Zifei Chen

Zifei "Fay" Chen

Assistant Professor

Program Coordinator • Full-Time Faculty

(415) 422-2617 Kalmanovitz Hall 339


Professor Zifei “Fay” Chen is an assistant professor in the communication studies department and the coordinator of the Public Relations Minor program. Specialized in public relations and strategic communication, Chen’s research agenda centers on examining the factors and mechanisms that drive stakeholders’ attitudes and behaviors toward organizations in the digital environment.

Chen’s work has been published in leading refereed journals including Journal of Public Relations Research, Public Relations Review, Internet Research, and Journal of Product and Brand Management. She is co-author of the book Strategic Communication for Startups and Entrepreneurs in China (Routledge Taylor & Francis). Professionally, Chen previously worked at Ketchum, Fiserv, and provided pro bono consultancy for nonprofit organizations. She currently serves as conference director and advisory committee member for the International Public Relations Research Conference (IPRRC) and is on the editorial board for Journal of Public Relations Research.

Program coordinator, Public Relations Minor
University of Miami, PhD in Communication, 2017
University of Georgia, MA in Journalism and Mass Communication, 2013
Zhejiang University, BA in English with Honors Minor in Innovation and Entrepreneurship, 2011
Conference Director, International Public Relations Research Conference
Don Bartholomew Award for Excellence in Public Relations Research Fellow, Ketchum
Public relations
Corporate social responsibility
Social media strategies
Startup and entrepreneurial public relations
Crisis communication and management
Selected Publications

Men, L. R., Ji, Y. G., & Chen, Z. F. (2020). Strategic Communication for Startups and Entrepreneurs in China. Routledge Taylor & Francis. ***Joint second authors***

Cheng, Y., & Chen, Z. F. (2020). The influence of perceived fake news influence: Examining public support for corporate corrective response, media literacy intervention, and governmental regulation. Mass Communication & Society. 

Li, C., Hong, C., & Chen, Z. F. (2020). Effects of uniqueness, news valence and liking on personalization of company news. Journalism and Mass Communication Quarterly. 

Chen, Z. F., & Tao, W. (2020). Hybrid strategy--Interference or integration? How corporate communication impacts consumers’ memory and company evaluation. International Journal of Strategic Communication, 14, 122-138.

Chen, Z. F., & Cheng, Y. (2019). Consumer response to fake news about brands on social media: The effects of self-efficacy, media trust, and persuasion knowledge on brand trust. Journal of Product and Brand Management, 29, 188-198. 

Ji, Y. G., Chen, Z. F., Tao, W., & Li, Z. C. (2019). Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 Facebook data. Public Relations Review, 45, 88-103. 

Awards & Distinctions

University of San Francisco Innovation in Teaching with Technology Award, 2020

International Communication Association Conference, Public Relations Division Top Faculty Paper Award, 2020

Public Relations Society of America Educators Academy Super Saturday Conference, Top Faculty Research Paper Award, 2019

International Public Relations Research Conference, Prime Research Award, 2018

The Arthur W. Page Center for Integrity in Public Communication Legacy Scholar, 2017-2018