Education                            

        

• 2012- 2016    Ph.D. in Communication, City University of Hong Kong                                                  

• 2001- 2005     BA in Advertising, Peking University                                                  

• 2002- 2004     BA (double major) in Economics, Peking University                                                                  

                 

Research Interest                            

                

My research interests focus on effects ofadvertising, especially in the social media context. The topic of my dissertationis celebrity endorsement on microblog. Besides, I am also interested inpersuasion effects of various media messages, such as the promotioneffectiveness in the health communication and media framing of the minorities.                                  

                  

Research and Publication                    

               

          

Refereed Journal Articles                        

        

1.     Gong,W. & Li,X. (2017). Transforming fans into profit: Celebrity endorsement onmciroblog. Psychology & Marketing. DOI: 10.1002/mar.21018 [SSCI]                

        

2.     Gong,W., Tu, C., & Jiang, L. C. (2015). Stigmatized Portrayals of Single Women:A Content Analysis of News Coverage on Single Women and Single Men in China.Journal of Gender Studies. Doi: 10.1080/09589236.2015.1095082 [SSCI]                

        

3.     Jiang,L. C. & Gong, W. (2016). Counteracting the Indirect Influence: TheResponses of Single Chinese Women to Prejudicial Media Portrayals of SingleWomanhood. Chinese Journal of Communication. 9(3), 215-231.Doi:10.1080/17544750.2016.1143852 [SSCI]                

        

4.     蒋莉，龚婉祺(2015), 香港流感广告的健康策略评估,37(11),21-32,《国际新闻界》[CSSCI]                

        

        

Conference Paper                        

        

1.     Gong W.,Transforming Fans into Profit: Celebrity Endorsement on Microblog. Paperpresented at the ICA 65th Annual Conference, SAN JUAN, Puerto Rico, May 2015.                

        

2.     Gong W.&Xigen Li., Fans’ unique reactions towards the celebrity endorsement onmicroblog (Best Paper). Paper presented at the Sixth Honors Symposium for AsianPhD Students in Communication Research, Seoul, Korea, November 2015                

        

3.     Jiang, L.&Gong, W., A Content Analysis of Public ServiceAnnouncements Promoting Influenza Vaccinationin Hong Kong, The National Communication Association 100th Annual Convention,Chicago, IL, November 2014.

        

4.     Gong,W., TransformingFans into Profit: Popular IDs’ Advertising on Weibo, Fifth Honors Symposium for AsianPhD Students in Communication         Research     ,         Singapore     ,November 2014.

        

5.     Gong, W., Tu,C.X. & Jiang, L., Stigmatized Presentation ofSingle Women: A content analysis of news coverage of single women and singlemen in China, Annual Convention of Association for Education in Journalism and MassCommunication, Montreal, Canada, August 2014.

        

6.     Chen, H.X.,Gong, W.Q., Lin, S. X., Hernandez, M. & Wong, K. Hong Kong-er Or Chinese? Impact of Mainland TouristNews on Hong Kong Students’ Social Identity, Annual Convention of Association for Education inJournalism and Mass Communication,     Washington     DC   ,USA,August 2013.