College of Communication > Faculty & Staff > Faculty A-Z > Shu-Chuan (Kelly) Chu

Shu-Chuan (Kelly) Chu

  • ​​

  • Professor and Program Director of Public Relations and Advertising
  • ​​​​​​​​​PhD (University of Texas at Austin)​​​​​
  • Public Relations and Advertising; Professional Communication
  • (312) 362-7929
  • ​​​14 E. Jackson Blvd., Room 1259​​​

​Kelly Chu teaches advertising courses such as Principles of Advertising, Digital Advertising, International Advertising, and Public Relations and Advertising Capstone in the Public Relations and Advertising program. She also teaches study abroad courses focusing on Taiwan, Japan and China. She received the 2020 Billy I. Ross Advertising Education Award from the American Academy of Advertising.

She is an Associate Editor for the Journal of Interactive Advertising, the International Journal of Advertising, and the Chinese Journal of Communication. She is on the editorial review board of the Journal of Advertising and has won the best reviewer award for the Journal of Interactive Advertising and the International Journal of Advertising. She also received the Journal of Global Fashion Marketing High Scholarly Impact Award.

Areas of Interest and Specialization

Professor Chus research interests include social media, electronic word-of-mouth (eWOM), corporate social responsibility (CSR), brand activism, and cross-cultural consumer behavior. Her recent projects investigate the process of how brand activism influences consumers’ responses to brands. She also examines how national culture influences consumers decisions to engage in eWOM behaviors on social media. In her recent research projects, she and her co-authors have investigated the impact of personalization on viral behavior intentions on TikTok and the socialization process therein. Her research also examines the intersection of interactive advertising and fashion consumer behavior as well as the role of social media advertising in hospitality, tourism, and travel (HTT). 

Dr. Chus work has been published in the Journal of Advertising, International Journal of Advertising, Journal of Interactive Marketing, Journal of Interactive Advertising, Journal of Business Research, Journal of Global Marketing, Journal of Marketing Communications, Journal of Global Fashion Marketing, and International Journal of Strategic Communication, among others. Her work has also appeared in books such as Digital Advertising, Effective Advertising Strategies in the Social Media Age, and Handbook of Research in International Advertising. 

As of November 2023, her work has received 8,391 citations on Google Scholars. Her article titled “Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sitesis the most-cited article of all time in the International Journal of Advertising since it was published in 2011. With colleagues, she edited Electronic Word of Mouth as a Promotional Technique. She also served as guest editor for special issues of the International Journal of Advertising (Online Advertising and Marketing of Service Businessesand Electronic Word-of-Mouth (eWOM)) as well as the Journal of Interactive Advertising (Interactive Advertising and Digital Communications in Fashion).  

Dr. Chu is currently the President of the American Academy of Advertising (AAA), “home to a community of scholars and professionals seeking to advance advertising knowledge and education around the world (see She has been an active member of the AAA since 2008. She chaired the International Advertising Education Committee (now the Global and Multicultural Committee) and the 2013 American Academy of Advertising Global Conference in Hawaii. She was elected as Sectary of the AAA’s Executive Committee for 2017-2018 and has served on the Research Committee, the Global and Multicultural Committee, the Publications Committee, and the Membership Committee. Under her leadership, the AAA launched its first Best Diversity, Equity, and Inclusion (DE & I) Conference Paper Award. She also launched AAA’s first Childcare Grant to support members with childcare needs during the conference.  

Dr. Chu has presented her work around the world, including America, Asia, Europe, and Australia. She has been a visiting professor in China and led study abroad programs in Taipei, Tokyo, and Shanghai. She also participated in the Advertising Educational Foundations Visiting Professor Program and Harvard Universitys Management Development Program. 


Dr. Chu received her MA and PhD in advertising at the University of Texas at Austin, and her BA in advertising from National Chengchi University in Taipei, Taiwan.


  • ​Chu, Shu-Chuan, Juan Mundel, and Tao Deng (2023, forthcoming). “Impact of Consumer Socialization on TikTok Intensity and Addiction: The Moderating Role of Individual Characteristics.” Journal of Communication Technology. 

  • Chu, Shu-Chuan, Hyejin Kim, and Yoojung Kim (2022), “When Brands Get Real: The Role of Authenticity and Electronic Word-of-Mouth in Shaping Consumer Response to Brands Taking a Stand,” International Journal of Advertising, 

  • Chu, Shu-Chuan, Tao Deng, and Juan Mundel (2022), “The Impact of Personalization on Viral Behavior Intention on TikTok: The Role of Perceived Creativity, Authenticity, and Need for Uniqueness,” Journal of Marketing Communications, 

  • Chu, Shu-Chuan (2022), “Diversity and Multicultural Issues in Advertising: A Literature Review and New Research Directions," Advertising & Society Quarterly, 23 (2), 

  • Chu, Shu-Chuan (2021), “Electronic Word-of-Mouth,” Oxford Bibliographies in Communication. DOI: 10.1093/OBO/9780199756841-0267. 

  • Chu, Shu-Chuan, Tao Deng, and Hong Cheng (2020), “The Role of Social Media Advertising in Hospitality, Tourism, and Travel: A Literature Review and Research Agenda,” International Journal of Contemporary Hospitality Management, 32 (11), 3419-3438.  

  • Chu, Shu-Chuan, Hsuan-Ting Chen, and Chen Gan (2020), “Consumers’ Engagement with Corporate Social Responsibility (CSR) Communication in Social Media: Evidence from China and the United States,” Journal of Business Research, 110, 260-271. 

  • Chu, Shu-Chuan and Hsuan-Ting Chen (2019), “Impact of Consumers’ Corporate Social Responsibility (CSR)-Related Activities in Social Media on Brand Attitude, eWOM Intention and Purchase Intention: A Study of Chinese Consumer Behavior,” Journal of Consumer Behaviour, 18, 453-463. 

  • Chu, Shu-Chuan, Yang Cao, Jing Yang, and Juan Mundel (2019), “Understanding Advertising Client-Agency Relationships in China: A Multi-Method Approach to Investigate Guanxi Dimensions and Agency Performance,” Journal of Advertising, 48 (5), 473-494. 

  • Chu, Shu-Chuan, Sara Kamal, and Yoojung Kim (2019), “Re-Examining of Consumers’ Responses toward Social Media Advertising and Purchase Intention toward Luxury Products: From 2013 to 2018,” Journal of Global Fashion Marketing, 10 (1), 81-92. 

  • Chu, Shu-Chuan, Che-Hui Lien, and Yang Cao (2019), “Electronic Word-of-Mouth (eWOM) on WeChat: Examining the Influence of Sense of Belonging, Need for Self-Enhancement, and Consumer Engagement on Chinese Travelers' eWOM,” International Journal of Advertising, 38 (1), 26-49. 

  • Chu, Shu-Chuan and Juran Kim (2018), “The State of Knowledge on eWOM in Advertising and Directions for Future Research,” International Journal of Advertising, 37 (1), 1-13. 

  • Yim, Mark Yi-Cheon, Shu-Chuan Chu, and Paul Sauer (2017), “Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective,” Journal of Interactive Marketing, 39, 89-103. 

  • Chu, Shu-Chuan, Kasey Windels, and Sara Kamal (2016), “The Influence of Self-Construal and Materialism on Social Media Intensity: A Study of China and the United States,” International Journal of Advertising, 35 (3), 569-588.  

  • Chu, Shu-Chuan, Hsuan-Ting Chen, and Yongjun Sung (2016), “Following Brands on Twitter: An Extension of Theory of Planned Behavior,” International Journal of Advertising, 35 (3), 421-437. 

  • Chu, Shu-Chuan, and Yongjun Sung (2015), “Using a Consumer Socialization Framework to Understand Electronic Word-of-Mouth (eWOM) Group Membership Among Brand Followers on Twitter,” Electronic Commerce Research and Applications, 14 (4), 251-260. 

  • Chu, Shu-Chuan, Sara Kamal, and Yoojung Kim (2013), “Understanding Consumers’ Responses toward Social Media Advertising and Purchase Intention toward Luxury Products,” Journal of Global Fashion Marketing, 4 (3), 158-174. 

  • Kamal, Sara, Shu-Chuan Chu, and Mahmood Pedram (2013), “Materialism, Attitudes, and Social Media Usage and their Impact on Purchase Intention of Luxury Fashion Goods among American and Arab Young Generations,” Journal of Interactive Advertising, 13 (1), 27-40.  

  • Chu, Shu-Chuan and Jhih-Syuan Lin (2013), Consumers’ Perception of Corporate Social Responsibility in the United States and China: A Study of Female Cosmetics Consumers,” International Journal of Strategic Communication, 7 (1), 43-64. 

  • Chu, Shu-Chuan and Jhih-Syuan Lin (2012), “Do Chinese Consumers Care About Corporate Social Responsibility (CSR)? Implications for Cosmetic Advertising Strategies in China,” Asian Journal of Business Research, 2 (1), 62-84. 

  • Kamal, Sara and Shu-Chuan Chu (2012), “Beliefs, Attitudes, and Behaviors towards Advertising on Social Media in the Middle East: A Study in Dubai, United Arab Emirates,” International Journal of Internet Marketing and Advertising, 7 (3), 237-259. 

  • Chu, Shu-Chuan (2011), “Viral Advertising in Social Media: Participation in Facebook Groups and Responses among College-Aged Users,” Journal of Interactive Advertising, 12 (1), 30-43.  

  • Chu, Shu-Chuan, and Sejung Marina Choi (2011), “Electronic Word-of-Mouth (eWOM) in Social Networking Sites: A Cross-Cultural Study of the U.S. and China,” Journal of Global Marketing, 24 (3), 263-281. 

  • Chu, Shu-Chuan and Yongjun Sung (2011), “Brand Personality Dimensions in China,” Journal of Marketing Communications, 17 (3), 163-181. 

  • Chu, Shu-Chuan, and Yoojung Kim (2011), “Determinants of Consumer Engagement in Electronic Word-of-Mouth (eWOM) in Social Networking Sites,” International Journal of Advertising, 30 (1), 47-75. 

  • Chu, Shu-Chuan, and Sejung Marina Choi (2010), “Social Capital and Self-Presentation on Social Networking Sites: A Comparative Study of American and Chinese College Students,” Chinese Journal of Communication, 3 (4), 402-420. 

  • Chu, Shu-Chuan and Szu-Chi Huang (2010), “College-Educated Youth’s Attitudes toward Global Brands: Implications for Global Marketing Strategies,” Journal of International Consumer Marketing, 22 (2), 129-145. 

  • Chu, Shu-Chuan and Sara Kamal (2008), “The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes: An Exploratory Study,” Journal of Interactive Advertising, 8 (2), 26-37. 

  • Deng, Tao and Shu-Chuan Chu (2023). Teaching Principles of Advertising. In Deanna D. Sellnow and Michael G. Strawser (Eds.), Teaching Journalism and Media Volume III. Cognella. 

  • Chu, Shu-Chuan (2017). The Role of Culture in Electronic Word-of-Mouth Communication. In Digital AdvertisingShelly Rodgers and Esther Thorson (eds.)Routledge, Taylor and Francis Group (pp. 421-426). 

  • Chu, Shu-Chuan and Yeuseung Kim (2015). The Influence of Perceived Interactivity of Social Media Advertising and Voluntary Self-Disclosure on Attitudes and Intentions to Pass-Along. In Effective Advertising Strategies in the Social Media Age, Nurdan Oncel Taskiran and Recep Yilmaz (eds.), IGI-Global (pp. 285-301). 

  • Chu, Shu-Chuan and Sara Kamal (2012). Social Media Usage and Responses to Social Media Advertising in Emerging and Developed Economies. In Handbook of Research in International Advertising, Shintaro Okazaki (ed.), Edward Elgar Publishing (pp. 398-419). 

  • Kamal, Sara and Shu-Chuan Chu (2011). Exploring Cultural Differences in Social Networking Site Usage and Beliefs and Attitudes towards Advertising on Social Networking Sites: Findings from Dubai, United Arab Emirates. In Computer-Mediated Communication across Cultures: International Interactions in Online Environments, Kirk St. Amant and Sigrid Kelsey (eds.), IGI-Global (pp. 123-141). 

  • Choi, Sejung Marina, Shu-Chuan Chu, and Yoojung Kim (2011). Culture-Laden Social Engagement: A Comparative Study of Social Relationships in Social Networking Sites among American, Chinese and Korean Users. In Computer-Mediated Communication across Cultures: International Interactions in Online Environments, Kirk St. Amant and Sigrid Kelsey (eds.), IGI-Global (pp. 1-16). 

  • Chu, Shu-Chuan and Sara Kamal (2011). An Investigation of Social Media Usage, Brand Consciousness, and Purchase Intention towards Luxury Products among Millennials. In Advances in Advertising Research Vol. II: Breaking New Ground in Theory and Practice, Shintaro Okazaki (ed.), Springer-Gabler (pp. 181-192). 

  • Daugherty, Terry, Matthew S. Eastin, Laura Bright, and Shu-Chuan Chu (2010). Expectancy-Value: Identifying Relationships Associated with Consuming User-Generated Content. In Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (1 volume), Matthew S. Eastin, Terry Daugherty and Neal M. Burns (eds.), IGI-Global: Hershey, PA (pp. 146-160).