Jiemin LOOI Jiemin LOOI
Jiemin LOOI 呂潔敏

Assistant Professor

Ph.D. Advertising, University of Texas at Austin
(852) 3411-8019
CVA Room 907

Jiemin Looi (Ph.D., University of Texas at Austin) is an assistant professor in the Department of Communication Studies at Hong Kong Baptist University. Her research examines how consumers perceive, interact with, and are persuaded by advertising technologies. Jiemin’s work is also contextually aligned with the strategic communication of science, health, environmental, and risk issues.

To date, she has received 6 research awards, 10 academic honors and merit-based fellowships, as well as 10 professional development awards. Jiemin has also published extensively in flagship and SSCI-indexed academic journals, such as Public Understanding of Science, Energy Policy, Energy Research & Social Science, and Environmental Communication.


Research Interests

  • artificial intelligence in advertising
  • human-computer interaction
  • public opinion of advertising technologies
  • influencer marketing
  • strategic communication for prosocial advertising campaigns



  1. Song, G. Y. W., Looi, J., & Kang, E. Y. (2023). Assessing how an unofficial brand partnership affects a brand image: The case of the Satan Shoes. Journal of Global Fashion Marketing. https://doi.org/10.1080/20932685.2023.2234930
  2. Looi, J., & Ho, S. S. (2023). Spokespersons for science: Examining social media influencers’ popularization of controversial technologies on YouTube. Journal of Science Communicationhttps://doi.org/10.22323/2.22010206
  3. Looi, J., Kemp, D. & Song, G. Y. W. (2022). Instagram influencers in health communication: Examining the roles of influencer type and message construal in COVID-19 prevention public service announcements. Journal of Interactive Advertising, https://doi.org/10.1080/15252019.2022.2140316
  4. Ho, S. S., Looi, J., Leung, Y. W., K. Viswanath, M. A. Bekalu., (2020). Comparing the knowledge gap hypothesis in the United States and Singapore: The case of nanotechnology. Public Understanding of Science, 29(8), 835–854. https://doi.org/10.1177%2F0963662520952547
  5. Ho, S. S., Kim, N., Looi, J., & Leong, A. D. (2020). Care, competency, or honesty? Framing emergency preparedness messages and risks for nuclear energy in Singapore. Energy Research & Social Science, 65, 101477. https://doi.org/10.1016/j.erss.2020.101477
  6. Ho, S. S., Looi, J., Goh, T. J. (2020). Scientists as public communicators: Individual- and institutional-level motivations and barriers for public communication in Singapore. Asian Journal of Communication, 30(2), 155–178. https://doi.org/10.1080/01292986.2020.1748072
  7. Ho, S. S., Looi, J., Leung, Y. W., Goh, T. J. (2019). Public engagement by STEM and non-STEM researchers in Singapore: A qualitative comparison of macro- and meso-level concerns. Public Understanding of Science, 29(2), 211-229https://doi.org/10.1177%2F0963662519888761
  8. Ho, S. S., Oshita, T., Looi, J., Leong, A. D., & Chuah, A. S. F. (2019). Exploring Public Perceptions of Benefits and Risks, Trust, and Acceptance of Nuclear Energy in Thailand and Vietnam: A Qualitative Approach. Energy Policy, 127, 259-268. https://doi.org/10.1016/j.enpol.2018.12.011
  9. Ho, S. S., Leong, A. D., Looi, J., & Chuah, A. S. F. (2019). Online, Offline, or Word-of-Mouth? Complementary Media Usage Patterns and Credibility Perceptions of Nuclear Energy Information in Southeast Asia. Energy Research & Social Science, 48, 46-56. https://doi.org/10.1016/j.erss.2018.09.012
  10. Ho, S. S., Looi, J., Leong, A. D., Leung, Y. W. (2018). Explicating Factual and Subjective Science Knowledge: Knowledge as a Mediator of News Attention and Attitudes. Asian Journal of Communicationhttps://doi.org/10.1080/01292986.2018.1518466
  11. Ho, S. S., Looi, J., Chuah, A. S. F., Leong, A. D., & Pang, N. (2018). “I can live with nuclear energy if…” Exploring public perceptions of nuclear energy in Singapore. Energy Policy, 120, 436–447. https://doi.org/10.1016/j.enpol.2018.05.060
  12. Ho, S. S., Leong, A. D., Looi, J., Chen, L., Pang, N., & Tandoc, E. Jr. (2018). Science literacy or value predisposition? A meta-analysis of factors predicting public perceptions of benefits, risks, and acceptance of nuclear energy. Environmental Communication, 457–471. https://doi.org/10.1080/17524032.2017.1394891




  • 2023: Top Paper Award, Human-Machine Communication Interest Group, 73rd International Communication Association annual conference, with Eastin, M. S.
  • 2022: MacDougall Student Paper Award (3rd Place), Newspaper & Online News Division, 105th Association for Education in Journalism & Mass Communication annual conference, with Sussman, K.
  • 2022: Best Student Conference Paper, American Academy of Advertising annual conference, with Song, G. Y. W
  • 2019: Best Published Article Award (Honorable Mention), Communicating Science, Health, Environment, & Risks (ComSHER) Division, Association for Education in Journalism & Mass Communication annual conference, with Ho. S. S., Leong, A. D., & Chuah, A. S. F.
  • 2017: Best Presentation Award, 19th International Conference on Nuclear Energy Systems Engineering annual conference, with Ho. S. S., Leong, A. D., & Chuah, A. S. F.
  • 2017: Top Student Paper Award, Communication and Technology Division, 67th International Communication Association annual conference, with Gan, D., Leong, A. D., & Chua, A.



  • 2023–2025: Hong Kong Baptist University Start Up Grant/HK$200,000
  • 2022: Singapore Social Science Research Council Grant/ S$10,000: “Artificial intelligence in advertising: A mixed-method comparison of human and virtual social media influencers”.
  • 2020–2021: John S. and James L. Knight Foundation Grant/ US$2,500: “Twitter misinformation labels vs. Scientist’s fact-checking responses? Evaluating the strategies debunking misinformation about COVID-19 on Twitter”.
  • 2017–2019: Nanyang Technological University Grant/ S$3,000: “Social phenomena on YouTube”.