Quan Xie

Biographic Data

ID5863395
NAMEQuan Xie
GIVEN NAMESQuan
FAMILY NAMEXie
SIGNATUREXIE Q
AFFILIATIONSSouthern Methodist University
ORCID0000-0001-6886-1489
VERIFIEDYes
TOTAL WORKS8
TOTAL CITATIONS1
AUTHOR COUNT8
EDITOR COUNT0
FIRST PUBLICATION YEAR2018
LATEST PUBLICATION YEAR2026
H-INDEX1

  • The Caic (“Cake”) Framework: Reimagining Digital Media Strategy Pedagogy With Artificial Intelligence

    Open AccessQuan XieARTICLEJournal of Advertising Education2026

    This article introduces the CAIC framework (Consumer journey mapping, AI integration, Innovative media mix, and Collaboration) as a pedagogical response to fundamental shifts in digital media planning driven by Artificial Intelligence (AI) and platform proliferation. It outlines the framework’s implementation through a structured curriculum, applied exercises, and experiential client projects designed to cultivate the essential media planner comp…

  • Curbing misinformation dissemination in influencer marketing: How misinformation interventions affect endorsement effectiveness

    Quan Xie, Mengtian Jiang et al.ARTICLEInternational Journal of…2026

    This research examines the dark side of influencer marketing, specifically wellness influencers’ exploitation of vaccine misinformation for personal financial gain. It assesses the effectiveness of various misinformation intervention strategies—misinformation labels, expert corrections, and their combination—in reducing misinformation beliefs and subsequent influencer evaluations, thereby diminishing future endorsement effectiveness across differ…

  • How Women Respond to Computer-Generated Inclusive Advertising: Advocating for Body Positivity in the Age of AI

    Quan Xie, Sidharth Muralidharan et al.ARTICLEJournal of Advertising2026

    Brands increasingly use artificial intelligence (AI) in their advertising efforts. Although extant literature has assessed AI disclosure effects, a research gap exists in disclosures of AI-generated elements in inclusive advertising. Across three main studies, AI-generated plus-size models were used to promote body positivity for a fictitious fashion brand. We recruited female participants because they remain the primary audience for body positiv…

  • Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs

    Quan Xie, Sidharth Muralidharan et al.ARTICLEInternational Journal of…2024

    Innovative companies are experimenting with branded NFTs as part of their marketing strategies to engage consumers who are seeking exclusive content. Young consumers tend to be early adopters of blockchain technologies and are seeking branded NFTs for their own purposes. Using a U.S. sample of Gen-Z and Millennials (n = 1,053), we examined the values (i.e. informative, entertainment, unique, expressive values) consumers are seeking in the acquisi…

  • How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing

    Quan Xie, Yang FengARTICLEInternational Journal of…2023

    Given the burgeoning usage of influencers in social media marketing, the need to understand how consumers react to sponsored messages is on the rise. Drawing on the signaling theory, Elaboration Likelihood Model (ELM), and the message sidedness literature, this study illustrates the interaction effect between two types of sponsorship disclosures—brand influence disclosure (brand vs. honest opinion) and compensation type disclosure (gift vs. payme…

  • Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty

    Chen Lou, Quan XieARTICLEInternational Journal of…2021

    Branded content marketing serves as an ongoing conversation between brands and consumers. Creating value-rich information that breaks through the noise and that can accelerate brand building has been a standing challenge for many brands. Informed by extant literature on content marketing, this study proposed a comprehensive theoretical framework that explicates the mechanism of branded content marketing in brand loyalty across both high- and low-…

  • Curating Luxe Experiences Online? Explicating the Mechanisms of Luxury Content Marketing in Cultivating Brand Loyalty

    Quan Xie, Chen LouARTICLEJournal of Interactive Advertising2020

    Luxury brands have been increasing investment in creating compelling content that communicates brand value and stories on social media. Yet research on understanding the mechanisms of luxury content marketing in brand building is still scarce. Hence, we proposed and tested a comprehensive conceptual model explicating the mechanisms through which the perceived value of luxury content marketing on social media (i.e., YouTube) shapes brand loyalty a…

  • Paid, Earned, Shared and Owned Media From the Perspective of Advertising and Public Relations Agencies: Comparing China and the United States

    Quan Xie, Marlene S Neill et al.ARTICLEInternational Journal of…2018Cited by: 1References: 4

    Despite the existence of the “great firewall,” advertising and public relations practitioners in China, much like in the United States, are embracing and enacting social media and digital strategies on behalf of their clients. In this study, we conducted 42 in-depth interviews with advertising and public relations practitioners in the United States and mainland China to explore how emerging media and integrated marketing communication (IMC) are i…