Ph.D. Profile: Sihao “Max” Zhou

Sihao “Max” Zhou (MA ’23) is a Ph.D. student concentrating in public relations. His research interests are health and science communication, social media data analytics and the framework of U.S. and international countries’ news coverage.

Zhou recently received the 2024 Spring Cision Insights Fellowship for his research on how personalization algorithms shape consumer perceptions of sustainability in the fast fashion industry. Zhou’s project, supported by Cision, used tools like Brandwatch to monitor social media conversations on social media platforms. His work revealed key trends in consumer trust and engagement, providing valuable insights into the intersection of technology, sustainability and brand reputation.

Prior to attending Grady, Sihao worked as a marketing specialist who specialized in consulting about medical product registration and agent services with global pharmaceutical companies. He also previously interned at Edelman and and helped manage AstraZeneca’s new products in China.

Zhou earned a master’s degree in public relations from Grady College and a bachelor’s degree in journalism and mass communication from the University of Alabama.

Following is a brief interview with Zhou.

What made you decide to pursue your Ph.D.?

I decided to pursue a Ph.D. because of my passion for research in communication and public relations, particularly in social media analytics. My goal is to dive deeper into the evolving relationship between AI technology, social media, and public perception, and the Ph.D. journey gives me the tools and platform to explore these ideas in depth. Additionally, I aim to contribute by bridging the gap between U.S. and China, providing knowledge that serves both academic and industry field.  

What other projects have you been involved with as a doctoral student?

In addition to my research and coursework, I have been actively involved in teaching at Grady College. As a solo instructor for ADPR Research – Insights and Analytics, I introduce students to research methods commonly used in advertising and public relations, equipping them with skills to understand consumer behavior, develop communication strategies, and evaluate campaigns. Additionally, as a lab instructor for the Social media Engagement & Evaluation Suite, I guide students through the use of tools such as Brandwatch to analyze social media interactions, identify influential users and understand patterns of content exchange. This hands-on experience helps students bridge academic theory with real-world social media practices.

What has been the highlight of your doctoral education so far?

The highlight of my doctoral education has been the opportunity to collaborate with esteemed faculty and fellow researchers in different topics at Grady College. The level of intellectual exchange and support has been remarkable, and I have been able to contribute to projects that push the boundaries of our understanding of social media analytics and public relations.

What advice would you offer to someone considering a Ph.D. program?

My advice would be to ensure that you are passionate about your research topic and prepared for the long-term commitment a Ph.D. requires. The journey can be challenging at times, but if you have a clear sense of purpose and dedication to your field, the rewards are worth the effort.

What made you decide on Grady College for your PhD?

I decided on Grady College for my Ph.D. because of its strong emphasis on research in communication and media, particularly in areas such as social media analytics and public relations. The faculty’s expertise, combined with the college’s resources and opportunities for interdisciplinary research, made it an ideal fit for my academic and professional goals. Additionally, Grady’s commitment to bridging theory and practice aligns with my desire to conduct research that has real-world impact in both academia and industry.

Editor: Sarah E. Freeman, freemans@alexis

Contributor: Eli Banzon, eli.banzon@uga.edu