Assistant Professor Xiohan "Catherine" Hu joins The School of Journalism and Media Studies

Hu’s current research projects examine the impact of user control on digital advertising effectiveness. Her research interests include interactive and digital advertising, media psychology, and consumer behavior. 

Hu is the 2022 winner of The Advertising Dissertation Competition Award, and her work can be found in refereed journals including Journal of Interactive Advertising and Journal of Research in Interactive Marketing. Her work has been presented in international conferences such as the American Academy of Advertising, International Communication Association, and Association for Education in Journalism and Mass Communication.