Projects and Grants per year
Personal profile
Research Interests
Ad effectiveness, persuasion knowledge, branded content, native advertising, influencer marketing, celebrity transgression, brand activism, authenticity.
Biography
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 commerce, 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. Notably, her research has appeared in the Journal of Advertising, Journal of Interactive Advertising, Journal of Current Issues & Research in Advertising, Journal of Product & Brand Management, Journal of Research in Interactive Marketing, Computers & Security, and Educational Gerontology.
She is an active member of the American Academy of Advertising(AAA), the European Academy of Advertising (EAA), and the Association for Education in Journalism and Mass Communication (AEJMC). She also serves on the editorial review board of esteemed advertising and marketing journals, including the International Journal of Advertising, Journal of Current Issues and Research in Advertising, and Journal of Marketing Communications.
Currently, she holds the position of Graduate Student Chair within the AEJMC Advertising Division. She previously chaired the AAA Global and Multicultural Committee from 2021 to 2023, and was a Visiting Professor as part 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)
ISC562 (LIS/ICT690) User Experience Research and Design (online, graduate)
ISC563 Social Media Strategy (online, graduate)
CI782 Theories in Consumer Psychology (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):
Education/Academic qualification
Doctor of Philosophy, Michigan State University
2018
Master of Arts, Michigan State University
2013
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Collaborations and top research areas from the last five years
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Projects & Grants
- 3 Finished
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Scope: Mengtian Jiang: Confucius Institute Faculty International Travel Grant
Jiang, M. (PI)
Confucius Institute Headquarters of China
4/1/19 → 8/31/19
Project: Research project
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Consumer Cognitive Appraisals of #Sponsored Social Media Posts- "OVPR CURATE Program"
Jiang, M. (PI)
Office of the Vice President for Research
5/1/18 → 4/30/19
Project: Research project
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Can Virtual Influencers Replace Human Influencers in Live-Streaming E-Commerce? An Exploratory Study from Practitioners’ and Consumers’ Perspectives
Wan, A. & Jiang, M., 2023, (Accepted/In press) In: Journal of Current Issues and Research in Advertising. 44, 3, p. 332-372 41 p.Research output: Contribution to journal › Article › peer-review
22 Scopus citations -
Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities
Rifon, N. J., Jiang, M. & Wu, S., Apr 3 2023, In: Journal of Product and Brand Management. 32, 4, p. 517-529 13 p.Research output: Contribution to journal › Article › peer-review
9 Scopus citations -
Is this Endorsement Authentic? The Role of Message Sequence in Influencer Marketing
Yang, J., Kennedy-Foglio, L., Jiang, M. & Joo, E., Apr 11 2023, Advances in Advertising Research (Vol. XII): Communicating, Designing and Consuming Authenticity and Narrative. Vol. XII. p. 301–320 (European Advertising Academy (EAA)).Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
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“Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses
Yang, J., Jiang, M. & Kim, T., 2023, In: Journal of Promotion Management. 29, 2, p. 259-279 21 p.Research output: Contribution to journal › Article › peer-review
2 Scopus citations -
Bringing older consumers onboard to online banking: a generational cohort comparison
Jiang, M., Rifon, N. J., Cotten, S. R., Alhabash, S., Tsai, H. Y. S., Shillair, R. & LaRose, R., 2022, In: Educational Gerontology. 48, 3, p. 114-131 18 p.Research output: Contribution to journal › Article › peer-review
13 Scopus citations
Activities
- 2 Membership of committee
-
Association for Education in Journalism and Mass Communication (External organization)
Jiang, M. (Chair)
Jul 2023 → …Activity: Membership › Membership of committee
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American Academy of Advertising (External organization)
Jiang, M. (Chair)
Mar 2021 → Mar 2023Activity: Membership › Membership of committee