Miao Guo

Associate Professor

Digital Media Business Strategies | Storrs

Education: Ph.D. Mass Communication, University of Florida, 2012
M.A. Communication, Tsinghua University, 2004

Language(s) Spoken: 中文 (Mandarin Chinese)

Areas of Research/Artistic Focus: Audience behavior analysis, data analytics, emerging media technologies, and media industry studies

Dr. Miao Guo is an Associate Professor in the Digital Media & Design Department at the University of Connecticut. Her research interests include audience behavior analysis, data analytics, communication technologies, as well as media economics and management. She has published articles in the Journal of Broadcasting & Electronic Media, International Journal on Media Management, Journal of Media Business Studies, Journalism Practice, and Media and Communication, etc. Dr. Guo’s research work has been funded by industry sponsors including Time Warner Company. She also received the 2023 Broadcast Education Association (BEA) Research Grant Award, the 2016 BEA New Faculty Research Award, and the 2013 Association for Education in Journalism and Mass Communication (AEJMC) Emerging Scholar Award. Dr. Guo is a Faculty Fellow of the National Association of Television Program Executives, International Radio and Television Society, and AEJMC’s Institute for Diverse Leadership. She is a social media visiting professor of Scripps Howard Foundation and ANA Educational Foundations. She has held leadership positions in professional associations including the BEA and AEJMC.

Recent Research Achievements:
Guo, M., & Sun, F. (2023). Local Television News on Instagram: Exploring the Effects of News Values and Post Features on Audience Engagement, International Journal on Media Management.
Guo, M. (2022). The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription, International Journal on Media Management.

Guo, M., & Sun, F. (2022). Local news on Facebook: How Television broadcasters use Facebook to enhance social media news engagement, Journalism Practice.

Guo, M. (2021) (in press). Social media competitive analysis and text mining: A Facebook case study in a local television market. Journal of Media Management and Entrepreneurship.

Guo, M., & Sun, F. (2020). Like, comment, or share? Exploring the effects of local television news Facebook posts on news engagement. Journal of Broadcasting & Electronic Media. DOI: 10.1080/08838151.2020.1851125

Guo, M. (2020). Second screening: Measuring second screen user behavior in a social television viewing environment. International Journal on Media Management, 22(2), 97-116. DOI: 10.1080/14241277.2020.1803326

Guo, M. (2019). Social television viewing with second screen platforms: Antecedent and consequences. Media and Communication, 7(1). DOI: 10.17645/mac.v7i1.1745

Guo, M. (2018). How television viewers use social media to engage with programming: The social engagement scale development and validation. Journal of Broadcasting & Electronic Media, 62(2), 195-214.

Guo headshot
Contact Information
Office LocationBishop 248