbiz.de/10013358824

Understanding Users’ Negative Emotions and Continuous Usage Intention in Short Video Platforms

Cheng, Xusen; Su, Xiaowei; Yang, Bo; Zarifis, Alex; … - 2023

While short videos bring a lot of information and happiness to users, they also occupy users’ time and short videos gradually change people’s living habits. This paper studies the negative effects and negative emotions of users caused by using short video platforms, as well as the users’...

Persistent link: https://www.econbiz.de/10014259490