| How playable ads influence consumer attitude: exploring the mediation effects of perceived control and freedom threat X Hu, K Wise Journal of Research in Interactive Marketing 15 (2), 295-315, 2021 | 39 | 2021 |
| Perceived control or haptic sensation? Exploring the effect of image interactivity on consumer responses to online product displays X Hu, K Wise Journal of Interactive Advertising 20 (1), 60-75, 2020 | 33 | 2020 |
| Investigating the effects of perceived autonomy in chatbot advertising X Hu, X Xu, C Chen Journal of Interactive Advertising 23 (4), 323-338, 2023 | 8 | 2023 |
| Empowering consumers in interactive marketing: examining the role of perceived control X Hu The Palgrave Handbook of Interactive Marketing, 117-147, 2023 | 8 | 2023 |
| Judging a book by its cover: investigating consumer responses towards social cue in social media influencer marketing X Hu, MZ Yao Journal of Media Business Studies 19 (4), 225-239, 2022 | 8 | 2022 |
| What is ‘Being There’? An ontology of the immersive experience C Chen, X Hu, J Fisher Annals of the International Communication Association 48 (4), 391-414, 2024 | 5 | 2024 |
| The conceptualization of “presence” in interactive marketing: A systematic review of 30 years of literature C Chen, X Hu, JT Fisher The Palgrave Handbook of Interactive Marketing, 397-430, 2023 | 5 | 2023 |
| Disentangling Control and Personalization: Exploring the Effects of Ad Choice and Ad Personalization in Digital Advertising Effectiveness X Hu, K Wise Journal of Interactive Advertising 24 (3), 265-288, 2024 | | 2024 |
| Exploring the role of control in digital advertising effectiveness X Hu University of Illinois at Urbana-Champaign, 2022 | | 2022 |
| VISUAL OR TEXTUAL SUPERIORITY EFFECT? INVESTIGATING THE EFFECT OF PRESENTATION FORMAT AND INDIVIDUAL PROCESSING PROPENSITY ON MENTAL IMAGERY OF ONLINE PRODUCT INFORMATION X Hu, C Chen American Academy of Advertising. Conference. Proceedings (Online), 19-19, 2021 | | 2021 |
| The golden touch: how screen touches influence product attitude and purchase intention X Hu University of Illinois at Urbana-Champaign, 2016 | | 2016 |
Kevin WiseProfessor, Advertising, University of Illinois at Urbana-ChampaignVerificeret mail på illinois.edu