Explore 3 peer-reviewed studies by J Yang in Consumer Behavior and Social Media Marketing (2021–2025). Discover research powered by Prolific's participant panel.
This page lists 3 peer-reviewed papers authored or co-authored by J Yang in the Prolific Citations Library, a curated collection of research powered by high-quality human data from Prolific.
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Authors: J Mundel, J Yang
Year: 2025
Published in: Journal of Interactive Advertising, 2021 - Taylor & Francis
Institution: Arizona State University, Loyola University
Research Area: Consumer Behavior, Social Media Marketing, COVID-19 Studies
Discipline: Marketing, Social Sciences
Brands with strong perceived fit between their products and COVID-19 messaging showed higher consumer engagement and positive attitudes, while those with lower perceived fit faced negative evaluations due to perceptions of opportunism.
Methods: Analyzed consumer responses to Instagram ads using perceived brand-social issue fit as a determinant of ad evaluations, brand attitudes, and engagement intentions.
Key Findings: Consumer responses, ad evaluations, brand attitudes, engagement intentions, and perceived brand opportunism based on fit between product type and COVID-19 messaging.
DOI: https://www.tandfonline.com/doi/abs/10.1080/15252019.2021.1958274#
Citations: 29
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Authors: J Yang, M Jiang, T Kim
Year: 2025
Published in: Journal of Promotion Management, 2023 - Taylor & Francis
Institution: Jing Yang is affiliated with Shanghai University of Finance and Economics, Mengtian Jiang is affiliated with the University of Kentucky, and Taewan Kim is affiliated with Bowling Green State University.
Shanghai University of Finance and Economics, University of Kentucky, Bowling Green State University
Research Area: Marketing, Consumer Behavior, Advertising, Brand Management
Discipline: Marketing
Authentic COVID-19 advertisements were found to enhance consumers' perceptions of brand warmth, which consequently improved brand attitudes and engagement intentions through positively valenced emotional responses.
Methods: An online survey was used to gather consumer evaluations of COVID-19 video advertisements published between March and August 2020, with serial mediation analysis applied to understand emotional and perceptional mechanisms.
Key Findings: The relationship between perceived message authenticity in COVID-19 ads, brand warmth, emotional responses, brand attitudes, and engagement intentions.
DOI: https://www.tandfonline.com/doi/abs/10.1080/10496491.2022.2143988#
Citations: 9
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Authors: J Yang, J Mundel
Year: 2021
Published in: Journal of Promotion Management, 2021 - Taylor & Francis
Institution: Michigan State University
Research Area: Cause-related Marketing, Consumer Skepticism, Consumer Attitude
Discipline: Marketing
DOI: https://doi.org/10.1080/10496491.2021.1888181
Citations: 37