| Attracting comments: Digital engagement metrics on Facebook and financial performance G Yoon, C Li, Y Ji, M North, C Hong, J Liu Journal of Advertising 47 (1), 24-37, 2018 | 221 | 2018 |
| Is your product really green? A content analysis to reassess green advertising S Segev, J Fernandes, C Hong Journal of advertising 45 (1), 85-93, 2016 | 176 | 2016 |
| “Liking” and being “liked”: How are personality traits and demographics associated with giving and receiving “likes” on Facebook? C Hong, ZF Chen, C Li Computers in Human Behavior 68, 292-299, 2017 | 109 | 2017 |
| Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness S Tian, W Tao, C Hong, WHS Tsai International journal of advertising 41 (6), 1017-1037, 2022 | 93 | 2022 |
| To support or to boycott: a public segmentation model in corporate social advocacy C Hong, C Li Journal of Public Relations Research, 10.1080/1062726X.2020.1848841, 2020 | 92 | 2020 |
| How different CSR dimensions impact organization-employee relationships: The moderating role of CSR-culture fit ZF Chen, C Hong, A Occa Corporate Communications: An International Journal 24 (1), 63-78, 2019 | 63 | 2019 |
| Will Consumers Silence Themselves When Brands Speak up about Sociopolitical Issues? Applying the Spiral of Silence Theory to Consumer Boycott and Buycott Behaviors C Hong, C Li Journal of Nonprofit & Public Sector Marketing, 10.1080/10495142.2020.1865234, 2020 | 56 | 2020 |
| The joint effect of association-based corporate posting strategy and eWOM comment valence on social media ZF Chen, C Hong, C Li Internet research 27 (5), 1039-1057, 2017 | 44 | 2017 |
| Echo chambers and social mediators in public advocacy issue networks WHS Tsai, W Tao, CH Chuan, C Hong Public Relations Review 46 (1), 101882, 2020 | 34 | 2020 |
| Publics’ communication on controversial sociopolitical issues: extending the situational theory of problem solving W Tao, C Hong, WHS Tsai, BR Yook Journal of Applied Communication Research, 1-22, 2020 | 29 | 2020 |
| When transparent leadership communication motivates employee advocacy: Testing the mediator roles of employee attributions in CEO activism C Hong, YG Ji Public Relations Review 48 (3), 102202, 2022 | 25 | 2022 |
| Boycotting or buycotting? An investigation of consumer emotional responses towards brand activism C Hong University of Miami, 2018 | 25 | 2018 |
| The effect of “anonymous reviewer”: A study of anonymity, affect intensity, and message valence in the cyberspace C Hong, C Li Journal of Language and Social Psychology 36 (5), 504-524, 2017 | 24 | 2017 |
| How to turn lurkers into donors? A study of online social support interactions between nonprofit organizations and their followers C Hong, C Li International Review on Public and Nonprofit Marketing, 10.1007/s12208-020 …, 2020 | 18 | 2020 |
| Engaging employees in CEO activism: The role of transparent leadership communication in making a social impact YG Ji, C Hong Journalism & mass communication quarterly 100 (1), 78-99, 2023 | 17 | 2023 |
| Social distancing during COVID-19: threat and efficacy among university students in seven nations JPD Guidry, PB Perrin, N Bol, BB Song, C Hong, A Lovari, IA Coman, ... Global health promotion 29 (1), 5-13, 2022 | 16 | 2022 |
| The effect of preference stability and extremity on personalized advertising C Li, J Liu, C Hong Journalism & mass communication quarterly 96 (2), 406-427, 2019 | 14 | 2019 |
| CEO as “chief crisis officer” under COVID-19: A content analysis of CEO open letters using structural topic modeling J Liu, C Hong, B Yook Strategic Communication and the Global Pandemic, 93-117, 2025 | 12 | 2025 |
| Effects of uniqueness, news valence, and liking on personalization of company news C Li, C Hong, ZF Chen Journalism & mass communication quarterly 97 (4), 890-912, 2020 | 9 | 2020 |
| An Examination of Information Behaviors Surrounding Controversial Sociopolitical Issues: Roles of Moral Emotions and Gender C Hong, W Tao, WHS Tsai, BR Yook International Journal of Communication 14, 4890–4912, 2020 | 6 | 2020 |
