Yu Liu is an associate professor in the School of Communication. Her primary research focuses on computer-mediated communication and cross-cultural strategic communication. Specifically, she has investigated topics such as social media engagement, uses and effects of new media, and cross-cultural green consumption. She has published in a number of scholarly journals such as International Journal of Strategic Communication, Journal of Consumer Marketing, Health Communication, Mass Communication and Society, Journal of Global Marketing, International Journal of Consumer Studies, and other scholarly journals. She teaches classes in both graduate and undergraduate levels including global strategic communication management, communication research methods, and principles of advertising.