Get started
Author

Mengtian Jiang

Observed names: Jiang, Mengtian, Mengtian (Montina) Jiang
ORCID: 0000-0002-6813-8810
Observed ORCID: 0000-0002-6813-8810
OpenAlex ID: A5083887195
Understanding online safety behaviors: A protection motivation theory perspective
2016 · Hsin-yi Sandy Tsai, Mengtian Jiang, et al. · Computers & Security · 363
Can Virtual Influencers Replace Human Influencers in Live-Streaming E-Commerce? An Exploratory Study from Practitioners’ and Consumers’ Perspectives
2023 · Anan Wan, Mengtian (Montina) Jiang · Journal of Current Issues & Research in Advertising · 96
Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence
2021 · Jing Yang, Mengtian Jiang · Journal of Research in Interactive Marketing · 48
Now You See Me, But You Don't Know: Consumer Processing of Native Advertisements in Online News Sites
2017 · Mengtian Jiang, Brigitte A. McKay, et al. · Journal of Interactive Advertising · 45
Generational differences in online safety perceptions, knowledge, and practices
2016 · Mengtian Jiang, Hsin-yi Sandy Tsai, et al. · Educational Gerontology · 43
Promoting Mask-Wearing in COVID-19 Brand Communications: Effects of Gain-Loss Frames, Self- or Other-Interest Appeals, and Perceived Risks
2021 · Mengtian Jiang, Naa Amponsah Dodoo · Journal of Advertising · 34
The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads
2022 · Mengtian Jiang, Jing Yang, et al. · Journal of Interactive Advertising · 33
Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?
2021 · Jing Yang, Mengtian Jiang, et al. · Journal of Interactive Advertising · 27
Don’t Hate me Because I am Beautiful: Identifying the Relative Influence of Celebrity Attractiveness and Character Traits on Credibility
2015 · Nora J. Rifon, Mengtian Jiang, et al. · Springer eBooks · 27
Bringing older consumers onboard to online banking: a generational cohort comparison
2022 · Mengtian Jiang, Nora J. Rifon, et al. · Educational Gerontology · 24
Human vs. AI Influencer Activism: Exploring Self-Branding and Issue Advocacy Effectiveness Through Social Influence Processes
2024 · Weilu Zhang, Mengtian Jiang, et al. · Journal of Interactive Advertising · 19
Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities
2022 · Nora J. Rifon, Mengtian Jiang, et al. · Journal of Product & Brand Management · 19
Curbing misinformation dissemination in influencer marketing: how misinformation interventions affect endorsement effectiveness
2025 · Quan Xie, Mengtian Jiang, et al. · International Journal of Advertising · 14
Online Banking for the Ages: Generational Differences in Institutional and System Trust
2015 · Saleem Alhabash, Mengtian Jiang, et al. · Emerald Group Publishing Limited eBooks · 13
Signaling Consumer Impressions with CSR Support on Social Media: The Roles of Industry Stigma and Consumer Self-Disclosure
2021 · Hyun Ju Jeong, Mengtian Jiang · Journal of Interactive Advertising · 8
“Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses
2022 · Jing Yang, Mengtian (Montina) Jiang, et al. · Journal of Promotion Management · 7
Is it Institutional or System Trust: Mediating the Effect of Generational Cohort Membership on Online Banking Intentions
2015 · Saleem Alhabash, Brandon Brooks, et al. · Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign) · 5
PDF
Platform differences in live-streaming commerce: The Role of task-technology fit and social-technology fit in driving consumer engagement and purchase decisions
2026 · Jing Yang, Mengtian Jiang, et al. · Journal of Marketing Communications
Artificial and misfit: The sincerity challenge of AI influencers in social advocacy
2026 · Weilu Zhang, Hanyoung Kim, et al. · Journal of Marketing Communications
Is this Endorsement Authentic? The Role of Message Sequence in Influencer Marketing
2023 · Jing Yang, Lana Kennedy-Foglio, et al. · European Advertising Academy
Why Do Consumers Forgive or Blame Celebrity Domestic Violence? the Roles of Celebrity Histories, Individual Trait, and Online Media Use
2016 · Nora J. Rifon, Mengtian Jiang, et al. · Global marketing conference proceeding
Effect of online review modality on online shoppers' attitude and behavior
2013 · Jiang, Mengtian · Michigan State University Libraries
Works count: 25
Citation count: 826
H-index: 13
I10-index: 14
Year
Topic
Type