Xiaowen Xu (Ph.D.) is an associate professor in Strategic Communication at Butler University. Her research interest involves examining users’ motivation and perceptions through the adoption of new media technology. She has been working on media effects projects regarding cognitive, emotional and behavioral responses in consumer, health and pro-environmental behavior contexts. Her research has been published in Internet Research, Journal of Broadcasting & Electronic Media, Science Communication, American Behavioral Scientist, and other journal outlets. Her recent projects focus on digital marketing and innovative advertising forms in various online platforms, especially in-feed or native advertising on social media and websites.