Diandian Xiang

Unraveling customer sustainable consumption behaviors in sharing economy: A socio-economic approach based on social exchange theory

Yonggui Wang, Zhiyong Yang, Shuang Ma, 2019, Journal of Cleaner Production.

Informational or emotional appeals in crowdfunding message strategy: an empirical investigation of backers’ support decisions

Yonggui Wang, Qiuyan Tao, Shuang Ma, 2019, Journal of the Academy of Marketing Science.

Prosumer-to-customer exchange in the sharing economy: Evidence from the P2P accommodation context

Diandian Xiang, Yaxuan Ran, Chenming Peng, 2022, Journal of Business Research.

Informational or emotional appeals in crowdfunding message strategy: an empirical investigation of backers’ support decisions

Qiuyan Tao, Diandian Xiang, Shuang Ma, 2019, Journal of the Academy of Marketing Science.

Sharing economy: International marketing strategies

Robert W. Palmatier, Irina V. Kozlenkova, Ju-Yeon Lee, 2021, Journal of International Business Studies.

The double-edged effects of perceived knowledge hiding: empirical evidence from the sales context

Yonggui Wang, Myat Su Han, Diandian Xiang, 2019, J. Knowl. Manag..