Dr Zhou Xuan

Selected Publications

Journal Articles:

• Lou, C.,* Zhou, X., Lim, E. A. C., Chen, T., Tandoc Jr, E. C., & Chattoraj, D. (2026). Cultural lag, consumer literacy, and coping in AI-enabled advertising: A theoretical explication and managerial solutions. Journal of Advertising, 55(4), 439–461.
• Lou, C.,* Zhou, X., & Ai, P. (2026). Beyond ‘I fancy you’: Measuring trans-parasocial relationships in influencer advertising. International Journal of Advertising, 1–20. Advanced online publication.
• Zhou, X.,* Lou, C., & Huang, X. (2026). Online brand activism in global controversies: Emotion expression, gender stereotyping, and ideological responses. International Journal of Advertising, 45(3), 800–824.
• Zhang, L., Zhou, X., Lou, C.,* & Qiu, H. (2026). Local brands can’t be so gay: The effect of gay imagery explicitness on locally vs. globally positioned brands in China. International Journal of Advertising, 45(3), 715–743.
• Lou, C.* & Zhou, X. (2024). What else is new about social media influencers? Uncovering their relation and content strategies, and the downsides of being famous. Frontiers in Psychology, 15, 1437384.
• Zhou, X.,* Lou, C., & Huang, X. (2025). When social media gets political: How message–platform match affects consumer responses to brand activism advertising. Journal of Advertising, 54(3), 342–358.
• Lou, C.,* Zhou, X., & Xu, Q. (2024). Social media influencers helping the world? Uncovering their advantages and tipping factors in cause-related marketing. International Journal of Advertising, 43(8), 1315–1341.
• Lou, C.,* Yap, C. N. R., Zhou, X., Lim, J. A., Koh, M. T., & Tan, A. (2024). Explicating the effects of in- vs. out-group membership and collective action framing on social media activism messages. International Journal of Communication, 18, 1178–1201.
• Zhou, X.* & Lou, C. (2024). Modeling the effects of streamer characteristics and platform affordances in livestreaming e-commerce: A mixed-methods approach. Journal of Current Issues & Research in Advertising, 45(1), 112–139.
• Zhou, X.,* Lou, C., & Huang, X. (2024). Transcendent brand activism advertising: Explicating the roles of color and message framing in advertising effectiveness. Journal of Advertising, 53(2), 183–199.
• Lou, C.,* Zhou, X., Huang, X., Xin Yun, G., Yan Jie, L., Kin Tat Bryan, L., & Xin Rong, P. (2023). Flattering me in the right way: Exploring language use and ethnic cues in localized advertising among Singaporean consumers. Journal of Interactive Advertising, 23(1), 55–72.
• Lou, C.,* Taylor, C. R., & Zhou, X. (2023). Influencer marketing on social media: How different social media platforms afford influencer–follower relation and drive advertising effectiveness. Journal of Current Issues & Research in Advertising, 44(1), 60–87.
• Lou, C.,* Zhou, X., Huang, X., Qiu, C., & Yuan, M. (2023). Fostering consumer engagement during an omnipresent victim crisis: Understanding the role of values in pandemic-themed advertising. International Journal of Advertising, 42(5), 890–915.

Book Chapters:

• Lou, C., Zhou, X., & Wu, Y. (2026). Follower–influencer relationships: Moving beyond the parasocial relationship. In Nils S. Borchers, Mariah L. Wellman, & Liselot Hudders (eds). Routledge Companion to Social Media Influencers (pp. 139–150). Routledge.
• Lou, C., Chee, T., & Zhou, X. (2022). Reviewing the commercial and social impact of social media influencers. In José M. Álvarez-Monzoncillo & Guillermo de Haro (eds). The Dynamics of Influencer Marketing: A Multidisciplinary Approach (pp. 60–79). Routledge.