Research

Publications (Peer-Reviewed)

1. Seo, Ja Kyung, Hye Jin Yoon, Hanyoung Kim, Jeong-Yeob Han (online, 2025), "Sequencing of Humor and Risk Information in Social Media Public Service Announcements on Vaccines: The Moderating Role of Vaccination Calculation," Journal of Social Marketing. 

2. Seo, Ja Kyung, Hanyoung Kim, Hye Jin Yoon, Youngjee Ko, Jeong-Yeob Han, and Youngji Seo (online, 2025), "Are Interactive PSA Formats Always Effective? The Interaction between Empathy-Inducing Message Content, Carousel Formats, and Connectedness with Nature in Pro-Environmental Campaigns," International Journal of Advertising. 

3. Seo, Ja Kyung, and Hye Jin Yoon (online, 2025), "Promoting Mindful Consumption through a Chatbot with an Experiential Mind," Journal of Consumer Marketing. 

4. Ryoo, Yuhosua, Victoria Halfacre, Eunjion (Anna) Kim, and Hye Jin Yoon (online, 2025), "AI Chatbot Interventions in Combatting Marijuana Impaired Driving: The Role of Gender, Linguistic Style, and Hypocrisy Induction," International Journal of Advertising. 

5. Yoon, Hye Jin, Yoon-Joo Lee, Youngjee Ko, and Jinho Joo (online, 2024), "The Effectiveness of Green Demarketing Campaigns: The Moderating Role of Corporate Social Responsibility Orientation," Marketing Intelligence & Planning. 

6. Kim, Hanyoung, Hye Jin Yoon, Jeong-Yeob Han, Ja Kyung Seo, and Youngjee Ko (online, 2024), "The Order Effects of Humor and Risk Messaging Strategies in Public Service Advertisements: The Moderating Role of Trust in Science and Mediating Role of Psychological Reactance," International Journal of Advertising.

7. Yoon-Joo Lee, Hye Jin Yoon, and Hae Yeon Seo (online, 2024), "The Role of Fresh Start Mindset (FSM) and Collectivistic Orientation in Mental Health Promotion Messages," Journal of Current Issues & Research in Advertising.

8. Han, Jeong-Yeob, Hanyoung Kim, Hye Jin Yoon, and Ja Kyung Seo (online, 2024), "How Do Individuals with Conspiracy Beliefs Respond to Humorous Public Service Announcements Promoting COVID-19 Vaccination? The Role of Scientific Consensus and Vaccine Confidence," International Journal of Communication.

9. Yoon, Hye Jin, Yoon-Joo Lee, and Shuoya Sun (2024), "Decoding Demarketing Advertising Effects Through the IMC Lens: The Role of Earned and Paid Media," International Journal of Advertising, 43 (8), 1366-1391.

10. Kim, Taeyeon, and Hye Jin Yoon (online, 2023), "The Effectiveness of Influencer Endorsements for Smart Technology Products: The Role of Follower Number, Expertise Domain and Trust Propensity," Journal of Product & Brand Management.

11. Youngji Seo, Hanyoung Kim, Youngjee Ko, Hye Jin Yoon, Jeong Yeob Han, Jongmin Lee and Ja Kyung Seo (online, 2023), “The Power of “Likes”: The Effects of “Liked By” and Number of Likes Cues on Perceived Descriptive Norms and Behavioral Intention to Receive the Flu Vaccine,” Journal of Marketing Communications. 

12. Yoon, Hye Jin, Jongmin Lee, Jeong Yeob Han, Youngjee Ko, Hanyoung Kim, Youngji Seo, and Ja Kyung Seo (online, 2023), "Using Humor to Increase COVID-19 Vaccination Intention for the Unvaccinated: The Moderating Role of Trust in Government," Journal of Consumer Behaviour. 

13. Youngjee Ko, Hanyoung Kim, Youngji Seo, Jeong Yeob Han, Yoon, Hye Jin, Jongmin Lee, and Ja Kyung Seo (online, 2023), "The Persuasive Effects of Social Media Narrative PSAs on COVID-19 Vaccination Intention Among Unvaccinated Young Adults: The Mediating Role of Empathy and Psychological Reactance," Journal of Social Marketing. 

14. Yoon, Hye Jin, Yoon-Joo Lee, Shuoya Sun, and Jinho Joo (online, 2023), "Does Congruency Matter for Online Green Demarketing Campaigns? Examining the Effects of Retargeting Display Ads Embedded in Different Browsing Contexts," Journal of Research in Interactive Marketing.

15. Lee, Yoon-Joo, Hye Jin Yoon, and Jinho Joo (2023), "Role of Fresh Start Mindset Framing in Reducing Stigma and Promoting Mental Health Help-Seeking Behavior," Journal of Consumer Behaviour, 22 (3), 529-781. 

16. Yoon, Hye Jin, Yan Huang, and Mark Yi-Cheon Yim (2023), "Native Advertising Relevance Effects and the Moderating Role of Attitudes toward Social Networking Sites," Journal of Research in Interactive Marketing, 17 (2), 215-231.

17. Yoon, Hye Jin, Eunjin (Anna) Kim, and Sung In Choi (2023), "Will Humor Increase the Effectiveness of Human Papillomavirus (HPV) Advertising? Exploring the Role of Humor, STD Information, and Knowledge," Journal of Marketing Communications, 29 (5), 491-509.

18. Yoon, Hye Jin, and Mina Lee (2023), "A Femvertising Campaign Always #LikeAGirl: Video Responses and Audience Interactions on YouTube," Journal of Gender Studies, 32 (5), 415-426.

19. Yoon, Hye Jin, Yan Huang, and Taeyeon Kim (2023), "The Role of Relevancy in Native Advertising on Social Media," International Journal of Advertising, 42 (6), 972-999. 

20. Yongwoog Andrew Jeon, Yuhosua Ryoo, and Hye Jin Yoon (online, 2022), "Increasing the Efficacy of Emotional Appeal Ads on Online Video-Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior," Journal of Advertising. 

21. Huang, Yan, and Hye Jin Yoon (2022), "Prosocial Native Advertising on Social Media: Effects of Ad-Context Congruence, Ad Position, and Ad Type," Journal of Social Marketing, 12 (2), 105-123.  

22. Joo, Jinho, Yoon Joo Lee, and Hye Jin Yoon (2022), "Interdependent Self-Construal and Number of Twitter Followers: Consumer Responses to Alcohol Industry Corporate Social Responsibility (CSR) Campaign on Twitter," International Journal of Advertising, 41 (6), 1095-1120.    

23. Kim, Hanyoung, Youngji Seo, Hye Jin Yoon, Jeong-Yeob Han, and Youngjee Ko (2021), "The Effects of User Comment Valence of Facebook Health Messages on Intention to Receive the Flu Vaccine: The Role of Pre-existing Attitude Toward the Flu Vaccine and Psychological Reactance," International Journal of Advertising, 40 (7), 1187-1208. 

24. Yoon, Hye Jin, Sukki Yoon, Srdan Zdravkovic, Ivana Kursan Milakovic, Dario Miocevic, and Yung Kyun Choi (2021), "Comedic Violence in Advertising: Cultural Third-Person Effects among U.S., Korean, and Croatian Consumers," International Journal of Advertising, 40 (7), 1047-1072. 

25. de Gregorio, Federico, Alexa Fox, and Hye Jin Yoon* (2021), "Pseudo-reviews: Conceptualization and Consumer Effects of a New Online Phenomenon," Computers in Human Behavior, 114, 106545 (*equal contribution among authors).

26. Lee, Yoon Joo, Hye Jin Yoon, and Nicole O'Donnell, (2020), "The Effect of Number of Follower Cues and Organization Type on Perceived Social Norm Responses to CSR Campaigns on Social Media: A Gender Comparison," Journal of Interactive Advertising, 20 (3), 225-239. 

27. Lee, Mina, and Hye Jin Yoon (2020), "When Brand Activism Advertising Campaign Goes Viral: An Analysis of Always #LikeAGirl Video Networks on YouTube," International Journal of Advanced Culture Technology, 8 (2), 146-158 (South Korean journal). 

28. Mayer, James Mark, Piyush Kimar, and Hye Jin Yoon (2019), "Does Sexual Humor Work on Mars, but Not on Venus? An Exploration of Consumer Acceptance of Sexually Humorous Advertising," International Journal of Advertising, 38 (7), 1000-1024.

29. Yoon, Hye Jin, and Yoon Joo Lee (2019), "Gender Differences in Arousal Priming Effects on Humor Advertising," International Journal of Advertising, 38 (3), 383-404. 

30.  Yoon, Hye Jin (2018), "Creating the Mood for Humor: Arousal Level Priming in Humor Advertising," Journal of Consumer Marketing, 35 (5), 491-501.

31. Yoon, Hye Jin, and Carrie La Ferle (2018), "Saving Behavior Messaging: Gain/Loss Framing, Self/Family Orientations, and Individual Differences in Collectivism," Journal of Advertising, 47 (2),  146-160.

32. Lee, Yoon Joo, Hye Jin Yoon, and Nicole O’Donnell (2018), “The Effects of Information Cues on Perceived Legitimacy of Corporate Social Responsibility Initiatives on Social Networking Sites,” Journal of Business Research, 83, 202-214.

33. Yoon, Hye Jin (2018), "Using Humor to Increase Effectiveness of Shameful Health Issue Advertising: Testing the Effects of Health Worry Level," International Journal of Advertising, 37 (6), 914-936.  

34. Yoon, Hye Jin, and Hongmin Ahn (2018), "The Role of Dark Triad Personality in Comedic Violence Ads," Journal of Practical Research in Advertising and Public Relations, 11 (2), 180-195 (South Korean journal).

35. Kim, Yeo Jung, and Hye Jin Yoon (2017), "Predicting Green Advertising Attitude and Behavioral Intention in South Korea," Social Behavior and Personality, 45, 1345-1364.

36. Yoon, Hye Jin (2017), “Motivating Savings Behavior with Public Service Advertisements: Using Social Norms and Benefit Information to Encourage Savings,” Journal of Nonprofit & Public Sector Marketing, 29 (2), 148-168. 

37. Yoon, Hye Jin, Carrie La Ferle, and Steven M. Edwards (2017), “Norm Effects on Gender in Social Marketing Advertising Campaigns Promoting Savings Behavior,” Journal of Current Issues & Research in Advertising, 38 (1), 1-16.

38. Weinberger, Marc, Kunal Swani, Hye Jin Yoon, and Chuck Gulas (2017), “Understanding Responses to Comedic Advertising Aggression: The Role of Vividness and Gender Identity,” International Journal of Advertising, 36 (4), 562-587.

39. Muralidharan, Sidharth, Hye Jin Yoon, Yongjun Sung, Jessica Miller, and Arturo Lee (2017), “Following the Breadcrumbs: Analyzing Online Product Review Characteristics by Online Shoppers,” Journal of Marketing Communications, 23 (2), 113-134.

40. Yoon, Hye Jin, and Yeuseung Kim (2016), “The Effects of Norm Beliefs and Age on Responses to Comedic Violence Advertising,” Journal of Current Issues & Research in Advertising, 37 (2), 131-145. 

41.  Yoon, Hye Jin, Carrie La Ferle, and Steven M. Edwards (2016), “A Normative Approach to Motivating Savings Behavior: The Moderating Effects of Attention to Social Comparison Information,” International Journal of Advertising, 35 (5), 799-822.

42. Yoon, Hye Jin, and Yeo Jung Kim (2016), “Understanding Green Advertising Attitude and Behavioral Intention: An Application of the Health Belief Model,” Journal of Promotion Management, 22 (1), 49-70. 

43. Yoon, Hye Jin (2015), “Comedic Violence in Advertising: The Role of Normative Beliefs and Intensity of Violence,” International Journal of Advertising, 35 (3), 519-539.

44. Yoon, Hye Jin (2015), “Humor Effects in Shame-Inducing Health Issue Advertising: The Moderating Effects of Fear of Negative Evaluation,” Journal of Advertising, 44 (2), 126-139. 

45. Yoon, Hye Jin (2015), “Emotional and Cognitive Responses to Non-Humorous and Humorous Threat Persuasion Advertisements,” Journal of Current Issues & Research in Advertising, 36, 52-69.

46. Yoon, Hye Jin, and James M. Mayer (2014), “Do Humour and Threat Work Well Together? The Moderating Effect of Need for Cognition in Humourous Threat Persuasion Advertisements,” International Journal of Advertising, 33 (4), 725-740. 

47. Yoon, Hye Jin, and Yeuseung Kim (2014), “The Moderating Role of Gender Identity in Responses to Comedic Violence in Advertising,” Journal of Advertising, 43 (4), 382-396. 

48. Kim, Yeuseung, and Hye Jin Yoon (2014), “What Makes People "Like" Comedic Violence Advertisements? A Model for Predicting Attitude and Sharing Intention,” Journal of Advertising Research, 54 (2), 217-232.  

49. Paek, Hye-Jin, Hye Jin Yoon, Mina Lee, Hoyoung Ahn, Leonard Reid (2014), “Implicit Health Information in Cigarette Advertisements for Youth- and Adult-Oriented Brands between the Pre- and Post-Master Settlement Agreement Eras,” Health Communication Research, 9, 1-42 (South Korean journal).

50. Kim, Jooyoung, and Hye Jin Yoon (2013), “Association Ambiguity in Brand Extension,” Journal of Advertising, 42 (4), 358-370.

51. Yoon, Hye Jin (2013), “Understanding Schema Incongruity as a Process in Advertising: Review and Future Recommendations,” Journal of Marketing Communications, 19 (5), 360-376.

52. Yoon, Hye Jin, and Spencer Tinkham (2013), “Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement,” Journal of Advertising, 42 (1), 30-41. 

53. Han, Jeong-Yeob, Junghyun Kim, Hye Jin Yoon, Minsun Shim, Fiona McTavish, and David Gustafson (2012), “Social and Psychological Determinants of Levels of Engagement with an Online Breast Cancer Support Group: Posters, Lurkers, and Non-Users,” Journal of Health Communication, 17 (3), 356-371.

54. Paek, Hye-Jin, Hye Jin Yoon, and Thomas Hove (2011), “Not All Nutrition Claims Are Perceived Equal: Anchoring Effects and Moderating Mechanisms in Food Advertising,” Health Communication, 26 (2), 159-170.

55. Choi, Hojoon, Hye Jin Yoon, Hye-Jin Paek, and Leonard N. Reid (2011), “‘Thinking and Feeling’ Products and ‘Utilitarian and Value-Expressive’ Appeals in Contemporary TV Advertising: A Content Analytic Test of Functional Matching and the FCB Model,” Journal of Marketing Communications, 18 (2), 91-111.

56. Kim, Jooyoung, Hye Jin Yoon, and Sunyoung Lee (2010), “Integrating Advertising and Publicity: A Theoretical Examination of the Effects of Exposure Sequence, Publicity Valence, and Product Attribute Consistency,” Journal of Advertising, 39 (1), 97-113.

57. Yoon, Hye Jin, Hye-Jin Paek, Hoyoung Ahn, and Hojoon Choi (2010), “Are Food Ads Healthy? Examination of Television Food Advertising on Health Claims and Persuasion Strategies,” Health Communication Research, 1 (1) (South Korean journal).

58. Yoon, Hye Jin (2010), “Engaging in Risk-Involved Online Activities: Recognizing the Impact of Knowledge and Experience,” Web Journal of Mass Communication Research, 19 (1).

59. Yu, Hyunjae, Karen Whitehill King, and Hye Jin Yoon (2010), “How Much are Health Websites Influenced by Culture? Content Analysis of Online Diet Programs in the United States, United Kingdom, and Korea,” Journal of Promotion Management, 16, 331-359.