College Directory

Huan Chen, Ph.D.

Associate Professor - Department of Advertising

Office: 2074 Weimer Phone: 352-392-0447 Email:


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.Chen has published more than 50 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 the 2019 most influential article of Journal of Advertising and the most read article of Journal of Current Issues and Research in Advertising. She serves on the editorial board of the 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 and 2020. 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




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

Lee, S. S., Chen, H., & Lee, Y. (). How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness. Journal of Product & Brand Management. DOI: 10.1108/JPBM-02-2020-2757

Alpert, J., Chen, H., Chung, Y., & Mu, Y. (2021). Vaping and Instagram: A content analysis of e-cigarette posts using the Content Appealing to Youth (CAY) Index. Substance Use & Misuse. DOI: 10.1080/10826084.2021.1899233

Lemas, D. J., Wright, L., Flood-Grady, E., Francois, M., Chen, L., Hentschel, A., Du , X., Hsiao, C. J., Chen, H., Neu, J., Theis, R. P., Shenkman, E., & Krieger, J. (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(1), 67. DOI: 10.1186/s12884-021-03541-x

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., 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

Alpert, J., Jaisle, A., & Chen, H. (2019). A content analysis of the promotional strategies employed by e-cigarette brands on Twitter. Health Marketing Quarterly.

Alpert, J., Chen, H., & Adams, K. (2019). E-Cigarettes and social media: Attitudes and perceptions of young adults to social media messages. Addiction Research and Theory.

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: