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About Zongchao (Cathy) Li

Zongchao (Cathy) Li is an assistant professor of Public Relations in the School of Journalism and Mass Communications at San Jose State University. Her research centers on social media and corporate communication. She investigates how new media have changed the interactions between organizations and users, between technologies and users, and among network users themselves. She is particularly interested in studying the relationships between psychological variables and consumer behavioral outcomes, such as power, online activism, and revenge behaviors.

Her research has been published in several journals such as Computers in Human Behavior, Internet Research, and Journal of Communication Management. She is also the author of several book chapters on new media and public relations measurement. She has won multiple top paper awards at national and international conferences, including AEJMC, NCA and PRSA.

As an educator, she integrates her expertise in social media and research insights into her teachings. She tries to instruct knowledge and skills that are practice-driven and applicable in all of her classes. The courses that she teaches include public relations campaigns, new media strategies and research methods.

Outside of academia, she provides consultancy on social media measurement and evaluation, new media strategies and tactics, and strategic planning for communication campaigns. She is especially interested in helping small and medium sized businesses, non-profit organizations and startups to achieve desirable communication outcomes through the lenses of new media.

Positions

2016 Present Assistant Professor, San Jose State University School of Journalism and Mass Communications
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20152016 Assistant Professor, University of South Carolina ‐ School of Journalism and Mass Communications
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20132015 Graduate Instructor, University of Miami ‐ Strategic Communication
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Curriculum Vitae




Grants

2012 - 2015 CNH: Collaborative research: Modeling the dynamics of harmful algal blooms, human communities, and policy choices along the Florida coast.
National Science Foundation
Role: Co-Investigator
Colleague(s): Porter Hoagland, Barb Kirkpatrick, Andrew Reich, Gary Hitchcock
$1,557,697
2012 - 2013 Decision making at the cutting edge of environmental science: Florida red tide.
National Institute for Environmental Health Sciences (NIEHS)
Role: Co-Investigator
Colleague(s): Bark Kirkpatrick
$400,000
2011 - 2012 Decision making at the cutting edge of environmental science: Florida red tide
National Institute for Environmental Health Sciences (NIEHS)
Colleague(s): Barb Kirkpatrick
$400,000
2011 - 2012 Program on the dynamics of coupled natural and human systems (CNH)
National Science Foundation
Role: Graduate Research Assistant
Colleague(s): Porter Hoagland
$476,771.00
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Professional Service and Affiliations

2016 - Present Member, AEJMC Assessment and Accreditation Committee
2015 - Present Editorial Board Member, Communication Research Reports
2015 - Present Advisory Committee Member, International Public Relations Research Conference(IPRRC)
2015 - 2016 Member, Faculty Development Funds Committee, University of South Carolina
2015 - 2016 Faculty Advisor, International Association of Business Communicators (IABC), University of South Carolina
2015 - 2016 Faculty Advisor, Public Relations Student Society of America (PRSSA), University of South Carolina
2015 Reviewer, Social Science Computer Review New Media & Society Internet Research
2013 - 2015 Editorial Assistant, Communication Research Reports
2012 - 2015 Senior Conference Coordinator, International Public Relations Research Conference(IPRRC)
2014 Reviewer, Journal of Research in Interactive Marketing Internet Research
2014 Faculty Search Committee, School of Communication, University of Miami
2013 Reviewer, Journal of Public Relations Research
2012 Faculty Search Committee, School of Communication, University of Miami
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Honors and Awards

  • 2015, Top Faculty Paper Award, National Communication Association
  • 2014, Betsy Plank Graduate Research Competition Award, Public Relations Society of America
  • 2014, GAFAC Travel Award, University of Miami
  • 2013, Top Research Paper Award (First Place), AEJMC Public Relations Division
  • 2011, Wine Spectator Scholarship Award, University of Miami
  • 2010-2015, Graduate Assistantship Award, University of Miami

Courses

  • MCOM 104-003. Introduction to Mass Communications Research (Fall, 2016)
  • MCOM 104-002. Introduction to Mass Communications Research (Fall, 2016)

Education

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2015 Ph.D., University of Miami ‐ Communication, concentration on Public Relations
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2012 M.A., University of Miami ‐ Public Relations
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2010 B.A., Shandong Normal University ‐ English
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In Press (1)

Peer-Reviewed Publications (8)

Book Chapters and Encyclopedia Entries (8)

Presentations (22)