Faculty

Institution

Unit

Venue

Shiyun Tian

Sacred Heart University

Affiliations

College of Business & Technology

Jack Welch College of Business & Technology

NoneShiyun Tian is currently serving as a College Of Business & Technology faculty at Sacred Heart University.

Honors

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Experiences

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Education

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Shiyun Tian

Sacred Heart University

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marketing advertising communication behavioral sciences marketing communications branding social influence social media mass communication interpersonal communication consumer behaviour audience reception social marketing augmented reality user perception environmental psychology emotional appeal gender studies content analysis public relations applied social psychology feminist criminology harm reduction psychological trauma experimental social psychology nonprofit organizations human-computer interaction brand awareness international marketing consumerism product management consumer attitudes victimology crime prevention targeted advertising achievement motivation environmental behavior public service motivation explainable ai algorithmic bias online advertising relationship marketing positioning (marketing) risk communication celebrity endorsement meaning valence en-gendering power augmented reality technology social media influencers assimilative upward comparisons workplace racial discrimination internal communication bystander-focused prevention social distance campus sexual violence explainable artificial intelligence social media influencer source credibility peer endorsements

Notable Scholarly Works

Notable Federal Grants

Collaborators

Towards a Conceptual Framework for Understanding the Experiential and Perceptual Effects of Augmented Reality Advertising. Computers in Human Behavior (2025)

Shiyun TianYanyun Wang

computer scienceuser perceptionvisual perceptionconsumer behaviourcognitive scienceadvertisinghuman-computer interactionaugmented realityaugmented reality advertisinghuman behaviorperceptual effectsexperiential learningbehavioral sciencesconceptual framework

Emotional Appeal and Motivating Behaviors to Mitigate Climate Change--Measurement Model. PsycTESTS Dataset (2024)

Weiting TaoShiyun TianWan-Hsiu Sunny TsaiMichelle I. Seelig

measurement modelemotional appealpsychologyenvironmental psychologyclimate changebehavioral sciences

Explainable Artificial Intelligence (Xai) for Facilitating Recognition of Algorithmic Bias: An Experiment From Imposed Users’ Perspectives. Telematics and Informatics (2024)

Ching-Hua ChuanRuoyu SunShiyun TianWan-Hsiu Sunny Tsai

explainable aiartificial intelligenceexplainable artificial intelligencealgorithmic bias

Adding Hope to Mitigate Defensive Responses: The Effect of Guilt+Hope Appeals in Road Safety Campaigns. Journal of Social Marketing (2023)

Bingjing MaoNicholas CarcioppoloShiyun TianTyler R. Harrison

marketingmarketing communicationscommunicationrisk managementinterpersonal communicationroad safety campaignsdefensive responsessocial marketingrisk communicationbehavioral sciences

Antecedents and Outcomes of Generation Z Consumers’ Contrastive and Assimilative Upward Comparisons With Social Media Influencers. Journal of Product & Brand Management (2023)

Shiyun TianSu Yeon ChoXiaofeng JiaRuoyu SunWanhsiu Sunny Tsai

marketinguser perceptionbrandingconsumer behaviourmass communicationconsumer attitudessocial media influencersconsumerismproduct managementsocial mediaassimilative upward comparisonssocial influenceaudience reception

Effects of Celebrity, Social Media Influencer, and Peer Endorsements on Consumer Responses Toward a Celebrity-Owned Brand: The Role of Source Credibility and Congruency. International Journal of Internet Marketing and Advertising (2022)

Shiyun TianJo Yun Li

relationship marketingpeer endorsementsmarketingconsumer responsesmarketing communicationscommunicationbrandingcelebrity-owned brandmass communicationsource credibilityadvertisingsocial media influencersocial mediapositioning (marketing)social influenceaudience receptiononline advertising

The Power of Emotional Appeal in Motivating Behaviors to Mitigate Climate Change Among Generation Z. Journal of Nonprofit & Public Sector Marketing (2022)

Weiting TaoShiyun TianWan-Hsiu Sunny TsaiMichelle I. Seelig

marketingpublic service motivationcommunicationmarketing communicationsinterpersonal communicationnonprofit organizationsmotivationemotional appealachievement motivationenvironmental psychologyhuman behaviorclimate changeenvironmental behaviorsocial influencebehavioral sciences

Coping With Workplace Racial Discrimination: The Role of Internal Communication. Public Relations Review (2021)

Jo-Yun LiYeunjae LeeShiyun TianWanhsiu Tsai

organizational communicationworkplace racial discriminationmanagementcommunicationorganizational behaviorpublic relationsbusinessinternal communicationracial discrimination

Meaning Transfer in Celebrity Endorsement and Co-Branding: Meaning Valence, Association Type, and Brand Awareness. International Journal of Advertising (2021)

Shiyun TianWeiting TaoCheng HongWan-Hsiu Sunny Tsai

marketingbrandingbrand awarenessinternational marketingadvertisingcelebrity endorsementmeaning valence

The Role of Guilt, Shame, and Social Distance in Bystander-Focused Prevention of Campus Sexual Violence. Journal of Current Issues & Research in Advertising (2021)

Shiyun TianJo-Yun Li

harm reductiontargeted advertisingcriminologysocial sciencessocial justicesocial marketingbystander-focused preventionapplied social psychologysocial psychologyjournalismcampus sexual violencevictimologymoral psychologycommunicationadvertisingsocial distancefeminist criminologymarketing communicationscrime preventionexperimental social psychologypsychological trauma

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Shiyun Tian

Sacred Heart University

Affiliations

College of Business & Technology

Jack Welch College of Business & Technology

NoneShiyun Tian is currently serving as a College Of Business & Technology faculty at Sacred Heart University.

Honors

Create free account to unlock more features

Experiences

Create free account to unlock more features

Education

Create free account to unlock more features

Shiyun Tian

Sacred Heart University

You can click a keyword to filter the displayed items

Notable Scholarly Works

Notable Federal Grants

Collaborators

Towards a Conceptual Framework for Understanding the Experiential and Perceptual Effects of Augmented Reality Advertising. Computers in Human Behavior (2025)

Shiyun TianYanyun Wang

Emotional Appeal and Motivating Behaviors to Mitigate Climate Change--Measurement Model. PsycTESTS Dataset (2024)

Weiting TaoShiyun TianWan-Hsiu Sunny TsaiMichelle I. Seelig

measurement modelemotional appealpsychologyenvironmental psychologyclimate changebehavioral sciences

Explainable Artificial Intelligence (Xai) for Facilitating Recognition of Algorithmic Bias: An Experiment From Imposed Users’ Perspectives. Telematics and Informatics (2024)

Ching-Hua ChuanRuoyu SunShiyun TianWan-Hsiu Sunny Tsai

explainable aiartificial intelligenceexplainable artificial intelligencealgorithmic bias

Adding Hope to Mitigate Defensive Responses: The Effect of Guilt+Hope Appeals in Road Safety Campaigns. Journal of Social Marketing (2023)

Bingjing MaoNicholas CarcioppoloShiyun TianTyler R. Harrison

marketingmarketing communicationscommunicationrisk managementinterpersonal communicationroad safety campaignsdefensive responsessocial marketingrisk communicationbehavioral sciences

Antecedents and Outcomes of Generation Z Consumers’ Contrastive and Assimilative Upward Comparisons With Social Media Influencers. Journal of Product & Brand Management (2023)

Shiyun TianSu Yeon ChoXiaofeng JiaRuoyu SunWanhsiu Sunny Tsai

Shiyun TianJo Yun Li

The Power of Emotional Appeal in Motivating Behaviors to Mitigate Climate Change Among Generation Z. Journal of Nonprofit & Public Sector Marketing (2022)

Weiting TaoShiyun TianWan-Hsiu Sunny TsaiMichelle I. Seelig

Coping With Workplace Racial Discrimination: The Role of Internal Communication. Public Relations Review (2021)

Jo-Yun LiYeunjae LeeShiyun TianWanhsiu Tsai

organizational communicationworkplace racial discriminationmanagementcommunicationorganizational behaviorpublic relationsbusinessinternal communicationracial discrimination

Meaning Transfer in Celebrity Endorsement and Co-Branding: Meaning Valence, Association Type, and Brand Awareness. International Journal of Advertising (2021)

Shiyun TianWeiting TaoCheng HongWan-Hsiu Sunny Tsai

marketingbrandingbrand awarenessinternational marketingadvertisingcelebrity endorsementmeaning valence

The Role of Guilt, Shame, and Social Distance in Bystander-Focused Prevention of Campus Sexual Violence. Journal of Current Issues & Research in Advertising (2021)

Shiyun TianJo-Yun Li

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economic psychology

Larry Engel

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culture

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communication

mass communication

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