The influence of eWOM on virtual consumer communities: Social capital, consumer learning, and behavioral outcomes
Word of mouth (WOM) is a highly credible form of marketing information. However, because
it is difficult to study WOM in the face-to-face context, researchers have limited …
it is difficult to study WOM in the face-to-face context, researchers have limited …
Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity
Virtual communities (VCs) represent popular social environments in which people interact by
exchanging resources such as information, ideas, and advice about their common interests…
exchanging resources such as information, ideas, and advice about their common interests…
Interpersonal trust and platform credibility in a Chinese multibrand online community
Online communities offer attractive opportunities and challenges to advertisers. Using a
revised source credibility framework, this study proposes that interpersonal trust and platform …
revised source credibility framework, this study proposes that interpersonal trust and platform …
Glocal understandings: female readers' perceptions of the new woman in Chinese advertising
Research in international advertising has often taken a dichotomized approach, as
exemplified by the global standardization vs localization debate. It is assumed under the …
exemplified by the global standardization vs localization debate. It is assumed under the …
Fostering customer ideation in crowdsourcing community: The role of peer-to-peer and peer-to-firm interactions
Firms increasingly engage customers in idea generation (or ideation) to sustain their
competitive advantages. Drawing from social interaction literature, this study adopts a social …
competitive advantages. Drawing from social interaction literature, this study adopts a social …
What feedback matters? The role of experience in motivating crowdsourcing innovation
Recent open innovation literature indicates increasing concern about the quality of crowdsourced
ideas. Building on a framework of creativity capability, rooted in behavioral literature, …
ideas. Building on a framework of creativity capability, rooted in behavioral literature, …
Online critical review classification in response strategy and service provider rating: Algorithms from heuristic processing, sentiment analysis to deep learning
This research proposes and tests mechanisms for defining and identifying the critical online
consumer reviews that firms could prioritize to optimize their online response strategies, …
consumer reviews that firms could prioritize to optimize their online response strategies, …
Ideator expertise and cocreator inputs in crowdsourcing‐based new product development
… Stella Yiyan Li … Stella Yiyan Li … Stella Yiyan Li is an assistant professor in the
Department of Marketing, City University of Hong Kong. She received her Ph.D. …
Department of Marketing, City University of Hong Kong. She received her Ph.D. …
Social media advertising through private messages and public feeds: a congruency effect between communication channels and advertising appeals
This paper investigates the effectiveness of agentic and communal advertising appeals
delivered through two IT-enabled communication channels (private messages and public feeds) …
delivered through two IT-enabled communication channels (private messages and public feeds) …
Images of the contemporary woman in advertising in China: A content analysis
With changing social expectations, rising living standards, and increasing Western influences
in China, young Chinese women residing in urban areas have developed an awareness …
in China, young Chinese women residing in urban areas have developed an awareness …