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Quan Xie

Assistant Professor

Dr. Quan Xie is an assistant professor in the Temerlin Advertising Institute at Southern Methodist University. She earned her Ph.D. in Mass Communication from Ohio University in 2015. 

 With a strong passion in advancing today's digital advertising education, her primary research interests center on the effects and implications of digital technology in advertising and digital marketing communications. Her research focuses on the intersection between digital advertising, big data analytics, and international advertising. She is the recipient of the 2017 American Academy of Advertising (AAA) Research Fellowship Grant. She has published scholarly articles in the Journal of Advertising, Journal of Interactive Advertising, Journal of Current Issues and Research in Advertising, International Journal of Strategic Communication, Journal of Research in Interactive Marketing, Journal of Promotion Management, among others. 

Dr. Xie is the current chair of International Division at the Broadcast Education Association. She is the fellowship recipient of the 2018 ANA Educational Foundation (AEF) Visiting Professor Program, with Publicis Media at New York City. She also directed and produced video segments for the 2008 Beijing Olympics and Paralympics. Before joining SMU, she taught as an assistant professor of strategic communication at Bradley University.


Ph.D. Mass Communication, Ohio University, 2015
M.A.   International Communication, Ohio University, 2010
B.A.   Broadcasting & TV Production, Communication University of China, 2009


Consumer Behavior (ADV 2301)


Selected Publications

Xie, Q., & Luo, T (2019). Examining user participation and network structure via an analysis of a Twitter-supported conference backchannel. Journal of Educational Computing Research, 57(5), 1160-1185.

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.

Xie, Q. (2019). From spectator to participant: A qualitative and quantitative study on U.S. youth’s motivations for participation in Facebook brand communities. Chinese Culture and Communication Studies (in press). 

Lou, C., Xie, Q., Feng, Y., & Kim, W. (2019). Non hard-sell content better than advertising?: Whether content marketing fosters brand building. Journal of Product and Brand Management. JPBM-07-2018-1948

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. 

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. 

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. 

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. 

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. 

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. 

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. 

Book Chapters

Xie, Q., & McDaniel, D. (2019). Media Management in Asia, In Mahoney, M. L., & Tang, T. (Eds.), The Handbook of Media Management and Business. Lanham, MD: Rowman & Littlefield Publishers (in press).

Xie, Q. (2019). Integration, competition, and talents cultivation: Examining the digital transformation of Chinese ad agencies, In Wang, J., & Zeng, X. (Eds.), A Special Issue of Media and Cultural Studies, The Selected Works in Witnessing the 40 years of China’s Reform and Opening-up. Beijing: China Social Sciences Press (in press).

Xie, Q. (2007). Emerging technologies 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.

Editorial Review Board

International Journal of Advertising

Areas of Study


Undergraduate Studies

Graduate Programs

Graduate Admissions

Classes (See Catalog)


Faculty and Staff


Internships, Employment & Class Clients

Student Resources


Art History

Arts Management and Arts Entrepreneurship

Corporate Communication and Public Affairs

Creative Computation


Film and Media Arts