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College of Information and Communications

Faculty and Staff

Linwan Wu, Ph.D.

Title: Assistant Professor
Department: School of Journalism and Mass Communications
College of Information and Communications
Phone: 803-777-0771
Fax: 803-777-4103
Office: School of Journalism and Mass Communications
800 Sumter Street, Room 126
Columbia, SC 29208


B.A., Advertising, Huazhong University of Science and Technology (China)
M.A., Advertising, University of Florida
Ph.D., Mass Communications, University of Florida


Dr. Wu's research adopts the empirical and social scientific approach investigating how communication technologies influence consumers’ responses to strategic communication. He is interested in seeing how different features of digital media work together with other factors (e.g. message, individual, and contextual factors) to influence consumers’ cognitive, affective, and conative responses.


Dr. Wu is in the advertising sequence. He believes true knowledge comes from practice. He taught Advertising Research and International Advertising at the University of Florida. He currently teaches Media Analysis.


Wu, L., & Dodoo, N. A. (2016). Reaching goals and doing good: Exploring consumer responses to meaningful advertisements. Accepted for publication in Journal of Promotion Management.

Wu, L., Ju, I., & Dodoo, N. A. (in press). Understanding the impact of matchup between country-of-origin facets and country stereotypes on advertising effectiveness. Journal of Global Marketing.

Wu, L. (in press). Relationship building in nation branding: The central role of nation brand commitment. Place Branding and Public Diplomacy.

Wu. L. (2016). Understanding the impact of media engagement on the perceived value and acceptance of advertising within Mobile Social Networks. Journal of Interactive Advertising, 16(1), 59-73.

Wu, L. (2015). Factors of continually using branded mobile apps: The central role of app engagement. International Journal of Internet Marketing and Advertising, 9(4), 302-320.