Shu-Chuan Chu

Shu-Chuan (Kelly) Chu is a Professor and Program Director of Public Relations and Advertising at DePaul University's College of Communication. With a PhD from the University of Texas at Austin, her work spans research, editorial leadership, and global teaching initiatives.

• Education: PhD and MA in Advertising (University of Texas at Austin); BA in Advertising (National Chengchi University, Taipei, Taiwan)

Research Interests: Professor Chu's research focuses on social media, electronic word-of-mouth (eWOM), brand activism, cross-cultural consumer behavior, and the intersection of interactive advertising with fashion and hospitality industries. Her work often examines how digital platforms and cultural contexts shape consumer responses and marketing effectiveness.

Publication Trends: Recent articles explore AI-integrated advertising, TikTok's viral mechanics, CSR communication in social media, and mortality salience in tourism campaigns. Subfields include virtual/augmented reality, ethical marketing, and cultural variations in digital engagement.

• Scientific Awards:
  • 2020 Billy I. Ross Advertising Education Award
  • Best Reviewer Awards (Journal of Interactive Advertising, International Journal of Advertising)
  • High Scholarly Impact Award (Journal of Global Fashion Marketing)

Global Contributions: As Past President of the American Academy of Advertising (AAA), she launched initiatives like the Best DE&I Conference Paper Award and Childcare Grant. She has presented internationally and led study abroad programs in Asia.