University Scholarship
Publications and Grants

Xiaohan Hu

xhu4@sdsu.eduorcid.org/0000-0002-5608-2864
Research Relationships

Appointments

  • Assistant Professor of Advertising, 2022-Present
    School of Journalism & Media Studies, San Diego State University, San Diego, California, US

  • Ph.D., 2016-2022
    Institute of Communications Research, University of Illinois Urbana-Champaign, Urbana, Illinois, US

  • American Academy Of Advertising
    American Academy Of Advertising, Provo, UT, US
  • Association for Education in Journalism and Mass Communication
    Association for Education in Journalism and Mass Communication, Columbia, SC, US
  • International Communication Association
    International Communication Association, D.C., D.C., US

Profile updated September 5, 2026.

Scholarship

Academic Publications

Blame the Bot: Extending Attribution Dynamics in Chatbot-Consumer-Brand Interactions
Chen (Crystal) Chen; Xiaohan Hu; Xiaoyu Xu
Journal of Current Issues & Research in Advertising, 2026, journal article
Branding (Marketing) Human-computer interaction Machine learning Natural language processing
Order Matters: The Marginal Value of Visual and Textual Information in Sequential Product Information Presentation
Xiaohan Hu; Chen (Crystal) Chen
International Journal of Human–Computer Interaction, 2026, journal article
Consumer behavior Decision making Information visualization Marketing research
Addressing excessive social media use: effects of perceived intrusiveness and psychological reactance on compliance with Douyin healthy use reminders
Xiaohan Hu; Lan Wang
Online Media and Global Communication, 2025, journal article
China Compliance Psychological reactance Social media
Empowering Consumers: The Role of Avatar Choice in Consumer-Chatbot Interaction and Psychological Ownership
Xiaohan Hu; Xiaoyu Xu; Chen (Crystal) Chen
International Journal of Human–Computer Interaction, 2025, journal article
Artificial intelligence Chatbots Human-computer interaction Natural language processing
Disentangling Control and Personalization: Exploring the Effects of Ad Choice and Ad Personalization in Digital Advertising Effectiveness
Xiaohan Hu; Kevin Wise
Journal of Interactive Advertising, 2024, journal article
Consumer behavior Internet marketing Technology in advertising Web personalization