Huan Chen, Ph.D.
Associate Professor - Department of Advertising
Huan Chen, Ph.D., is an associate professor in the Department of Advertising 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. In the past two years, Chen has developed a research line focusing on AI and communication. Chen has published nearly 70 articles in leading refereed journals, such as Journal of Advertising, International Journal of Advertising, Journal of Business Research, Health Communication, among others., and as book chapters. Her research articles were selected as one of the 2019 most influential articles of Journal of Advertising and one of the most read articles of Journal of Current Issues and Research in Advertising. She serves on the editorial board of Journal of Advertising, International Journal of Advertising, Annals of Management Science, and Journal of Ethnography and Qualitative Research, and has served as a reviewer for numerous journals and conferences. Chen has received top paper and research awards and recognition from national and international communication associations and conferences. She was awarded the Research Fellowship of the American Academy of Advertising in 2017, 2020, and 2022. She was the recipient of the Annual McGraw Hill Distinguished Scholar Award of EQRC conference in 2019. Chen was awarded a $350,000 National Science Foundation (NSF) grant in 2020. As co-principal investigator, she is collaborating with scholars from the University of Missouri-Kansas City, Eastern Michigan University, and Essex County College to look at bridging digital divides in undergraduate education of data science.
Chen earned her Ph.D. in Communication and Information from University of Tennessee, and holds an M.A. in Advertising from University of Florida, and a B.A. in Advertising and an M.A. in Communication from Wuhan University, China.
Ph.D., Communication and Information, The University of Tennessee
M.A., Advertising, University of Florida
M.A., Mass Communication, Wuhan University
B.A., Advertising, Wuhan University
- Study: Influencers Can Lead Consumers to Participate in Higher-Level Brand-Related Activities (September 19, 2022)
- Huan Chen and Yang Feng Receive 2022 AAA Research Fellowship Grant (September 2, 2022)
- Study: Data Mining Can Help Monitor Evolving Consumer Responses to Social Issues (June 23, 2022)
- Huan Chen and Benjamin Johnson Join Journal of Advertising Editorial Review Board (May 6, 2022)
- Consumers’ Perception of Artificial Intelligence Applications in Marketing Communication (March 9, 2022)
- All News About Huan Chen
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.
Chen, H. (2018). Smart Health Facilitator: Chinese Consumers’ Perceptions and Interpretations of Fitness Mobile Apps. In mHealth Innovation in Asia: social and cultural considerations. (pp. 109-122). .
Chen, H. (2017). Chinese Consumers’ Perception of Social Game: A Phenomenological Study. In Mobile Gaming in Asia: Politics, Culture, and Emerging Technologies. New York, USA: Springer.
Chen, H. (2016). Product Placement in Social Games: Qualitative Research Insights. In Advertising in New Formats and Media: Current Research and Implications for Marketers. Bingley, UK: Emrald.
Chen, H. (2013). Chinese Consumers’ Perception of Social Media: A Phenomenological Study. In Social Media in Asia (pp. 257-292). Lake Oswego, OR, United States: Dignity Press.
Refereed Journal Articles
Feng, Y., & Chen, H. (2022). Evolving Consumer Responses to Social Issue Campaigns: A Data Mining Case of COVID-19 Ads on YouTube. Journal of Interactive Advertising.
Wei, X., Chen, H., Ramirez, A., Jeon, Y., & Sun, Y. (2022). Influencers As Endorsers and Followers As Consumers: Exploring the Role of Parasocial Relationship, Congruence, and Followers’ Identifications on Consumer–Brand Engagement. Journal of Interactive Advertising. DOI: 10.1080/15252019.2022.2116963
Alpert, J., Bradshaw, A., Riddell, H., Chen, H., & Chen, X. (2022). Young Adults’ Preferences of Vaping Content on Instagram: Qualitative Interviews Utilizing the Associative Imagery Technique. Qualitative Health Communication, 1(2), 22-34. Retrieved from https://tidsskrift.dk/qhc/article/view/126310
Chen, H., Chan-Olmsted, S., Kim, J., & Mayor Sanabria, I. (2021). Consumers’ perception on artificial intelligence applications in marketing communication. Qualitative Market Research: An International Journal. DOI: 10.1108/QMR-03-2021-0040
Zhi, H., & Chen, H. (2021). Dependent or Independent: Exploring the Culture of Local Coffee Shops in China. European Journal of Food, Drink and Culture, 1(2), 4-21. DOI: 10.21427/c60k-1c53
Chen, H., Ma, D., & Wang, R. (2021). Flexibility and Sensitivity: Chinese Entrepreneurs’ Perception of Social Media Marketing. Journal of Research in Marketing and Entrepreneurship, 23(2), 365-382. DOI: 10.1108/JRME-06-2019-0055
Feng, Y., Chen, H., & Ahn, H. (2021). How Consumers React to Woke Ads on YouTube: Methodological Triangulation Based on Social Media Data and Self-Report Data. Journal of Research in Interactive Marketing, 15(4), 529-548. DOI: 10.1108/JRIM-09-2020-0185
Lee, S., Chen, H., & Lee, Y. (2021). How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness. Journal of Product and Brand Management, 31(1), 149-162. DOI: 10.1108/JPBM-02-2020-2757
Alpert, J., Chen, H., Riddell, H., Chung, Y., & Mu, Y. (2021). Vaping and Instagram: A Content Analysis of e-Cigarette Posts Using the Content Appealing to Youth (CAY). Substance Use and Misuse, 56(6), 879-887. Retrieved from https://pubmed.ncbi.nlm.nih.gov/33749515/
Liang, X., & Chen, H. (2020). A Qualitative Study on Local Individual - or Family – Owned Casual Chinese Restaurants Marketing Communication Strategies. Journal of International Food & Agribusiness Marketing. DOI: 10.1080/08974438.2020.1773368
Feng, Y., Chen, H., & Kong, Q. (2020). An Expert with Whom I can Identify: The Role of Narratives in Influencer Marketing. International Journal of Advertising. DOI: 10.1080/02650487.2020.1824751
Lee, Y., Zhao, W., & Chen, H. (2020). Consumer Response to Virtual CSR Experiences. Journal of Current Issues and Research in Advertising. DOI: doi.org/10.1080/10641734.2020.1734119
Chen, H., & Wang, Y. (2020). How Message Features Influence Consumers’ Perception of Luxury Brands’ Social Media Advertising and Perception of the Brand. Journal of Product & Brand Management. DOI: 10.1108/JPBM-05-2019-2368
Chen, H., Wang, Y., & Qiao, F. (2020). Informing, Reinforcing, and Referencing: Chinese Male Consumers’ Interpretation of Luxury Advertising and Luxury Brands’ Presence on Chinese Social Media. Journal of Global Marketing. DOI: 10.1080/08911762.2020.1777611
Chen, H., Wang, R., & Liang, X. (2020). Demystifying Engagement: Chinese Advertising Practitioners’ Perspective. International Journal of Market Research. DOI: doi.org/10.1177/1470785320905273
Chen, H., & Sahm, B. (2019). "Big Data Is Not the Answer to Everything": Advertising Practitioners' Perception of Big Data. Advertising & Society Quarterly, 20(3). Retrieved from https://www.muse.jhu.edu/article/734583
Chen, H., Wang, R., & Liang, X. (2019). Americanized or Localized: A Qualitative Study on Chinese Advertising Professionals’ Perceptions on Creativity and Strategy in the Digital Age. Global Media and China, 4(2), 233-253. DOI: doi.org/10.1177/2059436419836455
Liu, L., & Chen, H. (2019). Balancing Impressiveness and Favorability: A Qualitative Study on an Emerging Type of Advertising in China. Global Media and China, 4(4), 477-492. DOI: doi.org/10.1177/2059436419855730
Feng, Y., Chen, H., & He, L. (2019). Consumer Responses to Femvertising: A Data Mining Case of Dove’s Campaign for Real Beauty on YouTube. Journal of Advertising, 48(3), 292-301. DOI: doi.org/10.1080/00913367.2019.1602858
Chen, H., & Wang, Y. (2019). Product Placement in Virtual Reality Videos from the Perspective of Dialogic Engagement. Journal of Interactive Advertising, 19(2), 133-147. DOI: doi.org/ 10.1080/15252019.2019.1596850
Chen, H., Ahn, A., & Taylor, R. (2019). Constant Learning, Reflecting, and Adjusting Experiences of Asian Scholars in U. S. Advertising Education. Journal of Intercultural Communication. Retrieved from https://www.immi.se/intercultural/
Lee, Y., & Chen, H. (2018). Empowerment or Alienation: Chinese and Korean immigrant mothers’ perception of mobile media in constructing their social role and facilitating parenting practices in the U.S. Mobile Media & Communication, 6(3), 390-406.
Chen, H., Butler, E., & Liang, X. (2018). Facilitating or Impeding Acculturation: Mobile Social Messaging in Chinese Immigrants’ Everyday Lives. Journal of Intercultural Communication Research, 47(6), 510-529.
Chen, H., Butler, E., Guo, Y., Thomas, G., Modave, F., Gurka, M., & Bian, J. (2018). Facilitation or Hindrance: Physicians’ Perception on Best Practice Alerts (BPA) Usage in an Electronic Health Record System. Health Communication.
George, S., & Chen, H. (2018). International Student Involvement: Leading Away from Home. The Journal of Leadership Education, 17(4), 17-34.
Chen, H., & Lee, Y. (2018). Is Snapchat a Good Place to Advertise? How Media Characteristics Influence Young Consumers’ Receptivity of Snapchat Advertising. International Journal of Mobile Communication, 16(6), 697-714.
Wang, Y., & Chen, H. (2018). The Influence of Dialogic Engagement and Prominence on Visual Product Placement in Virtual Reality Videos. Journal of Business Research.
Chen, H. (2018). Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues and Research in Advertising, 28(1), 22-36.
Chen, H., & Wang, Y. (2017). Brand Appearance of Product Placement in Chinese and American Top-Grossing Commercial Movies: A Comparison. Journal of Promotion Management, 23(4), 540-556.
Zhou, L., Chen, H., & Tao, R. (2017). Career Reconstruction: Internal Fragmentation and External Competition of Advertising Industry under the Impact of Big Data. Journalism Bimonthly (Chinese), 2, 83-93.
Chen, H., & Wang, Y. (2017). Connecting or Disconnecting: Luxury Brands’ Social Media Strategies and Affluent Chinese Female Consumers’ Interpretations. Journal of Brand Management, 24(6), 562-574.
Kong, S., & Chen, H. (2017). How the city of Harbin Promotes Its International Image: A Case Study. Journal of Place Branding and Public Policy.
Chen, H., Zhou, L., & Han, S. (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.
Chen, H., & Zhou, L. (2017). The Myth of Big Data: Chinese Advertising Practitioners’ Perspective,. International Journal of Advertising.
Chen, H., & Fan, X. (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.
Chen, H., & Wang, Y. (2016). Product Placement in Hollywood Movies: A Longitudinal Analysis. Journal of Promotion Management, 22(6), 835-852. DOI: 10.1080/10496491.2016.1214203
Based on my philosophical orientations and understanding of the disciplines of advertising and communication, I have developed a broad research agenda on new media and communications. Specifically, I’m interested in how people use messages transmitted via novel, innovative, and dynamic media formats to generate meanings within and across various social and cultural contexts. In the past few years, I have established my expertise in the field of new media and communications through my investigations on product placement, new media advertising, and international and cross-cultural advertising. I have also built my reputation in this research area through my methodological expertise in qualitative approach.
Syllabi from the current and three previous semesters:
- MMC 6426 - Seminar in Qualitative Research - section 004F - Summer 2022 (PDF)
- ADV 3500 - Digital Insights - section 136B - Spring 2022 (PDF)
- MMC 6426 - Seminar in Qualitative Research - section 0636 - Spring 2022 (PDF)
- ADV 3500 - Digital Insights - section 1A41 - Fall 2021 (PDF)
- MMC 6426 - Seminar in Qualitative Research - Fall 2021 (PDF)