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Research activity per year

Personal profile

Research Interests

Ad effectiveness, persuasion knowledge, branded content, native advertising, influencer marketing, celebrity transgression, brand activism, authenticity. 


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):

  • 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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