Yu-Hao Lee

A new study has found that virtual reality-induced awe, either supernatural or natural, can motivate people to improve themselves. The findings by Yu-Hao Lee, University of Florida College of Journalism and Communications Media Production, Management, and Technology associate professor, and Taiwan National Chengchi University scholars Jih-Hsuan Tammy Lin, Ji-Wei Yang…

Yu-Hao Lee, Associate Professor in the Department of Media Production, Management, and Technology, is featured on the CommuniGator Podcast.

Social media influencers – individuals who create persona-focused personal brands to engage audiences – have become economic and social capital powerhouses. Influencer marketing was estimated to be worth over $13 billion in 2022, with 75% of brands reporting that they now allocate funding for influencer marketing. With even government agencies…

A new study has found that virtual influencers are perceived as less authentic across all product types. The findings by University of Florida College of Journalism and Communications (UFCJC) doctoral student Fanjue Liu and UFCJC Media Production, Management and Technology Associate Professor Yu-Hao Lee are featured in “Virtually Authentic: Examining…

A new study shows that issue congruency may be a factor that determines whether players behave consistently or engage in moral licensing and moral cleansing after committing a moral or immoral behavior in a video game. The findings by Yu-Hao Lee, University of Florida College of Journalism and Communications (UFCJC)…

The University of Florida College of Journalism and Communications Center for Public Interest Communications today announced that Yu-Hao Lee, Media Production, Management, and Technology (MPMT) associate professor, has been named the Center’s new research director. Lee has been a frequent collaborator with the Center’s team, including conducting research on the…

Live streaming is a popular form of entertainment that first gained popularity with gaming and e-sports on Twitch. Live streams later grew to include a wide variety of content across Facebook, Instagram and YouTube. Since 2019, a leading genre of streaming is In Real Life (IRL) streaming, in which streamers…

A new study on “In Real Life” (IRL) streaming has found that community identification is associated with different dimensions of social presence derived from the streamers and other viewers. The findings by Yu-Hao Lee, University of Florida College of Journalism and Communications Media Production, Management, and Technology associate professor, and…

Broadcast media has long been studied for its ability to foster parasocial relationships, one-sided relations where audiences feel like they have a close relationship with actors, singers, sports professionals and other media personalities. These relationships have also been studied on social media, which presents users with tools to move beyond…

As advancements in technology reshape the advertising world, the use of virtual influencers is on the rise. Virtual influencers are computer-generated image (CGI) characters on social media that post and interact with followers, just like humans. Some brands are using these virtual influencers as endorsers in place of human influencers.…

Yu-Hao Lee, University of Florida College of Journalism and Communications Media Production, Management, and Technology associate professor, was named a 2023 University of Florida Research Foundation (UFRF) Professor. UFRF Professors are faculty who have a distinguished current record of research and a strong research agenda that is likely to lead…

This article originally appeared in UF News on April 13, 2023. Swifties (diehard Taylor Swift fans) had their emotional universe upended on Saturday after learning that the singer-songwriter had broken up with boyfriend Joe Alwyn of six years. Why did this news produce such a volcanic public response, replete with viral rumors and conspiracy…