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Huan Chen - University of Florida. Gainesville, FL, US

Huan Chen

Associate Professor/Chair | University of Florida

Gainesville, FL, UNITED STATES

Huan Chen’s research interests include AI and communication, new media and advertising, social media and health communication.


Huan Chen’s research interests include AI and communication, new media and advertising, international and cross-cultural advertising, and social media and health communication. She is an associate professor of advertising in the College of Journalism and Communications.

Areas of Expertise (14)

Artificial Intelligence

International and Intercultural Communication

Digital and Mobile Media Communication

Integrated Communication

Strategic Communication

Communication Strategy

Advertising Campaigns

Health Communication

Advertising Research

Brand Relationships

Audience Research

Social Media


Artificial Intelligence and Communication


Articles (3)

How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness

Journal of Product & Brand Management

Susanna S Lee, et al.


The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram. Additionally, the study aims to understand how advertising skepticism and persuasion knowledge affect the effectiveness of native advertising featuring micro-celebrity.

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How consumers react to woke advertising: methodological triangulation based on social media data and self-report data

Journal of Research in Interactive Marketing

Yang Feng, et al.


Guided by a synthesis of social norms theory, the social identity model of deindividuation effects and information cascades theory, this study aims to unveil the mechanism underlying the role of social norms in shaping consumer responses to woke advertising in the algorithmic social media environment.

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Vaping and Instagram: A Content Analysis of e-Cigarette Posts Using the Content Appealing to Youth (CAY) Index

Substance Use & Misuse

Jordan M Alpert, et al.


The promotion of flavors, perceptions of “coolness,” and general curiosity are characteristics of electronic nicotine delivery systems (ENDS) that have appealed to young adults. However, little is known about the characteristics of popular social media posts related to ENDS on the social media network, Instagram.

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Huan Chen Publication