Educational Qualifications

2025                    
Ph.D., Nanyang Technological University

2019                    
M.Sc. in Marketing, The University of Edinburgh

2018                    
B.A., Communication University of China

Academic and Professional Experience

2024 - 2025          
Research Assistant, Nanyang Technological University

2021 - 2023          
Tutorial Instructor and Teaching Assistant, Nanyang Technological University

Selected Publications

  • Zhang, L., Zhou, X., Lou, C.,* & Qiu, H. (2024). 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. Advanced online publication.
  • 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. (2024). When social media gets political: How message–platform match affects consumer responses to brand activism advertising. Journal of Advertising. Advanced online publication.
  • 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.

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