Heather Shoenberger

Heather Shoenberger is an Associate Professor at the Bellisario College of Communications, Pennsylvania State University. Her research focuses on authenticity in digital advertising, consumer behavior in response to media, and health communication. She explores how emerging technologies like AR and virtual influencers shape advertising efficacy and consumer trust. Her work also examines political communication dynamics and the psychological impacts of media content, including strategies to counter misinformation and enhance message credibility.

Shoenberger’s expertise spans multiple areas: the persuasive role of authenticity in advertising, the ethical dimensions of digital media manipulation, and the intersection of health outcomes with media exposure. She has published extensively in journals like the Journal of Advertising Research and Communication Research, addressing topics ranging from virtual influencer effectiveness to crisis communication during pandemics.

Her research often highlights practical implications for creating healthier, more transparent media content. Notable areas include strategies to mitigate green skepticism in sustainability campaigns, the persuasive framing of political messages, and leveraging narrative techniques to enhance message credibility in health and environmental contexts.

Awards/Achievements: None explicitly listed in the provided text.

Advising/Grants: No advising relationships or grants are detailed in the text. Her work primarily focuses on research and scholarly publications.