Concepedia
Statistics
Publications
48
Citations
13.7K
H-Index
24
Active since
1990
Affiliations
University of Macau(Current)
University of North Carolina at Chapel Hill
Hong Kong Baptist University
Macau University of Science and Technology
Shanghai Jiao Tong University
Xinshu Zhao is an author at University of Macau specializing in social sciences, advertising, and communication.
Publications per year
1990–2024
Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis
Xinshu Zhao, John Lynch, Qimei Chen · Journal of Consumer Research · 2010 · 11.7K citations · Full text
Social Sciences, Psychology, Social Psychology +9
Political Knowledge and the Campaign Media of 1992
Steven H. Chaffee, Xinshu Zhao, Glenn Leshner · Communication Research · 1994 · 222 citations
Social Sciences, Political Communication, Political Science +17
Campaign Advertisements Versus Television News as Sources of Political Issue Information
Xinshu Zhao, Steven H. Chaffee · Public Opinion Quarterly · 1995 · 137 citations
Public Affairs, Political Communication, Political Science +16
Humour effect on memory and attitude: moderating role of product involvement
Hwiman Chung, Xinshu Zhao · International Journal of Advertising · 2003 · 128 citations
Business, Marketing, Marketing Management +17
Effects of Perceived Interactivity on Web Site Preference and Memory: Role of Personal Motivation
Hwiman Chung, Xinshu Zhao · Journal of Computer-Mediated Communication · 2006 · 123 citations
Business, Communication, Marketing +17
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