Chen, Huan (2011), Connecting Virtual World Perception to Real World Consumption: Chinese White-Collar Professionals' Interpretation of Product Placement in SNSs, Germany: VDM Verlag Dr. Müller.
Chen, Huan (2014), Chinese Consumers’ Perception of Social Media: A Phenomenological Study, in Cui, Litang and Michael H. Prosser, Eds. Social Media in Asian, Lake Oswego, OR: Dignity Press.
Journal Articles (peer reviewed)
Fan, Xiaoqing and Huan Chen (forthcoming), “To See and to Be Seen: Chinese White-Collar Workers’ Interpretation of Microblogging and Social Capital,” International Journal of Interactive Communication Systems and Technologies.
Chen, Huan and Eric Haley (2014), “Product Placement in Social Game: Consumer Experiences in China,” Journal of Advertising, 43(3), 286-295.
Chen, Huan, Enying Lin, Fang Liu and Tingting Dai (2013), “See Me or Not, I am There: Chinese White-Collar Moviegoers’ Interpretation of Product Placements in Chinese Commercial Movies,” Journal of Promotion Management, 19(5), 507-533.
Chen, Huan, Fang Liu and Tingting Dai (2013), “Chinese Consumers’ Perceptions toward Smartphone and Marketing Communication on Smartphone,” International Journal of Mobile Marketing, 8(1), 38-45.
Chen, Huan and Audrey Deterding (2013), “College-aged Young Consumers’ Interpretations of Product Placement in Social Games,” Young Consumers, 14 (1), 41-51.
Chen, Huan and Ronald E. Taylor (2012),” Message Strategies of Chinese Award-winning Print Advertisements: A Longitudinal Analysis Using Taylor’s Six-Segment Message Strategy Wheel,” Journal of Intercultural Communication, 30, http://www.immi.se/intercultural/
Chen, Huan and Eric Haley (2010), “The Lived Meanings of Chinese Social Network Sites (SSNs) among Urban White-Collar Professionals: A Story of Happy Network,” Journal of Interactive Advertising, 11 (1), 11-26.
Chen, Huan (2005), “Effects of Advertising on Children’s Consumer Behavior: A Psychological Perspective,” China Radio & TV Academic Journal, 6, 22-23.
Chen, Huan (2004), “Integrated Marketing Communication in the Era of New Media: From Traditional IMC to Interactive IMC,” Journal of Northeast Normal University, 4, 158-162.
Chen, Huan (2004), “A Theoretical Model of Advertising Education Model: Creativity is the Key,” Journal of China High Education Research, 6,756-761.
Chen, Huan (2004), “A Report of Qingdao Newspaper Industry,” Journal of Newspaper Industry, 6, 35-37.
Chen, Huan (2004), “A Study on Similarity of Wuhan Metropolitan Newspapers,” Journal of Press Circles, 3, 70-71.
Chen, Huan (2001), “Reexamination of Integrated Marketing Communication,” Journal of Wuhan University Graduate Students, 17, 127-131