Shu-Chuan Chu

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 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, the Global and Multicultural Committee, the Publications Committee, and the Membership Committee. Recently, she has been elected as President-Elect for the 2022-2023 year.​

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.