Biography

Susanna S. Lee is an assistant professor in the Department of Advertising & Public Relations. Her research goals are directed to understand how consumers process strategic communication on social media and how emerging technology such as immersive media and artificial intelligence affect consumers' moods, attitudes, and behavioral intentions. Her past work looked at how sponsorship disclosures interact with different persuasive communication strategies such as two-sided messages, impartiality claims, and endorser types to affect the psychology of message credibility. She has also examined how people react to brands using AI and chatbots for strategic online communication.  

Dr. Lee has published articles in high-profile peer-reviewed communication and cyberpsychology journals, such as Computers in Human Behavior, International Journal of Advertising, Journal of Current Issues & Research in Advertising, and Journal of Product & Brand Management. She is also an active member of the American Academy of Advertising (AAA), the Association for Education in Journalism and Mass Communication (AEJMC), and the International Communication Association (ICA). Additionally, she has taught courses such as Media Planning, Advertising Research, and Digital Media & Advertising.

Education

Publications

Chung, Y. J., Lee, S. S., & Kim, E. (2023). The Effects of Influencer Types and Sponsorship Disclosure in Instagram Sponsored Posts. Journal of Current Issues & Research in Advertising, 44(2), 193-221. https://doi.org/10.1080/10641734.2022.2155891<https://doi.org/10.1080/10641734.2022.2155891>

Lee, S. S., Shin, J. & Won, J., (2023). Transparency management of social media influencers: Motivation, tenure, and status. Journal of Media Business Studies., 20(3), 1-20. https://doi.org/10.1080/16522354.2022.2141531<https://doi.org/10.1080/16522354.2022.2141531>

Lee, S. S., & Chen, H. (2023). Can we turn advertising into experiences? Young consumers’ perception of autonomous sensory meridian response (ASMR) Advertising. Journal of Advertising Research. http://doi.org/10.2501/JAR-2023-022

Kim, M., & Lee, S. S. (2023). The effects of autonomous sensory meridian response (ASMR) on modality, mood, and mindfulness (3Ms). Psychology of Popular Media. https://dx.doi.org/10.1037/ppm0000488

Lee, S. S., & Johnson, B. K. (2022). Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness. International Journal of Advertising, 41(1), 30-53. https://doi.org/10.1080/02650487.2021.1986257

Sharma, B., Lee, S. S., & Johnson, B. K. (2022). The dark at the end of the tunnel: Doomscrolling on social media newsfeeds. Technology, Mind, and Behavior, 3(1). http://doi.org/10.1037/tmb0000059

Lu, L., McDonald, C., Kelleher, T., Lee, S.S, Chung, Y. J., Mueller, S., ... & Yue, A. (2022). Measuring consumer-perceived humanness of online organizational agents. Computers in Human Behavior, 107092. http://doi.org/10.1016/j.chb.2021.107092 

Lee, S. S., Vollmer, B. K., Yue, A., & Johnson, B. K. (2021). Impartial endorsements: Influencer and celebrity declarations of honesty and non-sponsorship. Computers in Human Behavior, 122, 106858.https://doi.org/10.1016/j.chb.2021.106858

Lee, S. S., Chen, H., & Lee, Y.-H. (2021), How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness. Journal of Product & Brand Management, 31(1), 149-162.https://doi.org/10.1108/JPBM-02-2020-2757  

Lee, S. S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232-249. https://doi.org/10.1080/20932685.2020.1752766

Conference Presentations

Lee, S. S., & Johnson, B. K., (2023, May). A theory of ASMR advertising persuasion: Advertising consumers' resistance-overcoming sensory satisfaction. International Communication Association Conference, Toronto, Canada.

Lee, S. S., & Johnson, B. K. (2022, August). Can soothing ASMR reduce advertising avoidance? Experimental investigations of the influence of endorser and modality type on advertising effectiveness. Presented at the 2022 Association Education in Journalism and Mass Communication Conference, Detroit, MI.

Johnson, B. K., Lee, S. S., & Sharma, B. (2022, August). Relaxation technology: Assessing the prevalence, appeal, and potential effectiveness of dynamic new media for self-care, self-regulation, and self-improvement. Presented at the 2022 Association Education in Journalism and Mass Communication Conference, Detroit, MI.

Johnson, B. K., & Lee, S. S. (2021, August). Native ads in the neighborhood: Sponsored posts versus user-generated content on Nextdoor. Presented at the 2021 Association Education in Journalism and Mass Communication Conference, virtual conference.

Lee, S. S., Shin, J., & Won, J. (2021, May). Transparency management of social media influencers: Motivation, tenure, and status. Presented at the 2021 International Communication Association Conference, virtual conference.

Lee, S. S., & Johnson, B. K. (2021, May). Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness. Presented at the 2021 International Communication Association Conference, virtual conference.

Sharma, B., Lee, S. S., & Johnson, B. K. (2021, May). The dark at the end of the tunnel: Doomscrolling on social media newsfeeds. Presented at the 2021 International Communication Association Conference, virtual conference.

Lu, L., Lee, S. S., ……. & Morris. J. (2021, May). Sexy or beautiful: How celebrity beauty types affect attitudes, credibility, and emotions. Presented at the 2021 International Communication Association Conference, virtual conference.

Lee, S. S., Vollmer, B. K., Yue., A., & Johnson, B. K., (2021, March). Impartial endorsements: Influencer and celebrity declarations of honesty and non-sponsorship. Presented at the 2021 American Academy of Advertising, virtual conference.

Lee, S. S., & Chen, H. (2021, March). Can we turn advertising into experiences? Young consumers’ perception of autonomous sensory meridian response (ASMR) Advertising. Presented at the 2021American Academy of Advertising, virtual conference.

Lu, L., M, Casey., Kelleher, T., Lee, S. S., ……. & Yue. A. (2020, August). Measuring consumer-perceived humanness of organizational agents in CMC. Presented at the 2020 Association Education in Journalism and Mass Communication Conference, virtual conference.

Lee, S. S., Chen, H., & Lee, Y. (2019, August). How endorser-product congruity and self-expressiveness affect micro-celebrities’ native advertising effectiveness. Presented at the 2019 Association Education in Journalism and Mass Communication Conference, Toronto, Canada.

Chung, Y., Lee, S. S., & Kim, E. (2019, March). Consumer’s product purchase decisions and reactions to Instagram postings. Presented at the 2019 American Academy of Advertising, Dallas, TX.

Lee, S. S., & Kim, E. (2018, August). Influencer marketing on Instagram: The effects of sponsorship disclosure, source credibility, and brand credibility. Presented at the 2018 Association Education in Journalism and Mass Communication Conference, Washington, DC.