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Journal Articles

Algorithm-shaped norms: how YouTube’s comment ranking algorithm influences consumer reactions to social issue campaigns

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Yang Feng, Huan Chen
Journal: Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal (2025) 28 (5): 778–801.
https://doi.org/10.1108/QMR-10-2024-0213
Published: 04 September 2025
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Journal Articles

Unlocking the enigma: understanding the motives and identities of Chinese urban youth as influencer followers

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Xiaofan Wei, Qing Xu, Huan Chen
Journal: Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal (2025) 28 (2): 353–375.
https://doi.org/10.1108/QMR-03-2024-0041
Published: 07 March 2025
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Journal Articles

Ways to relieve anxiety: Chinese consumers’ perceptions of paid digital knowledge products

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Jie Jin, Huan Chen
Journal: Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal (2024) 27 (5): 800–819.
https://doi.org/10.1108/QMR-02-2022-0026
Published: 15 May 2024
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Journal Articles

Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising

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Huan Chen, Yang Feng
Journal: Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal (2024) 27 (1): 42–60.
https://doi.org/10.1108/QMR-05-2022-0074
Published: 24 November 2023
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Journal Articles

Consumers’ perception on artificial intelligence applications in marketing communication

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Huan Chen, Slyvia Chan-Olmsted, Julia Kim, Irene Mayor Sanabria
Journal: Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal (2022) 25 (1): 125–142.
https://doi.org/10.1108/QMR-03-2021-0040
Published: 23 December 2021
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