Sang-Hwa Oh

Sang-Hwa Oh
Assistant Professor in Advertising
120 Gregory Hall
  • PhD, University South Carolina 
  • Assistant Professor of Advertising
  • Assistant Research Professor at Institute of Communications Research
  • Affiliate Faculty, School of Information Sciences Informatics Programs
Course Specialties
  • Public Relations Strategies
  • Persuasion and Consumer Response
  • Graduate Seminar II
  • Public Relations Principles
  • Communication Research Methods
  • Public Relations Campaigns
  • Social Media Strategy

My areas of research include Risk/Health Communication (particularly during a public health crisis), Health Promotion, (Mis)information Diffusion, Media Psychology, Strategic Communication, and Effects of Emerging & Legacy Media. I came to the College of Media after spending two years at the Department of Communication at Appalachian State University as an Assistant Professor. Prior to joining academia, I had worked at Samsung iMarketKorea for five years as a communication manager.


2021: Best Research Paper, 2nd place, Global Colloquium, Korea Advertising Society (KAS), Korea.

2016: Rainbow Top Research Paper Award, Korea Health Communication Association.

2015: Red Raider Public Relations Research Award, International Public Relations Research Conference.

2014: Outstanding Graduate Student Research Award, University of South Carolina.

2011: Third-Place Award, Communicating Science, Health, Environment, and Risk Division, 94th annual conference of the Association for Education in Journalism and Mass Communication.

Research/Creative Endeavor

I am interested in exploring how social media and emerging communication technologies can promote health prevention and social change in the context of science and health issues. In particular, my recent work has focused on finding a better way to cope with a public health crisis. I tackle four main research themes: 1) how traditional and social media present public health emergency related to issues via content analysis and computational analysis methods, 2) what role the media play in affecting the general public’s understanding of the issues, and behaviors at individual- and policy-levels, 3) what kind of misinformation regarding the issues is spread and how to mitigate any harmful consequences of misinformation, and 4) how organizations can better communicate the issues via strategic communication focusing on the role of transparent communication, trust, and emotions.

Select Publications

Oh, S.-H., Lee, Cj., & Park, SH. (2022). Trust matters: The effect of social media use on public health policy support through (mis)beliefs in the context of HPV vaccination. Health Communication.  Online first.

Yoo, W., Oh, S.-H., & Chio, D-H. (In press). Exposure to COVID-19 Misinformation across Instant Messaging Apps: Moderating Roles of News Media and Interpersonal Communication. International Journal of Communication.

Ham C-D., Chung, UC#., Kim, WJ#., Lee, SY#., & Oh, S.-H. (2021). Greener than others? Exploring generational differences in green perceptions and purchase intentions of the US consumer: Consumer socialization and social intelligence perspectives. International Journal of Market Research, 64(3), 376-396.

Oh, S.-H., Lee, S-Y#., & Han, CH#. (2021). The effects of social media use on preventive behaviors during infectious disease outbreaks: The mediating role of self-relevant emotions and public risk perception. Health Communication, 36(8), 972-981. Listed as the 2nd most cited article during the past 3 years, 5th most cited article since 2011, and 6th most read article since 2011 in Health Communication.

Lim, HJ, Oh, S.-H., Kim Y., & Kim, J.-N. (2019). Activists and their communicative behaviors for effective crisis communication in the age of social media. Asian Journal of Public Relation, 3(1), 1-14.