Vivienne S. Y. LEUNG 梁雪茵 Senior Lecturer cum Programme Director of Advertising and Branding Concentration
Doctor of Philosophy in Communication
(852) 3411-7485
vivleung@hkbu.edu.hk
CVA Room 912

Vivienne Leung is the Senior Lecturer and Programme Director of Advertising and Branding Concentration at Hong Kong Baptist University. She received her Ph.D. in communication studies at Hong Kong Baptist University. Previously she held positions at Grey Advertising and Fallon Asia/Hong Kong as a strategic planner. Her clients include United Airlines, P&G, Wrigley, Audi, PCCW, McDonald’s and Bank of China. Her research interests include advertising, celebrity effects, health communication and social service marketing. Apart from her recent book Celebrity culture and the entertainment industry in Asia: Use of celebrity and its influence on society, culture and communication (Intellect; University of Chicago Press, 2017), She also published in Service Marketing Quarterly, Journal of Nonprofit & Public Sector Marketing, Intercultural Communication Studies, Asian Journal of Business Research, Journal of Consumer Marketing, Chinese Journal of Communications, International Journal of Health Promotion and Education, Journal of Communication in healthcare: Strategies, media and engagement in global health, Patient Experience Journal, Community Mental Health Journal and, Global Media and China. Vivienne was awarded the Outstanding Performance in Teaching by the Hong Kong Baptist University in 2014.?She also completed the Professional Diploma in Digital Marketing; Digital Marketing Institute in 2018.
Research InterestsAdvertising and Creativity
Body Image
Celebrity Culture and Celebrity Endorsement Effect
Health Communication
Social Service Marketing
PublicationsBook Publication
Leung, S. Y., Cheng, K., & Tse, T. (2017) Celebrity culture and the entertainment industry in Asia: Use of celebrity and its influence on society, culture and communication. Fishponds, UK: Intellect. (available online at https://www.amazon.com/Celebrity-Culture-Entertainment-Industry-Asia/dp/1783208074)
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
Leung, S. Y. (2018) Creative professional’s perceptions of creativity in Hong Kong. In Y. Huang., & Y. Song (Ed.), The Evolving Landscape of Media and Communication in Hong Kong, City University Hong Kong Press.
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
Tse, T., Leung, S.Y., Cheng, K., & Chan, J. (2018), “A clown, a political messiah or a punching bag? Rethinking the performative identity construction of celebrity through social media.” Global Media and China. Vol. 3 (3), 141-157. (available online at https://journals.sagepub.com/doi/full/10.1177/2540)
Leung, S. Y. (2018), “The disclosure of celebrity major depressive diagnoses in Hong Kong: Its effects on public awareness and understanding toward the illness.” Community Mental Health Journal. Vol. 55(1), 120-128. (available online at https://link.springer.com/epdf/10.1007/s10597-018-0274-4?author_access_token=TdOYYBxpU_5FB-psmvSp1ve4RwlQNchNByi7wbcMAY4hzKPgsckA3_mhH-9dTFk5Gfg8pHkE2ZWbja7F6t-EdXvQ9fjXvvDjkl4qeJerlyt3oHBSIlAM9fG-uTysqQT3g_gWgpibEZv6RqMjomnOLg%3D%3D)
Leung, S.Y., Cheng, K., & Tse, T. (2018), Insiders' views: The current practice of using celebrities in marketing communications in Greater China. Intercultural Communication Studies, Vol. 27(1), 96-113.
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. Vol 9(4), 256-266. (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 Quarterly, 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’ communication skill,” Communication, Medicine and Ethics (COMET), June 25-27, Hong Kong.
Kimmy C., & Leung, S. Y. (2015), “Are we doing enough? Medical students, faculty members and practicing doctor’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 1^st 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 1^st 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 7^th International Conference on Cross-Cultural Communication, Louisville, Kentucky.
Awards/Grants/HonorsAward
Student Service Award (2020/21), Communication Studies Department of School of Communication, Hong Kong Baptist University
Outstanding Performance in Teaching (2014/15), School of Communication, Hong Kong Baptist University
Research/Teaching Development Grants
(2019) Principle Investigator, Service-Learning Mini-Grants, Centre for Innovative Service-Learning, Hong Kong Baptist University (HK$30,000)
(2018) Principle Investigator, Teaching Development Grants, Hong Kong Baptist University: “Improving Active Learning and Enhancing Socio-cultural Practicability of the Course PRAD 3016 Campaign Planning and Management” (HK$194,120)
(2017) Principle Investigator, Teaching Development Grants, Hong Kong Baptist University, Communication Studies Department: “Enhancing social practicality of the course PRAD 3016 Campaign Planning and Management” (HK$29,800)
(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)