教學大綱 Syllabus

每周課程進度與作業要求 Course Schedule & Requirements

Weekly Topics

Week 1, 2/21. Course Introduction: Convergence of AdPR and Social in the Rapidly Changing World

• Dahlen, M., & Rosengren, S. (2016). If advertising won't die, what will it be? Toward a working definition of advertising. Journal of Advertising, 45(3), 334-345.

     *Assignment 1

Week 2, 2/28. National Holiday

     *No Class

Week 3, 3/6. Social Media and Brand Communication I (Tsai, Lin)

• Voorveld, H. A. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14-26.
• Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70.
• Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826.
• Gao, Q., & Feng, C. (2016). Branding with social media: User gratifications, usage patterns, and brand message content strategies. Computers in Human Behavior, 63, 868-890. (optional)

     *Weekly DQs

Week 4, 3/13. Social Media and Brand Communication II (Tsai, Lin)

• Liu, X., Burns, A. C., & Hou, Y. (2017). An investigation of brand-related user-generated content on Twitter. Journal of Advertising, 46(2), 236-247.
• Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67, 102989.

     *Weekly DQs

Week 5, 3/20. Social Media and Brand Communication III (Tsai, Lin)

• Park, K., & Jiang, H. (2023). Signaling, verification, and identification: The way corporate social advocacy generates brand loyalty on social media. International Journal of Business Communication, 60(2), 439-463.
• Tsai, J. Y., Yuan, S., & Coman, I. A. (2023). Theorizing issue-driven public attention and expectations in audience responses to corporate sociopolitical activism: A mixed-method analysis. Public Relations Review, 49(4), 102353.
• Yang, J., Chuenterawong, P., & Pugdeethosapol, K. (2021). Speaking up on black lives matter: A comparative study of consumer reactions toward brand and influencer-generated corporate social responsibility messages. Journal of Advertising, 50(5), 565-583.

     *Weekly DQs

Week 6, 3/27. PR Agency Tour (Tsai, Lin)

• One For All 利眾公關顧問集團

     *Assignment 2

Week 7, 4/3. Intercollegiate Activities 

     *No Class

Week 8, 4/10. Psychology of Advertising (Lin)

• Duff, B. R., & Lutchyn, Y. (2017). Advertising (in)attention in the digital environment. In S. Rodgers & E. Thorson (Eds), Digital advertising: Theory and research, 3^rd edition (pp. 139-165). New York: Routledge.
• Sundar, S. S., Xu, Q., & Dou, X. (2019). The role of technology in online persuasion. In S. Rodgers & E. Thorson (Eds), Advertising theory (pp. 70-88). New York: Routledge.
• Wojdynski, B. W., & Evans, N. J. (2020). The covert advertising recognition and effects (CARE) model: Processes of persuasion in native advertising and other masked formats. International Journal of Advertising, 39(1), 4-31.

     *Weekly DQs; Progress Report 1

Week 9, 4/17. Advertising Strategy (Lin)

• Chang, C. T., Lee, H. C., & Lee, Y. K. (2022). Are consumers moved by a crying tree or a smiling forest?: Effects of anthropomorphic valence and cause acuteness in green advertising. Journal of Advertising Research, 62(4), 367-384.
• Haley, E., & Pittman, M. (2022). Remembering the FCB grid: Thinking, feeling, and involvement in the age of social media. Journal of Advertising, 51(3), 323-335.
• Weinberger, M. G., & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of Advertising, 21(4), 35-59.
• Zayer, L. T., Coleman, C. A., & Gurrieri, L. (2023). Driving impact through inclusive advertising: An examination of award-winning gender-inclusive advertising. Journal of Advertising, 52(5), 647-665.

     *Weekly DQs

Week 10, 4/24. Influencer Advertising (Lin)

• Franke, C., Groeppel-Klein, A., & Müller, K. (2023). Consumers’ responses to virtual influencers as advertising endorsers: novel and effective or uncanny and deceiving?. Journal of Advertising, 52(4), 523-539.
• Holiday, S., Hayes, J. L., Park, H., Lyu, Y., & Zhou, Y. (2023). A Multimodal emotion perspective on social media influencer marketing: The effectiveness of influencer emotions, network size, and branding on consumer brand engagement using facial expression and linguistic analysis. Journal of Interactive Marketing, 58(4), 414-439.
• Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21.

     *Weekly DQs

Week 11, 5/1. Advertising Technology (Lin)

• Ahn, S. J., Kim, J., & Kim, J. (2022). The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse. Journal of Advertising, 51(5), 592-607.
• Campbell, C., Plangger, K., Sands, S., & Kietzmann, J. (2022). Preparing for an era of deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising. Journal of Advertising, 51(1), 22-38.
• Johnson, R. W., Voorhees, C., & Khodakarami, F. (2023). Is your brand protected?: Assessing brand safety risks in digital campaigns. Journal of Advertising Research, 63(3), 205-220.

     *Weekly DQs

Week 12, 5/8. Ad Agency Tour (Lin)

• Ogilvy 奧美

     *Assignment 3

Week 13, 5/15. International Advertising I (Choi, Lin)

• Ruanguttamanun, C. (2023). How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study. Global Business and Organizational Excellence, 1, 1-18.
• Steenkamp, J. B. E. (2019). Global versus local consumer culture: Theory, measurement, and future research directions. Journal of International Marketing, 27(1), 1-19.

     *Weekly DQs

Week 14, 5/22. International Advertising II (Choi, Lin)

• Giunta, C. (2020). Digital marketing platform tools, generation Z, and cultural considerations. Journal of Marketing Development and Competitiveness, 14(2), 63-75.

     *Weekly DQs

Week 15, 5/29. Project Discussion (Lin)

     *Progress Report 2

Week 16, 6/5. Final Presentations (Lin)

Week 17, 6/12. Flexible Supplemental Instruction Week (no class)

Week 18, 6/19. Research Proposal/Final Project due (no class)