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Dr Jisu Huh

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Contact Me

jhuh@umn.edu
612-626-5527

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

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Dr. Jisu Huh, Ph.D. is Professor and Raymond O. Mithun Endowed Chair in Advertising in the Hubbard School of Journalism and Mass Communication. Dr. Huh’s research program has been centered on better understanding advertising’s potentially positive and negative effects on consumers and its role in society. Her current research program includes work in computational advertising research, consumer trust and its role in information diffusion, and direct-to-consumer advertising of healthcare products. Her research is multidisciplinary and constantly evolving to meet the challenges and problems rising from the technological, social, and cultural evolution of the fields. Dr. Huh directs a research team, Minnesota Computational Advertising Lab (https://mcal.umn.edu/) bringing together students from the Hubbard School of Journalism and Mass Communication and the Computer Science department. Dr. Huh is Past President of the American Academy of Advertising and currently serving as Associate Editor for the International Journal of Advertising. Additionally she serves on the Editorial Review Board of several journals in the field of advertising, including Journal of Advertising, Journal of Advertising Research, Journal of Current Issues and Research in Advertising, Journal of Interactive Advertising, and Journal of Advertising Education.

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 - Digital 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

  • Dyason Fellowship Visiting Scholar, University of Melbourne, Australia: 2021 - 2021
  • American Academy of Advertising (AAA) Awards Committee Chair: 2020 - present
  • Associate Editor, International Journal of Advertising: 2020 - present
  • Associate Editor, Journal of Advertising: 2014 - 2019
  • President: American Academy of Advertising , January 2016 - March 2017
  • Editorial Review Boards: Journal of Advertising, International Journal of Advertising, Journal of Advertising Research, Journal of Current Issues & Research in Advertising, Journal of Interactive Advertising, Journal of Advertising Education, Asian Communication Research

Research

  • Trust and Its Influence on Advertising Processes and Effects: Applying trust theory and our own Trust Scores in Social Media (TSM) Algorithm, this project examines the role of source trust in viral ad diffusion and rumor spread and counter-rumor campaign effects. We test and demonstrate the feasibility of using computer-algorithm-generated social media metrics, indicating the degree to which each person is trusted by others within a social network, for trust-based viral ad seeding strategy and counter-rumor campaigns.
  • Contextual Targeting with Affects – Computational Research Approach Examining the Influence of Consumers’ Temporary Affects on Ad Attention: This project examines the influence of consumers’ temporary affective states during media consumption on their selective attention to and evaluation of different types of ads that are categorized based on theoretically-derived characteristics. An innovative computational research approach is used, cross-analyzing proxy measures of real-time affective fluctuation of TV viewers during the Super Bowl broadcast and their tweets regarding the ads aired during the Super Bowl.
  • Social Media Influencers’ Communication Patterns during the COVID-19 Pandemic and Followers’ Emotional Reactions: This project examines strategies adopted by different types of social media influencers dealing with the current pandemic crisis, to discover patterns or changes in their social media activities and posts during the COVID-19 pandemic, and followers’ emotional reactions to different kinds of communication patterns.
Publications
  • For full list of publications please see CV.
  • Huh, Jisu, Edward C. Malthouse (2020). Advancing Computational Advertising: Conceptualization of the Field and Future Directions. Journal of Advertising, 49(4), 367-376. Link
  • Huh, Jisu, Natali Helberger, George Milne, Joanna Strycharz, and Hari Sundaram (2020). Macro and Exogenous Factors in Computational Advertising: Key Issues and New Research Directions. Journal of Advertising, 49(4), 377-393. Link
  • Huh, Jisu (2020). Special Section Introduction: Smart Communication for A Digital World. Journal of Interactive Advertising, 20(3), 240-243. Link
  • Huh, Jisu, Hyejin Kim, Bhavtosh Rath, Xinyu Lu, and Jaideep Srivastava (2020). You Reap Where You Sow: A Trust-Based Approach to Initial Seeding for Viral Advertising. International Journal of Advertising, 39(7), 963-989. Link
  • Pfeuffer, Alex and Jisu Huh (2020). Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes. International Journal of Advertising, Link
  • Im, Heewon and Jisu Huh (2019). Relationship Between Exposure to Direct-To-Consumer Prescription Drug Advertising (DTCA) and Patients’ Belief Accessibility and Medication Adherence. Health Communication, 34(9), 975-983. Link
  • Huang, Sangruo and Jisu Huh (2018). Redundancy Gain Effects in Incidental Exposure to Multiple Ads on the Internet. Journal of Current Issues and Research in Advertising, 39(1), 67-82. Link
  • 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.
Awards
  • Graduate Student Organization (GSO) Dedication to Graduate Students Award, Hubbard School of Journalism and Mass Communication, University of Minnesota, 2020
  • Distinguished Alumni Scholar Award, Grady College of Journalism and Mass Communication, University of Georgia, 2018
  • 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