Concepedia

Heather Shoenberger

HS

16

Publications

687

Citations

14

H-Index

2014

Active since

Affiliations

Pennsylvania State University(Current)

University of Southern California

University of Missouri

University of Oregon

Southern California University for Professional Studies

Heather Shoenberger is an author at Pennsylvania State University specializing in communication, arts, and management.

Top concepts

ArtsCommunicationManagementMarketingSocial MediaConsumer ResearchDigital MarketingInteractive MarketingPersuasionAdvertising

Publications per year

2014–2024

16

Publications

16

The next hype in social media advertising: Examining virtual influencers’ brand endorsement effectiveness

eunjin Kim, Dong-Gyu Kim, E Zihang et al. · Frontiers in Psychology · 2023 · 101 citations · Full text

Advertising during COVID-19: Exploring Perceived Brand Message Authenticity and Potential Psychological Reactance

Heather Shoenberger, eunjin Kim, Yuan Sun · Journal of Advertising · 2021 · 75 citations

Activist Advertising, Digital Marketing, Consumer Research +22

A narrative approach for overcoming the message credibility problem in green advertising

eunjin Kim, Heather Shoenberger, Eunseon Kwon et al. · Journal of Business Research · 2022 · 73 citations

Advertising, Green Marketing, Message Credibility Problem +7

Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity

Heather Shoenberger, eunjin Kim · International Journal of Advertising · 2022 · 72 citations

#BeingReal about Instagram Ad Models:The Effects of Perceived Authenticity

Heather Shoenberger, eunjin Kim, Erika Katherine Johnson · Journal of Advertising Research · 2019 · 64 citations

Rows per page

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