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Journal Articles

The individual/combined effects and order effects of fear and humor in sun safety messages on social media

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Youngji Seo, Hye Jin Yoon
Journal: Journal of Social Marketing
Journal of Social Marketing (2026) 16 (1): 1–21.
https://doi.org/10.1108/JSOCM-07-2024-0170
Published: 01 January 2026
View article titled, The individual/combined effects and order effects of fear and humor in sun safety messages on social media
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Journal Articles

Sequencing of humor and risk information in social media public service announcements on vaccines: the moderating role of vaccination calculation

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Ja Kyung Seo, Hye Jin Yoon, Hanyoung Kim, Jeong-Yeob Han
Journal: Journal of Social Marketing
Journal of Social Marketing (2025) 15 (2-3): 338–362.
https://doi.org/10.1108/JSOCM-06-2024-0146
Published: 20 May 2025
View article titled, Sequencing of humor and risk information in social media public service announcements on vaccines: the moderating role of vaccination calculation
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Journal Articles

The persuasive effects of social media narrative PSAs on COVID-19 vaccination intention among unvaccinated young adults: the mediating role of empathy and psychological reactance

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Youngjee Ko, Hanyoung Kim, Youngji Seo, Jeong-Yeob Han, Hye Jin Yoon, Jongmin Lee, Ja Kyung Seo
Journal: Journal of Social Marketing
Journal of Social Marketing (2023) 13 (4): 490–509.
https://doi.org/10.1108/JSOCM-09-2022-0185
Published: 08 June 2023
View article titled, The persuasive effects of social media narrative PSAs on COVID-19 vaccination intention among unvaccinated young adults: the mediating role of empathy and psychological reactance
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Journal Articles

Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type

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Yan Huang, Hye Jin Yoon
Journal: Journal of Social Marketing
Journal of Social Marketing (2022) 12 (2): 105–123.
https://doi.org/10.1108/JSOCM-05-2021-0105
Published: 17 November 2021
View article titled, Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type
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