When: Wednesday, June 26, 15.00-17.00 hours (followed by drinks)
Prof. Jisu Huh has been examining the role of trust in the diffusion and effects of advertising messages and user-generated content in the ever-evolving digital communication network environment. Particularly, her latest research projects apply a computational research approach to examine the impact of consumer-to-consumer trust in a social network on the extent and speed of viral advertising diffusion, utilising the Trust Scores in Social Media (TSM) algorithm, which was developed through her collaboration with Computer Science scholars. Dr. Huh will discuss her research approach, key findings, and theoretical/practical implications. She will also share her other ongoing research projects applying the computational research approach to examining advertising problems and her thoughts on the future research directions for computational research in the advertising field.
About prof. Huh:
Dr. Jisu Huh, is Professor – Raymond O. Mithun Endowed Chair in Advertising, and Director of Graduate Studies at the Hubbard School of Journalism and Mass Communication, University of Minnesota. Dr. Huh’s research program covers a wide range of topics related to advertising and its effects especially in the digital and social media contexts. Specific areas of current research include computational advertising research, consumer trust and its role in viral advertising and information diffusion, and direct-to-consumer advertising of healthcare products. Dr. Huh is a Past President of the American Academy of Advertising and also serves as an Associate Editor for Journal of Advertising. Additionally, she serves on the Editorial Review Board of several journals in the field of advertising, including International Journal of Advertising, Journal of Current Issues and Research in Advertising, and Journal of Advertising Education.