Chen Lou

Associate Professor of Integrated Marketing Communication @wkwschool, Nanyang Technological University. An advertising scholar and educator, also a dog lover.

[Chen Lou @Chen_Lou_____]

📢New pub at IJA: Local brands can’t be so gay: the effect of gay imagery explicitness on locally vs. globally positioned brands in China https://t.co/yQtZn69TID

[Chen Lou @Chen_Lou_____]

New pub: This research examined how influencers curate intense and intimate relations and strategize their content creation, and how the influencer industry takes a toll on their physical and psychological wellbeing.https://t.co/SEZwkbJi69

[Chen Lou @Chen_Lou_____]

📢New pub: What Is Brand Activism? Explicating Consumers’ Perceptions of Its Characteristics, Authenticity, and Effectiveness https://t.co/P1d3e8UCZD

[Chen Lou @Chen_Lou_____]

📢New Pub in JA: We examined how the match between brand activism advertising and social media platforms affects advertising effectiveness. We conceptualized the concept of the politicization level of social media platforms and developed a scale for it.
https://t.co/BR4183cP0H

[Chen Lou @Chen_Lou_____]

📢New pub @IJA: This research investigates the specific traits and factors that help to explain influencers’ strengths in cause-related marketing https://t.co/ArtdRyb9fJ

[Chen Lou @Chen_Lou_____]

📢Editorial. This special issue collection in the Journal of Interactive Advertising aims to encourage and feature research on underexplored themes and domains in influencer advertising. https://t.co/9LWi1EaXTC

[Chen Lou @Chen_Lou_____]

📢Many have used social media platforms to relay messages on sociopolitical issues. Factors that influence the effects of activism messages are to be studied. https://t.co/2glb3ZPiik

[Chen Lou @Chen_Lou_____]

📢Content marketing helps build customer relations without explicitly mentioning products or promotions. We propose a comprehensive model explaining the process through which content marketing affects psychological ownership and subsequent brand loyalty https://t.co/L6YCk3KOoo

[Chen Lou @Chen_Lou_____]

@renwenzhang @zichengstephy @CNMnus @WeiyuZ @lexaaylexaay Congratulations!!! I love your T-shirts 😁

[Chen Lou @Chen_Lou_____]

📢New Pub: We adopt a sequential mixed-methods design that combines in-depth interviews and a cross-sectional survey to map out streamer characteristics and platform affordances and delineate mechanisms through which these factors enable online purchases https://t.co/Hn5t6hAj7C

[Chen Lou @Chen_Lou_____]

📢JA article📢 We examined the phenomenon of brand activism advertising. We argue that brand activism advertising facilitates self-transcendent media experiences and experimentally examine factors such as color and framing that affect its effectiveness.
https://t.co/M0LN9PiLWd

[Chen Lou @Chen_Lou_____]

Thanks Wan!

[Chen Lou @Chen_Lou_____]

I am looking for a research fellow for my AISG grant on AI advertising starting in the summer! Please consider applying (or share with those who may be interested)!
https://t.co/ssx3CdFjMS

[Chen Lou @Chen_Lou_____]

Thanks Jingjing!

[Chen Lou @Chen_Lou_____]

Thanks, Yuan!

[Chen Lou @Chen_Lou_____]

(JRCS) This cross-cultural investigation explored the roles of review features in the perceived helpfulness of online movie reviews, identifying high- vs. low-context and uncertainty avoidance cultural orientation as moderators. https://t.co/KT9FDMvknq

[Chen Lou @Chen_Lou_____]

📢📢JIA: Global brands have been experimenting with localized advertising strategies, such as using local languages, to build rapport with ethnic consumers. This study examines the assumptions of communication accommodation theory and offers new insights. https://t.co/6NJuR3Ywj9

[Chen Lou @Chen_Lou_____]

Using retouched images of models in advertisements to embody idealized beauty prototypes has been a prevalent yet controversial practice. We studied the effects of ad retouching and disclaimers on advertising effectiveness among Chinese women. https://t.co/iRLUQX4oCU

[Chen Lou @Chen_Lou_____]

📢This much-awaited (oh by myself😆) JA article understands the phenomenon of artificially created characters, or virtual influencers, as well as their marketing efficacy and potential underlying mechanisms accounting for this (in)effectiveness.

https://t.co/vUSsO3lmBW

[Chen Lou @Chen_Lou_____]

So thrilled to be part of this curated issue celebrating IJA's 40th anniversary. Liselot and I first provide a historical overview of extant research that mainly focuses on its bright side, and then highlight the dark side of influencer marketing, https://t.co/4FYZNAf1JD