Faculty and Staff
Linwan Wu, Ph.D.
|Department:||School of Journalism and Mass Communications
College of Information and Communications
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 focuses on advertising psychology and communication technology. In general, his research attempts to understand the psychological influences of advertising messages on consumers — as well as consumers’ psychological responses to digital media and online information. Most of Dr. Wu’s research involves conducting empirical studies using social-scientific methods.
At the undergraduate level, Wu has taught JOUR421 (Media Analysis), JOUR518 (Brand Communications Practicum/Competitions), and JOUR202 (Principles of Advertising & Brand Communications). At the graduate level, Wu has taught JOUR749 (Literature of Mass Communication), JOUR807 (Advanced Mass Communication Research), and JOUR790 (Special Topic: Advertising Theory).
Wu, L., & Overton, H. (2020). Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive CSR. Journal of Advertising Research. DOI: 10.2501/JAR-2020-019. Link
Wu, L., & Dodoo, N. A. (2020). Being accepted or ostracized: How social experience influences consumer responses to advertisements with different regulatory focus. Journal of Advertising, 49(3), 234-249. Link
Wu, L., & Liu, J. H. (2020). Need for control may motivate consumers to approach digital products: A social media advertising study. Electronic Commerce Research. DOI: 10.1007/s10660-020-09399-z. Link
Wu, L. (2019). Does customization benefit brand evaluation when consumers experience psychological uncertainty? Journal of Communication Technology, 2(1), 1-35. Link
Wu, L. (2019). Website interactivity may compensate for consumers’ reduced control in E-Commerce. Journal of Retailing and Consumer Services, 49, 253-266. Link
Wu, L., & Wen, T. J. (2019). Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements. International Journal of Advertising, 38(2), 296-315. Link
Associate Editor, Journal of Communication Technology, the official journal of the Communication Technology Division of AEJMC
Editorial Board Member, Journal of Current Issue and Research in Advertising