Junyun Liao

发表

When does an online brand community backfire? An empirical study

Junyun Liao, Dianwen Wang, 2020 .

The bright side and dark side of group heterogeneity within online brand community

Junyun Liao, Defeng Yang, Haiying Wei, 2019, Journal of Product & Brand Management.

Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach

Bangming Xiao, Minxue Huang, Junyun Liao, 2017 .

Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics

Junyun Liao, Jintang Wang, Shiyong Zheng, 2019, Sustainability.

The group matters: examining the effect of group characteristics in online brand communities

Junyun Liao, Defeng Yang, Haiying Wei, 2020 .

Social free sampling: engaging consumer through product trial reports

Junyun Liao, Jiawen Chen, Fei Jin, 2022, Information Technology & People.

Impact of brand community supportive climates on consumer-to-consumer helping behavior

W. Wang, Raffaele Filieri, Junyun Liao, 2022, Journal of Research in Interactive Marketing.

The impact of destination live streaming on viewers’ travel intention

Junyun Liao, Shiyong Zheng, Mingyue Wu, 2022, Current Issues in Tourism.

The impact of oppositional loyalty on brand identification in online brand communities: the moderating role of self-expression

Junyun Liao, Jiada Chen, Jiada Chen, 2022, Current Psychology.

Fanning the flames: Transmitting negative word of mouth of rival brands

Junyun Liao, Haichuan Zhao, Jiawen. Chen, 2023, Journal of Business Research.

What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective

Junyun Liao, Jiada Chen, Shiyong Zheng, 2023, Journal of Retailing and Consumer Services.

The impact of virtual interaction on consumers' pro-environmental behaviors: the mediating role of platform intimacy and love for nature

Y. Chang, Junyun Liao, Xuebing Dong, 2023, Inf. Technol. People.

The effect of corporate social responsibility on employee advocacy behaviors: a perspective of conservation of resources

Junyun Liao, Yanping Li, Yulang Guo, 2021 .

Antecedents of smartphone brand switching: a push–pull–mooring framework

Junyun Liao, Haiying Wei, Zelin Tong, 2021, Asia Pacific Journal of Marketing and Logistics.

Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style

Junyun Liao, Irina Y. Yu, Ji Li, 2022, Journal of Research in Interactive Marketing.

The effect of user experience in online games on word of mouth: A pleasure-arousal-dominance (PAD) model perspective

Minxue Huang, Rizwan Ali, Junyun Liao, 2017, Comput. Hum. Behav..

Mapping brand community research from 2001 to 2021: Assessing the field's stage of development and a research agenda

C. Veloutsou, Junyun Liao, 2022, Psychology & Marketing.

Examining the antecedents of idea contribution in online innovation communities: A perspective of creative self-efficacy

Junyun Liao, Jian Mou, Jiawen Chen, 2021, Technology in Society.

Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty

Junyun Liao, Rui Guo, Jiawen Chen, 2023, Journal of Product & Brand Management.

Examining knowledge contribution in firm- versus consumer-hosted virtual brand community

Junyun Liao, Xuebing Dong, Yulang Guo, 2020, Electron. Commer. Res. Appl..

More gain, more give? The impact of brand community value on users’ value co-creation

Junyun Liao, Xuebing Dong, Jiecong Pang, 2023, Journal of Retailing and Consumer Services.

Motivation for users' knowledge-sharing behavior in virtual brand communities: a psychological ownership perspective

Junyun Liao, Jiawen Chen, Ying Jiang, 2021, Asia Pacific Journal of Marketing and Logistics.

Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience

Junyun Liao, Hsin-Li Hu, Yingna Jiang, 2023, Frontiers in Psychology.

Antecedents of Viewers’ Live Streaming Watching: A Perspective of Social Presence Theory

Junyun Liao, Jiada Chen, Jiada Chen, 2022, Frontiers in Psychology.

Social Exclusion and Green Consumption: A Costly Signaling Approach

Junyun Liao, Yulang Guo, Pan Zhang, 2020, Frontiers in Psychology.

Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

Junyun Liao, Xuebing Dong, Jiawen Chen, 2021, Asia Pacific Journal of Marketing and Logistics.

Short video marketing: what, when and how short-branded videos facilitate consumer engagement

Junyun Liao, Xuebing Dong, Nannan Xi, 2023, Internet Research.

The Role of Humor in Management Response to Positive Consumer Reviews

Raffaele Filieri, Junyun Liao, Chunyu Li, 2022, Journal of Interactive Marketing.

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

Junyun Liao, Xuebing Dong, Rui Guo, 2020 .

“I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness

Raffaele Filieri, Junyun Liao, Wenting Feng, 2023, Journal of Travel Research.

Understanding local consumers' reactions to perceived unfair product recalls of foreign brands: a relative deprivation perspective

Junyun Liao, Xuebing Dong, Siying He, 2023, Asia Pacific Journal of Marketing and Logistics.

Understanding the consumers’ multi-competing brand community engagement: A mix method approach

Junyun Liao, Feng-ying Li, Kai He, 2023, Frontiers in Psychology.

Politeness matters: The role of polite languages in online peer-to-peer lending

Junyun Liao, Shaoda Wang, Dezhu Ye, 2024, Journal of Business Research.