Comparing the Effects of User Generated Video Reviews and Brand Generated Advertisements on Consumer Decisions on YouTube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee
Journal of Applied Marketing Theory

The Role of Social Identity in Viewer Attitudes and Intentions, Rachel Kavena Secharan, Hillary Greenberg, Juancarlo Villatoro, Princess Brown, Jaejin Lee
Association of Marketing Theory and Practice Proceedings 2017

Determining the Influence of Electronic Messages on Consumer Behavior Based on Perceived Source Trust and Credibility, Mackenzie Sawyer, Nick Sellers, Rhett Coleman, Jaejin Lee
Association of Marketing Theory and Practice Proceedings 2016

Brand Engagement in Self Concept (BESC) among Millennials in the United States, Neleen Leslie, Jaejin Lee
Association of Marketing Theory and Practice Proceedings 2014