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洪雅慧
教授

專長:廣告學、廣告文案、網路行銷、傳播統計電腦應用、政治廣告、廣播廣告企劃與製作。

Contact Info
信箱:alicehong0323@gmail.com
Education
美國威斯康辛大學 麥迪遜分校大眾傳播博士

廣告系畢展擔任指導老師

  1. Mod’s Hair產品之整合行銷傳播企畫案,2010-09-01~2011-05-31
  2. Addidas運動鞋之整合行銷傳播企畫案,2010-09-01~2011-05-31
  3. Cold Stone產品之整合行銷傳播企畫案,2010-09-01~2011-05-31
  4. Maybelline產品之整合行銷傳播企畫案,2010-09-01~2011-05-31
  5. Fasio產品之整合行銷傳播企畫案,2010-09-01~2011-05-31
  6. Royal Elastics運動鞋之整合行銷傳播企畫案,2009-09-01~2010-05-31
  7. KKBOX之整合行銷傳播企畫案,2009-09-01~2010-05-31
  8. 茶山房天然手工皂之整合行銷傳播企畫案,2009-09-01~2010-05-31

期刊論文

  1. 洪雅慧、張恩光(即將出刊),〈政黨認同與社會距離如何影響第三人效果與第一人效果 –以大數據與網路調查來檢視85°C事件〉,《中華傳播學刊》,TSSCI。2020年11月19日已被該期刊接受。
  2. Hong, Y. H. & Chang, R. (2019). The use motivation of political satire show and the impacts of viewing frequency on voters’ political efficacy and political cynicism: Take Mr. Brown Show as an example. Advances in Journalism and Communication, 7(3):74-93.
  3. Hong, Y. H. & Lin, T. C. (2017). The impacts of political socialization on people’s online and offline political participation: Taking the youth of Singapore as an example. Advances in Journalism and Communication, 5(1): 50-70.
  4. Hong, Y. H. (2015). The role of Facebook, Plurk, and YouTube in the two-step and N-step flows of communication and the effect on political efficacy. Journal of International Communication, 22(1):42-63.
  5. Hong, Y. H. (2015). The impact of political satire show on people’s political knowledge, political efficacy, and political cynicism—Viewers vs. non-viewers in the 2014 Taipei Mayor Election. International Journal of Management and Applied Science, 1 (7):84-98.
  6. Hong, Y. H. (2015). The effects of political socialization in event marketing on the youth–A research of Three Little Pigs and Good Luck Charms campaigns in Taiwan’s 2012 Presidential Election. Asian Journal of Political Science, 23(2)207-225.
  7. Hong, Y. H., Lin, T. T. C. & Ang, P. H. (2015). Innovation resistance of political websites and blogs among Internet users in Singapore. Journal of Comparative Asian Development, 14(1), 110-136.
  8. Hong, Y. H. (2014). Which one is more annoying? – Comparing the cognitive, affective and conative effects of button ads and pop-up ads. Journal of Business and Economics, 5(11): 2074-2084.
  9. Hong, Y. H. & Chang, R. (2013). To click? Or not to click? –A Study of the Innovation Resistance of Political Emails, Chinese Journal of Communication, 6(3), 305-324. (SSCI) 
  10. 黃盟祺、洪雅慧、周巧弦(2012)。〈關鍵字廣告效果之研究─搜尋產品類型、認知需求與知覺風險之影響〉,《傳播與管理研究》,11(2):39-80。 
  11. 洪雅慧(2009)。〈北、高網路選民大不同?─媒介使用、媒介重要性評估與政治犬儒主義、投票行為之關連性研究〉,《東吳政治學報》,27(2),TSSCI期刊。
  12. 洪雅慧(2008)。〈「整合行銷傳播」策略在網路選戰中之應用—以2006年台北市長選舉郝龍斌與謝長廷之對決為例〉,《傳播與管理研究》,7(2):3-42。
  13. 洪雅慧(2007)。〈網路電子郵件之「第三人效果」與「第一人效果」─ 以台灣「319槍擊疑雲」電子郵件散播為例〉,《新聞學研究》,TSSCI期刊,90:1-42。
  14. 洪雅慧(2006)。〈網路政治宣導在台灣〉,《中華民國廣告年鑑2005~2006》,18:83-88。
  15. 洪雅慧(2006)。〈網路政治謠言之可信度以及轉寄行為研究─以「319槍擊疑雲電子郵件散播為例」〉,《傳播管理學刊》,銘傳大學傳播學院出版,2006年3月。
  16. Hong, Y. H. & Chang, R. (2002). Who’re on and why they’re there: A study of candidates’ web sites users in Taiwan, Asian Journal of Communication, 12(2),30-49. (Asian Journal of Communication目前為SSCI 期刊).
  17. 洪雅慧(2001)。〈候選人網站「資訊提供」與「使用可親近性」之滿意度比較—以公元 2000年總統大選為例〉,《廣告學研究》,17:83-104。 
  18. Pfau, M., Tusing, K. J., Koerner, A., Lee, W., Godbold, L. C., Penaloza, L. J., Yang, S. H. & Hong, Y. H. (1997). Enriching the inoculation construct: The role of critical components in the process of resistance, Human Communication Research, 24(2), 187-215.
  19. Pfau, M., Tusing, K. J., Lee, W., Godbold, L. C., Koerner, A., Penaloza, L. J., Hong, Y. H., & Yang, S. H. (1997). Nuances in inoculation: The role of inoculation approach, ego-involvement, and message processing disposition in resistance. Communication Quarterly, 45(4), 461-481.

研討會論文

  1. Hong, Y. H. & Chang, R. (2023, July). A study of BIRG, CORF and spiral of silence via examining social media activities in 2022 Taipei Mayoral Election. Paper presented at the 2023 International Association for Media and Communication Research (IAMCR), Lyon, France.
  2. Hong, Y. H., Chang, R. & Kang, Y. (2023, July). 'Explore BIRG and CORF phenomenon in political context via big data analysis of likes and comments on Instagram, Facebook and YouTube. Paper presented at the  2023 International Association for Media and Communication Research (IAMCR), Lyon, France.
  3. 洪雅慧、朱宣翰、蔡宛昀、丘筠捷(202211月)。〈社群聲量是否能夠取代民意調查並預測投票結果?—以大數據分析檢視2021年反萊豬公投案〉。2022 「台灣資訊社會研究學會年會暨論文研討會」,台北市: 政治大學。
  4. 洪雅慧(2021)。 〈社群聲量知多少?-大數據分析於政治傳播之應用〉, 大中華訪問學者研討會,香港中文大學「新聞與傳播學院」。
  5. 洪雅慧、王珍妮、廖家儀(2020,11月)。〈社群媒體聲量可以真實反映選民對於候選人的形象認知?以大數據分析與問卷調查來檢核2018年高雄市市長選舉候選人韓國瑜形象〉,2020「台灣資訊社會研究學會年會暨論文研討會」。台北市:臺灣師範大學校本部。
  6. 洪雅慧、張恩光、陳瑾玟、洪偉峻(2020,10月)。〈按了讚就代表真的喜歡他? 大數據分析 vs. 問卷調查—以2018年高雄市市長選舉候選人韓國瑜喜好度為例〉,2020「新媒體產業與創新學術研討會」。台中市:靜宜大學。
  7. Hong, Y. H. & Chang, R. (2020, February). A study of the impacts of Facebook fan page use about Beipiao incident on candidate’s preference in 2018 Kaohsiung Mayoral election. 221st International Conference on Education, Business, Humanities and Social Sciences (ICEBHS), Tokyo, Japan.
  8. Hong, Y. H. & Chang, R. (2019, July). Party Identification and socialdistance on the third-person
    and first-person perceptions: Take an exampleof the 85°C Bakery Café incident. Paper presented
    at the 2019International Association for Media and Communication Research(IAMCR), Madrid, Spain.
  9. Hong, Y. H. & Chang, R. (2019, April). The impacts of media use on people’s attitude toward President Tsai Ing-wen and their voting decision of the 2018 local elections after the 85°C Bakery Café incident. 8th International Conference on Social Science and Humanity (ICSSH 2019). Osaka, Japan.
  10. Hong, Y. H. & Chang, R. (2018, March). Third-person effect vs. First-person effect–A research of the news effect of 33 Physicians poached by Fu Jen Catholic University Hospital from Taiwan University Hospital. 2018 International Conference on Business and Social Sciences (ICBASS), March 27-29, Kyoto, Japan.
  11. Hong, Y. H. & Chang, R. (2016, July). The use motivation of political satire shows and the effects of viewing frequency on people’s political efficacy and political cynicism —Take Mr. Brown Show as an example. Paper presented at the 2016 International Association for Media and Communication Research (IAMCR) Annual Conference. Leicester, U.K.
  12. Wang, X. & Hong, Y. H. (2016, July). A study of the third-person effect versus the first-person effect in environmental issues—A case of the Chinese smog problem documentary “Under the Dome.” Paper presented at the 2016 International Association for Media and Communication Research (IAMCR) Annual Conference. Leicester, U.K.
  13. Hong, Y. H., Lee, P. C. & Tsai, M. C. (2015, July). Political satire show: its use motivation and the correlations between its viewing frequency and people’s political efficacy and political cynicism. The 4th International Symposium on Business and Social Science, July 20-22, at Sapporo Renaissance, Hokkaido, Japan.
  14. Hong, Y. H. & Chang, R. (2015, June). The influence of political satire show on people’s political knowledge, political efficacy, and political cynicism—Viewers vs. non-viewers in the 2014 Taipei Mayor Election. First International Conference on Social Science, Economics and Humanities (ICSSEH), June 21, at Paris, France.
  15. Hong, Y. H., Lin, L. T. & Sang, T. H. (2014, March). The cognitive, affective and conative effects of Internet advertisements– Button ads vs. pop-up ads. 2014 International Conference on Business and Social Sciences (ICBASS), March 28-30, Tokyo, Japan. 
  16. Hong, Y. H., Chang, R. & Benitez, M. (2013). The effects of political socialization in event marketing on the youth–A research of Three Little Pigs and Good Luck Charms campaigns in Taiwan’s 2012 Presidential Election. Paper presented at the 2013 International Association for Media and Communication Research (IAMCR) Annual Conference. “Crises, ‘Creative Destruction’ and the Global Power and Communication Orders.” Dublin, Ireland.
  17. Lin, Trisha T.C. & Hong, Y. H. (2011, October). Youth, new media, and political participation in the election. Impact of new media on General Election 2011 conference”, Singapore.   
  18. Hong, Y. H. & Chang, Roland (2011, July). A study of the innovation resistance of political related e-mails. “Cities, Connectivity & Creativity”, IAMCR Annual Conference, Istanbul, Turkey.
  19. Lin, Trisha T. C. & Hong, Y. H. (2011, July). “Mobile TV adoption and content preferences: Perceptions of Internet users in Singapore,” “Cities, Connectivity & Creativity”, Istanbul, Turkey, IAMCR Annual conference, Turkey.
  20. Hong, Y. H., Lin, T. T. C. & Ang, P. H. (2010). Third-person effects on Singaporeans’ perception of censorship and information sharing toward online political information. IAMCR World Conference, Braga, Portugal, July18-22, 2010.
  21. Hong, Y. H., Lin, T. T. C. & Ang, P. H. (2010). Spreading out the political information online and offline: A two-step model of the role of the Internet in communication flow in Singapore and Taiwan. IAMCR World Conference, Braga, Portugal, july18-22, 2010.
  22. Hong, Y. H., Lin, T. T. C. & Ang, P. H. (2010). Political Campaigning in Cyberspace: Innovation Resistance among Internet Users in Singapore. The 19th AMIC Annual Conference, June 21-23, 2010.
  23. Hong, Y. H. (2009). “Different media, different impact? –Comparing Internet and traditional sources on political cynicism and voting behavior.” International Conference on “Emerging Mode of Communication: Technology Enhanced Interaction.” Hong Kong Baptist University on 26-27 March 2009.
  24. Hong, Y. H. (2008). “A study of the Innovation Resistance of Candidates’ Web Sites & Blogs.” IAMCR World Congress, Stockholm, Sweden, July20-25, 2008.
  25. 洪雅慧(2006)。〈「整合行銷傳播」在網路選戰中之應用—以2006年台北市長選舉為例〉,「數碼傳播與社會轉型:中華社會及其他地區之經驗」國際研討會論文,香港浸會大學,2006年12月。
  26. 洪雅慧(2006)。〈網路謠言之可信度以及轉寄行為研究─以「319槍擊疑雲」電子郵件為例〉,發表於銘傳大學2006國際學術研討會,「2006傳播管理研討會數位內容產業發展論壇」,2006年3月。
  27. 洪雅慧、張恩光(2003)。〈網路使用、網路依賴、政治參與對候選人網站可信度之影響─以2002年台北市長選舉為例〉,中華傳播學會2003年年會,交通大學,台灣新竹。
  28. 洪雅慧(2003)。〈台北市長候選人,你知道是誰在看你的網站嗎? –以2002年馬英九與李應元之對決為例〉,張思恆文教基金會2002年學術研究獎論文發表會/論文發表。
  29. 洪雅慧等(2002)。〈「蓋台廣告」收視反應之研究─ 以台北縣有線電視訂戶為例〉,「第十屆中華民國廣告暨公共關係學術與實務研討會」論文,政治大學,台北木柵。
  30. 洪雅慧(2001)。〈誰是2000年總統選舉網路大戰之最大贏家?—候選人網站「資訊提供」與「使用可親近性」之滿意度比較〉,「第九屆中華民國廣告暨 公共關係學術與實務研討會」論文,政治大學,台北木柵。

專書論文

  1. Lin, Trisha & Hong Yah-Huei (2015). Different but not that different: New media’s impact on young voters’ political participation. In the book “Battle for Hearts and Minds–New Media and Elections in Singapore.” (Singapore:World Scientific Publishing Co Pte Ltd.
  2. Hong Yah-Huei (2012). Reject now, accept in the future? A study of innovation resistance to candidate websites & blogs. In Ravi, K. Dhar & Pooja, Rana (Eds.), Media in the Swirl. New Delhi, India: Pentagon Press.

專書

  1. 洪雅慧(2010)。《網路競選傳播》。台北:五南出版社。
  2. 鄭自隆、洪雅慧、許安琪(2005)。《文化行銷》,台北:國立空中大學。
  3. 陳尚永、洪雅慧、蕭富峰編譯(2002)。《廣告學》,華泰文化事業公司出版。

科技部(國科會)研究計畫案&海外研究計畫案

  1. 洪雅慧,「大數據分析結果是否真的可以預測選舉結果? –以2022年台灣六都市長選舉之候選人形象認知、喜好度與投票決定為例」,計畫編號:Most 110-2410-H-030-059-SS2,2021/08/01~2023/07/31。
  2. 洪雅慧,「社群媒體之正負聲量以及其對選民之於候選人的形象認知與喜好度影響研究:以2018年台北市市長選舉之事件行銷與危機事件為例」,計畫編號:Most 106-2410-H-030-058-SS2,2017/08/01~2019/07/31。
  3. 洪雅慧,政治諷刺秀之收視動機探討以及收視頻率對於政治知識、政治效能以及政治憤世疾俗之影響:新加坡 vs. 台灣,NSC102-2410-H-030-033-SS2,2013/08/01~2015/07/31。
  4. 洪雅慧,「微網誌、YouTube 之兩級傳播與政治犬儒主義、政治效能之關聯性研究」,計畫編號:NSC 100-2410-H-030-042,2011/08/01-2012/07/31。
  5. “The impacts of new media and political socialization on Singapore’s young generation in politics.” (2010-2011). (新加坡 “The 201X Election Project”之子計畫) 。擔任共同計畫主持人。(The sponsor for “The 201X Election Project” is the Institute of Policy Studies, Lee Kuan Yew School of Public Policy, National University of Singapore.)
  6. 為新加坡南洋理工大學的「傳播與信息學院」執行研究計畫案 “A Study of Innovation Adoption and Resistance of the Political Related Websites and Blogs among Internet Users in Taiwan & Singapore.” (2009). 擔任計畫主持人,Wee Kim Wee School of Communication and Information, Nanyang Technological University。計劃編號:M61060002 GL707061 Special Project。 
  7. 「候選人網站、部落格、電子郵件之創新抵制研究」(2008-2009),擔任計畫主持人,國科會研究案,執行時間: 2008 /08/01-2009/07/31,計畫編號: NSC 97- 2410-H- 030- 018- SSS。 
  8. 「2006年北、高兩市市長選舉政黨與候選人網站研究」(2006),擔任計畫主持人,輔仁大學95學年度校內研究計畫案。
  9. 「大台北地區公車LCD-TV妥善率調查報告」(2005),擔任執行協同主持人,由「柏泓媒體」委託。

 海外教學、講學與研究經歷

  1. 於日本的立教大學 (Rikkyo University) 社會學院 (The College of Sociology) 擔任客座教授,教授課程:“Special Topics in Marketing Communication,” 2016。
  2. 於波蘭的托倫社會及媒體文化學院(College of Social and Media Culture in Torun) 講學,共提供了4場演講:

    1) Product placement in TV news, movie and TV series 

    2) Triple H for Viral Marketing

    3) Political advertising in the U.S., Japan & Taiwan 

    4) The influence of new media on election results

  3. 於新加坡的南洋理工大學 (Nanyang Technological University) 傳播與信息 學院 (Wee Kim Wee School of Communication and Information), 擔任其Internet Research Center之 Research Fellow, 2009。

演講

  1. Hong, Y. H. (2019). “Social media use in election campaigns.” 社会学部,Rikkyo University, Japan.
  2. Hong, Y. H. (2016). “Elections and the New Media: Dealing with the Digital Transformation Wave.” KONRAD ADENAUER SCHOOL FOR YOUNG POLITICIANS (KASYP) workshop on “Leadership in Campaigning.” Sheraton Grande Taipei, Taiwan 21st – 24th March, 2016.
  3. Hong, Y. H. (2009). “Innovation Resistance of the Political Related Websites and Blogs among Internet Users in Singapore.” Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore.

獲獎

  1. “Political Campaigning in Cyberspace — Innovation Resistance among Internet Users in Taiwan and Singapore” Asian Communication Research Centre (ACRC) Fellowship Award. (2009), Wee Kim Wee School of Communication and Information, Nanyang Technological University.
  2. 「候選人網站使用與滿足研究─以2002年台北市市長選舉為例」獲張思恆文教基金會2002年學術研究獎。
  3. 從92至108學年度,共有17個學年度獲得輔仁大學「教師及研究人員研究成果獎勵」,累計超過30篇論文獲得獎勵。

雜誌專稿

  1. 洪雅慧(2000)。〈美國負面廣告的借鏡〉。《新觀念》,137。
  2. 洪雅慧(1999)。〈整合行銷傳播in Elections〉。《廣告雜誌》,92。
  3. 洪雅慧(1999)。〈三合一選舉「大審判」〉。《廣告雜誌》,93。
  4. 洪雅慧(1999)。〈總統候選人!你知道是誰在看你的網站嗎?〉。《廣告雜誌》,103。
  5. 洪雅慧(1998)。〈台灣到了,要減肥、強身的請趕快下車〉。《廣告雜誌》,82。
  6. 洪雅慧(1998)。〈不實廣告VS. 吹牛廣告〉。《廣告雜誌》,84。
  7. 洪雅慧(1998)。〈漫談政治廣告〉。《廣告雜誌》,88。
  8. 洪雅慧(1998)。〈小「X」舞大刀,是否真能馬到成功〉。《廣告雜誌》,88。
  9. 洪雅慧(1998)。〈政治廣告vs. 商業廣告策略〉。《廣告雜誌》,89。
  10. 洪雅慧(1998)。〈負面政治廣告〉。《廣告雜誌》,90。
  11. 洪雅慧(1998)。〈政治廣告大反撲〉。《廣告雜誌》,91。