College Directory

Huan Chen, Ph.D.

Assistant Professor - Department of Advertising

Office: 2074 Weimer Phone: 352-392-0447 Email: huanchen@jou.ufl.edu

Bio

Huan Chen is an assistant professor of advertising in the College of Journalism and Communications at the University of Florida. Her research interests include new media and advertising, product placement, international and cross-cultural advertising, and social media and health communication. She has published 23 referred journal articles. Her research papers have appeared in Journal of Advertising, International Journal of Advertising, Journal of Current Research and Issues in Advertising, Journal of Brand Management, among others. She also published a book and four book chapters.

Education

Ph.D., University of Tennessee

Publications

Books

  1. Chen, Huan (2011), Connecting Virtual World Perception to Real World Consumption: Chinese White-Collar Professionals’ Interpretation of Product Placement in SNSs, Germany: VDM Verlag Dr. Müller.

Book Chapters (peer reviewed)

  1. Chen, Huan (in press), “Smart Health Facilitator: Chinese Consumers’ Perceptions and Interpretations of Fitness Mobile Apps” in Emma Baulch, Amina Tariq, and Jerry Watkins Eds. mHealth Innovation in Asia: social and cultural considerations, Singapore: Springer.
  2. Chen, Huan (2017), Chinese Consumers’ Perception of Social Game: A Phenomenological Study, in Dal Yong Jin Eds. Mobile Gaming in Asia: Politics, Culture, and Emerging Technologies, New York: Springer.
  3. Chen, Huan, Eric Haley and Audrey Deterding (2016), Product Placement in Social Games: Qualitative Research Insights, in De Pelsmacker, Patrick Eds. Advertising in New Formats and Media: Current Research and Implications for Marketers, Bingley, UK: Emerald.
  4. Chen, Huan (2014), Chinese Consumers’ Perception of Social Media: A Phenomenological Study, in Cui, Litang and Michael H. Prosser, Eds. Social Media in Asia, Lake Oswego, OR: Dignity Press.

Journal Articles (peer reviewed)

  1. Chen, Huan (in press), “Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram,” Journal of Current Issues and Research in Advertising.
  2. Chen, Huan and Liling Zhou (2017) “The Myth of Big Data: Chinese Advertising Practitioners’ Perspective,” International Journal of Advertising, DOI:10.1080/02650487.2017.1340865
  3. Chen, Huan and Ye Wang (2017), “Connecting or Disconnecting: Luxury Brands’ Social Media Strategies and Affluent Chinese Female Consumers’ Interpretations,” Journal of Brand Management, doi:10.1057/s41262-017-0050-8
  4. Chen, Huan, Liling Zhou and Shufang Han (2017), “Protest and protect: Chinese urban mothers’ perception of smartphone (tablet) in their everyday lives’ communication and interaction with young children,” Journal of Asian Pacific Communication, 27(1), 99-120.
  5. Chen, Huan, and Ye Wang (2017), “Brand Appearance of Product Placement in Chinese and American Top-Grossing Commercial Movies: A Comparison,” Journal of Promotion Management. https://doi.org/10.1080/10496491.2017.1297975
  6. Zhou, Liling, Huan Chen and Ruyi Tao (2017), “Career Reconstruction: Internal Fragmentation and External Competition of Advertising Industry under the Impact of Big Data,” Journalism Bimonthly (Chinese), 2, 83-93.
  7. Chen, Huan and Ye Wang (2016), “Product Placement in Hollywood Movies: A Longitudinal Analysis,” Journal of Promotion Management, 22(6), 835-852.
  8. Chen, Huan and Xiaoqing Fan (2016), “Information, Circle, and Self-expression: Chinese White-Collar Workers’ Interpretation of Microblogging and Marketing Information on Microblogs,” Journal of Ethnographic and Qualitative Research, 11 (1), 17-31.
  9. Chen, Huan (2015), “College Aged Consumers’ Interpretation of Twitter and Marketing Information on Twitter,” Young Consumers, 16(2), 208-221.
  10. Fan, Xiaoqing, Huan Chen, and Fang Liu (2014), “The Anxiety of Time and Trust: Interpretation of Microblog and It’s Marketing Information by Chinese White-Collar Consumers,” Journal of Advertising Study (Chinese), 2, 91-97.
  11. Fan, Xiaoqing and Huan Chen (2014), “To See and to Be Seen: Chinese White-Collar Workers’ Interpretation of Microblogging and Social Capital,” International Journal of Interactive Communication Systems and Technologies, 4(1), 1-14.
  12. Chen, Huan and Eric Haley (2014), “Product Placement in Social Game: Consumer Experiences in China,” Journal of Advertising, 43(3), 286-295.
  13. Chen, Huan, Enying Lin, Fang Liu and Tingting Dai (2013), “See Me or Not, I am There: Chinese White-Collar Moviegoers’ Interpretation of Product Placements in Chinese Commercial Movies,” Journal of Promotion Management, 19(5), 507-533.
  14. Chen, Huan, Fang Liu and Tingting Dai (2013), “Chinese Consumers’ Perceptions toward Smartphone and Marketing Communication on Smartphone,” International Journal of Mobile Marketing, 8(1), 38-45.
  15. Chen, Huan and Audrey Deterding (2013), “College-aged Young Consumers’ Interpretations of Product Placement in Social Games,” Young Consumers, 14 (1), 41-51.
  16. Chen, Huan and Ronald E. Taylor (2012),” Message Strategies of Chinese Award-winning Print Advertisements: A Longitudinal Analysis Using Taylor’s Six-Segment Message Strategy Wheel,” Journal of Intercultural Communication, 30, http://www.immi.se/intercultural/
  17. Chen, Huan and Eric Haley (2010), “The Lived Meanings of Chinese Social Network Sites (SSNs) among Urban White-Collar Professionals: A Story of Happy Network,” Journal of Interactive Advertising, 11 (1), 11-26.
  18. Chen, Huan (2005), “Effects of Advertising on Children’s Consumer Behavior: A Psychological Perspective,” China Radio & TV Academic Journal, 6, 22-23.
  19. Chen, Huan (2004), “Integrated Marketing Communication in the Era of New Media: From Traditional IMC to Interactive IMC,” Journal of Northeast Normal University, 4, 158-162.
  20. Chen, Huan (2004), “A Theoretical Model of Advertising Education Model: Creativity is the Key,” Journal of China High Education Research, 6,756-761.
  21. Chen, Huan (2004), “A Report of Qingdao Newspaper Industry,” Journal of Newspaper Industry, 6, 35-37.
  22. Chen, Huan (2004), “A Study on Similarity of Wuhan Metropolitan Newspapers,” Journal of Press Circles, 3, 70-71.
  23. Chen, Huan (2001), “Reexamination of Integrated Marketing Communication,” Journal of Wuhan University Graduate Students, 17, 127-131.

Conference Presentations (peer reviewed)

  1. Chen, Huan and Yoon Joo Lee, “Is Snapchat a Good Place to Advertise? How Media Characteristics Influence Young Consumers’ Receptivity of Snapchat Advertising,” presented at the annual conference of AEJMC, Chicago, IL.
  2. Chen, Huan, Rang Wang, and Xuan Liang, “Decoding Engagement: Chinese Advertising Practitioners’ Perspective,” presented at the annual conference of AEJMC, Chicago, IL.
  3. Kong, Sining and Huan Chen, “How Chinese Strategic Communication Practitioners Use Social Media in Crisis Communication: Exploring Crisis Types, and Emotions,” presented at the annual conference of AEJMC, Chicago, IL.
  4. Liang, Xuan and Huan Chen, “Choosing the Best Name: Effectiveness of Brand Name Localization on Consumers’ Attitude and toward a New Foreign Product,” presented at the annual conference of AEJMC, Chicago, IL.
  5. Kong, Sining and Huan Chen (2017), “How the city of Harbin Promotes Its International Image: A Case Study,” presented at the annual conference of International Communication Association, Santiago, CA.
  6. Chen, Huan, Xuan Liang, and Rang Wang (2017), “Americanized or Localized: A Qualitative Study on Chinese Advertising Professionals” presented at the annual meeting of American Academy of Advertising, Boston, March.
  7. Chen, Huan and Ye Wang (2017), “Dialogic Engagement with Product Placement in Virtual Reality Films: Qualitative Insights,” presented at the annual meeting of American Academy of Advertising, Boston, March.
  8. Chen, Huan and Brittani Sahm (2017), “Big Data is not the answer to everything: Advertising Practitioners’ Perception on Big Data” presented at annual AEJMC Southeast Colloquium, Dallas, TX, March.
  9. Chen, Huan and Brittani Sahm (2017), “Big Data is not the answer to everything: Advertising Practitioners’ Perception on Big Data” presented at annual AEJMC Midwinter Conference, Norman, OK, March.
  10. George, Sky and Huan Chen (2017), “How Undergraduate Experience Contributes to International Students’ Leadership Development,” presented at the 29th annual Ethnographic and Qualitative Research Conference, Las Vegas, NV, January.
  11. Zhi, Hui and Huan Chen (2017), “Dependent or Independent: Exploring the Culture of Local Coffee Shops in China,” accepted to present at the 29th annual Ethnographic and Qualitative Research Conference, Las Vegas, NV, January.
  12. Chen, Huan (2016), “Snap or Not: Young Consumers’ Interpretation of Snapchat Marketing” presented at the annual conference of AEJMC, Minneapolis, August.
  13. Chen, Huan and Ye Wang (2016), “Connecting or Disconnecting: Luxury Brands’ Social Media Strategies and Affluent Chinese Female Consumers’ Interpretations” presented at the annual Global Marketing Conference, Hong Kong, China, July.
  14. Chen, Huan and Liling Zhou (2016), “The Myth of Big Data: Chinese Advertising Practitioners’ Perspective,” presented at the annual conference of AEJMC, Minneapolis, August.
  15. Chen, Huan (2016), “Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram,” Presented at the annual meeting of American Academy of Advertising, Seattle, March.
  16. Lee, Yoon Joo and Huan Chen (2016), “Empowerment or Alienation: Asian immigrant mothers’ perception of mobile media in constructing their social role and facilitating parenting practices in their new home, the U.S.,” Presented at the 28th annual meeting of Ethnographic and Qualitative Research, Las Vegas, NV, February.
  17. Chen, Huan (2015), “Is It a ‘Smart’ Way to Raise Children? Chinese Mothers’ Perception of Smartphone (Tablet) in Their Everyday Lives’ Communication and Interaction with Young Children,” Presented at the 27th annual meeting of Ethnographic and Qualitative Research, Las Vegas, NV, February.
  18. Chen, Huan and Ye Wang (2014), “Product Placement in Hollywood Movies: A Longitudinal Analysis,” Presented at the annual meeting of AEJMC, Montreal, Canada, August.
  19. Chen, Huan (2014), “College Aged Consumers’ Interpretation of Twitter and Marketing Information on Twitter,” Presented at the 26th annual meeting of Ethnographic and Qualitative Research, Las Vegas, NV, February.
  20. Fan, Xiaoqing and Huan Chen (2013), “To See or To Be Seen: Chinese White-Collar Workers’ Interpretation of Microblogging and Social Capital,” Presented at the annual meeting of Pennsylvania Communication Association, Erie, PA, October.
  21. Chen, Huan, Xiaoqing Fan and Fang Liu (2013), “Information, Circle, and Self-expression: Chinese White-Collar Workers’ Interpretation of Microblogging and Marketing Information on Microblogs,” Presented at the biannual meeting of the American Academy of Advertising’s Global Conference, Honolulu, June.
  22. Chen, Huan, Enying Lin, Ye Wang, Fang Yang (2013), “Brand Appearance in Chinese Commercial Movie,” Presented at annual meeting of the American Academy of Advertising, Albuquerque, April.
  23. Chen, Huan, Enying Lin, Fang Liu, and Tingting Dai (2012), “See Me or Not, I am There: Chinese White-Collar Movie Goers’ Interpretation of Product Placements in Chinese Commercial Movies,” Presented at annual meeting of the American Academy of Advertising, Myrtle, March.
  24. Chen, Huan and Eric Haley (2011), “Connecting Virtual World Perception to Real World Consumption: Chinese Female White-Collar Professionals’ Interpretation of Product Placement in SNSs,” Presented at the annual meeting of AEJMC, St. Louis, August.
  25. Chen, Huan and Eric Haley (2011), “The Lived Meanings of Product Placements in Social Network Sites (SNSs) among Urban Chinese White-Collar Professional Users: A Story of Happy Network,” Presented at the annual meeting of the American Academy of Advertising, Mesa, April.
  26. Childers, Courtney and Huan Chen (2010), ““Target”ing College Students with CSR Policies and Initiatives: Do Gender and Awareness Matter?” Presented at the annual meeting of the AMA Marketing & Public Policy Conference, Denver, May.
  27. Chen, Huan (2010), “Advertising and Generational Identity: A Theoretical Model,” Presented at the annual meeting of the American Academy of Advertising, Minneapolis, March.
  28. Chen, Huan and Nutthanun Rajanakorn (2009), “Cultural Values Reflected in Advertising Targeting Y Generation: A Case Study of iPod Commercials,” Presented at the annual meeting of AEJMC, Boston, August.
  29. Chen, Huan and Eric Haley (2009), “Connecting with Generation Y: A Qualitative Study of Advertising Preferences and Receptivity,” Presented at the annual meeting of the American Academy of Advertising, Cincinnati, March.
  30. Chen, Huan (2008), “Generation Y and the Post 80s’ Cultural Identification: A Cross Cultural Perspective,” Presented at the annual meeting of AEJMC, Chicago, August.
  31. Chen, Huan (2008), “A Cross National Study of Effects of Country of Origin, Brand Familiarity, and Ethnocentrism on Product Evaluation,” Presented at the 30th annual research symposium, College of Communication, University of Tennessee, February.
  32. Chen, Huan (2004), “Integrated Marketing Communication in the Era of New Media: From Traditional IMC to Interactive IMC,” Presented at the 8th National Conference on Communication Studies, Qinghua University, Beijing, China, October.
  33. Chen, Huan (2003), “A Theoretical Model of Advertising Education Model: Creativity is the Key,” Presented at the Annual Meeting of Advertising Education Association, Changsha and Wuhan, China, October.

Research

Dr. Chen’s research interests include new media and advertising, product placement, and international advertising. Her research papers have appeared in the Journal of Advertising, Journal of Interactive Advertising and the Journal of Promotion and Management. She has also presented numerous research papers at international, national and regional conferences.

Courses

Syllabi from the current and three previous semesters: