Faculty

Institution

Unit

Venue

Yu Liu

Associate Professor

Florida International University

Affiliations

College of Communication, Architecture + the Arts

School of Communication

Yu Liu is currently serving as a College Of Communication, Architecture + The Arts Associate Professor at Florida International University.

Honors

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Experiences

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Education

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Yu Liu

Florida International University

Associate Professor

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marketing communication social media international marketing behavioral sciences mass communication social influence branding consumer behaviour interpersonal communication international business brand globalness green consumption psychology human behavior social computing political behavior human-computer interaction affective computing digital scholarship wireless communications marketing theory human-ai interaction cognitive computing human computation human-machine interaction computational journalism internet science scholarly communication environmental sustainability societal influence consumer culture positioning (marketing) consumer attitudes attitude theory young chinese consumers political opinions self-presentational concern united states cultural orientations non-hispanic whites influential sources chinese social media mental illness south korea foreign global brands chinese market local brands communication message cues digital marketing health planning social media engagement computer-mediated communication medical internet research ehealth healthcare innovation public health

Notable Scholarly Works

Notable Federal Grants

Collaborators

The Effect of Non-Celebrity Influencers’ Perceived Authenticity on Social Media Advertising Outcomes. International Journal of Advertising (2024)

Osnat Roth-CohenSigal SegevYu Liu

communicationnon-celebrity influencersauthenticitysocial mediaadvertising

Influencers’ Relationships With Followers: The Role of Authenticity and Self -Disclosure in Fostering Parasocial Relationships and Engagement. (2023)

Sigal SegevOsnat Roth-CohenYu Liu

interpersonal communicationcommunicationsocial influenceparasocial relationshipsauthenticity

The Effect of Temporal Orientation on Green Purchase Behavior: Comparing U.S. and Chinese Consumers. Journal of International Consumer Marketing (2021)

Sigal SegevYu Liu

chinese consumerstemporal orientationmarketingsocial influenceinternational marketinggreen purchase behavior

Understanding the Interplay Between Brand Globalness and Localness Among Homegrown and Foreign Global Brands in South Korea. Journal of Global Marketing (2020)

Wanhsiu Sunny TsaiWeiting TaoYu LiuYeunjae Lee

south koreamarketinginternational marketingbrand globalnessforeign global brandsbranding

The Interplay Between Brand Globalness and Localness for Iconic Global and Local Brands in the Transitioning Chinese Market. Journal of International Consumer Marketing (2019)

Yu LiuWanhsiu Sunny TsaiWeiting Tao

brand globalnessmarketinginternational businesschinese marketinternational marketinglocal brandsbranding

Are People Willing to Share Their Political Opinions on Facebook? Exploring Roles of Self-Presentational Concern in Spiral of Silence. Computers in Human Behavior (2017)

Yu LiuJian Raymond RuiXi Cui

social computingcommunicationmass communicationinterpersonal communicationhuman-computer interactionhuman-machine interactionhuman behaviorhuman-ai interactioncognitive computingaffective computingpsychologysocial mediapolitical opinionspolitical behaviorhuman computationself-presentational concernbehavioral sciences

Comparing Two Mechanisms for Green Consumption: Cognitive-Affect Behavior vs Theory of Reasoned Action. Journal of Consumer Marketing (2017)

Yu LiuSigal SegevMaria Elena Villar

green consumptionmarketing theorymarketingbehavioral sciences

Cultural Orientations and Environmental Sustainability in Households: A Comparative Analysis of Hispanics and Non‐Hispanic Whites in the United States. International Journal of Consumer Studies (2017)

Yu LiuSigal Segev

cultural orientationsenvironmental sustainabilityunited statesnon-hispanic whitesanthropologydemography

Global Versus Local Consumer Culture Positioning in a Transitional Market: Understanding the Influence of Consumer Nationalism. International Journal of Strategic Communication (2017)

Yu LiuWeiting TaoWan-Hsiu Sunny Tsai

consumer nationalismmarketingpositioning (marketing)international businessinternational marketingtransitional marketconsumer cultureglobalization

How Does Online News Curate Linked Sources? a Content Analysis of Three Online News Media. Journalism (2016)

Xi CuiYu Liu

digital scholarshipcommunicationmass communicationdiscourse analysisscholarly communicationsocial mediainternet sciencecomputational journalismmedia studiesjournalismcontent analysis

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Yu Liu

Associate Professor

Florida International University

Affiliations

College of Communication, Architecture + the Arts

School of Communication

Yu Liu is currently serving as a College Of Communication, Architecture + The Arts Associate Professor at Florida International 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

Yu Liu

Florida International University

Associate Professor

You can click a keyword to filter the displayed items

Notable Scholarly Works

Notable Federal Grants

Collaborators

The Effect of Non-Celebrity Influencers’ Perceived Authenticity on Social Media Advertising Outcomes. International Journal of Advertising (2024)

Osnat Roth-CohenSigal SegevYu Liu

communicationnon-celebrity influencersauthenticitysocial mediaadvertising

Influencers’ Relationships With Followers: The Role of Authenticity and Self -Disclosure in Fostering Parasocial Relationships and Engagement. (2023)

Sigal SegevOsnat Roth-CohenYu Liu

interpersonal communicationcommunicationsocial influenceparasocial relationshipsauthenticity

The Effect of Temporal Orientation on Green Purchase Behavior: Comparing U.S. and Chinese Consumers. Journal of International Consumer Marketing (2021)

Sigal SegevYu Liu

chinese consumerstemporal orientationmarketingsocial influenceinternational marketinggreen purchase behavior

Understanding the Interplay Between Brand Globalness and Localness Among Homegrown and Foreign Global Brands in South Korea. Journal of Global Marketing (2020)

Wanhsiu Sunny TsaiWeiting TaoYu LiuYeunjae Lee

south koreamarketinginternational marketingbrand globalnessforeign global brandsbranding

The Interplay Between Brand Globalness and Localness for Iconic Global and Local Brands in the Transitioning Chinese Market. Journal of International Consumer Marketing (2019)

Yu LiuWanhsiu Sunny TsaiWeiting Tao

brand globalnessmarketinginternational businesschinese marketinternational marketinglocal brandsbranding

Are People Willing to Share Their Political Opinions on Facebook? Exploring Roles of Self-Presentational Concern in Spiral of Silence. Computers in Human Behavior (2017)

Yu LiuJian Raymond RuiXi Cui

Comparing Two Mechanisms for Green Consumption: Cognitive-Affect Behavior vs Theory of Reasoned Action. Journal of Consumer Marketing (2017)

Yu LiuSigal SegevMaria Elena Villar

green consumptionmarketing theorymarketingbehavioral sciences

Yu LiuSigal Segev

cultural orientationsenvironmental sustainabilityunited statesnon-hispanic whitesanthropologydemography

Global Versus Local Consumer Culture Positioning in a Transitional Market: Understanding the Influence of Consumer Nationalism. International Journal of Strategic Communication (2017)

Yu LiuWeiting TaoWan-Hsiu Sunny Tsai

consumer nationalismmarketingpositioning (marketing)international businessinternational marketingtransitional marketconsumer cultureglobalization

How Does Online News Curate Linked Sources? a Content Analysis of Three Online News Media. Journalism (2016)

Xi CuiYu Liu

digital scholarshipcommunicationmass communicationdiscourse analysisscholarly communicationsocial mediainternet sciencecomputational journalismmedia studiesjournalismcontent analysis

1
2
10 / page

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