| |
 Mark
G. Wu
Department of Communications
Office: CP460-7
Phone: (714) 278-8414
Email: mwu@fullerton.edu
Office Hours:
T 3:00 to 4:00pm; W 5:00 to 7:00pm; R 12:00 to 1:00pm
Professor
Mark G. Wu obtained his Ph.D. in Communication from
The
University of Texas at Austin,
his M.S. in Advertising from
University of Illinois at
Urbana-Champaign, and his
B.A. in English for Science and Technology from
Tsinghua University in Beijing,
China.
Prior to his graduate studies in the United States, he had project
management and public relations experience in China-American joint
ventures. After his graduate studies in the US, he worked as director of
e-marketing (Internet marketing) in an online banking service provider
company
fundsxpress.com
in Austin, Texas (a dotcom startup). As an online marketer, he
conceptualized online advertising strategy and launched a major
e-business initiative of CRM (customer-relationship management). He has
extensive hands-on experience in web design and e-business applications
packages and provides expert opinions to media and ad agencies at home
and abroad.
He has taught as assistant professor of advertising at
Emerson
College,
San Jose State University,
and Syracuse
University.
His students portray him as a caring and passionate teacher.
His research interests are in interactive advertising and marketing,
online consumer behavior, and cross-cultural consumer research with a
focus on China. His pioneering work
"Perceived Interactivity and Attitude toward website"
(Wu 1999)
has been widely cited in the interactivity research stream. His research
has appeared in the International Journal of Advertising,
Journal of Consumer Marketing, Journal of Interactive Advertising,
Journal of Current Issues and Research in Advertising, Journal
of Computer-mediated Communication and the
Proceedings of Conferences including American Academy of Advertising,
and Society for Consumer Psychology.
PUBLICATIONS
Journal Articles
Wu, G. (2008). Applying
the Rossiter-Percy Grid to online advertising planning: The role of
product/brand type on previsit intentions. Journal of Interactive
Advertising, 8(1), Available at
http://www.jiad.org/vol8/no1/wu/.
Sun, T., Youn, S., Wu, G., & Kuntaraporn, M.
(2006). Online word-of-mouth (or mouse): An exploration of its
antecedents and consequences. Journal of Computer-Mediated
Communication, 11(4), Available at
http://jcmc.indiana.edu/vol11/issue4/sun.html
Wu, G. (2006).
Conceptualizing and measuring the perceived interactivity of websites.
Journal of Current Issues and Research in Advertising, 28(1),
87-104. (click here for a copy of PDF)
Wu, G.
(2005). How interactive advertising works: The mediating role of
perceived interactivity in the effect of actual interactivity on
attitude toward the Website. Journal of Interactive Advertising,
5(2). Available at
http://www.jiad.org/vol5/no2/wu/.
Sun, T. & Wu, G (2004).
Consumption patterns: A tale of urban and rural consumers in China.
Journal of Consumer Marketing, 21(4), 245-253. (Click
here for a copy of PDF)
Wu, G., Laferle, C., &
Lee, W.-N. (2000). Advertising education in China:
What do professionals Think. International Journal of Advertising,
19(1), 95-116.
Proceedings
Wu, G. & Biswas S. (2007). Print and web
advertising synergies: A field experimental study. In K. Sheehan (ed.),
Proceedings of the 2007 annual Conference of the American
Academy of Advertising (pp. 208-13). Eugene, Oregon: University of
Oregon. (Click
here for a copy of PDF)
Hu, X., Wu, G., Wu, Y., and Zhang, H (2006). The
Impact of web assurance Seals on Consumer Trust,” presented in
International Conference of Electronic Commerce, Beijing, China.
Sun, T., Youn, S., Wu, G., and Kuntaraporn, M.
(2005). Online word-of-mouth (or mouse): An exploration of its
antecedents and consequences. In
Proceedings of the 2005 Conference of the American Academy of
Advertising (p. 27). Lubbock, TX:
Texas Tech University.
Sun, T., Wu, G., and Youn, S. (2004).
Psychological antecedents of impulsive and compulsive buying: A
hierarchical perspective. In A. Cheema & J. Srivastava (Eds) the
Proceedings of the Society for Consumer Psychology 2004 Winter
Conference (pp 168-174). San Francisco, CA: Society of Consumer
Psychology. (Click here for a
copy of PDF)
Wu, G. (2003). The
effects of levels of user internet skills and interactivity on attitude
toward the website. In L. Carlson (Ed.) Proceedings of the 2003
Conference of the American Academy of Advertising, (pp. 178-182).
Clemson, SC: Clemson University. (Click
here for a copy of PDF)
Hong, J., Wu, G.,
and Leckenby, J.D. (1999). Publication interval and Web audience
estimation. In M. Roberts (Ed.) Proceedings of the 1999 Conference of
the American Academy of Advertising (pp. 127-136). Gainesville, FL:
University of Florida. (Click
here for a copy of PDF)
Wu, G. (1999). Perceived
interactivity and attitude toward Web sites. In M. Roberts (Ed.),
Proceedings of the 1999 Conference of the American Academy of
Advertising (pp. 254-262), Gainesville, FL: University of Florida. (Click
here for a copy of PDF)
Wu, G.,
La Ferle, C., and W-N. Lee (1999). A profile of today’s advertising
professional in China: The importance of advertising education. In M.
Roberts (Ed.)
Proceedings of the 1999 Conference of the American Academy of
Advertising (p. 27). Gainesville, FL: University of Florida.
Success = 1% of inspiration + 99% of perspiration
The Fear of the Lord is the beginning of wisdom, and the knowledge of
the holy is understanding. (Proverb 9:10)
|
This page is maintained by the College
of Communications. Report problems to