Quan Xie

Advertising

Associate Professor of Digital Advertising
Director of Undergraduate Studies

Email

quanxie@mail.smu.edu
Phone

214-768-1250
Website

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Dr. Quan Xie is an Associate Professor of Digital Advertising in the Temerlin Advertising Institute (TAI) at 无码专区. She earned her Ph.D. in Mass Communication from Ohio University and has professional experience with Publicis Media and China Education Television. At TAI, she serves as Director of Undergraduate Studies and Head of the Digital Media Strategy Sequence.

Xie’s research examines how emerging technologies and digital media shape marketing communications, branding and consumer behavior. Her work explores how innovations such as artificial intelligence (AI), non-fungible tokens (NFTs), social media, and virtual influencers affect brand experiences and consumer engagement. Xie has been quoted and featured as an expert in prominent outlets such as Ad Age, USA Today, The Dallas Morning News, and NBC 5, where she offers insights on AI and advertising, influencer marketing and content marketing.

She is the recipient of the Journal of Interactive Advertising Best Article Award and the Best Reviewer Award, and has received multiple conference honors, such as the Best Diversity, Equity, and Inclusion Paper Award from the American Academy of Advertising and the Top Research Paper Award (International Division) from the Broadcast Education Association. In addition, she is a two-time recipient of the American Academy of Advertising Research Fellowship.

Xie serves in several editorial roles, including Senior Associate Editor of Journal of Global Marketing and Associate Editor of Journal of Interactive Advertising and Journal of Promotion Management. She is a member of the AAF (American Advertising Federation) Dallas Foundation Education Board. She also serves on the executive committee of the AEJMC (The Association for Education in Journalism and Mass Communication) Ad Division, as Graduate Student Chair.

Her research has been published in leading journals, including Journal of Advertising, Journal of Business Research, International Journal of Advertising, and Journal of Research in Interactive Marketing, among others. She also contributes her expertise as a member of the editorial review boards for International Journal of Advertising and Journal of Advertising Research.

Education

Ph.D. Mass Communication, Ohio University
M.A. Media Arts & Studies, Ohio University
B.A. Broadcasting & TV Production, Communication University of China

Recent Work

Selected Publications:

  1. Xie, Q., Jiang, M., Feng, Y., & Phua, J. (2026). Curbing misinformation dissemination in influencer marketing: How misinformation interventions affect endorsement effectiveness. International Journal of Advertising, 45(2), 419-450.
  2. Kathuria, S., Xie, Q., Huang, L., Chan, K., Lascu, D. N., & Manrai, A. K. (2025). From Research to Recognition: A Dual-Path Digital Marketing Framework for Academic Branding and Knowledge Dissemination. Journal of Global Marketing, 1–15. .
  3. Lim, W. M., Kathuria, S., Xie, Q., Chan, K., Lascu, D., & Manrai, A. K. (2025). How to Bridge the Communication Gap Between and Within Marketing Theory and Practice? The Digital, Engagement, Storytelling, Time, Innovation, Network, and Yield (DESTINY) Strategy. Journal of Global Marketing, 38(4), 289–299.
  4. Feng, Y., Xie, Q., & Chen, H. (2025). From social media to E-commerce: Mitigating the impact of negative online reviews through influencer inoculation messages. Journal of Promotion Management, 31(2), 211-238.
  5. Feng, Y. & Xie, Q. (2025). Optimizing branded content for beauty and fashion influencers from a media richness perspective: How post topic and visual type intertwine to boost consumer engagement. Journal of Advertising Research, 65(1), 95-110.
  6. Kim, E., Xie, Q., Hong, J., & Kim, H. M. (2024). Prosocial campaigns with virtual influencers: Stories, messages, and beyond. International Journal of Human-Computer Interaction, 1–12. https://doi.org/10.1080/10447318.2024.2387399.
  7. Xie, Q. & Lou, C. (2024). I feel like owning it! Exploring the antecedents of psychological ownership and its impact on brand loyalty in digital content marketing. Journal of Interactive Advertising, 24 (1), 48-65.
  8. Xie, Q. & Muralidharan, S. (2024). It’s a comparison game! The roles of social comparison, perceived exclusivity, and perceived financial benefits in Non-Fungible Token (NFT) marketing. Journal of Research in Interactive Marketing, 18 (2), 294-314.
  9. Feng, Y. & Xie, Q. (2023). Influencer marketing in Web 3.0: How algorithm-related influencer following norms affect influencer endorsement effectiveness. Journal of Promotion Management, 30 (3), 444-472.
  10. Xie, Q., Muralidharan, S., & Edwards, S. M. (2023). Who will buy the idea of non-fungible token (NFT) marketing? understanding consumers’ psychological tendencies and value perceptions of branded NFTs. International Journal of Advertising, 43 (6), 987–1015.
  11. Xie, Q., Muralidharan, S., Edwards, S. M., & La Ferle, C. (2023). Unlocking the power of non-fungible token (NFT) marketing: exploring how NFT perceptions foster brand loyalty and purchase intention among Millennials and Gen-Z. Journal of Interactive Advertising, 23 (4), 356-373.
  12. Xie, Q. & Wang, T. (2023). Exploring the persuasion effects of threatening content in COVID-19 advertising: The roles of threat intensity and sensation seeking on consumer attitudes. International Journal of Applied Business Research, 5 (02), 122-140.
  13. Feng, Y., Chen, H., & Xie, Q. (2023). AI Influencers in advertising: The role of AI Influencer-related attributes in shaping consumer attitudes, consumer trust, and perceived influencer-product fit. Journal of Interactive Advertising, 24 (1), 26-47.
  14. Xie, Q. & Feng, Y. (2022). How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing. International Journal of Advertising, 42 (20), 317-343.
  15. Xie, Q. & Wang, T. (2022). Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR. Journal of Business Research. 148, 315-324.
  16. Lou, C. & Xie, Q. (2021). Something social, something entertaining? Maximizing the value of digital content marketing in brand experience and brand loyalty. International Journal of Advertising, 40(3), 376-402.
  17. Xie, Q. (2021). From spectator to participant: A qualitative and quantitative study on U.S. youth’s motivations for participation in Facebook brand communities. Huaxia Communication Studies, 6, 92-117.
  18. Xie, Q. & Lou, C. (2020). Curating luxe experiences online? Explicating the mechanisms of luxury content marketing in cultivating brand loyalty. Journal of Interactive Advertising, 20(3), 209-224.
  19. Lou, C., Xie, Q., Feng, Y., & Kim, W. (2019). Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building. Journal of Product & Brand Management, 28(7), 773-786.
  20. Xie, Q. & Luo, T (2019). Examining user participation and network structure via an analysis of a Twitter-supported backchannel. Journal of Educational Computing Research, 57(5), 1160-1185.

  21. Feng, Y., Xie, Q., & Lou, C. (2019). The key to 360-degree video advertising: An examination of the degree of narrative structure. Journal of Advertising, 48(2), 137-152.

  22. Feng, Y. & Xie, Q. (2019). Ad creativity via augmented reality technology in online video ads: The differential role of novelty, message usefulness, and ad-consumer association. Journal of Promotion Management, 25(6), 907-933.

  23. Feng, Y. & Xie, Q. (2019). Demystify novelty effects: An analysis of consumer responses to YouTube videos featuring augmented reality out-of-home advertising campaigns. Journal of Current Issues & Research in Advertising, 40(1), 36-53.

  24. Feng, Y. & Xie, Q. (2019). Privacy concerns, perceived intrusiveness, and privacy controls: An analysis of virtual try-on mobile apps. Journal of Interactive Advertising, 19(1), 43-57.

  25. Luo, T. & Xie, Q. (2019). Using Twitter as a pedagogical tool in two classrooms: A comparative case study between an education and a communication class. Journal of Computing in Higher Education, 31(1), 81-104.

  26. Xie, Q., Neill, M. S., & Schauster, E. (2018). Paid, earned, shared, and owned media from the perspective of advertising and public relations agencies: Comparing China and the United States. International Journal of Strategic Communication, 12(2), 160-179.

  27. Xie, Q., Schauster, E., & Neill, M. S. (2018). Expectations for advertising and public relations education from agency executives: A comparative study between China and the United States. Journal of Current Issues & Research in Advertising, 39(3), 289-307.

  28. Feng, Y. & Xie, Q. (2018). Measuring the content characteristics of videos featuring augmented reality advertising campaigns. Journal of Research in Interactive Marketing, 12(4), 489-508.

  29. Xie, Q. (2007). Chaos before the golden age: Copyright issues of online video sites, Reference of Cultural & Creative Industry, 10, 29-30 (in Chinese).

  30. Xie, Q. (2006). How does technology connect and influence the creative industry? Reference of Cultural & Creative Industry, 4, 32-33 (in Chinese).

Book Chapters

  1. Xie, Q., & McDaniel, D. (2021). Media management in Asia, in Mahoney, M. L., & Tang, T. (Eds.), The Rowman & Littlefield Handbook of Media Management and Business (pp. 207-225). Lanham, MD: Rowman & Littlefield Publishers.
  2. Xie, Q. (2007). Emerging technologies are broadening the space of mass media industries, in Zhou, F. (Eds.), The Frontier of Culture Creative Industry – Witness: Mission & Direction (pp. 314-321). Beijing: Communication University of China Press (in Chinese).

Course list

Consumer Behavior ADV 2301
Digital Media Strategy ADV 2332
International Advertising  ADV 2343
Xie Quan