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Yu-Hao Lee

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Fair Play: How Justice Beliefs Drive Gaming Habits

Tuesday December 17, 2024

A new study argues that, regardless of their narratives, video games are rule-based and generally follow the rules of justice. The study examines players’ fundamental beliefs about fairness and justice and how they are associated with players’ gaming preferences and experiences.

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Study: Belief in a Just World Can Influence Video Game Choices

Monday September 23, 2024

A new study has found that people who believe the world is just and predictable for themselves play video games that allow them to plan and strategize. The findings by Yu-Hao Lee, University of …
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Study: Organ Donation Videos Can Have a Negative Effect on Donation Rates

Friday August 23, 2024

A new study has found that a real organ donation campaign video can increase people’s thoughts about death and distrust of organ donation. The findings by Yu-Hao Lee, University of Florida College …
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Pixels vs. People: The Battle for Consumer Trust in Influencer Marketing

Friday August 16, 2024

New research examines the effectiveness of virtual influencers compared to humans in affecting brand attitudes and purchase intentions and found that, while virtual influencers are not yet ready to replace human influencers, they are carving out their own niche.

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The Effects of Natural- and Supernatural-Based Awe Experiences in Virtual Reality

Tuesday April 30, 2024

Researchers explored how experiencing awe can make us better humans – socially, psychologically and spiritually – and that both natural awe and supernatural awe can be achieved through virtual reality.

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UFCJC Alumni, Faculty, Staff and Students Honored at Annual College Awards Banquet

Monday April 22, 2024

The University of Florida College of Journalism and Communications (UFCJC) annual Awards Banquet on April 20, 2024, celebrated achievements from students, faculty and staff and honored five new …
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Study: Virtual Reality-Induced Awe Can Motivate People to Improve Themselves

Friday March 22, 2024

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 …
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In Game with Yu-Hao Lee

Monday March 18, 2024

Yu-Hao Lee, Associate Professor in the Department of Media Production, Management, and Technology, is featured on the CommuniGator …
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How Audiences Perceive Gender Presentations by Virtual Influencers

Friday March 1, 2024

Social media influencers have become economic and social capital powerhouses. But now virtual influencers, computer-generated characters, who, despite not actually being alive, are also engaging with audiences using persona-focused personal brands. But how effective are they?

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Study: Virtual Influencers are Perceived as Less Effective in Comparison with Human Influencers

Wednesday February 7, 2024

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) …
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Yu-Hao Lee Co-Authors Articles on Moral Balancing in Video Games and Virtual Influencers and Gender Identity

Wednesday September 6, 2023

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 …
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Yu-Hao Lee Named New Center for Public Interest Communications Research Director

Tuesday September 5, 2023

The Media Production, Management, and Technology associate professor will lead research partnerships with the Council on Foundations, UpTogether and other emerging projects. 

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Investigating Social Presence in “In Real Life” Streaming for Community Building

Wednesday August 23, 2023

In Real Life (IRL) streaming, in which streamers broadcast their daily activities to viewers, has become very popular. This study explored how IRL stream-based community identification is affected by the social presence afforded by streaming platforms.

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Study: “In Real Life” Streaming Can Be A Meaningful Way to Experience Social Presence and Community with Others

Tuesday June 13, 2023

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 …
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More is Not Necessarily Merrier: The Moderating Role of Loneliness in the Streaming Experience

Thursday June 8, 2023

As live streaming platforms have grown as a source of content and community, researchers wanted to explore how one’s sense of loneliness affects how they interact with the streamers and the community, and especially how one responds to social cues on Twitch, the most popular live-streaming platform.

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Who’s Responsible for Brand Success or Failure When the Endorser Isn’t Human?

Monday May 15, 2023

Brands are increasingly using virtual influencers for promotion, which results in multilayered ads. The virtual influencer, the company behind the influencer, and the brand could all be seen as responsible for the success or failure of an endorsement by the consumer. So, what does this mean for consumers and brand advertisers?

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Yu-Hao Lee Named 2023 UF Research Foundation Professor

Wednesday April 19, 2023

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 …
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Why Taylor Swift’s Breakup Feels Like our Breakup Too

Monday April 17, 2023

The news that Taylor Swift had broken up with her boyfriend after six years  caused a such a volcanic public response, replete with viral rumors and conspiracy theories. The response is rooted in the ever-growing parasocial relationships phenomenon—one-sided celebrity fascinations that lead fans to vicariously invest in stars’ lives.

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Examining Different Viewer Engagement Patterns for Social Capital on Streaming Communities

Friday January 27, 2023

With high viewership and interactivity, live streaming is ripe for building social capital, a network of trust and shared values that can be mobilized for collective actions. But how do different ways of engaging in live streaming affect one’s social capital?

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Yu-Hao Lee Receives Meta AR/VR Asia Pacific Region Grant

Tuesday October 4, 2022

Yu-Hao Lee, University of Florida College of Journalism and Communications Media Production, Management, and Technology associate professor, has received a 2022 Meta AR/VR Policy Research Asia …
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My Tutor is an AI: The Effects of Involvement and Tutor Type on Perceived Quality, Perceived Credibility, and Use Intention

Tuesday August 16, 2022

Artificial Intelligence is now being used to help tutor students at all educational levels. This research explores whether or not AI tutors are as effective as human tutors, specifically in language and writing education.

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The Role of Video Games in Coping with Unemployment

Tuesday May 31, 2022

To manage the adverse effects of unemployment and maintain one’s well-being, unemployed workers often develop coping strategies, such as playing video games. Researchers wanted to better understand how unemployed workers used video games to cope with the stress from unemployment specifically during COVID-19.

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Study: Using Video Games Can Assist in Coping with Unemployment and Restoring Wellbeing

Wednesday May 18, 2022

Unemployment can have devastating effects on people’s psychological and social wellbeing. According to a new study, using emotion-focused video games can have a positive impact on unemployed …
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Voices of the Unsung: The Role of Social Presence and Interactivity in Building Empathy in 360 Video

Thursday October 21, 2021

Virtual reality and 360-degree video have come to be known as “empathy machines,” due to their ability to afford the viewer the perspective of another. A team of CJC researchers wanted to understand better the tie between immersive storytelling and psychological responses.

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