Dr. Cheng Hong

Assistant Professor, Advertising
chong@vcu.edu
(804) 827-1578

Ph.D. University of Miami
M.A. University of Florida
B.A. Peking University

Office: Temple 2208H

Dr. Cheng Hong is an assistant professor of advertising at the Richard T. Robertson School of Media and Culture. Before joining the Robertson School, she taught intercultural and cross-national advertising, public relations research, reasoning for statistics at the undergraduate level. Her research interests involve brand activism, consumer boycott and “buycott” behaviors, corporate social responsibility, and computer-mediated communication.

Dr. Hong’s work has been published in several top refereed journals such as Journalism & Mass Communication Quarterly, Journal of Advertising, Internet Research, Computers in Human Behavior, Journal of Language and Social Psychology, among others. She has also presented her studies at the Association for Education in Journalism and Mass Communications (AEJMC), the International Communication Association (ICA), the National Communication Association (NCA), the International Public Relations Research Conference (IPRRC), and the American Academy of Advertising (AAA) conferences. She has won the top paper award from AEJMC.

Outside of academia, Dr. Hong has worked with Ogilvy Public Relations China, University of Florida Foundation, and international nonprofit organizations such as Junior Achievement and AIESEC. 

Hong received her Ph.D. in mass communication from the University of Miami, her M.A. in public relations from the University of Florida, and her B.A. in History and LLB in sociology from Peking University.