College of Communication > Faculty & Staff > Faculty A-Z > 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.
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, Journal of Interactive 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.
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 reviews articles for several journals such as Journal of Advertising, International Journal of Advertising, Journal of Interactive Advertising, 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. She serves on the editorial review board of International Journal of Advertising, Journal of Interactive Advertising, and Chinese Journal of Communication.
Chu is an active member of American Academy of Advertising (AAA). She chaired the International Advertising Education Committee at the American Academy of Advertising (2011-2015) and the 2013 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.
Chu has been a visiting professor in China. She led a study abroad program to Fudan University in Shanghai, China in 2016. She also participated in the Advertising Educational Foundation’s 2012 Visiting Professor Program and Harvard University's 2018 Management Development Program.
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.