Xiaohan Hu

Website

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 October 8, 2026.

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, , Cited by 1

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,

Online Media and Global Communication (2025)

SJR: 0.7970
H-index: 10
Publisher: De Gruyter Mouton
ISSN: 27499049
Country / region: Germany / Western Europe
Coverage: 2022-2026
SCImago release: 2025

Journal quartile details
Department	Department quartile	Overall quartile	SCImago categories
School of Journalism and Media Studies		Q1	Not reported

A department-specific subject ranking was unavailable; the title-level overall quartile is shown.

, Cited by 1

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, , Cited by 13

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,

Journal of Interactive Advertising (2024)

SJR: 2.6480
H-index: 32
Publisher: Taylor and Francis Ltd.
ISSN: 15252019
Country / region: United Kingdom / Western Europe
Coverage: 2007, 2013, 2018-2026
SCImago release: 2025

Journal quartile details
Department	Department quartile	Overall quartile	SCImago categories
School of Journalism and Media Studies		Q1	Not reported

A department-specific subject ranking was unavailable; the title-level overall quartile is shown.

, Cited by 11

Consumer behavior Internet marketing Technology in advertising Web personalization

Investigating the Effects of Perceived Autonomy in Chatbot Advertising

Xiaohan Hu; Xiaoyu Xu; Chen (Crystal) Chen

Journal of Interactive Advertising, 2023, journal article,

Journal of Interactive Advertising (2023)

SJR: 2.6480
H-index: 32
Publisher: Taylor and Francis Ltd.
ISSN: 15252019
Country / region: United Kingdom / Western Europe
Coverage: 2007, 2013, 2018-2026
SCImago release: 2025

Journal quartile details
Department	Department quartile	Overall quartile	SCImago categories
School of Journalism and Media Studies		Q1	Not reported

A department-specific subject ranking was unavailable; the title-level overall quartile is shown.

, Cited by 19

Advertising Autonomy (Psychology) Chatbots Natural language processing

Judging a book by its cover: investigating consumer responses towards social cue in social media influencer marketing

Xiaohan Hu; Yao, Mike Z.

Journal of Media Business Studies, 2022, journal article,

Journal of Media Business Studies (2022)

SJR: 0.4470
H-index: 31
Publisher: Taylor and Francis Ltd.
ISSN: 16522354
Country / region: United Kingdom / Western Europe
Coverage: 2004-2026
SCImago release: 2025

Journal quartile details
Department	Department quartile	Overall quartile	SCImago categories
School of Journalism and Media Studies		Q2	Not reported

A department-specific subject ranking was unavailable; the title-level overall quartile is shown.

, Cited by 9

Advertising Consumer behavior Social influence Social media

How playable ads influence consumer attitude: exploring the mediation effects of perceived control and freedom threat

Xiaohan Hu; Wise, Kevin

Journal of Research in Interactive Marketing, 2021, journal article,

Journal of Research in Interactive Marketing (2021)

SJR: 3.2230
H-index: 80
Publisher: Emerald Group Publishing Ltd.
ISSN: 20407122
Country / region: United Kingdom / Western Europe
Coverage: 2010-2026
SCImago release: 2025

Journal quartile details
Department	Department quartile	Overall quartile	SCImago categories
School of Journalism and Media Studies		Q1	Not reported

A department-specific subject ranking was unavailable; the title-level overall quartile is shown.

, Cited by 48

Advertising Digital media Perception Persuasion (Psychology)

Perceived Control or Haptic Sensation? Exploring the Effect of Image Interactivity on Consumer Responses to Online Product Displays

Xiaohan Hu; Kevin Wise

Journal of Interactive Advertising, 2020, journal article,

Journal of Interactive Advertising (2020)

SJR: 2.6480
H-index: 32
Publisher: Taylor and Francis Ltd.
ISSN: 15252019
Country / region: United Kingdom / Western Europe
Coverage: 2007, 2013, 2018-2026
SCImago release: 2025

Journal quartile details
Department	Department quartile	Overall quartile	SCImago categories
School of Journalism and Media Studies		Q1	Not reported

A department-specific subject ranking was unavailable; the title-level overall quartile is shown.

, Cited by 27

Electronic commerce Human-computer interaction Marketing Visual perception

Xiaohan Hu

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Xiaohan Hu

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Academic Publications

Older Academic Publications (4)