Ting-Hao Tsou, Ph.D.
Assistant Professor of Digital Communication and Media
Office: Sybil B. Harrington Fine Arts Complex 265
Email: ttsou@wtamu.edu
Phone: 806-651-2808
Professional Profile
Dr. Ting-Hao Tsou is an Assistant Professor of Digital Communication and Media at the Department of Communication, West Texas A&M University. He earned his Ph.D. in Strategic Communication at the Missouri School of Journalism and both his M.A. and B.A. in Public Relations and Advertising at Shih Hsin University in Taipei, Taiwan.
Teaching and Related Service
Dr. Tsou’s teaching expertise focuses on helping students acquire essential knowledge and skills in communication, advertising, media, and methodology from both theoretical and practical perspectives. In our department, he teaches Advertising Principles, Digital Advertising, Advertising Campaigns, Intro to Media Communication, and Research Methods. He also advises the Buffalo Advertising Team for conducting advertising campaigns for real-world clients and attending National Student Advertising Competition (NSAC ) held by American Advertising Federation (AAF). He was also a mentor for the Maxine Wilson Gregory Research Program as a central hub to guide students from all disciplines in conducting research of their interests.
Research and Creative Activity
Dr. Tsou’s research focuses on studying and teaching the use of cutting-edge technology, especially augmented and virtual reality (A/VR), in influencing how people process and respond to theoretically derived advertising and health messages. Currently, he is actively conducting research to investigate the effectiveness and validate theoretical models in digital advertising. He has published articles in the leading journals in the advertising filed, including Journal of Interactive Advertising (JIA), Advertising & Society Quarterly (ASQ), etc. and presented his studies regularly in the major conferences such as American Academy of Advertising (AAA), International Conference on Research in Advertising (ICORIA), International Communication Association (ICA), and Association for Education in Journalism and Mass Communication (AEJMC).
Publications
Zhang, W., Tsou, T.H., Rodgers, S., & Willett, J. F., (Accepted). Comparing Personalization Strategies in Social Network Advertising: The Role of Impression Motivation in Persuasion Outcomes. Journal of Interactive Advertising. Zhang, W., Rodgers, S., Tsou, T.H., & Belobrovkina, E. (2023). Fighting Cancer" Like a Girl" and Taking It" Like a Man": Examining Gender Stereotypes in Online Breast and Prostate Cancer PSAs. Advertising & Society Quarterly, 24(2).
Conferences Presentations
Tsou, T.H. (2024). Telling An Augmented Story - How Can Web-based Augmented Reality Be Used in Designing Narratives for Brands? Presented at the 2024 American Academy of Advertising Annual (AAA) Conference in Portland, OR; March 14–17. Deshpande, K, Tsou, T.H., & Rodgers, S., (2023). Use of Augmented Reality and Storytelling by Brands to Enhance Experience and Connect with Consumers. Presented at the 2023 Show Me Research Week held by the University of Missouri in Columbia, MO; April 19-24. Deshpande, K, Tsou, T.H., & Rodgers, S., (2022). Do You See What We See? Brands Using Augmented Reality and Stories to Make the World a Better Place. Presented at the 2022 Fall Research Day held by the University of Missouri in Columbia, MO; November 17 – 19. Zhang, W. & Tsou, T.H., Belobrovkina, E., & Rodgers, S., (2022). Fighting Cancer "Like a Girl" and Taking it "Like a Man:" Examining Gender Stereotypes in Online Breast and Prostate Cancer PSAs. Presented at the 2022 American Academy of Advertising Annual (AAA) Conference in ST.H. Petersburg, FL; March 24–27. Tsou, T.H., & Zhang, W. (2015). Humanizing Brands Get Back Fire – How Anthropomorphization, Crisis Type, and Response Strategy Impact Brands in Crisis. Presented at the 2015 International Conference on Research in Advertising (ICORIA) in London, United Kingdom; July 2–4. Tsou, T.H., & Zhang, W. (2015). When and Where to Show Off — Synergistic Effects of Social Media and the Need for Self-Enhancement on Consumers’ WOM to Open Ads. Presented at the International Symposium on Social Sciences and Management (ISSSM), in Tokyo, Japan; February 3–5. Tsou, T.H., & Zhang, W. (2014). To Open or to Close? The Effect of Consumers’ Need for Closure on Message Design in Openness Advertisements. Presented at the International Communication Association (ICA) Annual Conference in Brisbane, Australia; October 1–3. Tsou, T.H. (2014). Getting Ambiguous to Go Open: The Effects of Ambiguity on Advertising Attitude and the Mediation Role in Openness Advertisements. Presented at the International Forum on Public Relations and Advertising (IFPRAD) in Bangkok, Thailand; August 13–15.
Awards/Honors
Oct 2023 Recipient, Best Dissertation Award, School of Journalism, University of Missouri. Dec 2022 Recipient, Gregory Scholarship for presenting research paper, Maxine Wilson Gregory Scholar Program, School of Journalism, University of Missouri. Aug 2022 Recipient, Gregory Scholarship for conducting research projects, Maxine Wilson Gregory Scholar Program, School of Journalism, University of Missouri. Mar 2022 Recipient, Graduate Student Scholarship for presenting research paper, American Academy of Advertising (AAA) Annual Conference. Mar 2022 Recipient, Professional Presentation Award for conducting research projects, Graduate School, University of Missouri. 2019 - 2022 Recipient, Donald S Mozley Scholarship, School of Journalism, University of Missouri.