Contact Info

Caldwell 613

Jiaying Liu (Ph.D., University of Pennsylvania) is an Assistant Professor in the Department of Communication Studies at the University of Georgia. Her primary research interest lies at the intersection of health communication, social psychology, message effects, and computational social science methods. She is particularly interested in understanding the factors and the underlying processes that lead to risky health decision making, and how communications could be optimally leveraged to promote desirable health behavior changes. Her recent research projects include conducting longitudinal analysis on nationally representative survey data to identify factors that predispose youth and young adults to cigarette and e-cigarette use; implementing online and eye-tracking experiments to identify persuasive message features and inform campaign formative evaluation; combining crowdsourcing and machine-based content analysis to automatically annotate large media text corpora; and employing neuroimaging methods to examine the underlying mechanisms of successful and counterproductive communication. Dr. Liu is routinely involved in highly collaborative, interdisciplinary work. Dr. Liu’s research has been published in major Communication, Public Health and Psychology journals including Journal of Communication, Journal of Computer-Mediated Communication, Communication Methods and Measures, Health Communication, Journal of Health Communication, American Journal of Preventive Medicine, and Psychological Bulletin.

Her research was recently featured on UGA's Office of Research! See it here


Areas of Expertise:

  • Health communication
  • Persuasion and social influence
  • Message effects
  • Campaign formative research
  • Eye-tracking and neuroimaging methods
  • Social media automated content analysis
  • Tobacco control


Selected Publications:

Liu, J., Siegel, L., Gibson, L., Kim, Y., Binns, S., Emery, S., Hornik, R.C. (in press). Toward an aggregate, implicit and dynamic model of norm formation: Capturing large-scale media representations of dynamic descriptive norms through automated and crowdsourced content analysis. Journal of Communication. DOI: 10.1093/joc/jqz033

Liu, J., O'Donnell, M., & Falk, E. (in press). Novel, implicit measures of the key mechanisms of counterarguing: Evidence from neuroimaging and quantitative linguistic analysis. Health Communication.

Liu, J., & Shi, R. (2018). How do online comments affect perceived descriptive norms of e-cigarette use? The role of quasi-statistical sense, valence perceptions, and exposure dosage. Journal of Computer-Mediated Communication. DOI:10.1093/jcmc/zmy021

Liu, J., Zhao, S., Chen, X., Falk, E., & Albarracín, D. (2017). The influence of peer behavior as a function of social cultural closeness: A meta-analysis of normative influence on adolescent smoking initiation and continuation. Psychological Bulletin. DOI: 10.1037/bul0000113

Liu, J., & Hornik, R. (2016). Measuring exposure opportunities: Using exogenous measures in assessing effects of media exposure on smoking outcomes. Communication Methods and Measures. DOI: 10.1080/19312458.2016.1150442

Of note:

Jiaying Liu was recently featured on UGA's Research News for her work on youth vaping:


Jiaying Liu was recently awarded Faculty Excellence Award by the Department of Communication Studies’ graduate student association, and named UGA’s prestigious Lilly Teaching Fellow:

Curriculum Vitae: