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Personal profile

Research Interests

Online consumer behavior, digital advertising, branded content, persuasion knowledge, celebrity/influencer, credibility and trust. 


Dr. Mengtian "Montina" Jiang is an Assistant Professor in the Department of Integrated Strategic Communication at the University of Kentucky. Her research explores how consumers process and respond to branded content in digital spaces. She conducts mixed-method consumer and advertising research in various contexts, including live streaming, influencer marketing, native advertising, cause-related marketing, celebrity endorsement, and electronic banking safety.

Her work has been presented at several national and international academic conferences and published in multiple peer-reviewed journals and books, such as Journal of Advertising, Journal of Interactive AdvertisingJournal of Research in Interactive Marketing, Journal of Promotion Management, Computers & Security, and Educational Gerontology.

She currently serves as the chair of the Global and Multicultural Committee of the American Academy of Advertising and serves on the editorial review boards of International Journal of Advertising and Journal of Current Issues and Research in Advertising. She is also an active member of the Association for Education in Journalism and Mass Communication and the European Academy of Advertising, and a Visiting Professor of the 2020 AEF Visiting Professor Program. 

Courses Taught

ISC321 Research Methods for the ISC Professional (upper-class undergraduate)

ISC341 Strategic Public Relations (upper-class undergraduate)

ISC441 Case Studies in Public Relations (upper-class undergraduate)

CI782 Theories in Consumer Psychology (graduate)

LIS/ICT690 User Experience Research and Design (online, graduate)

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Doctor of Philosophy, Michigan State University


Master of Arts, Michigan State University



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