Kelly Chu teaches advertising courses such as Principles of Advertising, Digital Advertising, and Public Relations and Advertising Capstone in the Public Relations and Advertising
Areas of Interest and Specialization
Professor Chu's research interests include social media, 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, International Journal of Internet Marketing and Advertising, Journal of Global Fashion Marketing, International Journal of Strategic Communication, Electronic Commerce Research and Applications, Chinese Journal of Communication, 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), Handbook of Research in International Advertising, and Effective Advertising Strategies in the Social Media Age.
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 International Journal of Advertising and Journal of Interactive Advertising.
Chu has been a Visiting Professor in China. She is currently the chair of the International Advertising Education Committee at the American Academy of Advertising and she chaired the 2013 American Academy of Advertising Global Conference. She participated in the Advertising Educational Foundation’s 2012 Visiting Professor Program.
Chu is a member of American Academy of Advertising (AAA), American Marketing Association (AMA), Association for Education in Journalism and Mass Communication (AEJMC), and International Communication Association (ICA).
Kelly received her MA and PhD in Advertising at The
University of Texas at Austin, and BA in Advertising in National
Chengchi University in Taipei, Taiwan. She speaks and writes fluently in
English and Chinese.