Sophie (Xiaofan) Wei

Ph.D.
Advertising

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Xiaofan (Sophie) Wei is a Ph.D. student and graduate assistant in the Department of Advertising in the College of Journalism and Communications. My research interests are centered on the dynamic interplay between Branding and Social Media Advertising. Within the field of Branding, I am particularly fascinated by the integration of Artificial Intelligence (AI) and its implications for branding strategies. This encompasses an evaluation of AI’s challenges and opportunities, as well as an analysis of the effects of algorithmic recommendations on brand perception. Additionally, my research extends to cultural branding, with a focus on understanding how cultural influences, such as feminist perspectives, shape consumer attitudes toward brands. Regarding Social Media Advertising, my research is focused on the increasingly significant role of digital influencer endorsements. I am exploring the complex triangular relationship between consumers, influencers, and brands, paying special attention to how this interaction shapes brand perception and consumer behavior. Another aspect of my research in this domain is the narrative structure of social media advertising content, analyzing how storytelling impacts audience engagement and brand loyalty.

Awards and Honors

CJC Graduate Student Research Award, CJC, 2025.

International Student Achievement Award, International Student Center, 2024.

Education

B.A. Nanjing University of Aeronautics and Astronautics in China , Television Broadcasting Science
M.A.,University of South Florida, Mass Communication

News

• How Neoliberal Ideas Shaped Public Service Announcements: A Three-Decade Analysis (December 31, 2024)
• Influencers As Endorsers and Followers as Consumers (February 14, 2023)
• Study: Influencers Can Lead Consumers to Participate in Higher-Level Brand-Related Activities (September 19, 2022)
• All News About Xiaofan Wei

Publications

Refereed Journal Articles

Wei, X., Xu, Q., & Chen, H. (2025). Unlocking the Enigma: Understanding the Motives and Identities of Chinese Youth as Influencer Followers. Qualitative Market Research: An International Journal, 28(2), 357-385. DOI: 10.1108/QMR-03-2024-0041

Moon, W., Xiaofan, W., Kim, J., & Overton, H. (2025). Between Innovation and Caution: How Consumers’ Risk Perception Shapes Consumers’ AI Product Decisions. Journal of Business Review.

Chen, H., Xiaofan, W., Zhu, Z., & Chang, C. (2024). Beyond Digital Avatars: Cultural Resonance and Perception of Virtual Influencers’ Advocacy in China. Intercultural Communication Studies, 10(2), 139-160.

Ma, D., Chen, H., & Wei, X. (2024). Social Media Resources and Entrepreneurial Opportunity Evaluation. Journal of Research in Marketing and Entrepreneurship, 27(1), 61-82. DOI: https://doi.org/10.1108/JRME- 06-2023-0093

Windels, K., Mueller, S., Wei, X., & Chen, H. (2024). Agent of Your Own Destiny: How Neoliberal Discourses Permeate Award-Winning Public Service Advertisements. Journal of Advertising, 54(1), 39-56. DOI: https://doi.org/10.1080/00913367.2023.2291474

Wei, X., & Chen, H. (2022). Influencers As Endorsers and Followers As Consumers: Exploring the Role of Parasocial Relationship, Congruence, and Followers’ Identifications on Consumer–Brand Engagement. Journal of Interactive Advertising, 22(3), 269-288. DOI: 10.1080/15252019.2022.2116963

Presentations

Xiaofan, W., & Chen, H. (2025). The Perfect Partner? Unlocking the Attachment Development with Generative AI-Powered Chatbots. Keynote/Plenary Address at AEJMC Southeast Colloquium.

Moon, W., Xiaofan, W., Kim, J., & Overton, H. (2024). Between Innovation and Caution: How Consumers’ Risk Perception Shapes Consumers’ AI Product Decisions. Lecture at AAA.

Chen, H., Xiaofan, W., Zhu, Z., & Chang, C. (2024). Beyond Digital Avatars: Cultural Resonance and Perception of Virtual Influencers’ Advocacy in China. at 12th International Conference on Intercultural Communication.

Chen, M., Xiaofan, W., & You, L. (2024). Ethics in algorithmic decision-making and social in- equity: A systematic review of algorithmic bias and responsibility. at ICA.

Ma, D., Chen, H., & Xiaofan, W. (2024). Social Media Resources and Entrepreneurial Oppor- tunity Evaluation. at AEJMC .

Xiaofan, W., Chen, H., & Qing, X. (2024). Unlocking the Enigma: Understanding the Motives and Identities of Chinese Youth as Influencer Followers. Lecture at AAA.

Research

Specialization

Branding; Social media advertising; Artificial Intelligence (AI); Digital marketing; Consumer psychology