Dr. Albert Ahn Dr. Albert Ahn
Vivian SHEER 謝淳


PhD, University of Florida
(852) 3411-7223
CVA Room 903
Advice to Students
“Be inquisitive, stay motivated, and control your own destiny.”

Vivian C. Sheer (Ph.D., University of Florida) is Professor in the Department of Communication Studies, School of Communication, Hong Kong Baptist University.

Trained in the empirical tradition of the social sciences, Prof. Sheer employs a variety of methods and measures in her research. She has published works in theory development, measurement assessment, and applied communication. Her applied research areas include health communication (e.g., antismoking interventions and AIDS/HIV prevention) and organizational communication (e.g., leadership behaviors and workplace interactions). The research designs she used include surveys, experiments, focus groups, in-depth interviews, and content analysis. Most of her publications are included in the Social Sciences Citation Index. She has received 10 top-three paper awards from various divisions of communication associations including the ICA and the NCA.


Editorial Boards

Journal of Communication
Leadership (Sage)
Management Communication Quarterly


Research Interests

Leadership Communication Theory and Application
Health Behavior Theory and Design
Workplace Communication
Applied Measurement and Instrumentation



Sheer, V. C. (forthcoming). Does sex stereotyping explain perceived managerial effectiveness after communication style and leadership style are considered? In M. B. Hinner (Ed.), Communication science and linguistics for business administration and management. New York: Peter Lang.

Chen, H. Y., Sheer, V. C., & Yeo, D T. E. (forthcoming). What they say and do in Chinese organizations: Examining the four aspects of leader-member exchange of the LMX-COMM Model. In M. B. Hinner (Ed.), Communication science and linguistics for business administration and management. New York: Peter Lang.

Sheer, V. C. (2021). The state of norm-based antismoking research: Conceptual frameworks, research designs, and implications for interventions. Health Communication.  DOI: 10.1080/10410236.2021.1950296

Sheer, V. C. (2020). Media richness theory: Past, present, and future. In J. Van den Bulck, & M. Marie-Louise (Eds.). The international encyclopedia of media psychology. (6000 words)  New York: Wiley.

Sheer, V. C., Liu, S., & Huang, L. (2018). Ethical leadership: From Western foundation to Chinese context. Journal of Asia Pacific Communication. 28 (1). doi 10.1075/japc.00002.she

Sheer, V. C., Shen, F.Y., Chan, T., & Tse, D. (2018). Evaluating the effectiveness of four Hong Kong antismoking cartoon posters with humor and threat elements. Chinese Journal of Communication. (SSCI) 11(4), 400-418. DOI:10.1080/17544750.2017.1385497.

Sheer, V. C., Mao, C., & Yeo, T. E. D. (2018). Chinese male adolescents resisting cigarettes from peers: Qualitative research on tactics, perceptions, and contextual characteristics. Drugs: Education, Prevention and Policy. 25 (6), 483-490. DOI:10.1080/09687637.2017.1291581.

Sheer, V. C., & Mao, C. (2018). Cigarette initiation among Chinese male teenagers in early smoking interactions. Health Communication. 33 (4), 392- 400. DOI:10.1080/10410236.2016.1266742

Sheer, V. C., Mao, C., & Chen, Y. R. (2017). Focus group findings of smoking onset among male youth in China. Substance Use & Misuse. DOI: 10.1080/10826084.2016.1264972.

Sheer, V. C. (2017). Human relations/human resources perspective (6000 words). In  C. R. Scott, and L. Lewis, J. R. Barker, J. Keyton, T. Kuhn, P. K. Turner (Eds.), The international encyclopedia of organizational communication. New York: Wiley. ISBN: 9781118955567. DOI: 10.1002/9781118955567

Sheer, V. C., & Rice, R. E. (2016) Mobile instant messaging use and social capital: Direct and indirect associations with employee outcomes, Information & Management http://dx.doi.org/10.1016/j.im.2016.04.001.

Lau, J. T. F., Lee, A. L., Tse, W.S., Mo, O.K. H., Fong, F, Wang, Z, Cameron, L., & Sheer V. (2016). A randomized control trial for evaluating efficacies of two cognitive interventions with and without involving fear appeal approach in reducing unprotected anal sex among Chinese men who have sex with men. AIDS and Behavior20(9), 1951-1962.

Shen, F. Y., Sheer, V. C., & Li, R. B. (2015). Impact of narratives on persuasion in health communication: A meta-analysis. Journal of Advertising44(2), 105-113.

Sheer, V.C. (2015).  “Exchange lost” in leader-member exchange theory and research: A critique and a reconceptualization. Leadership (Sage, London). 11(2), 213-229.

Sheer, V. C. (2014). A meta-synthesis of health-related self-efficacy instrumentation: Problems and suggestions. Journal of Nursing Measurement, 22(1), 77-93.

Abu Bakar, H., & Sheer, V. C. (2013). The mediating role of perceived cooperative communication in the relationship between interpersonal exchange relationships and perceived group cohesion. Management Communication Quarterly, 27, 443-465.

Sheer, V. C. (2013). In search of Chinese paternalistic leadership: Conflicting evidence from samples of mainland China and Hong Kong’s small family businesses (featured article). Management Communication Quarterly, 27(1), 34-60.

Sheer, V. C. (2012). Does email facilitate negative performance feedback giving?: Supervisor and subordinate perceptions examined via the concept of social accountability in Hong Kong samples. Communication Studies, 63(2), 220-242.

Sheer, V. C. (2012). Supervisors’ use of influence tactics for extra-role tasks: Perceptions by ingroup versus outgroup members in organizations in Hong Kong. Southern Communication Journal77(2), 143-162.

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Competitive External Grants

Sheer, V. C., & Shen, F. Y. Hong Kong University Grants Committee, General Research Fund. Project title: “Approaches of Social Norms in Antismoking Research: A Meta-synthesis and a Meta-analysis.” GRF12633816, HKD 196,082.

Sheer, V. C., & Liu, S. Australia-China Council. Project title: “Communicating Health: Chinese Older Migrants’ Choice of Chinese versus Western Medicine,” AUD 5,500.

Sheer V. C., & Chang, H. J., Hong Kong University Grants Committee, General Research Fund. Project title, “Developing and Testing Interpersonal Strategies for Resisting Smoking Initiation among Chinese male youth: A formative research project.” GRF248812, HKD 543,462.