CSR & brand activism
How audiences evaluate organizational values, motives, and social claims.
Public Relations · Strategic Communication · Media Effects
Yezi Hu,
Ph.D.
I study how organizations communicate with audiences in contested social, political, and digital environments.
View selected publications
Research
Communication that shapes public life.
My research examines public relations, advertising, strategic communication, and media effects. I am especially interested in corporate social responsibility, brand activism, consumer responses, and the ways digital platforms shape public expression.
Digital platforms & politics
How technological and political contexts influence communication behavior.
Audience response
How relevance, emotion, and identity shape engagement and decision-making.
Selected publications
Recent work
Hu, Y., Ma, Y., Mu, D., & Sundine, A. (2026). Gen Z’s engagement with CSR types through relevance. Journal of Marketing Communications.
https://doi.org/10.1080/13527266.2026.2722328 · Accepted Manuscript & abstract
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Communications on August 25, 2026, available at the DOI above.
Hu, Y. (2026). Framing Socialist Core Values in Chinese State Media: Ideological Hierarchies and Shifting Emphases During the U.S.–China Trade War. Journal of Current Chinese Affairs.
Hu, Y., Ma, Y., & Mu, D. (2026). How Gen Z makes sense of CSR communication: The role of perceived altruism and cultural ideology in responses to internal and external CSR. Young Consumers.
Teaching
Strategic thinking, grounded in practice.
My teaching connects communication theory with research, ethical judgment, and practical campaign work. I emphasize audience insight, creative strategy, evidence-based decision-making, and thoughtful use of AI.
Public Relations & Campaigns
Advertising & Creative Strategy
Strategic Communication
Intercultural Communication
Professional experience
Practice that informs scholarship.
Before entering academia, I worked in strategic communication and public relations with leading global agencies, including MSL Group, Burson-Marsteller, and FleishmanHillard. My professional work spanned integrated communication, media relations, social media strategy, and client service across consumer, healthcare, technology, finance, and travel sectors.
Education
Academic background
Ph.D., Communication
Washington State University
M.S., Professional Media and Media Management
Southern Illinois University
B.A., Journalism
Nanjing University