Academic Staff
Ms Freya Rui JIANG
Teaching Fellow
- HHB728, Hung Hom Bay Campus
- +852 3400 3660
- freya.jiang@polyu.edu.hk
Biography
Ms JIANG Rui Freya is a Teaching Fellow at The Hong Kong Polytechnic University, specializing in brand and corporate communication, with research interests in city branding, corporate communication, and cross-cultural communication. She has extensive teaching and entrepreneurial experience in the field of communication, bridging academic inquiry with real-world professional practice.
Education and Academic Qualifications
- 2015 - 2017
M.A. in Bilingual Corporate Communication, The Hong Kong Polytechnic University, Hong Kong - 2010 - 2014
B.A. in Advertising (Branding), South China University of Technology, Guangzhou
Teaching Areas
- Corporate Communication
- Intercultural Communication
- Communications in Greater China
- Generative AI for Innovative Communications
- Bilingualism
- Digital Media and Advertising
- Integrated Marketing Communication
Research Interests
Selected Publications
- HU, Y., Ngai, C. S. B., & Jiang, R. (2026). Communication strategies to promote patient engagement in telemedicine: Systematic review. Journal of Medical Internet Research, 28, e85456. https://doi.org/10.2196/85456
- Lu, W., Jiang, R., & Ngai, C. S. B. (2024). Impression management in corporate leaders' discourse. In D. D. Wu & J. Feng (Eds.), Intercultural Business Communication Discourse. Foreign Language Teaching and Research Press.
- 姜睿, & 魏城璧 (2024). 大灣區城市形象在微博上的跨文化傳播. 《新聞與信息傳播研究》, 華中科技大學.
- Jiang, R., Qian, L., Ngai, C., & Dong, H. (2026, July). Area integration or losing the city? Mega-event visual identity and the public reshape city branding in the Greater Bay Area. IAMCR 2026, Galway, Ireland.
- Ngai, S. B. C., Singh, R. G., Dong, H.,Zhu, Y., Jiang, R., and Chen, S. (2026, July). How organizations Communicate Labor Rights: A Culture‑Specific Salience Framework for Sustainability Reporting in China and the United States. IAMCR, Galway, Ireland.
- Dong, H., Ngai, S. B. C., Park, J., & Jiang, R. (2026, June). Strategic CSR communication on social media: How interactivity and multimodality shape trust, identification, and offline behavioral intentions. International Communication Association 76th Annual Conference (ICA), Cape Town, South Africa.
- Dong, H., Ngai, C. S. B., Hu, Y., & Jiang, R. (2025, September). Investigating the Influence of Interactivity and Involvement Strategies in CSR Communication on Social Media Users’ Trust, Identification, and Behavioral Intentions: Evidence from China's Automotive Industry. 26th Annual EUPRERA Congress, Lund, Sweden.
- Zhao, Q., & Jiang, R. (2025, July). Differences in identity construction and fan engagement: A comparative study of theater and pop music fans in China. International Sociological Association (ISA) 5th Forum of Sociology, Rabat, Morocco.
- Hui, K., & Jiang, R. (2025, July). Leveraging family history as a tool for wealth transmission: A case study of the Rong Yiren family in post-reform China. International Sociological Association (ISA) 5th Forum of Sociology, Rabat, Morocco.
- Jiang, R., Zhao, Q., & Hui, K. (2025, July). Exploring over-tourism: A stakeholder analysis of visitor-resident conflicts in post-COVID Hong Kong. ISA 5th Forum of Sociology, Rabat, Morocco.
- Ngai, C. S. B., Singh, R. G., Jiang, R., & Hu, Y. (2025, September). Enhancing employee engagement: The influence of content themes and communication styles in internal social media. 26th Annual EUPRERA Congress, Lund, Sweden.
- Jiang, R., & Ngai, S. B. C. (2024, June). The role of college graduate village officials in poverty alleviation movement in China: A content analysis of engagement communication from 2015–2023. ICA 74th Annual Conference, Gold Coast, Australia.
- Jiang, R., & Ngai, S. B. C. (2023, September). Sentiment analysis in business and management social media communication: A systematic review from 2011–2021. WAPOR 76th Annual Conference, Salzburg, Austria.
- Q Zhao, Jiang, R., and Ngai, S. B. C. (2024, July). Exploring the impact of upward social comparison in social media on Generation Z: An interview study surrounding job seeking. International Association for Media and Communication Research Conference (IAMCR), Christchurch, New Zealand
- Jiang, R., & Ngai, S. B. C. (2022, December). An Interdisciplinary perspective in cross-cultural business issues: a scoping review from 2001 to 2021, China Association for Intercultural Communication 18th Conference (CAFIC), Zhuhai, Guangdong
- Jiang, R. (2022, July).The transcultural communication in the Great Bay Area city image, 14th Forum on Chinese Public Relations and Advertising & 7th Public Relations Society of China Conference, Hangzhou, Zhejiang
- Jiang, R., & Wu, DD (2017, July). Facing Facebook: impression management strategies by Chinese brands going global, 2017 Chinese Communication Society Conference, Taiwan
