Faculty research profiles
Troy Elias
Summary
Dr. Troy Elias’ research interest is in social influence in new media environments. He is particularly interested in the areas of race and ethnicity, communication technology, and Internet advertising. His research explores the impact of social identity and psychological distinctiveness on consumer attitudes through word-of-mouth advertising and social media.
Recent publications
Appiah, O., & Elias, T. (2009). Effects of ethnically-targeted and ethnically-ambiguous computer-generated agents on browsers’ evaluations of a commercial web site. Virtual Social Identity and Consumer Behavior. Advertising and Consumer Psychology Book Series. M.E. Sharp.
Appiah O., & Elias, T. (accepted for publication). Race specific advertising on commercial websites: Effects of computer-generated characters in a digital world. In M. S. Eastin, T. Daugherty, & N. M. Burns (Eds.), Handbook of Research on Digital Media and Advertising.
Elias, T., & Appiah, O. A tale of two social contexts: Race-specific testimonials on commercial web sites and their effects on numeric majority and numeric minority consumer attitudes. Manuscript submitted to the Journal of Advertising Research.
Elias, T., Srivastava, J., & Feaster, J. It’s not just the message! A study of consumer traits leading to viral communication behavior. Manuscript submitted to the Journal of Interactive Advertising.
Keywords
Social media, viral marketing, social influence, social identity, race and ethnicity, new media
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