Headshot of Qian Xu

Qian Xu

Professor of Strategic Communications and AJ Fletcher Professor

Department: Strategic Communications

Office and address: Long, Office 103B 2850 Campus Box ÂÒÂ×ÊÓÆµ, NC 27244

Phone number: (336) 278-6454

Brief Biography

Qian Xu is Professor of Strategic Communications and A. J. Fletcher Professor in the School of Communications at ÂÒÂ×ÊÓÆµ. She received her Ph.D. from the College of Communications at the Pennsylvania State University. Her research interests focus on the social and psychological effects of online technology, especially as they pertain to perception, information seeking, and cognition in the context of both computer-mediated communication and human-computer interaction. Her research has been published in Journal of CommunicationCommunication ResearchMass Communication and SocietyMedia PsychologyJournalism and Mass Communication QuarterlyInternational Journal of CommunicationHuman-Computer InteractionComputers in Human Behavior, among others. She has authored and co-authored multiple book chapters. Her teaching expertise includes interactive media and social media strategy, media analytics, media effects, and user experience. 

News & Notes

Education

Ph.D. in Mass Communications (Penn State University)

M.A. in Journalism (Nanjing University)

B.A. in Journalism (Nanjing University)

Employment History

8/2024 - present: A.J. Fletcher Professor, ÂÒÂ×ÊÓÆµ

8/2022 - present: Professor of Strategic Communications, School of Communications, ÂÒÂ×ÊÓÆµ

8/2017 - 5/2023: Associate Director of Undergraduate Research Program, ÂÒÂ×ÊÓÆµ

8/2016 - 8/2022: Associate Professor, School of Communications, ÂÒÂ×ÊÓÆµ

8/2010 - 8/2016: Assistant Professor, School of Communications, ÂÒÂ×ÊÓÆµ

1/2009-5/2009: Instructor, College of Communications, Penn State University

Courses Taught

IME 6950 Interactive Media Capstone

IME 6720/COM 4701 Social Media, Analytics & SEO

IME 6060 Interactive Media Strategies

MEA 4600 Measuring Media Impact

MEA 3590 Strategies for Emerging Media

MEA 2800 Data-Driven Strategies for Digital Media

COM 4970 Great Ideas: Issues & Research 

COM 1000 Communications in a Global Age

COM 360 Interactive Media

GST 245 Barbados: Culture, Sport, and Media

Grants Awarded

External Grant

Comparing the Transmission Dynamics of Real News vs. Fake News: A Network Analysis of Zika Epidemic on Twitter, 2018-2019. Page and Johnson Legacy Scholar Grant ($3100, Grant #2018FN003). The Arthur W. Page Center.

Recent Internal Grants

Research Projects

Tweeting Health Crisis: Investigating the Role of CDC and Public Engagement during the 2016 Zika Epidemic, Spring 2019. Half-Year Full-Pay Sabbatical. ÂÒÂ×ÊÓÆµ.

Effects of Infographic Syllabus on Cognitive Processing and Course Perceptions: An Eye Tracking Experiment, Fall 2017. Faculty Research and Development Reassigned-Time Fellowship & Financial Assistance. ÂÒÂ×ÊÓÆµ. 

Debating the Myth of Genetically Modified Foods in Chinese Social Media: The Effect of Influential Sources on Their Followers, Fall 2016. Faculty Research and Development Reassigned-Time Fellowship. ÂÒÂ×ÊÓÆµ.

Teaching Projects

Using Twitonomy to Teach Social Media Strategy in COM359. 2016-2017. Academic Technology and Computing Committee Standard Grant. ÂÒÂ×ÊÓÆµ.

Publications

Recent Journal Articles:

Xu, Q., & Chen, C. (online first). Conversation styles and role expectations in an LLM:  Effects on readability, linguistic features, and users’ perceptions in a Copilot experiment. Behaviour & Information Technology

Xu, Q., & Jiang, K. (2025). UX design vs. UI design: Understanding U.S. employers’ expectations through semantic analysis of job descriptions. Communication Design Quarterly13(1), 15-30. 

Jiang, K., & Xu, Q., (2023). Analyzing the dynamics of social media texts using coherency network analysis: A case study of the tweets with the co-hashtags of #BlackLivesMatter and #StopAsianHate. Frontiers in Research Metrics and Analytics8, 1239726. 

Song, Y., Yu, N., & Xu, Q. (2023). Public discourse of GMOs in China: An investigation of commenting and reposting behaviors on social media. Emerging Media: Technology, Industry and Society, 1(1), 70-92. 

Xie, T., Ge, Y, Xu, Q., Chen, S. (2023). Public awareness and sentiment analysis of COVID-related discussions using BERT-based infoveillance. AI4(1), 333-347. 

Jiang, K., Xu, Q., Afromsky, A. (2023). What do employs expect for jobs requiring media analytics? A semantic network analysis of job descriptions of in-person and remote positions during the COVID-19 pandemic. Journalism & Mass Communication Educator, 78(1), 5-24. 

Song, Y., Wang, S., & Xu, Q. (2022). Fighting misinformation on social media: Effects of evidence type and presentation mode. Health Education Research37(3), 185-198. 

Shaw Jr, G., Nadkarni, D., Phann, E., Sielaty, R., Ledenyi, M., Abnowf, R., Xu, Q., Arredondo, P., & Chen, S. (2022). Separating features from functionality: A computational analysis of vaccination apps. JMIR Formative Research6(10), e36818. 

Cui, X., & Xu, Q. (2021). Television vs. social media: Examining the effects of media platforms on audience’s emotion and sense of social solidarity during a media event. Western Journal of Communication, 85(5), 632-653. 

Xu, Q., Chen, S., & Safarnejad, L. (2021). Effects of information veracity and message frames on information dissemination: A case study of 2016 Zika epidemic discussion on Twitter. Health Communication36(12), 1560-1570. 

Safarnejad, L., Xu, Q., Ge, Y., & Chen, S. (2021). A multiple feature category data mining and machine learning approach to characterize and detect health misinformation on social media. IEEE Internet Computing, 25(5), 43-51. 

Rui, J., Cui, X., Xu, Q., & Yu, N. (2021). How public interactions via WeChat Moments predict the emotional well-being of Chinese seniors and emerging seniors: The moderating roles of perceived self-network discrepancy and age. Cyberpsychology: Journal of Psychosocial Research on Cyberspace15(3), Article 2. 

Xu, Q., Song, Y., Yu, N., & Chen, S. (2021). Are you passing along something true or false? The dissemination of GMO messages on social media. Public Understanding of Science, 30(3). 

Chen, S., Zhou, L., Song, Y., Xu, Q., Wang, P., Wang, K., Ge, Y., & Janies, D. (2021). A Novel Machine Learning Framework for Comparison of Viral COVID-19-Related Sina Weibo and Twitter Posts: Workflow Development and Content Analysis. Journal of Medical Internet Research, 23(1): e24889. 

Overman, A., Xu, Q., & Little, D. (2020). What do students actually pay attention to and remember from a syllabus?: An eye tracking study of visually-rich and text-based syllabi. Scholarship of Teaching and Learning in Psychology, 6(4), 285–300. 

Safarnejad, L., Xu, Q., Ge, Y., Krishnan, S., Bagarvathi, A., & Chen, S. (2020) Contrasting health misinformation and relevant information on social media during a health emergency: A dynamic information dissemination perspective. American Journal of Public Health110 (S3): S340-S347. 

Safarnejad, L., Xu, Q., Ge, Y., Bagavathi, A., Krishnan, S., & Chen, S. (2020). Identifying influential factors on discussion dynamics of emerging health issues on social media: A computational study. JMIR Public Health and Surveillance, 6(3): e17175 

Cui, X., & Xu, Q. (2020). The roles of identity and emotion in media events’ social integration mechanism: A case study of the 2017 U.S. Presidential Inauguration. Atlantic Journal of Communication, 28(2), 138-152. 

Yu, F., Ruel, L., Tyler, R., Xu, Q., Cui, H., Karanasios, S., Keilbach, A., Nguyen, B. X., & Mostafa, J. (2020). Innovative UX methods for information access based on interdisciplinary approaches: Practical lessons from academia and industry data and information management. Data and Information Management4(1), 74-80. 

Rui, J. R., Yu, N., Xu, Q., & Cui, X. (2019). Getting connected while aging: The effects of Wechat network characteristics on the well-being of mature Chinese adults. Chinese Journal of Communication, 12(1), 25-43. 

Xu, Q., Yu, N., & Song, Y. (2018). User engagement in public discourse on genetically modified organisms: The role of opinion leaders on social media. Science Communication40(6), 691-717. 

Chen, S., Xu, Q., Buchenberger, J., Bagavathi, A., Fair., G., Shaikh, S., & Krishnan, S. (2018). Dynamics of health agency response and public engagement during public health emergency: A case study of CDC tweeting pattern during 2016 Zika epidemic. JMIR Public Health and Surveillance4(4): e10827. 

Xu, Q., & Sundar, S. S. (2016). Interactivity and memory: Information processing of interactive versus non-interactive content. Computers in Human Behavior63, 620-629

Miller, B., Xu, Q., & Barnett, B. (2016). Commenter anonymity affects reader perceptions. Newspaper Research Journal, 37(2), 138-152. 

Recent Book Chapters:

Xu, Q. (2025). Inclusive digital and social media strategies. In L. Bush., & K. Lindsey (Eds.), Diversity, equity, and inclusion in strategic communications: Becoming culturally proficient communicators (pp. 65-78). Routledge.

Xu, Q. (2023). User interface design. In V. Costello. Multimedia foundations: Core concepts for digital design (3rd ed., pp. 409-451). Routledge. 

Anderson, B., & Xu, Q. (2020). Winning over fans: How sports teams use live-tweeting to maximize engagement. In D. A. Grady, A. Hollifield, & A. Sturgill (Eds.). The golden age of data: Media analytics in study and practices (pp. 182-193). Routledge.

Yu, N., & Xu, Q. (2016). Public discourse on genetically modified foods in mobile sphere: Framing risks, opportunities, and responsibilities on mobile social media in China. In R. Wei (ed.), Mobile media, political participation, and civic activism in Asia: Private chat to public sphere (pp.81-102). Springer, Singapore. 

Encyclopedia Entry:

Xu, Q. (2017). Dual process models of persuasion (ELM/Heuristic-Systematic Model). In P. Roessler (Ed.), The international encyclopedia of media effects. New Jersey: Wiley-Blackwell. 

Recent Refereed Conference Proceedings:

LaMont, L, Fuller, G., Paranthaman, P. K., Poteat, T., Toprani, D., Xu, Q., & Bajaj, N. (2023). Towards prototyping single-modal and multimodal interactions in mixed reality games. In Yang X. S., Sherratt, R. S., Dey N., Joshi, A. (Eds.), Proceedings of Eighth International Congress on Information and Communication Technology. Lecture Notes in Networks and SystemsVol. 694, 655-666. 

Ke, J., & Xu, Q. (2021). Building images of “President Trump”: Comparing co-evolutions of the Trade War discourse between influencers and regular users on Twitter. Proceedings of the 54th Hawaii International Conference on System Sciences (HICSS)

Blog Post:

Hall, E. E., Xu, Q. & Hamel, J. (2024, November 19). Integrating research into undergraduate courses: A review of two essential books. Center for Engaged Learning, ÂÒÂ×ÊÓÆµ.  

Presentations

Xu, Q., & Chen, C. (2025, August). From discourse to perceptions: How AI conversational style and anticipated AI roles influence user interaction with AI. Paper presented at the 108th annual conference of the Association for Education in Journalism and Mass Communication, San Francisco, CA.

Xu, Q., & Jiang, K. (2024, August). UX design vs. UI design: Understanding employers’ expectations through semantic analysis of job descriptions. Paper presented at the 107th annual conference of the Association for Education in Journalism and Mass Communication, Philadelphia, PA.

LaMont, L., Fuller, G., Paranthaman, P., Poteat, T., Toprani, D., Xu, Q., Bajaj, N. (2023, February). Towards prototyping single-modal and multimodal interactions in mixed reality games. Paper presented at the 8th International Congress on Information and Communication Technology, London, United Kingdom.

Xu, Q., & Gelman, L. (2022, August). Persuasion strategies in building campaign discourse on social media: A comparison of Donald J. Trump’s and Joe Biden’s Facebook campaign ads. Paper presented at the 105th annual conference of the Association for Education in Journalism and Mass Communication, Detroit, Michigan.

Jiang, K., & Xu, Q. (2022, August). Co-evolution of discourse between influencers and regular users: A case study of tweets using the co-hashtags of #StopAsianHate and #BlackLivesMatter. Paper presented at the 105th annual conference of the Association for Education in Journalism and Mass Communication, Detroit, Michigan.

Jiang, K., Afromsky A., & Xu, Q. (2022, August). What do employers expect for jobs requiring media analytics? A comparison between in-person and remote positions during the COVID-19 pandemic. Paper presented at the 105th annual conference of the Association for Education in Journalism and Mass Communication, Detroit, Michigan. [One of the three top papers in the Internship and Careers Interest Group]

Song, Y., Wang, S., Liu, J., & Xu, Q. (2021, August). Fighting misinformation on social media: The roles of evidence type and presentation mode. Paper presented at the 104th annual conference of the Association for Education in Journalism and Mass Communication [Virtual Conference].

Xu, Q., Song, Y., Yu, N., & Chen, S. (2020, August). Are you passing along something true or false? Dissemination of GMO messages on social media. Paper presented at the 103rd annual conference of the Association for Education in Journalism and Mass Communication [Virtual Conference].

Xu, Q., Chen, S., & Safarnejad, L. (2020, August). Effects of information veracity and message frames on information dissemination: Examining Zika epidemic on Twitter. Paper presented at the 103rd annual conference of the Association for Education in Journalism and Mass Communication [Virtual Conference].

Xu, Q., & Allison, M. (2020, June). Using a mobile event app for organizing a campus-wide undergraduate research forum. Council on Undergraduate Research Virtual Biennial Conference.

Allison, M., & Xu, Q. (2020, June). Encouraging and tracking attendance at a campus-wide undergraduate research forum. Council on Undergraduate Research Virtual Biennial Conference.

Cui, X., & Xu, Q. (2019, August). Audience’s emotion and sense of social solidarity during a media event: Examining the effects of two media platforms. Paper presented at the 102nd annual conference of the Association for Education in Journalism and Mass Communication, Toronto, Canada.

Song, Y., Yu, N., & Xu, Q. (2019, May). Reception of and responses to discussion of genetically modified organism on social media: The context of China. Paper presented at the 69th Annual Conference of the International Communication Association, Washington, DC.

Xu, Q., & Chen, S. (2019, May). Comparing the transmission dynamics of fake news vs. real news: A network analysis of Zika epidemic on Twitter. Paper presented at the 69th Annual Conference of the International Communication Association, Washington, DC.

Kim, K., Xu, Q., & Yoon, S. (2019, February). Zoom-in, zoom-out: The congruence effect between dynamic distance and geographic distance on consumer digital complexity. Paper to be presented at the 2019 American Marketing Association Winter Academic Conference, Austin, TX.

Rui, J., Cui, X., Xu, Q., & Yu, N. (2018, November). The more the less? How diversified online social network undermines subjective well-being of mature adults. Paper to be presented at the 104th annual conference of the National Communication Association, Salt Lake City, UI.

Xu, Q., Yu, N., & Song, Y. (2018, August). User engagement in public discourse of genetically modified organisms: The role of opinion leaders on social media. Paper presented at the 101st annual conference of the Association for Education in Journalism and Mass Communication, Washington, DC.

Kim, K., Xu, Q., & Yoon, S. (2018, July). Zoom-in, zoom-out: The congruence effect between dynamic distance and geographic distance on travel destination recommendations. Paper presented at the 2018 Global Marketing Conference, Tokyo, Japan. 

Anderson*, B., & Xu, Q. (2018, April). Winning over fans: How sports teams use live-tweeting to maximize engagement. Paper presented at the Research Symposium: The Golden Age of Data: Big Data and Media Analytics of the annual conference of the Broadcast Education Association, Las Vegas, NV.  

Cui, X., & Xu, Q. (2017, August). Television, emotion, and social integration: Testing the effect of media event with the 2017 US Presidential Inauguration. Paper presented at the 100th annual conference of the Association for Education in Journalism and Mass Communication, Chicago, IL.

Kim, H.-S., Xu, Q., & Kim, K. (2017, May). How do people process information in location check-ins? A study of cues on Facebook. Paper presented at the 67th Annual Conference of the International Communication Association.

Rui, J., Yu, N., Xu, Q., & Cui, X. (2017, May). Get connected while aging: The impact of WeChat network characteristics on Chinese aging population’s well-being. Paper presented at the 67th Annual Conference of the International Communication Association.

Yu, N., & Xu, Q. (2016, June). The myth of genetically modified foods: Public debates over risks, opportunities, and responsible parties on Chinese social media. Paper presented at the 66th annual conference of the International Communication Association, Fukuoka, Japan.

Kim, H.-S., Xu, Q., & Kim, K. (2016, June). Effects of heuristic cues on user perceptions via location check-ins: An approach to the interplay of dual processing and persuasion knowledge models. Paper presented at the 66th annual conference of the International Communication Association, Fukuoka, Japan.

Service Activities

University Committees:

Mentoring in Meaningful Relationships Coordination Team (co-chair)  2025-present

Graduate Council   2016-2017, 2023-present

API & MENA Implementation Team   2023-2024

Course-Embedded Undergraduate Research Working Group   Spring 2023

Undergraduate Research Advisory Committee   2017-2023

Experiential Education Advisory Committee   2017-2022

API & MENA Task Force (co-chair)  2021-2022

Institutional Review Board   2015-2022

Reimagining the "Imagine the Internet" Center Working Group   Fall 2021

Strategic Planning Committee   2018-2019

Distinguished Scholar Award Committee   2018

Phillips-Perry Black Excellence ELR Awards Selection Committee   2017

Honors Program Advisory Committee   2014-2017

School Committees:

Interactive Media Master Program Admission Committee   2011-2023

Teacher-Scholar Committee   2012-2014 (Chair 2012-2013) & 2015-2017, 2019-2020 

Search Committee for Media Analytics Position   2013(Chair), 2018

Library Committee   2017-2019

Editor-in-Chief

Perspectives on Undergraduate Research and Mentoring, ÂÒÂ×ÊÓÆµ   2017-2023

Awards

2022 Excellence in Service and Dedication to the ÂÒÂ×ÊÓÆµ AAPI Community, Center for Race, Ethnicity, and Diversity Education, ÂÒÂ×ÊÓÆµ

2021 Excellence in Teaching Award, School of Communications, ÂÒÂ×ÊÓÆµ

2016 of ÂÒÂ×ÊÓÆµ - one of the eight faculty members featured in the report, highlighting scholarship across campus

2016 Excellence in Scholarship Award, School of Communications, ÂÒÂ×ÊÓÆµ