Faculty & Staff

Vivienne Leung S.Y.

Senior Lecturer, Programme Director of Advertising and Branding

(PhD HKBU)

Academic Qualifications

  • 2008-2012
    • Doctor of Philosophy in Communication
      Hong Kong Baptist University
  • 1997-1999
    • Master of Philosophy in Communication
      Hong Kong Baptist University
  • 1994-1997
    • Bachelor of Social Science in Communication
      Hong Kong Baptist University

Professional Experience

  • 2002-2003
    • Fallon
  • 1999-2002
    • Grey Advertising
  • 1999
    • Hong Kong Commercial Radio

Teaching Experience

  • 2014-present
    • Senior Lecturer and Programme Director of Advertising and Branding (previously as Programme Director of PRA major), Communication Studies Department, Hong Kong Baptist University
  • 2006-2014
    • Lecturer, Hong Kong Baptist University, Communication Studies Department
  • 2005-2006
    • Lecturer, Hong Kong Polytechnic University
    • Lecturer, part-time, City University of Hong Kong, English and Communication Department
  • 2003-2005
    • Lecturer, Hong Kong Baptist University, Communication Studies Department
  • 2002-2003
    • Tutor, part-time, Curtin University of Technology, in collaboration with HKU SPACE
  • 2001-2003
    • Instructor, part-time, Ohio University, in collaboration with the School of Continuing Education, HKBU
  • 1997-1999
    • Teaching Assistant, Hong Kong Baptist University, Communication Studies Department

Award

  • Outstanding Performance in Teaching (2014/15), School of Communication, Hong Kong Baptist University

Research/Teaching Development Grants

  • (2015) Principle Investigator, Teaching Development Grants, Hong Kong Baptist University, Communication Studies Department: “Enhancing understanding towards celebrity culture and entertainment industry in Asia” (HK$29,648)
  • (2014) Principle Investigator, Teaching Development Grants, Hong Kong Baptist University: “Improving Active Learning, Critical Thinking and Sociocultural Relevance of the Course GDBU1855/GDSS1855 Celebrity and Entertainment Business” (HK$149,880)
  • (2013) Principle Investigator, Seed money for research project, Hong Kong Baptist University, Communication studies department: “Are we doing enough? Medical students, health educators and practicing doctors’ views of communication skills training in medical education in Hong Kong” (HK$30,000)
  • (2010) Co-Investigator, Faculty Research Grant II, Hong Kong Baptist University: “A content analysis of advertising appeals and health information in Hong Kong’s food advertising” (HK$94,240)

New GE course(s) proposal: (accepted by the GE office, HKBU)

  • 2015/16 Fashion Communciation and Media
  • 2012/13 Celebrity and Entertainment Business
  • 2011/12 Advertising and Society

Book Publication

  • Leung, S. Y., Cheng, K., & Tse, T. (forthcoming, 2017) Celebrity culture and the entertainment industry in Asia: Use of celebrity and its influence on society, culture and communication. Fishponds, UK: Intellect
  • Leung, S. Y., Cheng, K., & Tse, T. (2016) Fifteen minutes celebrity: Interviewing with insiders [E-reader version, if applicable]. CHTL,Hong Kong Baptist University.

Book Chapter

  • Chan, K., Tsang L., & Leung, S. Y. (2017) Advertising medical services. In K. Chan (Ed.), Social Issues of Advertising, (pp. 171-186), City University Hong Kong Press.

Refereed Publications

  • Leung, S. Y. & Cheng, K. (2016), “Publics’ perception of celebrities with serious illness in Hong Kong and the impact of media stories of ill celebrities on health awareness and behavior,” Journal of Communication in healthcare: Strategies, media and engagement in global health. (available online at http://www.tandfonline.com/doi/full/10.1080/17538068.2016.1247128)
  • Leung, S. Y. & Cheng, K. (2016), “Female and male patients’ perceptions to primary care doctors’ communication skill in Hong Kong,” Patient Experience Journal. Vol 3(1), 7-14. (available online at http://pxjournal.org/journal/vol3/iss1/3/)
  • Leung, S.Y. & Cheng, K. (2016), “Consumers’ perception toward the content and marketing strategies of disease prevention PSAs in Hong Kong,” International Journal of Health Promotion and Education. Vol 54(4), 162-171. (available online at http://www.tandfonline.com/doi/full/10.1080/14635240.2015.1126529)
  • Leung, S. Y. (2014), “Projective Assessment of Body Image among Young Chinese in Hong Kong,” Intercultural Communication Studies, Vol 23(3), 35-52.
  • Ling, C., Feng, C., & Leung, S.Y. (2014), “Sources, contents and students’ social learning about persons with a disability,” Chinese Journal of Communications. Vol 7(4), 429-445.
  • Leung, S.Y. & Hui, A. (2014), “A recent look: Creative professionals’ perceptions of creativity in Hong Kong,” Service Marketing Quaterly, Vol 35(2), 138-154.
  • Chan, K., Tsang, L., & Leung, S.Y. (2013), “Consumers’ attitude towards advertising by medical professional,” Journal of Consumer Marketing, Vol 30(4), 328-334.
  • Chan, K., Leung, S.Y., & Tsang, L. (2012), “Attitude towards advertising by lawyers among Hong Kong Consumers,” Asian Journal of Business Research, Vol 2(2), 70-86.
  • Hutton, J.G., Mak, Angela, K.Y., Leung, S.Y., Varey, R., & Watjatrakul, Boonlert. (2011), “Students, patients, citizens and believers as ‘customers’: A cross-national exploratory study,” Journal of Nonprofit & Public Sector Marketing, 1540-6997, Vol 23(1), 41 – 70.

Non-refereed Publications

  • Chan, K., Tsang L., & Leung, S. Y. (2013), [Press release of the article “Consumers’ attitude towards advertising by medical professional,”] Media Digest, Issue 2, pp. 16-17.
  • Leung, S.Y. (2011), [Review of the book Youth and Consumption, Chan, K]. Media Digest, Issue 2, pp. 15.

Refereed Conference Papers/Presentations

  • Mak, A., & Leung, S. Y. (2016), “Internalization of idealized body image among young males in Australia: An integrated approach,” International Communication Association, June 9-13, Fukuoka, Japan.
  • Leung, S. Y. & Cheng, K. (2015), “Hong Kong female and male patients’ perceptions to primary care doctors’ communation skill,” Communication, Medicine and Ethics (COMET), June 25-27, Hong Kong.
  • Kimmy C., & icLeung, S. Y. (2015), “Are we doing enough? Medical students, faculty members and practicing dotor’s perceptions of communication skills training in Hong Kong,” International Conference on “Environment, Health and media, January 6-7, Hong Kong.
  • Leung, S.Y. & Hui, A. (2014), “A recent look: Creative professionals’ perceptions of creativity in Hong Kong,” Creativity Conference: Reframing Creativity for the Needs of the Present and the Future, June 28 to 29, Tokyo, Japan.
  • Chan, K., Leung, S.Y., & Tsang, L. (2013), “A content analysis of advertising appeals and health information in Hong Kong’s food commercials,” The 12th International Conference in Research in Advertising, June 27 to 29, Zagreb, Croatia.
  • Chan, K., Tsang, L., & Leung, S.Y. (2013), “Consumers’ attitude towards advertising by medical professional,” The 63rd International Communication Association, June 17 to 21, London, England.
  • Leung, S. Y. (2012), “Impacts of self-discrepancy and media exposure on body image perception among females: An integrated cognitive processing approach,” Thesis presented for the Doctor of Philosophy in Communication, HKBU.
  • Chan, K., Leung, S.Y., Tsang, L., & Yip, T. (2012), “An exploratory study of consumers’ attitudes toward advertising of legal professionals in Hong Kong,” Marketing in Asia Scholar conference, May 28 to June 2, Gyor, Hungary.
  • Ling, C., Feng, C., & Leung, S.Y. (2012), “Information sources, perceptions, and attitudes as predictor and mediator of behavioral inclination: A study of school students social learning about persons with a disability,” International Communication Association 2012 conference, May 24 to 28, Phoenix, Arizon.
  • Leung, S.Y. (2011), “A projective assessment of body image among Chinese youth,” American Academy of Advertising 2011 Asia Pacific conference, June 8 to 10, Brisbane, Australia.
  • Mak, A., Leung, S.Y., & Hutton, J. (2010), “Public Attitudes towards the ‘Customer Metaphor’ in Social Institutions: An Exploratory Study in Hong Kong and Singapore,” Australia and New Zealand Marketing Academy, Nov 29 to Dec 2, New Zealand.
  • Leung, S.Y. (2009), “Perceived impact of print ads to body image in Hong Kong: A third-person analysis,” The 1st Media and Healthy Development in Adolescence Conference, Hong Kong.
  • Leung, S.Y. (2004), “Gender differences: body image attitudes, consciousness and satisfaction in Hong Kong,” The 90th National Communication Association Conference, Chicago. IL.
  • Leung, S.Y. (2000), “Effects of product involvement and endorser type: computer print ads in Hong Kong,” Thesis presented for the Master of Philosophy in Communication, HKBU.
  • Leung, S.Y. (2000), “Chinese self-disclosure characteristics in a face-to-face first dating encounter setting in Hong Kong.” The 1st Communication Symposium of HKBU & CUHK.
  • Leung, S.Y. (1999), “Communication effectiveness of print advertising endorsement in Hong Kong,” The Association for Education in Journalism and Mass Communication, Aug 4-7, New Orleans, LA.
  • Leung, S.Y. (1999), “Effect of computer print advertising endorsement in Hong Kong: The role of involvement and types of endorser featured,” The 7th International Conference on Cross-Cultural Communication, Louisville, Kentucky.

Academic Services for Journals

  • 2013
    • Journal reviewer, International Journal of Consumer Research
  • 2012
    • Journal reviewer, Asian Journal of Communication

Memberships

  • International Communication Association
  • American Academy of Advertising
  • International Association for Intercultural Communication Studies

Service at the Hong Kong Baptist University and Outside Parties

  • Guest lecturer to Ohio and Leipzig University students at HKBU in February, 2016.
  • Coordinator of McCann Spencer IMC campaign project in collaboration with Missouri, School of Jounalism (2015 June to present)
  • Programme Director - Public Relations and Advertising major/concentration, Department of Communication Studies, HKBU (2014 Sept to present)
  • Admissions & Year 1 Programme Director, Department of Communication Studies of Office of Admissions and Academic Advising (2014-2015)
  • Chair of Exchange & Internationalization Committee, Hong Kong Baptist University (2014 Sept to 2016)
  • Programme planning team (2013-14), for a new top-up program entitled “Media and Social Communication”, developed by the School of Communication, in collaboration with College of International Education, HKBU.
  • TYA advisor (2006 to 2009), (2010 Sept to 2014 Aug)
  • Study tour 2013 to Seoul (with PRA students)
  • Moderator for exam papers for the Associate Degree program in College of International Education (CIE) of HKBU from 2013 - present
  • Committee for the alumni dinner of the School of Communication 2013
  • Interview panel for 4-year cohort school interview in May, 2013 and April, 2014
  • Interview panel for Commercial Radio 50th anniversary scholarship in December, 2012
  • Study tour 2012 to Bangkok (with PRA and DGC students)
  • Committee for the Scholarship Selection Panels under Senate’s Scholarship Committee since Sept, 2010 to present
  • Coordinator, Alumni Relations Office HKBU (2006)
  • Committee member of Ketchum Public Relations Company – HKBU Press Kit competition for PRA students
  • Advisor of the World Vision’s “I see. The World” photo exhibition in Oct 2007
  • Advisor of the Orbis’s fund raising campaign in Nov 2007

Subjects taught at HKBU

  • PRA Agency Management
  • Introduction to Public Relations and Advertising
  • Communication Theory
  • Communication Research
  • Intercultural Communication
  • Communicating Across Cultures
  • Case studies in PRA
  • Advanced Public Relations Writing
  • Special Topics in PRA
  • Integrated Marketing Campaign Planning
  • Celebrity and Entertainment Business
  • Fashion Communication and Media

Subjects taught at other higher educational institutes

  • Media Planning (PolyU)
  • Advertising (HKU SPACE, CityU)
  • Introduction to Communication (HKBU, CIE)
  • Public Speaking HKBU, CIE)
  • Advertising Copywriting (CityU)

Teaching and Research Areas

  • Advertising
    • Advertising persuasive effectiveness
    • Celebrity endorsement effect
    • Celebrity culture
    • Consumer, branding and advertising
    • Media influence on body and self image
    • Creativity
  • Health Communication
  • Social Service Marketing/Public Relations
    • Customer metaphor
    • Advertising by professionals (medical doctors and lawyers)
  • Intercultural Communication
    • Cultural differences between Chinese and Westerners in face-saving
    • Intercultural differences in perception to advertising

Contact

Address

Department of Communication Studies
Hong Kong Baptist University
5 Hereford Road,
Communication and Visual Arts Building,
Kowloon Tong, Kowloon
HONG KONG

Tel

+852 3411 7485

Fax

+852 3411 7890

Email

vivleung@hkbu.edu.hk