College of Communication Full-time Faculty

Dr. Shu-Chuan (Kelly) Chu

Shu-Chuan (Kelly) Chu, Ph.D.
Assistant Professor, Advertising
Office: 14 E Jackson Blvd., Suite 1825
Phone: (312) 362-7929
E-mail: schu7@depaul.edu

Kelly Chu teaches advertising courses such as Principles of Advertising, Advertising Campaigns, Digital Advertising, and Integrated Communication Campaigns.

Areas of Interest and Specialization
Professor Chu's research interests include social media, user-generated content, electronic word-of-mouth (eWOM), cross-cultural consumer behavior, and consumer-brand relationships. Her recent projects investigate how social relationship factors relate to eWOM transmitted via online social websites. She also examines how national culture influences consumers’ decision to engage in eWOM behaviors in social media.

Chu’s work has been published in Journal of Global Marketing, International Journal of Advertising, Journal of Interactive Advertising, Journal of International Consumer Marketing, Journal of Marketing Communications, and Chinese Journal of Communication, and is forthcoming in International Journal of Internet Marketing and Advertising and Asian Journal of Business Research, among others.

Her work has also appeared in Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (Vol. I), Computer-Mediated Communication Across Cultures: International Interactions in Online Environments, Advances in Advertising Research (Vol. II) and Handbook of Research in International Advertising.

She reviews articles for several journals such as Journal of Advertising, European Journal of Marketing, International Journal of Advertising, Journal of Interactive Advertising, Journal of International Marketing, Journal of Computer-Mediated Communication, Journal of Marketing Communications, CyberPsychology, Behavior, and Social Networking, among others. She serves on the editorial review board of Journal of Interactive Advertising.

Chu has been a Visiting Professor in China and is currently the chair of the International Advertising Education Committee at the American Academy of Advertising. She will be participating in the Advertising Educational Foundation’s 2012 Visiting Professor Program.

Degrees
Kelly received her M.A. and Ph.D. in Advertising at The University of Texas at Austin, and B.A. in Advertising in National Chengchi University in Taipei, Taiwan.