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Wu, Guohua Mark.

Professor of Communications


Office: 657-278-8414

Department: 657-278-3518



Guohua Mark Wu is a professor of communications at California State University, Fullerton. He received his Ph.D. from the University of Texas at Austin, his M.Sc. from the University of Illinois at Urbana-Champaign and his B.A. from Tsinghua University in Beijing. He has professional experience in Global Fortune-500 companies (China Huaneng Group, ranked 231) and U.S. Fortune 500 companies (Celanese, ranked 396; First Data, ranked 254) across energy, chemical and financial industries. His expertise and skills are in digital advertising, public relations and integrated marketing communications. As a member of the advisory board of the Values Institute, he conceptualized the 5Cs of brand trust model (competence, concern, consistency, connection and candor). This model of brand trust accurately predicted the 2012 U.S. presidential election outcome with Obama having an edge over Romney with regard to voters' trust in each presidential candidate (reported in the Los Angeles Times, October 26, 2012). Prior to his current position, he taught advertising, communications and marketing courses at Syracuse University, the California State University and Emerson College. His students portray him as a passionate and caring professor. His research interests are advertising and consumer behavior in the online/digital/interactive/social and cross-cultural domains. He is recognized as a leading scholar in the perceived interactivity research stream, and his pioneering work "Perceived Interactivity and Attitude Toward Website" (Wu 1999) and other works related to perceived interactivity are widely cited by scholars globally. One of his academic papers has received the honor of being “among the most highly downloaded articles” (3475 times since 2011) in the Journal of Consumer Marketing by Emerald Publishing.

Areas of Knowledge:
  • Online advertising
  • Marketing research
  • Integrated marketing communications
  • Cross-cultural communications

  • Advertising
  • Communications
  • Marketing

  • Mandarin

  • Asia