The internationalization of higher education institutions (HEIs) is increasingly measured by international publications and citations, crucial factors in global university rankings. Many universities, particularly in non-English speaking countries, recruit early career returnee academics (ECRAs) – scholars who earned their PhDs abroad and returned to their home country – to boost their English-language publications in internationally indexed journals. This study focuses on Chinese ECRAs in humanities and social sciences (HSS), investigating the complex factors motivating their choice to publish in English. Unlike natural sciences, HSS publishing in English is more intricately linked to societal norms, cultural perspectives, and thought processes. The study uses Bronfenbrenner's ecological systems theory as a framework, examining how microsystem (immediate interactions), exosystem (indirect influences like national policies), and macrosystem (broader cultural context) shape ECRAs' decisions. The central research question is: What factors motivate ECRAs to write and publish in English?

Existing research highlights several reasons why non-native English-speaking scholars publish in English: reaching a wider audience, enhancing research visibility and impact, and facilitating engagement with the international research community. National and institutional policies often incentivize international publications through assessment methods, promotion criteria, and monetary rewards. Scholars benefit academically from publishing in high-quality, internationally indexed journals, improving research quality and enhancing their English language and academic writing skills. The international experience of ECRAs plays a significant role, influencing their familiarity with academic English genres and enhancing confidence in publishing in English compared to their native language.

This qualitative study employed semi-structured interviews with 20 Chinese ECRAs in HSS who met specific criteria (PhD from an overseas university, within five years of employment in a mainland Chinese university, and working in HSS). Snowball sampling was utilized, starting with initial contacts and expanding through referrals. Interviews (45-60 minutes), conducted in Mandarin, explored ECRAs' English writing and publishing experiences, motivations, and the influence of various factors. Supplementary data included official policy documents. Thematic analysis was employed, with open coding followed by iterative refinement and theme clustering. Data triangulation was conducted through multiple coders independently analyzing the data.

The findings aligned well with the microsystem, exosystem, and macrosystem levels of Bronfenbrenner's ecological systems theory. The mesosystem and chronosystem had less prominent influence based on participant responses. **Microsystem (ECRA-Collaborator Interactions):** ECRAs frequently collaborated with colleagues, including previous supervisors, foreign colleagues, and Chinese colleagues. These collaborations were viewed positively, providing support and facilitating English-language publishing. Complementary relationships between collaborators were particularly important, especially in overcoming emotional challenges associated with writing and publishing, such as dealing with negative feedback from reviewers. **Exosystem (National Policies):** National policies indirectly influenced ECRAs' choices. While recent policies aimed to reduce overemphasis on internationally indexed journals (e.g., SSCI, A&HCI), universities often implemented their own incentivization schemes that still highly valued international publications through point-based systems or ‘representative achievements’ evaluations. This resulted in a complex situation where international publication remained crucial for career advancement despite official policy changes. The lack of coordination across institutions in implementing the new policies led to varied approaches. **Macrosystem (Academic Culture):** ECRAs perceived significant differences between Chinese and Western academic cultures. They noted a preference for grand topics and less emphasis on empirical evidence in the Chinese context, compared to the evidence-based, analytical approach prevalent in Western academia. ECRAs largely favored the Western style, leading them to prefer publishing in English to accommodate this preferred research paradigm and their skills developed through their overseas training.

The study's findings highlight the interplay of individual experiences and contextual factors shaping ECRAs' publication choices. Collaboration with colleagues, particularly the importance of complementary relationships, is critical. National policies, while intending to de-emphasize international journals, frequently lead to continued, albeit nuanced, importance of English-language publications. The conflict between promoting world-class universities and simultaneously de-emphasizing international publications creates complexities. ECRAs' experiences studying abroad profoundly shaped their preferences and skills related to publishing in English, contrasting with the characteristics of Chinese academic culture.

This study contributes significantly by illustrating the complex interplay of microsystem, exosystem, and macrosystem factors that influence ECRAs' decisions to publish in English. The findings offer practical implications for policymakers and university administrators in creating supportive environments for ECRAs. Future research could explore the experiences of senior returnee academics and investigate how publishing experiences shape long-term career trajectories, potentially utilizing larger sample sizes and quantitative methods to supplement these qualitative findings.

The qualitative nature of the study limits generalizability. The use of snowball sampling may introduce sampling bias. The study primarily focused on early-career researchers and might not fully reflect the experiences of more senior academics. The study might benefit from exploring the experiences of ECRAs in other disciplines and across different geographical regions.