PhD in Communication (Hong Kong Baptist University)
MA in Communication and Media Studies (Monash University)

MA in Publishing Studies (Hunan Normal University)

BA in Journalism (Hunan Normal University)

Lijun Luo is a lecturer in the Department of Communication at the College of Liberal Arts, Wenzhou-Kean University. Her research interests include climate change communication, health communication, and media psychology. She has over five years of working experience at Beijing Normal–Hong Kong Baptist University, where she taught courses such as Public Relations, Communication Theory, and Media and Event Planning. Prior to her academic career, she worked as an Event Planner at Sisyphe Bookstore, organizing events of various scales, including one attended by more than 10,000 participants.

As a scholar in communication and media studies, her research explores how digital media influence public engagement with critical societal issues, particularly in health communication, climate change communication, and public opinion on policy discourse. Drawing on social psychological theories, computational methods, and digital media analysis, her work examines how media messages shape attitudes, behaviors and policy perceptions in online environments. This interdisciplinary approach bridges communication, media studies, and data science, offering both theoretical contributions and practical implications for media practitioners, policymakers, and digital strategists.

Published Papers

Luo, L., & Kim, W. (2025). Decoding Pro-Environmental Behaviors in China Through Values and the Theory of Planned Behavior. Asian Journal for Public Opinion Research, 13(1), 82–99. https://doi.org/10.15206/ajpor.2025.13.1.82

Luo, L., & Kim, W. (2024). How Virtual Influencers’ Identities are Shaped on Chinese Social Media: A Case Study of Ling. Global Media and China, 9(3), 325-343. https://doi.org/10.1177/20594364231188353

Peer-Reviewed Conference Presentations

Huang, H., & Luo, L.(2025). Rebuilding Environmental Justice through Transnational Community Empowerment: A Social Media Content Analysis of Greater Los Angeles Wildfires on Xiaohongshu (RedNote). Paper will be presented at IAMCR 2025, in person, July 13-17, Singapore.

Huang, H., & Luo, L.(2025). Constructing an Authoritarian Emotional Regime: Analyzing Online Public Sentiment of China’s Marriage and Fertility Policies. Paper will be presented at ICA Conference 2025, in person, June 12-16, Denver.

Luo, L., (2024). Bridging Minds and Images: Understanding the Nexus of Psychological Distance and Visual Elements in Climate Change Communication. Poster presentation at AEJMC 2024, in person, August 7-11, Philadelphia.

Luo, L., (2024). Visualizing Climate Change: Exploring the Impact of Image Type and Psychological Distance on Pro-Environmental Behavior. Paper presented at IAMCR Conference 2024, in person, June 30-July 4, Christchurch.

Luo, L., & Kim, W (2023). Understanding Pro-Environmental Behaviors: Health Belief Model and Theory of Planned Behavior. Paper presented at the conference for the International Communication Association 2023, Virtual conference, May 25-29.

Luo, L., & Kim, W (2022). The Consumers’ Perspective on Virtual Influence: A Case Study of Ling. Paper presented at the 19th Chinese Internet Research Conference, Virtual conference, May 23-24.

Luo, L., & Kim, W (2022). Understanding Pro-environmental Behaviors: Values and Theories of Planned Behavior. Paper presented at IAMCR Online Conference 2022, July 11-15.

ID2415 Small Group Communication

COMM1402 Speech Communication as Critical Citizenship

COMM3590 Business & Professional Communication

COMM4630 PR Campaign