Celine Hong

Celine Hong

Celine Hong
Associate Professor

Celine Hong
Public Relations & Advertising

Contact Info


M.A. Michigan State University

Ph.D. University of Missouri, School of Journalism 

She explores the effects of computer mediated communication messages on public perception. Before attending the Missouri School of Journalism, she worked at a Fortune 500 company’s marketing division. She has published 30+ peer reviewed journals about health communication, public health intervention, corporate reputation, crisis communication, corporate crisis, risk communication, organizational communication, advertising, social media and online marketing communication. Dr. Hong also conducted various externally and internally funded projects while she shared 60+ research papers at International Communication Association (ICA), National Communication Association (NCA), Association for Education in Journalism and Mass Communication (AEJMC) and International Public Relations Research Conference (IPRRC).


Social Media Management; Intro to PR/ADV Research; Intro to PR; Basic PR Writing; Media Metircs & Aanaltics 


Research Interests

Social media; Public health; computer mediated persuasion; crisis communication



Hong S., Kim, B., & Lee, S. (2023) A public health crisis in the university: Impact of crisis response strategies on universities’ transparency and post-crisis relationships during COVID 19 pandemic. Public Relations Review. https://doi.org/10.1016/j.pubrev.2023.102287

Kim, E. A., Kwon, E., Hong, S., Shoenberger, H., & Stafford, M. R. (2023). Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry. Frontiers in Psychology14, 1176863.https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1176863/full 

Hong, S., Kim, B., Lee, H. (2022) The Use of Instagram for Fortune 500: Impacts of Conversational Human Voice on User Engagement. Asian Journal of Public Relations, 5,1, 49-54.  

Hong, S. & Shim, K. (2022) ETHICAL PUBLIC TYPOLOGY: How Does Moral Foundation Theory and Anti-Corporatism Predict Public Differences during a Crisis? Journal of Contingencies and Crisis Management. 31, 1, 39-47. https://doi.org/10.1111/1468-5973.12403

Lee, H, Hong, S., & Kim. B (2022) How Does it Depend?: A Systematic Review of the Contingency Theory of Accommodation in Communication Scholarship. Public Relations Review. 48, 1. https://doi.org/10.1016/j.pubrev.2022.102148

Hong, S., Kim. B. & Lee, S (2022) A study about selfie: The moderating effect of Instagram influencers on selfies violating personal space. Communication Studies.73, 2, https://doi.org/10.1080/10510974.2021.2011358.  

Kim, B. & Hong, S.& Kim, S.  (2021) The Integrated Model of Wearable Activity Tracker Use: Exploring Health Beliefs and Obesity Information Seeking Behaviors from a Nationally Representative Sample. Journal of Medical Internet Research – Formative Research. 

Kim, B., Hong, S. & Lee, H (2021) Brand Communities Appear on Instagram: Exploring Brand Community Markers Through Fortune 500 Companies’ Instagram. International Journal of Strategic Communication.

Oh, S., Hong, S. & Park, H. S. (2021) The tipping point: A comparative study of U.S. and Korean social media users on decisions to switch to new platforms. International Journal of Social Media and Online Communities.

Hong, S. & Oh, S. (2020) WHY PEOPLE DON’T USE FACEBOOK ANYMORE: An investigation into the relationship between the Big Five personality traits and the motivation to leave Facebook. Frontiers in Psychology. 

Hong, S. & Pittman, M. (2020) eWOM anatomy of online product reviews: interaction effects of review number, valence, and star ratings on perceived credibility. https://doi.org/10.1080/02650487.2019.1703386. International Journal of Advertising

Johnson, E., & Hong, S. (2020) Instagramming Social Presence: A Test of Social Presence Theory and Heuristic Cues on Instagram Sponsored Posts. International Journal of Business Communication

Hong, S., Jahng, M., Lee, N & Wise, K. (2020) Do you filter who you are?: Manipulative self-presentation, social cues, and user evaluations of Instagram selfies. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2019.106159. 


  • Advancing Discipline Grant by National Communication Association (2023) $4,000
  • STORI funding (2022) $4,000
  • STORI funding (2021) $2,450
  • Camden Health Research Initiative Grant (2019) $146,000
  • STORI funding (2019) $1,250