Dr Jisu Huh

Photo of Dr Jisu Huh

Contact Me

jhuh@umn.edu
612-626-5527

Hubbard School of Journalism and Mass Communication
206 Church St SE
211 Murphy Hall

Dr. Jisu Huh, Ph.D. 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, viral advertising and consumer-brand engagement in social media, and direct-to-consumer advertising of healthcare products (prescription drug advertising and medical device advertising). Dr. Huh is 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. She is also an elected member and chair of the Association for Education in Journalism and Mass Communication (AEJMC) Standing Committee on Research.

Educational Background & Specialties

Educational Background

  • Ph.D.: Mass Communication, University of Georgia, Athens, GA, 2003.
  • M.A.: Journalism & Mass Communication, University of Georgia, Athens, GA, 2000.
  • B.A.: Mass Communication, Korea University, Seoul, Korea, 1994.

Curriculum Vitae

Specialties

  • Advertising effects
  • Interactive/digital/social advertising
  • Big data / computational advertising research
  • Trust and skepticism of advertising
  • DTC pharmaceutical and medical device advertising
Courses Taught
  • Jour 3201 - Principles of Strategic Communication
  • Jour 3251 - Evaluative Research in Strategic Communication
  • Jour 4272 - Interactive Advertising
  • Jour 4251/5251 - Psychology of Advertising
  • Jour 8001 - Studies and Theories of Mass Communication
  • Jour 8204 - Measuring the Effectiveness of Communication Campaigns
  • Jour 8501 - Seminar: The Process of Quantitative Mass Communication Research
  • Jour 8502 - Seminar: Multi-Method Research in Mass Communication
  • JOUR 8620 - Advertising Theory and Research
  • Jour 8990 - Special Problems in Mass Communication - Interactive Strategic Communication
Research & Professional Activities

Professional Activities

  • President: American Academy of Advertising , January 2016 - March 2017
  • Chair: Association for Education in Journalism & Mass Communication (AEJMC) Standing Committee on Research , October 2015 - September 2017
  • Associate Editor, Journal of Advertising: 2013 - Present
  • President-Elect, American Academy of Advertising: 2015
  • Vice Chair, Research Committee, Association for Education in Journalism and Mass Communication (AEJMC): 2014 - 2015
  • Vice President, American Academy of Advertising: 2014
  • Elected Research Committee Member, Association for Education in Journalism and Mass Communication (AEJMC): 2013 - 2015
  • Editorial Review Boards: Journal of Advertising, International Journal of Advertising, Journal of Current Issues & Research in Advertising, Journal of Advertising Education
  • AAA (American Academy of Advertising) Publications Committee Chair: 2012
  • Editor: AAA (American Academy of Advertising) Newsletter , 2008 - 2011
  • Editor: KACA (Korean American Communication Association) Newsletter , 2007 - 2009

Research

  • User-to-User Trust in Social Networks:
  • Identifying Influential or Vulnerable Nodes and Paths for Viral Ad Diffusion in Social Networks: Applying the Trust Scores in Social Media (TSM) Algorithm :
  • Effects of Endorser Type and Testimonials in Direct-to-Consumer Advertising:
  • Effects of Advergames:
Publications
  • For full list of publications please see CV.
  • Ray, Atanu, Jisu Huh, Alexander Pfeuffer, and Jaideep Srivastava (2017), “Development of Trust Scores in Social Media (TSM) Algorithm and Application to Advertising Practice and Research,” Journal of Advertising, 46(2), 269-282.
  • Im, Heewon and Jisu Huh (2017), “Does Health Information in Mass Media Help or Hurt Patients? Investigation of Potential Negative Influence of Mass Media Health Information on Patients’ Beliefs and Medication Regimen Adherence,” Journal of Health Communication, published online on February 14, 2017, DOI: 10.1080/10810730.2016.1261970.
  • Kim, Hyejin and Jisu Huh (2017), “Perceived Relevance and Privacy Concern Regarding Online Behavioral Advertising (OBA) and Their Role in Consumer Responses,” Journal of Current Issues and Research in Advertising, 38(1), 92-105.
  • Huang, Sangruo and Jisu Huh (forthcoming), “Redundancy Gain Effects in Incidental Exposure to Multiple Ads on the Internet,” Journal of Current Issues and Research in Advertising.
Awards
  • International Journal of Advertising 2016 Best Reviewer Award
  • American Academy of Advertising Research Fellowship Award , 2014
  • Emerald Literati Network Awards for Excellence, Outstanding Paper Award, 2011
  • American Academy of Advertising Research Fellowship Award , 2011
  • Korean American Communication Association (KACA) Distinguished Young Scholar Award, 2008
  • American Academy of Advertising Research Fellowship Award , 2008
  • Grant-in-Aid of Research, Artistry, and Scholarship for research on “Website Credibility and Its Influence on Consumers’ Responses to Information on the Website,“ University of Minnesota
  • Grant-in-Aid of Research, Artistry, and Scholarship for research on “Perceived Effects of Direct-to-Consumer Prescription Drug Advertising among Physicians and Its Behavioral Influence: Applying the Third-Person Effect Framework,“ University of Minnesota