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College of Information and Communications

Faculty and Staff

Linwan Wu, Ph.D.

Title: Assistant Professor
Department: School of Journalism and Mass Communications
College of Information and Communications
Phone: 803-777-0771
Fax: 803-777-4103
Office: School of Journalism and Mass Communications
800 Sumter Street, Room 328
Columbia, SC 29208


B.A., Advertising, Huazhong University of Science and Technology (China)
M.A., Advertising, University of Florida
Ph.D., Mass Communications, University of Florida


Dr. Linwan Wu's research adopts the empirical and social scientific approach investigating how communication technologies influence consumers’ responses to strategic communication. He is interested in seeing how different features of digital media work together with other factors (e.g. message, individual, and contextual factors) to influence consumers’ cognitive, affective, and conative responses.


Wu is in the advertising sequence. He believes true knowledge comes from practice. He taught Advertising Research and International Advertising at the University of Florida. He currently teaches Media Analysis, Ad Team, and Literature of Mass Communication.

Recent Publications

Wu, L. (2019). Website interactivity may compensate for consumers’ reduced control in E-Commerce. Journal of Retailing and Consumer Services, 49, 253-266. 

Wen, T. J., Kim, E., Wu, L., & Dodoo, N. A. (2019). Activating persuasion knowledge in native advertising: The influence of cognitive load and disclosure language. International Journal of Advertising. Link»

Wu, L., & Wen, T. J. (2018). Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements. International Journal of Advertising. Link»

Wu, L. (2018). Understanding how the message appeal of moral beauty influences advertising effectiveness under mortality salience. Journal of Marketing Communications. Link»

Wu, L., & Stilwell, M. (2018). Exploring the marketing potential of location-based mobile games. Journal of Research in Interactive Marketing, 12(1), 22-44. Link»

Wu, L., & Dodoo, N. A. (2017). Reaching goals and doing good: Exploring consumer responses to meaningful advertisements. Journal of Promotion Management, 23(4), 592-613. Link»

Challenge the conventional. Create the exceptional. No Limits.