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Publications
- Zhang, R., Mercado, T., & Bi, C. "Unintended" marketing through influencer vlogs: mediating roles of interaction, parasocial relationships, and perceived influencer credibility on purchase behaviors (Under review at Journal of Research in Interactive Marketing)
- Zhang, R., Bi, C. Salerno, K., & Chen, P. Verification moderates ChatGPT uses and work efficiency among college students: an investigation through technology acceptance model (Ready to be submitted)
- Zhang, R., & Ha, L. Beyond narcissism: Taking and posting group selfies as self-affirmation and entertainment. (Submitted to Journal of Social Media in Society)
- Bi, N. C. & Zhang, R. (R&R). “I can’t see the comments”: Examining the moderation effects of interactivity cues on sharing social media micro-news among different public segmentation. (Submitted to Communication and the Public)
- Bi, N. C., & Zhang, R. (under contract) Global Perspectives on Social Media Influencers and Strategic Business Communication. Hershey, PA: IGI Global.
- Bi, N. C., Zhang, R., Kim, K., & Wang, F. Antecedents and Outcomes of News Authentication: The Role of Comment Congruence, Fake News, and Social Media Credibility on News Sharing. (Submitted to Mass Communication and Society.)
- Bi, N. C., Shuvo, M., & Zhang, R. Wishing, Watching, and Shopping: The Moderation of Product Types on the Impacts of Influencers on Purchase Intention and Secondary Endorsement. (Submitted to the Journal of Current Issues & Research in Advertising.)
- Zhang, R., Pruitt, S., & Bi, C. (2024). This brand is #Cancelled”: Exploring brand avoidance in the age of cancel culture and influencer marketing. Journal of Digital and Social Media Marketing, 11(4), 349–361
- Zhang, R., Chang, B., & Mercado, T. (2023) Do Zoom meetings really help? A comparative analysis of synchronous and asynchronous online learning during Covid-19 pandemic. Submitted to Journal of Computer Assisted Learning. Vol. ahead-of-print No. ahead-of-print. DOI:10.1111/jcal.12740
- Zhang, R., & Ha, L., & Bi, C. (2022). How media use and perceptions of Chinese immigrants and mainland Chinese affect Americans’ view of the US-China trade war. In Ha, L & Willnat, L. (2022). The US China Trade War. Michigan State University Press. (Peer reviewed book chapter)
- Bi, N. C., & Zhang, R. (2022). “I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions. Journal of Research in Interactive Marketing. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-08-2021-0214
- Mercado, T., & Zhang, R. (2021) How effective is synchronous and face-to-face teaching during COVID-19 pandemic: An investigation through Community of Inquiry framework. Journal of Media Education. 12(4), 11-21.
- Zhang, R., Bi, C., & Chen, P. (2020). Attitude as situational motivation of communicative actions: Navigating U.S.- China trade dispute through situational theory of problem solving. Asian Communication Research, 17(2), 11-39. DOI:10.20879/acr.2020.17.2.11
- Zhang, R., Bi, C., Kodzi, P., Goodwin, A., Wasilewski, K., & McKurdy, E. (2020). From K-pop to Korean products: An investigation into the mediating effects of imitation and attitudes toward Korean culture and products. Journal of Cultural Marketing Strategies, 5(1), 1-13.
- Bi, N. C. & Zhang, R. (2020). Chatting with peers: Bridging motivations of internal social media use, online interaction, and organizational identification. China Media Research, 16(3):1-14.
- Zhang, R., & Bi, N. C. (2019). Do K-Pop Consumption and Direct Contact with Koreans Affect American Audiences’ Perception on South Korea and Its Products?. Asian Communication Research, 16(1), 72-104. doi: 10.20879/acr.2019.16.1.72
- Bi, N. C., Zhang, R., & Ha, L. (2019). Does valence of product review matter? The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM). Journal of Research in Interactive Marketing, 13 (1), 79-95. doi: 10.1108/JRIM-04-2018-0049
- Bi, C., Zhang, R., & Ha, L. (2018). The government’s public health crisis response strategies and online opinion leaders in China: A case study of the 2016 illegal expired vaccine scandal. China Media Research, 14 (2): 89-100.
- Ha, L., Bi, C., & Zhang, R. (2018). Leadership style and success experience of Chinese women academic leaders. China Media Research, 14 (1): 1-10. To be revised and reprinted in Ha, L. Bi, N.C. & Zhang, R. (2019) Leadership Style and Success Experience of Chinese Women Academic Leaders in China, Taiwan, and the United States. In Chin-Chung Chao and Louisa Ha (Eds., under contract). Asian Women Leadership: A Cross-National and Cross-Sector Comparison. Routledge.
- Zhang, R., & Bi, C. (2018). YouTube and other social media. In Ha, L. (2018). YouTube: The Audience and Business of Online Videos. Rowman & Littlefield. 85-96.
- Zhang, R. (2018). Sponsored videos and non-sponsored videos on YouTube. In Ha, L. (2018). YouTube: The Audience and Business of Online Videos. Rowman & Littlefield. 107-118.
- Zhang, R., Bi, C., & Ha, L. (2017). Motivation and positive effects of taking, viewing, and posting different types of selfies on social media. In Hai-Jew, S. (2017). Selfies as a Mode of Social Media and Work Space Research. Hershey, PA: IGI Global. doi: 10.4018/978-1-5225-3373-3 (Referred book chapter)
- Ha, L., Jiang, W., Bi, C., Zhang, R., Zhang, T., & Wen, X. (2016). How online usage of subscription-based journalism and mass communication research journal articles predicts citations. Learned Publishing, 29, 183-192. doi: 10.1002/leap.1036.
REFEREED CONFERENCE PAPERS
- Zhang, R., Mercado, T., & Bi, C. (2024, April). "Unintended" marketing through influencer vlogs: mediating roles of interaction, parasocial relationships, and perceived influencer credibility on purchase behaviors. 2024 Broadcasting Education Association (BEA) Annual Conference, Las Vegas, NV., U.S. (Second place in open category research competition in Interactive Media and Emerging Technology Division).
- Bi, N. C., Shuvo, M.S.M., & Zhang, R. (2024). Wishing, Watching, and Shopping: Unveiling the Influence of Experience and Search Product on Purchase Intention and Secondary Endorsement, Paper will be presented at the 27th annual International Public Relations Research Conference (IPRRC), Orlando, FL.
- B, .C., Zhang, R., & Kim, K. (2023, November). Antecedents and Outcomes of News Authentication: The Role of Comment Congruence, Fake News, and Social Media Credibility on News Sharing. Paper presented to the Mass Communication Division at the 2023 NCA 109th Annual Convention, National Harbor, MD.
- Zhang, R., Pruitt, S., & Bi, C. (2022, November). This brand is #Cancelled”: Exploring crisis communication in the age of cancel culture and influencer marketing. Public Relations Division. 2022 National Communication Association (NCA) 108th Annual Conference, New Orleans, LA., U.S.
- Zhang, R., Mercado, T., & Bi, C. (2022, November). Do Zoom meetings really help? A comparative analysis of synchronous and asynchronous online learning during Covid-19 pandemic. Instructional Development Division. 2022 National Communication Association (NCA) 108th Annual Conference, New Orleans, LA., U.S.
- Bi, N. C. & Zhang, R. (2022, November). Product type matters: The effects of wishful identification and parasocial relationship with social media influencers on purchase intentions and secondary product endorsements. Applied Communication Division. 2022 National Communication Association (NCA) 108th Annual Conference, New Orleans, LA., U.S.
- Bi, C. & Zhang, R. (2021, November). “I can’t see the comments”: Moderation effects of interactivity cutes on sharing social media micro-news among different public segmentation. Public Relations Division. 2021 National Communication Association (NCA) 107th Annual Conference, Seattle, WA., U.S.
- Bi, C. & Zhang, R. (2021, November). Understanding YouTube eWOM effectiveness: The mediation of self-esteem on the effects of wishful identification, Parasocial relationship on purchase intentions. Applied Communication Division. 2021 National Communication Association (NCA) 107th Annual Conference, Seattle, WA., U.S.
- Zhang, R. (2020, November). How schemata on Chinese immigrants and Mainland Chinese and media consumption affect Americans’ view of the U.S.-China trade war. Top Four Papers in Chinese Communication Studies. 2020 National Communication Association (NCA) 106th Annual Conference, Indianapolis, IN., U.S. (Conference was held virtually due to CONVID-19).
- Zhang, R & Ha, L. (2020, April). Beyond narcissism: Taking and posting group selfies as self-affirmation and entertainment. 2020 Broadcasting Education Association (BEA) Annual Conference, Las Vegas, NV., U.S. (Second place in open category research competition). (Conference was held virtually due to COVID-19 virus).
- Zhang, R., & Bi, C. (2019, October). Prioritizing public with the most political public relations effects: An investigation of US-China trade war and social media discussions. 2019 China Goes Global 13th Annual Conference. Winter Park, Florida, U.S.
- Zhang, R., & Bi, C. (2019, May). Do K-Pop Consumption and Direct Contact with Koreans Affect American Audiences’ Perception on South Korea and Its Products? Popular Culture Decision. 2019 ICA 69th Annual Conference. Washington, D.C.
- Bi, C., & Zhang, R. (2019, May). Chatting with My Peers: Bridging Internal Stakeholders’ Social Media Engagement and Their Organizational Identification. Public Relations Division, 2019 ICA 69th Annual Conference. Washington DC, U.S.
- Zhang, R. (2018, May). International K-pop Fans’ Usage of Facebook Groups for Organizational Identification with K-pop Fan Community. 2018 ICA 68th Annual Conference. Prague, Czech Republic.
- Bi, C., & Zhang, R. (2017, November). Direct and mediated intergroup contact: the attitudes toward Korea, Koreans, Korean culture, and Korean products. 2017 National Communication Association (NCA) 103rd Annual Convention, Dallas, TX.
- Zhang, R., Bi, C., & Ha, L. (2017, November). Motivation and positive effects of taking, viewing, and posting different types of selfies on social media: a cross-national comparison. 2017 National Communication Association (NCA) 103rd Annual Convention, Dallas, TX.
- Zhang, R. (2017, September). Media related attributions, social effects, integrate research paradigm, and future research directions of parasocial interaction and parasocial relationship theory: A literature review. 2017 BEA Super-regional Conference, Pittsburgh, PA.
- Bi, C., Zhang, R., & Ha, L. (2017, May). Who are more likely to share online product review videos and be influenced by them. 2017 International Communication Association (ICA) Annual Conference, San Diego, CA.
- Bi, C. & Zhang, R (2017, May). The Effectiveness of Online Communication Strategies on A Vaccine Crisis of China. 2017 International Communication Association (ICA) Annual Conference, San Diego, CA.
- Zhang, R & Bi, C. (2017, April). Effects of International Parasocial Relationships: Consumption of K-Pops and Interest in Korea. 2017 Broadcasting Education Association (BEA) Annual Conference, Las Vagus, NV.
- Ha, L., Jiang, W., Bi, C. Zhang, R., Zhang, T., & Wen, X. (2016, June). Current citation trends of journalism and mass communication scholarship and the role of total online access as a predictor of citations. World Journalism Education Congress (WJEC), Auckland, New Zealand.
Grant Research
- Effectiveness of face-to-face, online synchronous, and online asynchronous learning during the Covid-19 pandemic.
- Funded by Student-Faculty Collaborative Scholarship at Rollins College, 2021.
- Social Media content analysis on Weibo and Twitter posts and comments US-China trade dispute.
- Funded by Shanghai International Studies University. 2019.
- National survey research on Chinese netizens’ reactions towards government announcements about US-China trade war and social media comments.
- Funded by Shanghai International Studies University. 2019.
<- I took this picture with my phone. One of my favorite pictures of all time. I stare at sky a lot. It calms me, so does doing research.