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

Shu-Chuan (Kelly) Chu

  • schu7@depaul.edu
  • Associate Professor
  • ​​​​​​​PhD (University of Texas at Austin)​​​​​
  • Public Relations and Advertising
  • (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.

Areas of Interest and Specialization

Professor Chu's research interests include social media, electronic word-of-mouth (eWOM), corporate social responsibility (CSR), and cross-cultural consumer behavior. 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 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.

Chu and her co-authors edited a book, "Electronic Word of Mouth as a Promotional Technique." Her work has also appeared in "Digital Advertising," "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 is an associate editor of Journal of Interactive Advertising. She serves on the editorial review board of Journal of Advertising, International Journal of Advertising, and Chinese Journal of Communication. She also reviews articles for several journals such as Journal of Interactive Marketing, Journal of Global Marketing, European Journal of Marketing, Journal of International Marketing, Journal of Computer-Mediated Communication, Journal of Marketing Communications, CyberPsychology, Behavior, and Social Networking, Computers in Human Behavior, Journalism and Mass Communication Quarterly, among others.

Chu is an active member of the American Academy of Advertising (AAA). She chaired the International Advertising Education Committee at the American Academy of Advertising and the American Academy of Advertising Global Conference. Chu was elected as Sectary of the Executive Committee at the American Academy of Advertising for the 2017-2018 year. She has served on the Research Committee and the Global and Multicultural Committee. Currently, she is a member of the Publications Committee.

Chu has been a visiting professor in China. She led study abroad programs to Taipei, Tokyo and Shanghai. She also participated in the Advertising Educational Foundation's Visiting Professor Program and Harvard University's Management Development Program.

Degrees

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.

  • 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.
  • Chu, Shu-Chuan (2017). The Role of Culture in Electronic Word-of-Mouth Communication. In Digital Advertising, Shelly 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).