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Department of Media and Communication Center for Communication Research

Dr Guanxiong HUANG 黃冠雄

BA (Fudan University), MPhil (Chinese University of Hong Kong), PhD (Michigan State University)

Associate Professor

Staff Photo

Contact Information

Office: M5090
Phone: +(852) 3442 5967
Fax: +(852) 3442 0228
Email: g.huang@cityu.edu.hk
Personal CV: Personal CV
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Academic Profile

CityU Scholar

Research Interests

  • - Health & risk communication, message design, eHealth & mHealth
  • - Digital advertising & integrated marketing communications
  • - Eye-tracking and psychophysiological measures
  • - Meta-analysis
Guanxiong Huang holds a doctoral degree in Media and Information Studies from Michigan State University. Her research interests include media psychology, persuasive technology, health and risk communication, as well as advertising and marketing communications. Her work has won top paper awards from the International Communication Association and has been published in top-tier journals such as Communication Research, New Media & Society, Health Communication, Science Communication, Journal of Business Research, Nature Communications, and PNAS Nexus.

Her current projects include 1) countering misinformation on social media, 2) consumer responses to AI applications in marketing communications, and 3) promoting healthy lifestyles with persuasive technologies. She uses a variety of research methods in these projects, including experiment, survey, research synthesis, and computational methods.


Teaching Interests

  • Advertising (Fundamentals, Account Planning, Interactive Advertising, Social Media Analytics, Consumer Behavior)
    Integrated Marketing Communications (Fundamentals, Campaigns, Digital Media for Marketing)

Current Courses

  • COM2401 Fundamentals of Advertising
  • COM5402 Public Relations Strategies
  • COM2116 Audience Analytics and Media Strategies
  • COM5102 Global Media in the Digital Era


Current Grants

  • Strategic Interdisciplinary Research Grant, “How does health literacy affect comprehension of COVID-19 health information?” An exploratory study of eye-tracking technology in understanding Hong Kong elderly residents’ health literacy, empowerment and adherence to medical regimens,” Co-Principal Investigator, HKD300,000, On-going.
  • Collaborative Research Fund, “(Mis)communication, trust, and information environments: A comparative study of the COVID-19 ‘infodemics’ in four Chinese societies,” Co-Principal Investigator, HKD3,067,301, On-going.
  • Faculty Research Fund, “Message design in strategic communication,” Principal Investigator, HKD100,000, On-going.


Journal Articles

  • * denotes corresponding author.
    # denotes student author at the time of the research.
  • Azevedo, F., Pavlović, T., Rêgo, G. G., …, Huang, G., …, & Sampaio, W. M. (2023). Social and moral psychology of COVID-19 across 69 countries. Scientific Data, 10, 272. https://doi.org/10.1038/s41597-023-02080-8
  • Wang, S.#, Chu, T. H.#, & Huang, G. (2023). Do bandwagon cues affect credibility perceptions? A meta-analysis of the experimental evidence. Communication Research. https://doi.org/10.1177/00936502221124395
  • Yu, W.#, Payton, B.#, Sun, M.#, Jia, W.#, & Huang, G.* (2022). Towards an integrated framework for misinformation and correction sharing: A systematic review across domains. New Media & Society. https://doi.org/10.1177/14614448221116569
  • Jiang, L. C., Sun, M.#, & Huang, G.* (2022). Uncovering the heterogeneity in fitness app use: A latent class analysis of Chinese users. International Journal of Environmental Research and Public Health, 19, 10679. https://doi.org/10.3390/ijerph191710679
  • Pavlović, T., Azevedo, F., De, K., …, Huang, G.,…, & Van Bavel, J. J. (2022). Predicting attitudinal and behavioral responses to COVID-19 pandemic using machine learning. PNAS Nexus. https://doi.org/10.1093/pnasnexus/pgac093
  • Huang, G., & Xu, J. (2022). Disentangling the effects of temporal framing on risk perception, attitude, behavioral intention, and behavior: A multilevel meta-analysis. Communication Research. Advance online publication. https://doi.org/10.1177/00936502221102102
  • Sun, M.#, Jiang, C. L., & Huang, G.* (2022). Improving body satisfaction through fitness app use: Explicating the role of social comparison, social network size, and gender. Health Communication. Advance online publication. https://doi.org/10.1080/10410236.2022.2054099
  • Van Bavel, J. J., Cichocka, A., Capraro, V., …, Huang, G., …, & Boggio, P. S. (2022). National identity predicts public health support during a global pandemic. Nature Communications, 13, 1-14. https://doi.org/10.1038/s41467-021-27668-9
  • Huang, G., Sun, M.#, & Jiang, C. L. (2022). Core social network size is associated with physical activity participation for fitness app users: The role of social comparison and social support. Computers in Human Behavior, 129, 107169. https://doi.org/10.1016/j.chb.2021.107169
  • Huang, G., & Li, K. (2021). Get vaccinated for loved ones: Effects of self-other appeal and message framing in promoting HPV vaccination among heterosexual young men. Health Communication. Advance online publication. https://doi.org/10.1080/10410236.2021.1953728
  • Huang, G., & Liang, H. (2021). Uncovering the effects of textual features on trustworthiness of online consumer reviews: A computational-experimental approach. Journal of Business Research, 126, 1-11. https://doi.org/10.1016/j.jbusres.2020.12.052 (lead article)
  • Huang, G. (2021). Does warm glow promote physical activity? Examining the relative effectiveness of self-benefiting versus other-benefiting incentives in motivating fitness app use by corporate sponsorship programs. Health Communication, 36(13), 1719-1730. https://doi.org/10.1080/10410236.2020.1794548
  • Xu, J., & Huang, G. (2020). The relative effectiveness of gain-framed and loss-framed messages in charity advertising: Meta-analytic evidence and implications. International Journal of Nonprofit and Voluntary Sector Marketing, 25(4), e1675. http://dx.doi.org/10.1002/nvsm.1675
  • Huang, G., & Ren, Y.# (2020). Linking technological functions of fitness mobile apps with continuous usage among Chinese users: Moderating role of exercise self-efficacy. Computers in Human Behavior, 103, 151-160. https://doi.org/10.1016/j.chb.2019.09.013
  • Huang, G., Li, K., & Li, H. (2019). Show, not tell: The contingency role of infographics versus text in the differential effects of message strategies on optimistic bias. Science Communication, 41(6), 732-760. https://doi.org/10.1177%2F1075547019888659
  • Huang, G. (2020). Platform variation and content variation on social media: A dual-route model of cognitive and experiential effects. Journal of Promotion Management, 26(3), 396-433. https://doi.org/10.1080/10496491.2019.1699633
  • Huang, G. (2019). Variation matters: How to curb ad intrusiveness for native advertising on Facebook, Twitter, and Instagram. Internet Research, 29(6), 1469-1484. https://doi.org/10.1108/INTR-12-2017-0524
  • Huang, G., & Zhou, E.# (2019). Time to work out! Examining the behavior change techniques and relevant theoretical mechanisms that predict the popularity of fitness mobile apps with Chinese-language user interfaces. Health Communication, 34(12), 1502-1512. https://doi.org/10.1080/10410236.2018.1500434
  • Xu, J. & Huang, G. (2016). Mapping public relations scholarship in Asia: A longitudinal analysis of published research, 1995 to 2014. Asian Journal of Communication, 26(6), 548-565. https://doi.org/10.1080/01292986.2016.1218900
  • Zheng, P., Liang, X., Huang, G., & Liu, X. (2016). Mapping the field of communication technology research in Asia: Content analysis and text mining of SSCI journal articles 1995-2014. Asian Journal of Communication, 26(6), 511-531. https://doi.org/10.1080/01292986.2016.1231210
  • Huang, G. (2016). Moderating role of brand familiarity in cross-media effects: An information processing perspective. Journal of Promotion Management, 22(5), 665-683. https://doi.org/10.1080/10496491.2016.1154922
  • Huang, G., & Li, K. (2016). The effect of anonymity on conformity in online contexts: A meta-analysis. International Journal of Communication, 10, 398-415. https://ijoc.org/index.php/ijoc/article/view/4037
  • Li, K., Huang, G.*, & Bente, G. (2016). The impacts of banner position and animation speed on banner effectiveness: Evidence from eye movements. Computers in Human Behavior, 54, 522-530. https://doi.org/10.1016/j.chb.2015.08.056
  • Huang, G. (2013). Mediating tourist landscape: A case study of media-induced tourism in China. International Journal of Communication, 7, 2678-2696. https://ijoc.org/index.php/ijoc/article/view/1905
  • DeMaagd, K., Chew, H. E., Huang, G., Khan, M. L., Sreenivasan, A., & LaRose, R. (2013). The use of public computing facilities by library patrons: Demography, motivations and barriers. Government Information Quarterly, 30(1), 110-118. https://doi.org/10.1016/j.giq.2012.07.009

Book Chapters

  • Xu, J. & Huang, G. (2017). Mapping public relations scholarship in Asia: A longitudinal analysis of published research, 1995–2014. In R. Wei (Ed.), The State of Asian Communication Research and Directions for the 21st Century. Routledge. [Reprint]
  • Zheng, P., Liang, X., Huang, G., & Liu, X. (2017). Mapping the field of communication technology research in Asia: Content analysis and text mining of SSCI journal articles 1995-2014. In R. Wei (Ed.), The State of Asian Communication Research and Directions for the 21st Century. Routledge. [Reprint]
  • Li, H., & Huang, G. (2015). Monitoring online consumers and marketing. In R. Mansell & P. H. Ang (Eds.), The International Encyclopedia of Digital Communication and Society. Wiley Blackwell-ICA Encyclopedias of Communication. Malden and Oxford: Wiley.
  • Huang, G., & Li, H. (2016). Understanding media synergy. In P. De Pelsmacker (Ed.), Advertising in New Formats and Media: Current Research and Implications for Marketers (pp. 97-114). Emerald Group Publishing.