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.
Industry Expertise (2)
Areas of Expertise (14)
International and Intercultural Communication
Digital and Mobile Media Communication
Artificial Intelligence and Communication
How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectivenessJournal 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.
How consumers react to woke advertising: methodological triangulation based on social media data and self-report dataJournal 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.
Vaping and Instagram: A Content Analysis of e-Cigarette Posts Using the Content Appealing to Youth (CAY) IndexSubstance 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.