Selected Recent Publications
Lee, Y-J., Zhao, W. & Chen, H. (Forthcoming), Virtual responsibility: Understanding consumer engagement in CSR Virtual Reality (VR) Experiences across heavy and low users, Journal of Digital & Social Media Marketing.
Borah, P., Lee, D., Mu, D., Vishnevskaya, A., Irom, I., Price, R., Ramazan O. & Lee, Y. (2024). Virtual Reality and refugee crises: Impact of ‘Clouds Over Sidra.’ The Critical Augmented and Virtual Reality Research Network, CAVRN. https://cavrn.org/virtual-reality-and-refugee-crises-impact-of-clouds-over-sidra/
Borah, P., Irom, B., Lee, Y-J, Lee, D. K. L., Mu, D., Vishnevskaya, A., Yel, E., & Price, R. (2024). VR technology and humanitarian crisis: Political ideology and the intention to donate in the case of the Syrian refugee crisis. New Media & Society.
Lee, Y-J., Park, M., Silva, D. & Joo (2022). Power users’ branded Virtual Reality experiences: A preliminary study, Journal of Communication Technology, 5(3), 53-77.
Lee, Y-J., Zhao, W., & Chen, H. (2021). Consumer response to virtual CSR experiences. Journal of Current Issues & Research in Advertising, 42(1), 102-122.
Selected Recent Presentations
Lee, Y-J., Borah, P., Irom, B. & Okor, F. (August, 2025). Virtual Reality and alcohol attitudes and behavior in underage individuals: The moderating role of immersive tendencies. Association for Education in Journalism and Mass Communication conference, (CTEC Division), San Francisco, CA.
Lee, Y-J., Borah, P., Irom, B., Mu, D., Hae, Y. (June, 2025). Virtual reality experiences on motivation to seek information of refugees: Moderating effects of prejudice and religiosity. International Communication Association, (Ethnicity & Race in Communication Division), Denver, CO.
Borah, P., Lee, D., D., Mu, Vishnevskaya, A., Irom, B., Price, R., Ramazan, O., & Lee, Y. (June, 2024). Humanitarian communication and Virtual Reality: Empathy and intention to share information. International Communication Association CAVRN post conference, Sydney Australia.
Borah, P., Irom, B., Lee, Y., Lee, D., Mu, D., Vishnevskaya, A., Yel, Y. & Price, R. (August, 2023). VR technology and humanitarian crises: Political ideology, sympathy, and the intention to donate. Association for Education in Journalism and Mass Communication conference, (Communication Technology Division), Washington D.C.