Dr ZHAO Mengmeng, Sarah (趙萌萌博士)
PhD in Communication (The Chinese University of Hong Kong)
MA in Global Communication (The Chinese University of Hong Kong)
BA in English Language and Literature (minor: broadcasting and hosting) (Communication University of China)

Assistant Professor
School of Communication
BJC Associate Programme Director

Tel : 3963 5385


Dr Zhao obtained her PhD in Communication from The Chinese University of Hong Kong. Her research interests include corporate communication, crisis communication, and corporate social responsibility and sustainability. Her dissertation is on the antecedents of CSR adoption among Chinese PR practitioners.

Prior to her doctoral study, she worked as a PR professional for several years. At Burson-Marsteller, one of the top international agencies, she helped clients (including Hewlett-Packard, Lexus, Blu-ray Disc Association, etc.) boost their brand image as well as mitigate crisis by designing and facilitating strategic communication in a variety of public contexts. As a conference manager at Caixin Media, China’s leading financial media group, she developed and implemented communication plans for its partners, mostly reputable financial institutions, such as Nomura Securities, Franklin Templeton Investment Funds, China Minsheng Banking Corp., etc.

Dr. Zhao also specializes in business translation. She has worked with The New York Times and Bloomberg BusinessWeek for more than eight years. She also translated several best-sellers across the fields of branding, advertising, management, and marketing. The best known is Steve Jobs Biography.

Before joining HSU, Dr. Zhao has taught at Division of Humanities and Social Sciences in BNU-HKBU United International College.


Teaching InterestsResearch InterestsSelected Publications Conference PresentationsJournal reviewer of the following academic journalsAwardsTranslations of Best-Sellers
TopTeaching Interests

Introduction to Corporate Communication, Campaign Planning and Management, Crisis and Issues Management, Corporate Social Responsibility and Sustainability, News and Media Translation

TopResearch Interests

Corporate Communication, Crisis Communication, CSR & Sustainability

TopSelected Publications
  • Zhao, M. M. (forthcoming). How do leading companies in Greater China communicate CSR through corporate websites? A comparative study of Mainland China, Hong Kong and Taiwan. Media Asia. [SJR- and Scopus-indexed journal]
  • Zhao, M. M. (2020). The current internet use of teenagers and young adults in Hong Kong. In W. M. Ji & J. Shen (Eds.), Annual report of the Internet use of Chinese minors (2020) (pp. 306-332). Beijing: The Institute of Journalism & Communication, Chinese Academy of Social Sciences (CASS) and Social Sciences Academic Press. [In Chinese]
  • Zhao, M. M. (2014). The effect of electronic word-of-mouth (eWOM) platforms on perceived credibility, brand attitude and purchase intention: A study of Chinese young consumers. Journal of Cyber Culture and Information Society, 27, 90-120. [Peer-reviewed journal]
  • So, C. Y. K., et al. (2013). Current status of Chinese communication research: Who do what and cite whom.?Communication & Society, 23, 31-80. (In Chinese). [TSSCI]
TopConference Presentations
  • Xu, X. Y., & Zhao, M. M. (2020). Dramatization of mediated brand communication: Exploring storytelling strategies of sponsored content on WeChat Public Accounts (WPAs). IAMCR, 12-16 July. (Online).
  • Zhao, M. M., & Xu, X. Y. (2020). Are likers all buyers? Effects of storytelling strategies of WeChat’s sponsored content on Chinese millennials’ brand favorability, purchase intention and word-of-mouth. BledCom, 3-4 July. (Online).
  • Zhao, M. M. (2019). Understanding corporate environmental communication in Greater China: A comparative study of Mainland China, Hong Kong and Taiwan. Paper presented at the IAMCR 2019 conference in Madrid, Spain, 7-11 July.
  • Zhao, M. M. (2018). How to motivate Chinese public relations practitioners engage in CSR? Integrating institutional theory and the reasoned action approach. Paper presented at International Communication Association’s 68th Annual Post-Conference, Prague, Czech Republic, 29 May. [Best Paper Award]
  • Zhao, M. M. (2014). How do leading companies in Greater China communicate their CSR practices through corporate websites? A comparative study of Mainland China, Hong Kong and Taiwan: 2008-2013. Paper presented at the Conference of the Association for Education in Journalism and Mass Communication (AEJMC), Montreal, Canada, 6-9 August.
  • Zhao, M. M. (2013). The effect of electronic word-of-mouth (eWOM) platforms on perceived credibility, brand attitude and purchase intention: A study of Chinese young consumers. Paper presented at the Annual Conference of Taiwan Academy for Information Society, Hsinchu, Taiwan, 16 November. [Best Student Paper Award]
  • Zhao, M. M., & Cheng, X. X. (2012). Invisible colleges within Chinese communication community: Patterns and trends of co-authorship in Mainland China, Hong Kong and Taiwan, 2006-2011. Paper presented at the Conference of the Association for Education in Journalism and Mass Communication (AEJMC), Chicago, USA, 8-12 August.
  • Zhao, M. M., & Mao, Z. F. (2011). What motivates Chinese people to tweet? A uses and gratifications perspective of micro-blogging in China. Paper presented at the 9th Annual International Conference on Communication and Mass Media, Athens, Greece, 16-19 May.
  • Mao, Z. F., & Zhao, M. (2011). Weibo in China: Loneliness and self-esteem as predictors of micro-Blogging uses and gratifications. Paper presented at the International Telecommunications Society Asia-Pacific Regional Conference, Taipei, Taiwan, 26-28 June.
TopJournal reviewer of the following academic journals
  • Chinese Journal of Communication (SSCI Journal)
  • Telematics and Informatics (SSCI Journal)
  • Communication & Society (TSSCI Journal)
TopAwards
  • Best Paper in 2018 International Communication Association’s 68th Annual Post- conference: Voices of Chinese Scholars over the Last 40 years, Prague, Czech Republic
  • HKSAR Government Scholarship Fund – Talent Development Scholarship 2014/15
  • Best Student Paper in 2013 Annual Conference of Taiwan Academy for Information Society, Taiwan
TopTranslations of Best-Sellers
  • Lindstrom, M. (2011). Brandwashed: Tricks companies use to manipulate our minds and persuade us to buy. New York: Crown Business. ?丁·林斯特龍(2013 年 1 ?) 《品牌洗腦》。中信出版社。ISBN: 9787508637396.
  • ?Isaacson, W. (2011). Steve Jobs. New York: Simon & Schuster. 沃爾特·艾薩克森(2011 年 10 ?) 《史蒂夫·喬布斯傳》(合譯)。中信出版社。ISBN:9787508630069.
  • Lindstrom, M. (2010). Brandsense: Sensory secrets behind the stuff we buy. New York: Free Press. ?丁·林斯特龍(2011 年 4 ?) 《感官品牌》。天津教育出版社。ISBN:9787530963951.
  • Sullivan, L. (2008). Hey Whipple, squeeze this: A guide to creating great advertising (3rd Ed.). Hoboken, NJ: John Wiley & Sons, Inc 路克·蘇利?(2010 年 12 ?) 《?案發燒》(第三版)。中國?民?學出版社。ISBN:9787300130668.
  • Gaynor, G. H. (2003). What every new manager needs to know: Making a successful transition to management. New York: AMACOM. 傑勒德·H·蓋納 (2009 年 6 ?) 《不??做了中層》。中信出版社。ISBN:7508615808.
  • Lindstrom, M. (2008). Buyology: Truth and lies about why we buy. New York: Doubleday. ?丁·林斯特龍(2009 年 3 ?) 《買》。中國?民?學出版社。ISBN:9787300101057.