College Directory

Huan Chen, Ph.D.

Associate Professor and Chair - Department of Advertising

Office: 2088 Weimer Phone: 352-392-4046 Email:


Huan Chen, Ph.D., is an Associate Professor and Chair of 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 few years, Chen has developed a research line focusing on AI and communication. Chen has published more than 70 articles in leading refereed journals, such as the Journal of Advertising, International Journal of Advertising, Journal of Business Research, and Health Communication, among others., and as book chapters. Her research articles were selected as the Outstanding Paper in the 2023 Emerald Literati Awards, one of the 2019 most influential articles of the Journal of Advertising, and one of the most-read articles of the Journal of Current Issues and Research in Advertising. She serves on the editorial board of the Journal of Advertising, International Journal of Advertising, Journal of Advertising Research, 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 the EQRC conference in 2019. Chen was awarded a $350,000 National Science Foundation (NSF) grant in 2020. As a 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 the University of Tennessee and holds an M.A. in Advertising from the University of Florida, and a B.A. in Advertising and an M.A. in Communication from Wuhan University, China.

Areas of Expertise

Artificial Intelligence (AI), Social Media


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




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

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

Windels, K., Mueller, S., Xiaofan, W., & Chen, H. (2024). Agent of Your Own Destiny: How Neoliberal Discourses Permeate Award-Winning Public Service Advertisements. Journal of Advertising. DOI: 10.1080/00913367.2023.2291474

Feng, Y., Chen, H., & Xie, Q. (2023). AI Influencers in Advertising: The Role of AI Influencer-related Attributes in Shaping Consumer Attitudes, Consumer Trust, and Perceived Influencer-Product Fit. Journal of Interactive Advertising. DOI: 10.1080/15252019.2023.2284355

Lee, S., & Chen, H. (2023). Can We Turn ASMR Experiences Into Advertising? College-Age Consumers’ Perceptions Of ASMR Contents and Advertisements. Journal of Advertising Research. DOI: 10.2501/JAR-2023-022

Chen, H., Li, Y., Wang, Y., Lee, Y., Petri, A., & Cha, T. (2023). Computer Science and Communication Students’ Perception on Integration of AI in Learning: A Case Study of OCEL.AI. Journal of Ethnographic and Qualitative Research, 16(4), 259-274.

Alharbi, R., Chan-Olmsted, S., Chen, H., & Thai, M. (2023). Cultural-aware Machine Learning Based Analysis of COVID-19 Vaccine HesitancyarXiv. arXiv. DOI:

Chen, H., Chan-Olmsted, S., & My, T. (2023). Culture Sensitivity and Information Access: A Qualitative Study among Ethnic Groups. The Qualitative Report, 28(8), 2504-2522. DOI: 10.46743/2160-3715/2023.5981

Chen, H., & Feng, Y. (2023). Friend or Foe? A Mixed Method Analysis on YouTube Users’ Replies to Top Comments of Femvertising. Qualitative Market Research: An International Journal. DOI: 10.1108/QMR-05-2022-0074

Chen, H., Ma, D., & Sharma, B. (2023). Short Video Marketing Strategy: Evidence from Successful Entrepreneurs on TikTok. Journal of Research in Marketing and Entrepreneurship. DOI: 10.1108/JRME-11-2022-0134

Li, Y., Wang, Y., Lee, Y., Chen, H., Petri, A., & Cha, T. (2023). Teaching Data Science through Storytelling: Improving Undergraduate Data Literacy. Thinking Skills & Creativity. DOI: 10.1016/j.tsc.2023.101311

Lee, Y., Chen, H., & Haley, E. (2023). Vertical Individualism as a Motivating Factor in Perceiving CSR Advertising for East Asian Market. Journal of Current Issues and Research in Advertising. DOI: 10.1080/10641734.2023.2220012

Chen, H., & Lee, Y. (2023). Young Consumers’ Receptivity of Snapchat Advertising: A Mixed Method Study. Journal of Digital & Social Media Marketing, 10(3), 270-282.

Chen, H., Wang, Y., Li, Y., Lee, Y., Petri, A., & Cha, T. (2022). Computer Science and Non-Computer Science Faculty Members’ perception of AI in Learning: A Case Study of OCEL.AI. Education and Information Technologies. DOI: 10.1007/s10639-022-11326-8

Kim, H., Chan-Olmsted, S., & Chen, H. (2022). COVID Information Seeking Behavior and Perception among U.S. Ethnic/Racial Minorities: Effects of Media Consumption and Source Trust. Information Technology & People. Retrieved from

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. DOI: 10.1080/15252019.2022.2063770

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

Feng, Y., & Chen, H. (2022). Leveraging Artificial Intelligence to Analyze Consumer Sentiments within Their Context: A Case Study of Always #LikeAGirl Campaign.

Kong, S., & Chen, H. (2022). Revisiting SMCC Model: How Chinese Public Relations Practitioners Handle Social Mediated Crisis. Public Relations Review. DOI: 10.1016/j.pubrev.2022.102259

Hu, Y., & Chen, H. (2022). Silence on Social Media: Factors Shaping Chinese International Students' Decision on Speaking Up on Social Media. Journal of Intercultural Communication Research. DOI: 10.1080/17475759.2022.2142271

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

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

Lemas, D., Wright, L., & Chen, H. (2021). Perspectives of pregnant and breastfeeding women on longitudinal clinical studies that require non-invasive biospecimen collection – a qualitative study. BMC Pregnancy and Childbirth, 21.

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

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:

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:

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

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:

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:

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:

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: 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

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.