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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 328
Columbia, SC 29208
Resources: Google Scholar


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


Dr. Linwan Wu’s research focuses on advertising psychology and communication technology. In general, his research attempts to understand the psychological influences of advertising messages on consumers — as well as consumers’ psychological responses to digital media and online information. Most of Dr. Wu’s research involves conducting empirical studies using social-scientific methods.


At the undergraduate level, Wu has taught JOUR421 (Media Analysis), JOUR518 (Brand Communications Practicum/Competitions), and JOUR202 (Principles of Advertising & Brand Communications). At the graduate level, Wu has taught JOUR749 (Literature of Mass Communication), JOUR807 (Advanced Mass Communication Research), and JOUR790 (Special Topic: Advertising Theory).

Recent Publications

Wu, L., & Overton, H. (2020). Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive CSR. Journal of Advertising Research. DOI: 10.2501/JAR-2020-019. Link

Wu, L., & Dodoo, N. A. (2020). Being accepted or ostracized: How social experience influences consumer responses to advertisements with different regulatory focus. Journal of Advertising, 49(3), 234-249. Link

Wu, L., & Liu, J. H. (2020). Need for control may motivate consumers to approach digital products: A social media advertising study. Electronic Commerce Research. DOI: 10.1007/s10660-020-09399-z. Link

Wu, L. (2019). Does customization benefit brand evaluation when consumers experience psychological uncertainty? Journal of Communication Technology, 2(1), 1-35. Link 

Wu, L. (2019). Website interactivity may compensate for consumers’ reduced control in E-Commerce. Journal of Retailing and Consumer Services, 49, 253-266. Link

Wu, L., & Wen, T. J. (2019). Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements. International Journal of Advertising, 38(2), 296-315. Link


Associate Editor, Journal of Communication Technology, the official journal of the Communication Technology Division of AEJMC

Editorial Board Member, Journal of Current Issue and Research in Advertising

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