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Featured Researchers

Professor Kineta Hung

Department of Communication Studies

Professor Kineta Hung



Advertising is morphing from traditional media placements to digital marketing, with companies increasingly leveraging the popularity of celebrities and social media influencers to reach niche audiences. The intricate processes behind these marketing activities is a research focus Professor Kineta Hung is keenly pursuing.


Professor Hung is a leading scholar of advertising. Her research forays have extended beyond advertising and media studies to include artificial intelligence, strategic communication, national image management, communication engagement, and most recently, celebrity endorsement and influencer marketing. Her work on celebrity/influencer marketing applies a relational-bonding approach to explore self-branding strategy, audience motivations and their modes of bonding with celebrity endorsers. Her invited article for the Oxford Research Encyclopedia of Communication explicates the processes and effects of celebrity endorsement, by synthesising insights from works on celebrity fandom, media entertainment and authenticity research.


One study rated Professor Hung as one of the world’s 25 most prolific researchers in top-ranking advertising journals. Professor Hung is a recipient of five major competitive grants and multiple awards for her contributions to research. She has been invited to discuss advertising topics at numerous media and academic talks, locally and internationally. Professor Hung currently serves on the Research Committee of the American Academy of Advertising and on the editorial boards of two top advertising journals. She is an honorary professor at the Communication University of China.


Her enthusiasm for advertising research remains undimmed as she continually finds new avenues to explore. “Some research projects are developed based on gaps in the theory. Others are developed based on an interesting phenomenon I have observed, read about or heard of,” she notes. Professor Hung’s current interest in branding in China was piqued because of a dearth of scholarship into the Chinese context. Professor Hung’s (2020) book chapter examined the motives, characteristics, and marketing impacts of celebrity fans in China. She found that, in addition to buying celebrity-related products, fans undertake essential marketing activities that used to be exclusive to agency management and marketers of endorsed products. These changes, according to Professor Hung, elevate fans to the status of marketing partners. Built on years of original research, her 2020 co-authored book, Dynamic Growth of Chinese Firms in the Global Market: Challenges, Strategies and Implications, traces the emergence, growth and the future of Chinese firms in the world economy. Another work in this area explores the impact of the contemporary culture of luxury brand consumption on emergent economies.


As a founding member and president of the Asia-Pacific Academy of Advertising, Professor Hung’s long-term goal is to build and align the institute with its western counterparts. On her next research adventure, Professor Hung says, “I am interested in pursuing some new book projects. One possibility is a book on celebrity endorsement and influencer marketing. The other could be a co-authored effort on strategic communication in the Asia-Pacific region.




  • Rated among the World’s Top 25 Researchers in Advertising (2017)
  • Emerald Management Reviews Citation of Excellence Award (2012)
  • Best Reviewer Award, International Journal of Advertising (2018)
  • HKBU Faculty/School/Academy of Visual Arts Performance Award for Outstanding Performance in Service (2016-17)
  • HKBU School of Communication Award for Outstanding Performance in Service (2015)


Research Outputs

  • Hung, Kineta & David K. Tse. Dynamic Growth of Chinese Firms in the Global Market. Challenges, Strategies and Implications. Cambridge: Cambridge University Press, 2020.
  • Hung, Kineta & David K. Tse. “Luxury Brand Consumption in Emerging Economies: Review and Implications.” Research Handbook on Luxury Branding. Eds. Morhart, Felicitas, Sandor Czellar & Keith Wilcox. Cheltenham: Edward Elgar, 2020. 93-116.
  • Hung, Kineta “Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement.” Journal of Advertising 43.2 (2014), 155-166.
  • Shevy, Mark & Kineta Hung. “Music in Television Advertising and Other Persuasive Media.” Psychology of Music in Multimedia. Eds. Tan, Siu-Lan, Annabel Cohen, Scott Lipscomb & Roger Kendall. Oxford: Oxford University Press, 2013. 315-338.
  • Hung, Kineta, Caleb H. Tse & Shirley Cheng. “Advertising Research in the Post-WTO Decade in China: Meeting the Internationalization Challenge.” Journal of Advertising 41.3 (2012): 121-145.
  • Hung, Kineta. “Repairing the Made-in-China Image in the US and UK: Effects of Government-supported Advertising.” International Public Relations and Public Diplomacy: Communication and Engagement. Eds. Golan, Guy, Sung-un Yang & Dennis Kinsey. New York: Peter Lang Publishing, 2015. 209-228.
  • Hung, Kineta, Stella Yiyan Li & David K. Tse. “Interpersonal Trust and Platform Credibility in a Chinese Multi-brand Online Community: Effects on Variety-Seeking and Time-Spent.” Journal of Advertising 40.3 (2011): 99-112.
  • Hung, Kineta, Kimmy W. Chan & Caleb H. Tse. “Assessing Celebrity Endorsement Effects in China: A Consumer-Celebrity Relational Approach.” Journal of Advertising Research 51.4 (2011): 608-623.
  • Maggie C. Dong, David K. Tse & Kineta Hung. “Effective Distributor Governance in Emerging Markets: The Salience of Distributor Role, Relationship Stages and Market Uncertainty.” Journal of International Marketing 18 (2010): 1-17.
  • Gu, Flora Fang, Kineta Hung & David K. Tse. “When Does Guanxi Matter: Issues of Capitalization and its Dark Sides.” Journal of Marketing 72.4 (2008): 12-28.
  • Hung, Kineta & Stella Yiyan Li. “The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes.” Journal of Advertising Research 47 (2007): 485-495.
  • Hung, Kineta, Stella Yiyan Li & Russell W. Belk. “Glocal Understandings: Female Readers’ Perceptions of the New Woman in Chinese Advertising.” Journal of International Business Studies 38 (2007): 1034-1051.
  • Hung, Kineta, Flora Fang Gu & Chi Kin (Bennett) Yim. “A Social Institutional Approach to Identifying Generation Cohorts in China with a Comparison to American Consumers.” Journal of International Business Studies 38 (2007): 836-853.
  • Yim, Chi Kin (Bennett), Kimmy Wa Chan & Kineta Hung. “Multiple Reference Effects on Service Satisfaction and Commitment: Roles of Alternative Attractiveness and Self-Image Congruity.” Journal of Retailing 83.1 (2007): 147-157.
  • Yim, Chi Kin (Bennett), Kineta Hung, Joe N. Zhou & Jonathan Zhu. “Do Social Institutions Matter to Markets in Transition? Investigating Consumer Sentiment in China.” Multinational Business Review 14.2 (2006): 47-66.
  • Hung, Kineta and Stella Yiyan Li. “Images of the Contemporary Woman in Advertising in China: A Content Analysis.” Journal of International Consumer Marketing 19.2 (2006): 7-28.
  • Hung, Kineta, Flora Fang Gu & David K. Tse. “Improving Media Decisions in China: A Targetability and Cost-Benefit Analysis.” Journal of Advertising 34 (2005): 49-63.
  • Hung, Kineta. “Framing Meaning Perceptions with Music: the Case of Teaser Ads.” Journal of Advertising 30 (2001): 39-50.
  • Hung, Kineta. “Narrative Music in Congruent and Incongruent TV Advertising.” Journal of Advertising 29 (2000): 25-34 (Short-listed for the Best Paper Award).