Dr. Jake Liang
- Office Location:
- Doti Hall 206
- Office Hours:
- Spring 2014 Mon./Wed. 4-7 p.m.
- California State University, Long Beach, Master of Arts in Communication Studies
Michigan State University, Ph.D.
Yuhua (Jake) Liang’s research relates to persuasion in communication contexts enabled by technology. These contexts include Web 2.0 websites, social media platforms, online product reviews (e.g., Amazon.com), teacher rating systems (e.g., RateMyProfessors.com), and computer agents (e.g., Siri). His research follows three foci related to (1) understanding the theoretical mechanisms of how technology-enabled communication processes converge, (2) delineating conditions under which persuasive effects are enhanced and hindered, and (3) applying strategic messages to create practical change (e.g., health-outcomes, consumer attitudes and behavior). To address these foci, he employs primarily quantitative methods such as experiments and surveys. Jake has also utilized automatic linguistic analyses and data scraping methods. Jake has published in Journal of Communication, Journal of Computer-Mediated Communication, Computers in Human Behavior, Media Psychology, and Journal of Language and Social Psychology.
Jake enjoys working with undergraduate students in collaborative research teams. Jake currently works with students on promoting engagement of online content, understanding message virality, and testing mechanisms responsible for the effects of digital self-representations (e.g., avatars).