معرفی
Kuan-Ju Chen is an Associate Professor in the Department of Business Administration at National Chengchi University's College of Commerce. Previously serving as an Assistant Professor from 2019 to 2021, Dr. Chen has established herself as a prominent researcher in digital marketing and consumer-brand relationships.
- PhD in Mass Communication, University of Georgia, USA (2015)
- MA in Journalism and Mass Communication, Iowa State University, USA
- BA in English, National Changhua University of Education, Taiwan
Dr. Chen's research focuses on the intersection of digital media and consumer behavior, with particular expertise in social media marketing, influencer marketing, and brand anthropomorphism. Her work examines how consumers form relationships with brands through digital channels, how psychological mechanisms influence engagement with branded content, and the evolving role of AI in marketing communications. Recent research has expanded into AI chatbots, exploring their effectiveness in service recovery scenarios and how their design elements impact consumer responses.
Analysis of Dr. Chen's publication record reveals a clear trajectory from foundational work on social media and brand relationships toward cutting-edge research on AI applications in marketing. Her early work established frameworks for understanding influencer marketing and brand anthropomorphism, while her most recent publications tackle emerging challenges in AI-driven marketing communications, particularly regarding service failures and consumer perceptions of artificial personalities.
Dr. Chen has been the Principal Investigator on multiple research projects funded by Taiwan's Ministry of Science and Technology (MOST), with continuous funding from 2015 through 2026. These projects demonstrate sustained research productivity and relevance to contemporary marketing challenges, particularly in digital and AI-driven contexts. Her work bridges theoretical understanding with practical applications for marketers navigating the rapidly evolving digital landscape.
