Zhu Liucun

Postdoctoral Fellow at the School of Journalism and Communication, South China University of Technology; PhD from Dongguk University, South Korea, under the supervision of Professor Duan Chunlin. Research focuses on the application and effects of generative AI , brand communication, and consumer behavior. During his doctoral studies, he published over ten papers in Korean KCI and SCI- indexed journals. He received the National Scholarship for Outstanding Self-Funded Students Studying Abroad ( CSC Scholarship) from the China Scholarship Council , the Best Paper Award at ICONI 2022 , and the Outstanding Academic Award from Dongguk University.

Research Directions

1.Brand Communication: The role of social media, KOL marketing, UGC , and AIGC content in building brand awareness, enhancing consumer interaction, and increasing brand loyalty in purchasing decisions.

2.Computational Advertising: Artificial intelligence, big data, and algorithms optimize ad delivery strategies ; AI- generated content ( AIGC ) influences user emotions and psychological behavior.

RepresentativeArticles

1. Liucun Zhu, Jiajin Chen, & Hasung Hwang. (2024). The effect of college students' motivation to use Ifland on satisfaction and continuous Use Intention: Moderating effect of innovation. Journal of Internet Computing and Services (JICS), 25(3), 93-100.

2. Hwang, H. S., Zhu, L. C., & Cui, Q. (2023). Development and validation of a digital literacy scale in the artificial intelligence era for college students. KSII Transactions on Internet and Information Systems (TIIS), 17(8), 2241-2258. 

3. Liucun Zhu, Jiaqi Liu, & Hasung Hwang (2023). A Study on the Effects of TikTok Characteristics on Perceived Pleasure and Satisfaction: Focusing on Chinese Students in Korea. The Journal of Image and Cultural Contents, 28, 151-185.  

4. Liu Cun Zhu, Wai Zhi Lum, & Ha Sung Hwang (2022). A Study on the Satisfaction of Star YouTube Channel Viewers: Focusing on the Mediating Effect of Flow. Journal of Social Science, 61(3), 121-145. 10.22418/JSS.2022.12.61.3.121

Conference Paper

1. Potential influencing Factors of the continued Use of ChatGPT among Korean Young People，KSII The 19th Asia Pacific International Conference on Information Science and Technology(APIC-IST). Takamatsu, Japan（2024, June 20-23）

2. Research on developing and validating measurement standards for the concept of digital literacy in the era of artificial intelligence. The 14th International Conference on Internet(ICONI 2022). Jeju, Korea(2022, Dec. 11-13)

3. An empirical study on college students' willingness to use online streaming media. Spring Academic Conference of the Korean Network Information Society. Mokpo, korea(2022, May. 12-13)

Contact

xiaozhuwudi2019@naver.com