About Xiaowen Xu

Welcome to my comm world!

I am a Ph.D. candidate (ABD) in Communication from University of Connecticut (UConn). I gained my M.A. in Communication from Michigan State University, and M.A. in East Asian Regional Studies from Columbia University. My undergraduate degree is B.A. in Journalism at Tsinghua University (China).

My research interest involves examining users’ motivation and perceptions through the adoption of new media technology and processing of persuasive messages, using quantitative and focus group methods. I have been working on media effects projects regarding cognitive, emotional and behavioral responses in consumer, health and pro-environmental behavior contexts.

My works have been published in Internet Research, American Behavioral Scientist and other journal outlets, and presented at national and international conferences. My recent research centers on innovative advertising forms in various online platforms, especially in-feed or native advertising on social media and websites. I’ve also served as ad-hoc reviewers for Internet Research, as well as new media technology, mass communication and advertising divisions in national and international communication conferences.

I teach several undergraduate-level courses– Introductory Communication Theory and Research Methods– and will be teaching Mass Media Effects. I have also worked as a TA for Quantitative Research Methods at graduate level.

I have also had extensive internships in news organizations including Xinhua News Agency (China’s national news agency), an advertising agency, as well as NGOs where I assisted with event-planning and promotional proposals.  I’ve had an internship at China General Chamber of Commerce – U.S.A. (NGO) as a research associate.  I worked on their research team, interviewing senior executives of international companies (including China Telecom America, PetroChina International America, etc.) on management topics, analyzing business survey data and editing the business report.  I also built and managed a database which tracked over 800 foreign direct investments from China to the United States in the past seven years.


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