Skip to main content
University of Florida

Yu-Hao Lee

...

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 …
...

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 …
...

Pixels vs. People: The Battle for Consumer Trust in Influencer Marketing

Friday August 16, 2024

Picture this: You’re scrolling through Instagram and you’re suddenly captivated by a dazzling influencer showcasing the latest must-have widget. You’re ready to click “buy now” when a …
...

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

Tuesday April 30, 2024

Articles about the recent total solar eclipse appeared around the world using the language of awe – “awe-inspiring,” “awe-struck,” “total awe.” People talked about what a deeply …
...

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 …
...

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 …
...

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 …
...

How Audiences Perceive Gender Presentations by Virtual Influencers

Friday March 1, 2024

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 …
...

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) …
...

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 …
...

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

Tuesday September 5, 2023

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) …
...

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

Wednesday August 23, 2023

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, …
...

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 …
...

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

Thursday June 8, 2023

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 …
...

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

Monday May 15, 2023

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 …
...

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 …
...

Why Taylor Swift’s Breakup Feels Like our Breakup Too

Monday April 17, 2023

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 …
...

Examining Different Viewer Engagement Patterns for Social Capital on Streaming Communities

Friday January 27, 2023

From sharing video games to sharing one’s hobbies, live streaming is a popular form of social networking unlike any other. Due to its nature that combines broadcast and interpersonal exchanges, …
...

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 …
...

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. AI tutors can enhance learning outcomes such as facilitating various teaching-learning practices within and …
...

The Role of Video Games in Coping with Unemployment

Tuesday May 31, 2022

Unemployment can have devastating effects on people’s psychological and social well-being. The lack of control over one’s life and the loss of social connectedness that commonly result from …
...

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 …
...

Voices of the Unsung: The Role of Social Presence and Interactivity in Building Empathy in 360 Video

Thursday October 21, 2021

To better understand another, try walking a mile in their…video? Virtual reality (VR) and 360-degree video have made impactful contributions to immersive storytelling over the last decade. Both …
...

Sri Kalyanaraman, Yu-Hao Lee and CJC Alum Co-Author Article on Building Empathy in 360 Video

Monday August 30, 2021

Sri Kalyanaraman, University of Florida College of Journalism and Communications Journalism professor, Media Production, Management, and Technology Associate Professor Yu-Hao Lee and Daniel Pimentel, …