Li, Zongchao Cathy

Zongchao Cathy

Assistant Professor, Public Relations
School of Journalism and Mass Communications




Ph.D. in Strategic Communication, University of Miami, 2015



Zongchao Cathy Li, Ph.D. is an assistant professor of public relations at San Jose State University. Her research centers on how new media have changed the interactions between organizations and users, between technologies and users, and among network users themselves. She is particularly interested in studying the relationships between emotive and psychological variables and consumer behavioral outcomes.

Dr. Li’s research has been published in several top refereed journals such asJournal of Public Relations Research, Public Relations Review, Computers in Human Behavior, Internet Research, Journal of Communication Management, among others. She is also the author of several book chapters on new media and public relations measurement.

Dr. Li is the award recipient for 2016 – 2017 Arthur W. Page Legacy Scholar Grant. She was the co-investigator of several multimillion-dollar grant funded by the National Science Foundation and National Institute for Environmental Health Sciences. Her research has won multiple top paper awards at national and international conferences, such as AEJMC, NCA and PRSA. 

Dr. Li is the Chief Research Editor for the Behavior Insights Research Center (BIRC) of the Institute of Public Relations. She is an advisory board member of the International Public Relations Research Conference, and serves on the editorial board of Communication Research Reports and The Public Relations Journal.

Outside of academia, she provides consultancy on social media measurement and evaluation, new media strategies and tactics, and strategic planning for communication campaigns. She is especially interested in helping small and medium sized businesses, non-profit organizations and startups to achieve desirable communication outcomes through the lenses of new media.