Mengtian (Montina) Jiang

University of Kentucky

United States

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Articles (8)

Year:

2023

Year:

2023

Year:

2022

Year:

2022

Year:

2021

Year:

2021

Year:

2021

Year:

2021

Collaborators (4)

Ruth Shillair

Assistant Professor, Director of M&I master's program

Michigan State University

UNITED STATES

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Jing Yang

Loyola University Chicago

UNITED STATES

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Anan Wan

Assistant Professor

University of Kansas

UNITED STATES

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Eunsin Joo

Assistant Professor

Chungbuk National University

SOUTH KOREA

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Mengtian (Montina) Jiang

Research Interests

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Articles (8)

Can Virtual Influencers Replace Human Influencers in Live-Streaming E-Commerce? An Exploratory Study from Practitioners’ and Consumers’ Perspectives

“Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses

The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads

Bringing older consumers onboard to online banking: a generational cohort comparison

Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence

Signaling Consumer Impressions with CSR Support on Social Media: The Roles of Industry Stigma and Consumer Self-Disclosure

Promoting Mask-Wearing in COVID-19 Brand Communications: Effects of Gain-Loss Frames, Self- or Other-Interest Appeals, and Perceived Risks

Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?

Collaborators (4)

Ruth Shillair

Jing Yang

Anan Wan

Eunsin Joo

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