DePaul University College of Communication > Faculty & Staff > Faculty > Shu-Chuan (Kelly) Chu

Shu-Chuan (Kelly) Chu

​​​​Kelly Chu teaches advertising courses such as Principles of Advertising, Digital Advertising, and Public Relations and Advertising Capstone in the Public Relations and Advertising program.

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.


Journal Article, Academic Journal
  • The Influence of Self-Construal and Materialism on Social Media Intensity: A Study of China and the United States”​. International Journal of Advertising, 35, 569-588. (2016)
  • Following Brands on Twitter: An Extension of Theory of Planned Behavior”​. International Journal of Advertising, 35, 421-437. (2016)
  • A Discriminant Analysis of Electronic Word-of-Mouth Group Membership among Brand Followers in Twitter”. Electronic Commerce Research and Applications, 14, 251-260. (2015)
  • 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, 27-40. (2013)
  • Understanding Consumers’ Responses toward Social Media Advertising and Purchase Intention toward Luxury Products”​. Journal of Global Fashion Marketing, 4, 158-174. (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, 43-64. (2013)
  • Do Chinese Consumers Care About Corporate Social Responsibility (CSR)? Implications for Cosmetic Advertising Strategies in China”​. Asian Journal of Business Research, 2, 62-84. (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, 237-259. (2012)
  • Determinants of Consumer Engagement in Electronic Word-of-Mouth (eWOM) in Social Networking Sites”. International Journal of Advertising, 30, 47-75. (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, 263-281. (2011)
  • Viral Advertising in Social Media: Participation in Facebook Groups and Responses among College-Aged Users”​. Journal of Interactive Advertising, 12, 30-43. (2011)
  • Brand Personality Dimensions in China”​. Journal of Marketing Communications, 17, 163-181. (2011)
  • Social Capital and Self-Presentation on Social Networking Sites: A Comparative Study of American and Chinese College Students”​. Chinese Journal of Communication, 3, 402-420. (2010)
  • College-Educated Youth’s Attitudes toward Global Brands: Implications for Global Marketing Strategies”. Journal of International Consumer Marketing, 22, 129-145. (2010)
  • The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes: An Exploratory Study”​. Journal of Interactive Advertising, 8, 26-37. (2008)


Book, Chapter in Scholarly Book
  • “The Role of Culture in Electronic Word-of-Mouth Communication”​. In Shelly Rodgers and Esther Thorson (Ed.) Routledge, Taylor and Francis Group. (2016)
  • The Influence of Perceived Interactivity of Social Media Advertising and Voluntary Self-Disclosure on Attitudes and Intentions to Pass-Along”​. In Nurdan Oncel Taskiran and Recep Yilmaz (Ed.), (pp. 285-301). IGI-Global. (2015)
  • Social Media Usage and Responses to Social Media Advertising in Emerging and Developed Economies”​. In Shintaro Okazaki (Ed.), (pp. 398-419). Edward Elgar Publishing. (2012)
  • An Investigation of Social Media Usage, Brand Consciousness, and Purchase Intention towards Luxury Products among Millennials”​. In Shintaro Okazaki (Ed.), (pp. 181-192). Springer- Gabler. (2011)
  • Culture-Laden Social Engagement: A Comparative Study of Social Relationships in Social Networking Sites among American, Chinese and Korean Users”​. In Kirk St. Amant and Sigrid Kelsey (Ed.), (pp. 1-16). IGI-Global. (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 Kirk St. Amant and Sigrid Kelsey (Ed.), (pp. 123-141). IGI-Global. (2011)
  • “Expectancy-Value: Identifying Relationships Associated with Consuming User-Generated Content”​.​ In Matthew S. Eastin, Terry Daugherty and Neal M. Burns (Ed.), (pp. 146-160). Hershey, PA: IGI-Global. (2010)