Vivienne S. Y. LEUNG

Vivienne Leung is a Senior Lecturer and the Programme Director of the Advertising and Branding Concentration at Hong Kong Baptist University, where she also earned her Ph.D. in Communication Studies. Previously, she worked as a strategic planner at Grey Advertising and Fallon Asia in Hong Kong, collaborating with clients such as United Airlines and McDonald's. Her research interests encompass advertising, celebrity culture, health communication, and social service marketing. She is the author of the book "Celebrity Culture and the Entertainment Industry in Asia" and has published articles in various academic journals.

Vivienne has received several awards for her teaching and service, including the Outstanding Performance in Teaching in 2014 and the Student Service Award in 2021 from HKBU. In 2018, she obtained a Professional Diploma in Digital Marketing. In 2022, she was granted Senior Fellowship (SFHEA) by Advance HE, and in 2024, she was recognized with merit for the Exemplary Teaching and Learning Award at the eLearning Forum Asia. Most recently, in 2025, she was awarded the Outstanding Performance Award in Service at HKBU.

Research Interests

Advertising and Creativity
Body Image
Celebrity Culture and Celebrity Endorsement Effect
Health Communication
Social Service Marketing

Publications

Refereed Publications

Leung, S. Y. (2024), “Advancing Advertising Education Through AI and Experiential Learning: Insights from a Campaign Planning Course for Caregivers in Hong Kong.” Journal of Advertising Education. Vol. 29 (1), 18-30. (available online at https://journals.sagepub.com/doi/10.1177/10980482241306740)

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/10.1177/2059436418805540)

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)

Book 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.

Teaching and Learning Conference/Workshop

Leung, S. Y. (2024), “Advancing Advertising Education Through AI and Experiential Learning: Insights from a Campaign Planning Course for Caregivers in Hong Kong,” eLearning Forum Asia, Dec 4-5, Hong Kong

Leung, S. Y. & Cheng, K (2024), “Traditional Innovation: Implementing Authentic Assessment in a Digital Learning Environment”, eLearning Forum Asia, Dec 4-5, Hong Kong.

Leung, S.Y. (2023), “Comparing the effectiveness of Hybrid versus traditional teaching and learning in a campaign planning course,” International Conference on Learning and Teaching for Future Readiness (ICLT), May 17-19, Hong Kong.

Chan, K., Leung, V., and Zhan, M. (2021). A Community of Practice: Sharing good practices in teaching and learning of advertising and public relations, Research-teaching Nexus Workshop Series 1: Designing Course-based Research Projects for the Communication Discipline, Centre for Holistic Teaching and Learning, HKBU, October 26.