Category: Faculty

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Better Advertising. Better World. Faculty Presentations International Advertising

Dr. Joe Phua’s Keynote Talks at Babeș-Bolyai University

From October 14 to 20, 2024, Dr. Phua took the opportunity to travel to Cluj-Napoca, Romania, for invited talks to the Faculty of Political, Administrative and Communication Sciences (FSPAC) at the Babeș-Bolyai University. With 50,000 students, it is the biggest university in Romania and is regarded as one of the most prominent research institutions in Eastern Europe.

During his visit, Dr. Joe gave talks to undergraduate and MA students in the Department of Communications, Public Relations and Advertising, and was also the keynote speaker for the opening ceremony of the College’s doctoral (Ph.D.) program. The first talk, titled “A Guide to Marketing Your Brand using Social Media and Other Digital Technologies”, discusses the ways in which brands and companies utilize various digital media, including social media, artificial intelligence (A.I.), data analytics, mobile, virtual/augmented reality (VR/AR), the metaverse, and other emerging technologies, for marketing and advertising. He shared with the audience various brand-building strategies that can be utilized to optimize brands’ marketing and advertising plans.
“Advertising for Health: Use of Social Media and Influencer Marketing in Strategic Health Communication Campaigns” was the second talk were he discussed several of his published research studies about how to utilize social media channels and influencers to spread awareness of public health issues, such as vaping, childhood obesity, and vaccines, and encourage attitude and behavioral change. Dr. Joe integrated several of his research studies published in top journals like “Journal of Health Communication”, “Journal of Advertising Research”, “Computers in Human Behavior”, “Telematics and Informatics”, “Journal of Medical Internet Research, “Journal of Health Psychology” and others, highlighting how Internet-based public health interventions and campaigns can be used to encourage healthy behavior uptake among specific target audiences, leading to positive public health outcomes. Additionally, Dr. Phua guided new and current BBU doctoral (Ph.D.) students looking to pursue research in relevant areas of communications, public relations and advertising, about conducting, publishing and funding research, and how to establish their academic careers. He shared insights about life as a professor, based on his own experiences as a faculty member and Endowed Distinguished Chair of the Temerlin Advertising Institute at SMU.
In addition to his invited talks, he met with several of the university’s administrators and faculty members, leading to the future of advertising, and how emerging technologies like AI are shaping the advertising industries in Europe, the United States, and other parts of the world. Additionally, he had meaningful conversations with BBU alumni, some of whom are entrepreneurs in Romania’s burgeoning tech scene, about issues related to the EU’s online data protection regulations and its impact on advertising and marketing industries.
Over the course of his visit, Dr. Joe toured various historical landmarks around the BBU campus in the city of Cluj-Napoca, learned more about Romanian history, and sampled some traditional Romanian cuisine. The visit was made possible through an ERASMUS+ program at BBU, facilitated by one of his research collaborators, Dr. Delia Cristina Balaban, who is the Director of the Ph.D. School of Communication, PR and Advertising at BBU. Dr. Balaban and Dr. Phua are co-authoring research on use of AI and AI-generated content in social media advertising, which will be presented at various academic conferences including the AAA and the ICORIA.
Moving forward, I hope to develop more collaborative opportunities between BBU’s FSPAC and corresponding units at SMU, including the Temerlin Advertising Institute, so our faculty and students will be able to work with BBU personnel on various educational and training exchanges. – Dr. Joe Phua
Follow Dr. Joe Phua’s professional career here.
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Faculty May Term SMU-in-Taos

Discovering Taos: A Unique Learning Adventure

This past May term, a group of our students and Professor Mark Allen had the opportunity to study in Taos, New Mexico. The SMU-in-Taos program offers students a chance to break away from their normal college routine and experience learning in a new environment.

Combining adventure and academics, students enjoy lots of free time to explore the beautiful area and engage in fun outdoor activities such as rock climbing and fly fishing. Additionally, the classes are relatively small and intimate, making it easier to build connections with classmates and professors. Professor Allen shared that this environment helped encourage meaningful conversations in his classroom about creativity, art, life, advertising, and academics.

Another highlight of the program was the convenience of the location. Professor Mark Allen reflected on how nice it was to trade his usual commute for the beautiful surroundings of the Taos campus.

“As someone who typically commutes an hour both ways to and from SMU, it was amazing to roll out of bed and right into a class taught in a log cabin with aspen trees just outside our classroom door!” – Mark Allen

Another advantage of studying in Taos is the opportunity to lighten your Fall and Spring schedules. SMU currently offers ADV 1321 Intro to Creativity in Taos, which satisfies your Creativity and Aesthetics (CA) CC credit. Plus, all prerequisites are waived for this section, meaning that you can take the course early without needing to meet the ADV 1300 requirement. The best part is that you earn your CC credit in just 12 days while enjoying stunning scenery and perfect weather.

Students truly cherish their Taos experience, as highlighted by Susan Wilson, who participated in the May term this past summer.

“Taos has been my favorite SMU experience so far! I loved my Intro to Creativity class because we all became very close and truly enjoyed what we were learning. Now that I’m back on campus, I always catch up with my Taos friends whenever I see them. I met people I wouldn’t have otherwise, all in a place completely different from SMU!” – Susan Wilson

Do not miss this fantastic opportunity to study in Taos, applications are now open for January and Summer of 2025! For more information email smutaos@smu.edu or visit their website.

 

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Faculty Faculty Research International Advertising Professional Development Research

New Research on Virtual Influencers by Dr. Xie

 

Dr. Quan Xie has conducted new research on “Prosocial Campaigns With Virtual Influencers: Stories, Messages, and Beyond” alongside Eunjin Kim, Joo-Wha Hong, and Hye Min Kim.

How can virtual influencers be used to promote prosocial messages? In the digital age, virtual influencers (VIs) hold great potential to enhance prosocial campaigns. This research aims to identify effective strategies for using VIs to create a greater impact, build deeper connections with consumers, and drive meaningful social change. Specifically, it examines how VIs can promote socially responsible behaviors, such as raising awareness about cyberbullying. The study explores whether storytelling (narrative messaging) can make VIs more effective in delivering prosocial messages.

The study concentrates on the ways in which social media platforms have revolutionized the curation and diffusion of material. Influencers are leading the way in these changes, with Virtual Influencers (VIs) occupying a unique space in digital interaction. The use of virtual influencers (VIs) to encourage socially conscious behavior is examined in this research. By contrasting human-like (HVIs) and anime-like (AVIs) influencers, as well as narrative vs. non-narrative messaging approaches, it looks at how VIs can successfully transmit prosocial messages.

The research tested two types of VIs: one that looks human-like (human-like virtual influencers, HVIs) and another with an anime-style appearance (anime-like virtual influencers, AVIs), across two messaging styles—narrative (storytelling) and non-narrative (informational). Focusing on Gen Z and younger Millennials, the results showed that HVIs were more effective than AVIs in increasing support for the social cause and enhancing message credibility, especially when the message was non-narrative. However, when using a narrative style, this advantage of HVIs disappeared, with no significant difference in effectiveness between HVIs and AVIs in terms of message credibility and intent to support the cause. This study offers valuable insights for marketers and non- profit organizations on the effective use of VIs in disseminating prosocial messages.

In addition, the study highlights how look and narrative influence viewers understanding and reaction to prosocial messages from VIs, providing useful information for companies and marketers.

This research was presented in the annual 2024 Association for Education in Journalism and Mass Communication (AEJMC) in August.

Read the full research article here.

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Awards and Projects Better Advertising. Better World. Faculty Research International Advertising News Research

Dr. Joe Phua Publishes New Research on the Power of Emotional Messaging in Vaccine Communications

By Bella Cox and Liby Navarro

Dr. Joe Phua is a Professor and the Endowed Distinguished Chair at the Temerlin Advertising Institute at Southern Methodist University.  In 2011, he earned his Ph.D. from the Annenberg School for Communication at the University of Southern California. Throughout his career, Dr. Phua has worked with over $4.5 million in external research funded by distinguished organizations.  His research has explored new communication technologies, their impact on advertising and branding, and their application in sports marketing and health communications and have been featured in significant media outlets such as ABC News and National Public Radio (NPR).

Through his published work in some of the utmost journals, including the Journal of Advertising and Journal of Consumer Behavior, Dr. Phua has won awards from the International Communication Association (ICA), American Academy of Academy (AAA), and the International Communication Association (ICA), among many others.   

His most recent research titled, “Encouraging Positive Dialog Toward COVID-19 Vaccines on Social Media Using Hope Appeals, Celebrity Types, and Emoticons” was published in the journal,  Mass Communication & Society, and was conducted in conjunction with an international team of colleagues from Washington State University, National Yang Ming Chiao Tung University, and the University of Melbourne. This study evaluates how utilizing hope appeals, celebrity endorsements, and value emoticons shaped attitudes about COVID-19 vaccinations.  In addition, it discusses ongoing research to refine messaging strategies and improve the effectiveness of public health campaigns.  

For this research, Dr. Phua and his colleagues were interested in examining how social media posts by celebrity endorsers can influence their followers’ attitudes towards the COVID vaccine. Two experiments were conducted in the study:

In experiment one, they tested three celebrity endorser types (politician, scientist, athlete) and two message types (high and low relevance hope appeal). This experiment revealed that politicians posting low relevance hope appeal messages had the strongest effect on changing attitudes towards the COVID vaccine.

In experiment two, three emoticon types (positive, neutral, negative) and the same two message types (high and low relevance hope appeal) were used. It was concluded that neutral emoticons (wow, haha), rather than positive (like, love, hug) or negative (sad, angry) emoticons, had the strongest effect on changing attitudes towards the COVID vaccine.

For both experiments, it was concluded that the more someone strongly identified with the celebrity endorser posting the message, the more strongly their attitudes towards the COVID vaccine were changed.

Dr. Phua emphasized that “through examining COVID vaccine messages, this study was helpful to healthcare organizations who can be better prepared to use the most effective social media-based message strategies to combat and mitigate any major health pandemics that may arise in the future in the wake of the COVID-19 global pandemic.”

In addition, Dr. Phua recently visited Nanyang Technological University in Singapore to initiate research and teaching collaborations. 

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Awards and Projects Faculty News Professional Development Scholarship SMU Creative Student Perspectives TAI Students

Willie Baronet Wins HOPE Professor of the Year Award

The Honoring Our Professors’ Excellence (HOPE) Banquet, organized by Southern Methodist University’s Residence Life and Student Housing (RLSH), serves as a symbol of appreciation for faculty excellence. It’s an annual event where students and educators come together to highlight the extraordinary efforts of professors who have gone above and beyond in enriching the educational journey of their students. This year, the spotlight was on Professor Willie Baronet, the Stan Richards Professor in Creative Advertising at SMU, who was honored with the prestigious HOPE Professor of the Year Award for his commitment to his students and his innovative teaching methods. This award aims to recognize his lasting impact at the Temerlin Advertising Institute and SMU community as a whole.

Creative student Roshan Gupta, a senior studying under Baronet, had the honor of delivering the speech that announced his professor as the HOPE Professor of the Year. Gupta’s words further emphasized Baronet’s influence on his students, saying,

“Willie has been by my side my entire college career…I can confidently say that Willie has had a tremendous impact on who I am today.”

Baronet’s approach to teaching is anything but conventional. His classes are a journey into the depths of creativity and self-exploration, pushing students to unveil parts of themselves and their imaginations they never knew existed. Gupta eloquently shared his transformative experience, stating,

“His classes are not for the faint of heart, and you are pushed to explore vulnerable parts of yourself and your imagination to create work that is fulfilling, meaningful, and intelligent.”

What sets Baronet apart is not just his ability to teach but to inspire. His dedication to cultivating an environment of diverse perspectives allows students to gain a deeper understanding of concepts and themselves.

“Willie transcends traditional teaching methods and implores us to dig as deep as we can into ourselves to find what drives us and gives us purpose.”  – Roshan Gupta

Beyond the classroom, Baronet’s commitment to his students is unparalleled. Whether it is driving to a photo shoot in the middle of the day, hopping on a Zoom call in the midst of his busy schedule, or spending hours just talking, his devotion knows no bounds. As Gupta aptly put it, “I don’t know a single other professor who devotes the same level of care and attention to detail that Willie does for his students inside and outside of the classroom.”

Before joining the academic world, Baronet was the creative director for GroupBaronet (now known as MasonBaronet). His work has also been featured in prestigious publications such as Communication Arts, Graphis, and AIGA Graphic Design Annual, among others. Baronet’s creativity has been recognized with numerous awards from respected organizations, including the Dallas Advertising League and the Dallas Society of Visual Communications, and he has shared his insights on creativity, leadership, and social responsibility with audiences nationwide, including TEDx, Creative Mornings, and more.

Beyond his professional achievements, Willie Baronet has engaged in impactful artistic endeavors, notably his long-term project titled “WE ARE ALL HOMELESS.” Since 1993, Baronet has been collecting signs from homeless individuals, transforming these artifacts into powerful narratives that challenge perceptions and foster empathy. This project has not only been featured across various media platforms but has also been showcased in exhibitions both in the U.S. and the UK.

Willie Baronet’s recognition of the 2024 HOPE Undergrad Professor of the Year Award is a testament to his exceptional role not only as an educator but as a mentor, guide, and inspiration to his students. His innovative teaching methods, coupled with his unwavering dedication, exemplify the best of academic leadership and the impact a passionate professor can have on the lives of their students.

Congratulations, Professor Baronet, on this well-deserved honor. The HOPE Professor of the Year Award is a fitting recognition of your tireless devotion to your students.

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Faculty Research News Research Technology

New Research Published: Dr. Quan Xie and Team Unveil the Psychology Behind Branded NFTs

 

In the ever-evolving landscape of marketing and digital innovation, non-fungible tokens (NFTs) have taken center stage. Dr. Quan Xie, a professor at the Temerlin Advertising Institute, has been at the forefront of NFT research, collaborating with fellow TAI professors Dr. Sid Muralidharan, Dr. Steve Edwards, and Dr. Carrie La Ferle in various capacities across three published articles. Together, they have unveiled the relationships between consumer behavior and branded NFTs, shedding light on the dynamics of this emerging trend. Their research delves into the intriguing world of non-fungible tokens (NFTs) and their increasing influence on marketing strategies.

The allure of branded NFTs has captured the imagination of marketers and consumers alike. As innovative companies experiment with these digital assets as part of their marketing strategies, understanding the psychological responses of consumers, particularly the younger generation, has become paramount. This is where the pioneering research conducted by Dr. Quan Xie and her team at the Temerlin Advertising Institute comes into play.

Dr. Quan Xie’s first article, published in July of 2023 in the Journal of Research in Interactive Marketing was titled, “It’s a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing.” This work was done alongside Dr. Sid Muralidharan. This in-depth research has a high impact factor and answers some of the most pressing questions surrounding what drives the buzz for non-fungible tokens (NFTs) and their growing role in marketing strategies. Dr. Xie and Dr. Muralidharan’s publication delves into the heart of the matter, and unpacks the fascinating relationship between consumer personality traits and their interaction with NFTs. Dr Xie notes that the forefront of her research is “the concept of Social Comparison Orientation (SCO) and how it shapes our perceptions of exclusivity, financial gains, and the overall NFT experience.”

Through rigorous experiments involving over 1,000 participants, Dr. Quan Xie uncovered the nuances of how NFT users make social comparisons. She often found that users gravitated towards branded NFTs that guaranteed both social prestige and economic benefits. The study notes that this subsequently impacted consumers’ experiential evaluations, willingness to purchase NFTs and brand loyalty.

“The allure of NFTs isn’t just in their uniqueness, but in the social and financial superiority they bestow.” This groundbreaking research, rooted in social comparison theory, offers brands a new lens to optimize their NFT marketing campaigns, driving both sales and loyalty.” – Dr. Quan Xie

Her next article was published in September in the International Journal of Advertising, a highly-ranked journal in the advertising discipline, and is titled, “Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs.” For this article, she once again worked alongside Dr. Sid Muralidharan but also garnered the help of Dr. Steve Edwards. Together they sought to better understand consumers’ psychological responses to branded NFTs, with a specific focus on Gen-Z and Millennials in the realm of blockchain technologies and the Metaverse.

This study was based on a robust U.S. sample of young participants and uncovered the core values driving these consumers towards acquiring and showcasing these digital assets.

“Our findings reveal the intricate web of information, unique, entertainment, and expressive values that stoke their desire for status consumption and inherent innovativeness, fueling positive word-of-mouth (WOM) for brands. Interestingly, for those financially constrained, the lure lies in the unique value that NFTs present, a crucial determinant for sparking positive WOM,” Dr. Xie noted.

Dr. Quan Xie’s work is not just about theory but also about practical implications. The research emphasizes how NFTs can be invaluable to both brands and consumers, bridging existing research gaps and offering real-world applications. This research can be applied in a variety of different ways and is relevant to marketers aiming to capture this vibrant demographic or even policymakers seeking insights. It offers a comprehensive understanding of the psychological play behind branded NFTs.

The most recent article was published on October 27th in the Journal of Interactive Advertising. Dr. Quan Xie, Dr. Sid Muralidharan, Dr. Steve Edwards, and Dr. Carrie La Ferle worked in collaboration to publish their research titled, “Unlocking the Power of Non-Fungible Token (NFT) Marketing: How NFT Perceptions Foster Brand Loyalty and Purchase Intention among Millennials and Gen-Z.”

Although this research focused on similar demographics, it explored the impact of the perceptions of branded NFTs on consumers attitudes and behaviors toward both the NFTs and the brand. The study used the technology acceptance model and the theory of reasoned action to explain how NFT perceptions influence evaluations, willingness to purchase, brand attitude, and ultimately brand loyalty and purchase intentions. This research represented one of the first empirical studies in this area.

Dr. Sid Muralidharan emphasizes the significance of their findings, saying,

“Dr. Quan’s timely research on NFTs provides insights on a burgeoning area of cryptocurrency. The resulting models stem from theory and highlight how NFTs can be invaluable to both brands and consumers. Not only do the studies address research gaps but offer real-world implications.”

The exploration of consumer perceptions regarding branded NFTs is a groundbreaking area of study. Dr. Quan Xie, along with her colleagues, has not only bridged research gaps but also offered a fresh perspective for marketers aiming to connect with the ever-evolving Gen-Z and Millennial audience. Their work highlights that branded NFTs are more than just digital collectibles; they hold the key to unlocking consumer engagement, brand loyalty, and a deeper understanding of the consumer mindset.

As the world of NFTs continues to expand, the research by the TAI team serves as a guide for businesses and policymakers. They have provided a comprehensive understanding of the factors that drive consumers towards branded NFTs, ultimately helping marketers tailor their strategies for better engagement. Their work highlighted the importance of NFTs in modern marketing and the evolving landscape of blockchain technology.

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Faculty

Professor Nicole Haddad Earns Business Leadership Teaching Excellence Award

Temerlin Professor Shares Corporate Experience with SMU Cox Students

Nicole Haddad, Founder and CEO of ArtWorks, presented a seminar titled Grow Your Confidence to Achieve Limitless Possibilities on March 9, 2022, as part of the Edwin L. Cox Business Leadership Center’s programming for Cox MBA students. Through the BLC, Cox graduate students gain insight into various facets of business leadership. BLC instructors are business leaders drawn from prominent national and international companies who come to the SMU campus to share their extensive knowledge with Cox students. BLC Instructors include representatives from ArtWorks, Accenture, Bank of Texas, PepsiCo, Texas Instruments, and many more. Although no class credit is given for attendance, students consistently rate what they have learned from BLC instructors as extremely valuable, and many students say that the BLC was a major factor in their decision to pursue business.

Nicole Haddad earned a Business Leadership Teaching Excellence Award for her presentation, which means that the students attending rated the seminar as a 4.8 or higher out of a possible “perfect” rating of 5.

For additional information on the BLC, visit http://www.cox.smu.edu/web/blc/blc ###

The Business Leadership Center at the Cox School of Business, SMU Kate Hoedebeck, Director

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AAF Dallas Better Advertising. Better World. Faculty Presentations Social Responsibility

Professor Sid Muralidharan Panelist at FTC Workshop


On June 24th, Dr. Sidharth Muralidharan, Associate Professor at the Temerlin Advertising spoke at the Federal Trade Commission (FTC) four-hour business workshop series, Green Lights & Red Flags: FTC Rules of the Road for Business.

The Dallas program continued the popular business workshop series that the FTC has held in past years with regional partners in cities across the county. The workshop focused on trending topics in truth-in-advertising law, social media marketing, data security, business-to-business fraud, and other business basics.

Dr. Sidharth Muralidharan, served as a panelist for the session titled “Avoiding a Promotion Commotion.” The session was moderated by Tom Carter, attorney at FTC Southwest Region, and covered six main topics – e-mail marketing, free offers and negative options, children’s online privacy, customer reviews, social media and influencers, and consumer gag clauses. Other panelists included, Iris Diaz (Chief Marketing Office for the Dallas Mavericks), Edward Hynes (Attorney at FTC Southwest Region), and Lea Williams (Adjunct Professor, Thurgood Marshall School of Law).

Designed for business owners, advertising professionals, attorneys, and others who need to know how established legal principles apply in today’s fast-moving marketplace, the program offers practical insights from Texas business leaders and recognized experts in consumer protection law and cybersecurity.

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AAA Better Advertising. Better World. Faculty Social Responsibility

Dr. Carrie La Ferle Recognized for Career Promoting Advertising Ethics and Social Responsibility

Dr. Carrie La Ferle of the Temerlin Advertising Institute at Southern Methodist University was awarded the prestigious Kim Rotzoll Award for Advertising Ethics and Social Responsibility. The award has only been given nine times since 2004 with La Ferle following the likes Ivan L Preston (2005), Herbert Jack Rotfeld (2006), Richard W. Pollay (2007), Wally Snyder (2009), Les Carlson (2010), Meme Drumwright (2013), Jerome Williams (2018) and Kim Sheehan (2019). Carrie said she was honored and absolutely beaming with gratitude to be included among these esteemed colleagues.

Kim Rotzoll spearheaded the teaching and research of ethics in advertising, from media ethics to the study of advertising as a social and economic institution in society. He was Dean of the College of Communications at the University of Illinois Urbana-Champaign for over ten years and prior to that, head of the department of advertising, one of the best ranked research advertising programs in the country. Kim died in 2003 at the age sixty-eight and the award was created to recognize individuals demonstrating an outstanding commitment to advertising ethics and social responsibility.

Dr. La Ferle was praised for….over twenty years of teaching ethics in advertising to undergraduate and graduate students, contributing to the design and now thriving MA in Advertising program at TAI with social responsibility at its core, her outstanding contribution to research, and her continued active service to the profession nationally and internationally, promoting teaching and research in ethics and social responsibility in advertising.

The American Academy of Advertising is the top advertising organization for advertising scholars interested in advertising research and education. It oversees many advertising journals, including the premier journal in the field, the Journal of Advertising.

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AAA Conference Faculty Presentations Faculty Research

Faculty Highlights: 2021 Conference of the American Academy of Advertising

During the annual American Academy of Advertising conference held virtually from March 18-20, 2021, Dr. Quan Xie of SMU’s Temerlin Advertising Institute captivated a global audience with her research titled, “Advocating Corporate Social Responsibility in these Uncertain Times of Covid-19? The Moderating Effect of Threat Persuasion in CSR Advertising.” Dr. Xie also is an active member of the AAA Membership Committee, helping to interact and grow the existing membership, currently located across 20+ countries.

Contributing to this growth, Dr. Sid Muralidharan and Dr. Carrie La Ferle joined in meetings with their Global & Multicultural Committee members to foster research and teaching across a broad range of local, national, and international cultural issues. 

Distinguished Chair, Professor of Advertising and Director of the Temerlin Advertising Institute, Dr. Steven M. Edwards was also front and center at the American Academy of Advertising Conference, being thanked for his past service as Treasurer on AAA’s Executive Committee, continued support of doctoral research awards.