Huan Chen, University of Florida College of Journalism and Communications Advertising associate professor, is the co-author of “How Consumers react to Woke Advertising: Methodological Triangulation Based on Social Media Data and Self-Report Data” published in the Journal of Research in Interactive Marketing on May 31.

Chen, Yang Feng and Ho-Young “Anthony” Ahn examined the mechanism underlying the role of social norms in shaping consumer responses to woke advertising in the algorithmic social media environment.

According to the authors, “In general, the results suggest that while social norms influence consumers’ ad evaluations, the responses on social media are more negative than those from self-report data, due to different mechanisms and contexts.”

Posted: June 1, 2021
Category: College News
Tagged as: Huan Chen