Concepedia

Xinshu Zhao

XZ

46

Publications

13K

Citations

24

H-Index

1990

Active since

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 communication, arts, and journalism.

Top concepts

CommunicationArtsMarketingJournalismManagementAdvertisingMarketing CommunicationSocial SciencesConsumer ResearchAdvertising Effectiveness

Publications per year

1990–2024

46

Publications

46

Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis

Xinshu Zhao, John Lynch, Qimei Chen · Journal of Consumer Research · 2010 · 11.2K citations · Full text

Political Knowledge and the Campaign Media of 1992

Steven H. Chaffee, Xinshu Zhao, Glenn Leshner · Communication Research · 1994 · 222 citations

Political Learning, Election Forecasting, Arts +15

Campaign Advertisements Versus Television News as Sources of Political Issue Information

Xinshu Zhao, Steven H. Chaffee · Public Opinion Quarterly · 1995 · 136 citations

Fake News, Public Opinion, Political Behavior +20

Humour effect on memory and attitude: moderating role of product involvement

Hwiman Chung, Xinshu Zhao · International Journal of Advertising · 2003 · 127 citations

Behavioral Decision Making, Consumer Study, Product Involvement +22

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

Customer Satisfaction, Behavioral Decision Making, Targeted Advertising +28

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