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Jisu Huh

Associate Professor and Director of Graduate Studies

Jisu Huh is associate professor and director of graduate studies at the School of Journalism and Mass Communication, University of Minnesota. Her research centers on advertising effects and consumer behavior. Areas of primary research include advertising in the health care context (including direct-to-consumer prescription drug advertising), digital interactive advertising (including viral advertising, social media advertising, game advertising) processes and effects, and the influence of source credibility and trust on interactive advertising effects.

Her work has been published in the Journal of Advertising, International Journal of Advertising, Journal of Advertising Research, Journal of Current Issues and Research in Advertising, Journal of Consumer Affairs, Journalism and Mass Communication Quarterly, Communication Research, Health Marketing Quarterly, Journal of Health Communication, and Health Communication. She was editor of AAA (American Academy of Advertising) Newsletter 2008-2011, and currently serves on the editorial review boards of Journal of Advertising, International Journal of Advertising, Journal of Current Issues and Research in Advertising, and Journal of Advertising Education.

Huh teaches both undergraduate and graduate courses, including Principles of Strategic Communication, Strategic Communication Research, Interactive Advertising, Psychology of Advertising, Studies of Mass Communication, Advertising Research and Theory, Measuring the Effectiveness of Communication Campaigns, and Quantitative Research Methods.

Before earning an MA and PhD in Mass Communication from University of Georgia, Huh worked as a marketing researcher at one of the top advertising agencies in Seoul, Korea, for four years and also worked as a webmaster for the University System of Georgia, Board of Regents in Athens, GA. She joined the faculty at the University of Minnesota in 2003.

Research Interests

Huh’s current research interests related to social media, data analytics, and digital interactive advertising are focused on four areas:

  • consumer trust and skepticism of social media advertising
  • multi-stage effects of viral advertising and the influence of different types of source trust on such advertising effects
  • perceived and implied meaning of viral ad sharing in social media and its influence on consumer responses
  • motivations and other predispositional characteristics influencing consumers’ ad sharing behaviors in social media

Related Publications

Huh, Jisu and Wonsun Shin (forthcoming), “Trust in Prescription Drug Brand Websites: Website Trust Cues, Attitude toward Website, and Behavioral Intentions,” Journal of Health Communication.

Huh, Jisu, Suzuki, Yoshikazu, and Michelle Gross (2013), “Playing the Game of Prescription Drugs: Educational Effects and Regulatory Implications of DTC Prescription Drug Advergames,” 2013 AAA (American Academy of Advertising) Conference Proceedings.

Cho, Soyoen, Jisu Huh, and Ronald Faber (2012), “The Influence of Sender Trust and Advertiser Trust on Multi-Stage Effects of Viral Advertising,” 2012 AAA (American Academy of Advertising) Conference Proceedings.

Suzuki, Yoshikazu and Jisu Huh (2012), “Motivations to Contribute to Commons-based Peer Production: A Survey of Top English-language Wikipedia Contributors,” 2012 AEJMC (Association for Education in Journalism and Mass Communication) Conference Proceedings.

Shin, Wonsun, Jisu Huh, and Ronald J. Faber (2012), “Developmental Antecedents to Korean Children’s Responses to Online Advertising,” International Journal of Advertising, 31(4), 719-740.

Lee, Chunsik and Jisu Huh (2010), “Website Trust Evaluation as Cognitive Information Processing and the Moderating Role of Situational Involvement and E-Commerce Knowledge,” International Journal of Internet Marketing and Advertising, 6(2), 168-198.