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How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities' native advertising effectiveness
Lee, Susanna S.; Chen, Huan; Lee, Yu-Hao - In: The journal of product & brand management 31 (2022) 1, pp. 149-162
Persistent link: https://www.econbiz.de/10012798141
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Informing, reinforcing, and referencing : Chinese male consumers' interpretation of luxury advertising and luxury brands' presence on Chinese social media
Chen, Huan; Wang, Ye; Qiao, Fei - In: Journal of global marketing 34 (2021) 1, pp. 38-55
Persistent link: https://www.econbiz.de/10012483620
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Demystifying engagement : Chinese advertising practitioners' perspective
Chen, Huan; Wang, Rang; Liang, Xuan - In: International journal of market research 62 (2020) 3, pp. 314-334
Persistent link: https://www.econbiz.de/10012231187
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The myth of big data : Chinese advertising practitioners' perspective
Chen, Huan; Zhou, Liling - In: International journal of advertising : the quarterly … 37 (2018) 4, pp. 633-649
Persistent link: https://www.econbiz.de/10011882046
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Consumer responses to femvertising : a data-mining case of Dove's "campaign for real beauty" on YouTube
Feng, Yang; Chen, Huan; Li, He - In: Journal of advertising 48 (2019) 3, pp. 292-301
Persistent link: https://www.econbiz.de/10012201439
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Connecting or disconnecting : luxury branding on social media and affluent Chinese female consumers' interpretations
Chen, Huan; Wang, Ye - In: The journal of brand management : an international journal 24 (2017) 6, pp. 562-574
Persistent link: https://www.econbiz.de/10011771418
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Can we turn ASMR experiences into advertising? : college-age consumers' perceptions of ASMR contents and advertisements
Lee, S. S.; Chen, Huan - In: Journal of advertising research 63 (2023) 4, pp. 335-348
Persistent link: https://www.econbiz.de/10014445886
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Does your boss prefer iced tea advertisements? : the effect of feeling powerful on consumers' preference for cold advertisements
Bi, Sheng; Perkins, Andrew; Chen, Huan; Phifer, Benjamin - In: Journal of advertising 53 (2024) 3, pp. 377-396
Persistent link: https://www.econbiz.de/10014575287