School of Journalism and Communication, CUHK - 吳世家
 

吳世家

sorakim

吳世家
專業顧問


 
M.S.
Boston University, USA

Ph.D.
Fudan University, China

 

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icon research Research Interests:

  • Social Media and User Behavior
  • Multi-national Corporation Communication Strategy
  • Corporate Social Responsibility and Sustainability
  • Global Branding and Brand Management
  • Fashion Marketing

icon researchTeaching Interests:

  • Digital Public Relations
  • Corporate Communication Theories and Practices
  • Strategic PR Campaign Planning & Cases
  • Crisis Management & Communication
  • Brand Management
  • Fashion (style) marketing

 icon researchAcademic Activity & Professional Experience:

  • PI, 2016-2021 CSR Communication and Sustainability Forum, CUHK
  • Co-PI, 2020-2021 Taipei Fashion Week
  • Moderator, 2021 MarketingPulse Conference, HKTDC
  • Moderator, 2019 MarketingPulse Conference, HKTDC
  • PI, 2019 International Fashion Forum, Taipei Fashion Week
  • General Manager of Communication, Chanel Taiwan (2005-2012)
  • Section Head of External Relations, SKII/MaxFactor Greater China, P&G (2001-2004)
  • Director of Marketing & Communication, Chrysler Taiwan (1999-2001)

 icon researchAdvice to students: 

  • Choose what you love. Love what you choose.

 

 icon aboutMore About Dr. Wu :

 

 

icon researchPublication List:

Book:

《向時尚品牌學風格行銷 Style Marketing》 (2021, March)。積木文化出版。www.istylemarketing.com

Journal Articles:

Ip, C. Y., Wu, S. C., Liu, H. C., & Liang, C. (2018). Social entrepreneurial intentions of students from Hong Kong. Journal of Entrepreneurship, 27(1), 47-64.

Ip, C. Y., Liang, C., Wu, S. C., Law, K. M. Y., & Liu, H. C. (2018). Enhancing social entrepreneurial intentions through entrepreneurial creativity: A comparative study between Taiwan and Hong Kong. CREATIVITY RESEARCH JOURNAL, 30(2), 132-142.

Ip, C. Y., Wu, S. C., Liu, H. C., & Liang, C. (2017). Revisiting the antecedents of social entrepreneurial intentions in Hong Kong. International Journal of Educational Psychology, 6(3), 301-323.

Shih-Chia Wu (2008). The comparison between Communications & Public Relations studies – High Education as the example. 新聞大學, 2008 (02): 106-112. 
吳世家 (2008)。〈傳播學與公共關係學之比較 – 以中美高等教育為例〉。《新聞大學》,第2期,頁 106-112。

Chapters in Edited Books:

吳世家 (2013).〈傳播學與公共關係學之比較 – 以中美高等教育為例〉.《傳播學與中國社會: 張國良教授還歷紀念論文集》收錄於傳播學與中國社會編委會編. 頁621-631.

吳世家 (2006).〈中美公共關係高教育比較研究〉.《中國公共關係發展報告藍皮書》 (China’s Public Relations Blue Book, 2005-2006) 收錄於孟建編. 頁211-232.

Conference Papers and Presentation:

Wu, S. C., Cheung, T. M., & Tang, W. C. (2020, July). Key-Opinion-Consumers (KOCs): the emerging influencers contributing to the purchase intention. Paper presented at the 27th International Public Relations Research Symposium (BledCom), Bled, Slovenia.

Mao, Y. S., Wu, S. C., Xiao, H. G., Zou, J., Diao, H. L. & Xia, C. X. (2019, July). 共享經濟下之企業信任修復策略對用戶感知風險和品牌信任的影響研究 -- 以滴滴順風車樂清女孩遇害事件為例. Paper presented at the 12th PRAD & 4th PRSC Conference, Xiamen, China.

Wu, S. C. & Chan, C. Y. (2019, July). What values motivate Millennials to share in social network sites? Paper presented in the WCA ABC 2019 Conference, Wellington, New Zealand.

Wu, S .C., Wong, Y. P., Wong, Y. H., Sham, H. T., Leung, C. M., Lai, S. Y. & Ip, K. Y. (2019, July). Influencer or Celebrity? Who gains more trust on Instagram? Paper presented at the 26th International Public Relations Research Symposium (BledCom), Bled, Slovenia.

Wu, S. C. & Hilburg A. (2018, July). The intersection of Litigation, Reputation & Brand Trust: The High Cost of Low Trust. Paper presented at the 2018 BledCom, 25th International Public Relations Research Symposium (BledCom), Bled, Slovenia.

Ip, C. Y., Liang, C., Wu, S.-C., & Liu, H.-C. (2017, November). Outlines of the social entrepreneurial intentions of university students in Hong Kong. Paper presented at the 2017 International Conference of Taiwan Association for Educational Communications and Technology, National Tsing Hua University, Taiwan.

Wu, S. C. (2017, Aug). Communicating with China Millennials. Paper presented at the 2017 IABC APAC Fusion Conference, Singapore.

Ip, C. Y., Wu, S.-C., Liu, H.-C., & Liang, C. (2017, July 5). Alternative antecedents of social entrepreneurial intention: An investigation of college students from Hong Kong. Paper presented at the 2017 International Conference on Business and Information, International Business Academics Consortium, Hiroshima, Japan.

Huang, W. J., Wu, S. C. (2017, June). VR技術引導新聞產業變革的探討. Paper presented at the Research Institute for Digital Culture and Humanities (RIDCH) Conferences 2017, Hong Kong, China.

Wu, S. C. & students (2017, April). Communicating with China Millennials. Paper presented in IABC Hong Kong Conference, Hong Kong, China.

Wu, S. C., Chen, J., & Du, W. J. (2017, April). PayEasy: My paddy field adoption movement: a CSR practice in Taiwan. Paper presented at the 7th Annual International Research Exchange & Faculty Development Conference, Hong Kong, China.

Media Reports:

Human Resources Hong Kong (March 2019), Instant messaging blurs the line between work and personal life 社交媒體模糊工作與生活界線

自由時報 (2017.12.6), https://ent.ltn.com.tw/news/breakingnews/2275080 網紅?千禧世代

Vogue.com (Sept 15, 2017) ,「千禧世代媒體使用與傳播行為大調查」
https://www.vogue.com.tw/vogueme/content-35871.html 

Telum Media (Aug 15, 2017), “Cracking the Chinese millennial code: how to communicate with millennials?” (P. 4-5)

Others: 

Shih-Chia Wu (2016). The challenges and transformation of global luxury industry, Market Column, Ppaper Business Magazine.

Shih-Chia Wu (2016). The critical moment of fashion marketing, Market Column, Ppaper Business Magazine.

Shih-Chia Wu (2016). Experience is in power. Fashionable living and traveling, Market Column, Ppaper Business Magazine.

Shih-Chia Wu (2015). Brand extension: the dining jouney of luxury brand, Market Column, Ppaper Business Magazine.

Shih-Chia Wu (2015). The digital journey of luxury Brand, Market Column, Ppaper Business Magazine.