
Hongfei LiuUniversity of Southampton · Southampton Business School
Hongfei Liu
Doctor of Philosophy
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27
Publications
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Publications
Publications (27)
Despite increased research into electronic word of mouth (eWOM) in the hospitality sector, the role of emotion in consumers' eWOM behavior remains underexplored. Highlighting media differences in eWOM, we apply online disinhibition effect and social sharing of emotion theory to investigate the consequences of consumption emotion for consumers' eWOM...
Purpose
Artificial intelligence (AI) technology has revolutionized customers' interactive marketing experience. Although there have been a substantial number of studies exploring the application of AI in interactive marketing, personalization as an important concept remains underexplored in AI marketing research and practices. This study aims to in...
This study explores the dynamics of influencer marketing in the B2B sector by drawing on employee advocacy, customer reference marketing and organisational endorsement theories, explicating the strategic application of influencer marketing in the B2B context, and revealing the challenges in influencer marketing faced by B2B organisations. We conduc...
Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is substantially shaping modern consumer behaviors and altering marketing management dynamics across both consumer and industry markets. We call this evolution "eWOM 2.0", as captured in this Special Issue. Ten research articles advance our understanding in how eWOM...
Purpose - Social media played an irreplaceable role in young people's online social life and information consumption during the COVID-19 pandemic. This research focuses on the impact of excessive information on social media about COVID-19 vaccines on Generation Z's (Gen Z) associated psychological states and long-term vaccine advocacy.
Design/met...
Coinciding with the rising development of emerging markets, sustainable consumption practices in these markets are increasingly under scrutiny. In this context, we compare empirical results from consumers in four countries (three emerging markets and one developed market) in an experimental study to uncover patterns of preferences for sustainable l...
Purpose
The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.
Design/methodology/approach
Drawing on the dynamic capability and WOM theories, a model has be...
The pervasive use of digital technologies allows individual consumers to generate and obtain consumption-related information through digital media platforms, thereby catalyzing the emergence and penetration of electronic word of mouth (eWOM) in the consumer market. Although WOM marketing highlights the significance of two-way communication, the int...
Purpose: Avatars have become increasingly prevalent on brand websites, yet their impact on consumers’ use of these sites remains underexplored. The current study focuses on avatars, which are three-dimensional animated graphical web interfaces that verbally aid the brand stakeholders (e.g., customers, employees, and suppliers). Avatars provide admi...
Consumers have always had a propensity to share their personal experiences of products/services/brands with others. Marketers have long appreciated the importance of such user-generated content and Ernest Dichter coined the term ‘word of mouth’ (WOM) advertising in 1966. In online environments, electronic word of mouth (eWOM) has become important t...
We study how foreign brands’ cultural accommodation delivered through multisensory website design influences local consumers’ perceptions and purchase decisions. We place particular emphasis on the Chinese fashion industry, where many non-Chinese brands suffer because they confront with a dilemma, between adapting to the local culture and retaining...
Increasing technological innovation means level 5 fully autonomous vehicle pods (AVPs) that do not require a human driver are approaching reality. However, the adoption of AVPs continues to lag behind predictions. In this paper, we draw on Mowen's (2000) 3M model taking a multi-analytical approach utilising PLS-SEM and fuzzy set qualitative compara...
‘Superfoods’ have become a popular diet style across the globe but are also criticized as a marketing gimmick. Despite the controversy, the essential drivers of superfood consumption and advocacy remain underexplored. Drawing upon the theory of consumption values and prospect theory, this study explores how consumers’ value perceptions of superfood...
Social enterprises (SEs) seek effective resource mobilization strategies that can translate resources into improved performance, thereby achieving their social missions. Strategic alliances offer SEs access to various resources, and bricolage helps SEs mobilize the assets at hand by ‘making do with everything available’. However, the dynamics betwe...
Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of eWOM-triggered customer-to-customer (C2C) interactions on travelers’ post-eWOM behaviors (i.e., repurchase and customer engagement) in...
Purpose - Our goal is to examine counterfactual thinking as a key mediator of the effects of failed recovery (vs. failed delivery) on negative electronic word-of-mouth (eWOM). We further investigate the effectiveness of using recovery co-creation in minimizing customers’ counterfactual thinking.
Design/methodology/approach - This research includes...
Wang (2021) defines interactive marketing as “the bi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction”. Technology advancement, platform revolution, and social media have reshaped the field of interactive marketing. Technology advancement such as artifici...
Social media are increasingly becoming a valuable tool for Business-to-Business (B2B) organizations. However, social media research in B2B lacks a comprehensive overview from a strategic perspective, with most research to date having been focused on the tactical use of social media platforms, that is to say, in describing specific tools to implemen...
While previous research highlights the benefits of social media in times of a pandemic, this research focuses on the potential dark side of social media use among Generation Z (Gen Z) in the UK during the COVID-19 pandemic lockdown between March and May 2020. The study reveals that COVID-19 information overload through social media had a negative i...
Purpose - This study investigates the use of gamification in promoting the silver generation’s adoption of mobile payment technology through the gamified cultural practice of gifting red packets. It considers the effectiveness of using gamification in a cultural context to promote technology acceptance among older adults. This crossover between dig...
Submissions open: 01-July-2021.
Submissions close: 31-Oct-2021.
Full call for papers attached.
Whilst previous studies indicate perceived company ethicality as a driver of job seekers’ job-pursuit intentions, it is poorly understood how and why ethical market signals actually affect their application decisions. Perceptions of company ethicality result from market signals that are either within the control of the company (e.g. ethical certifi...
Purpose
The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still matter in post-purchase evaluation and behaviours. The purpose of this paper is to examine the extent to which online reviews (aggregate rating (AR) and individual...
Highlights
• eWOM-triggered service recovery is examined through the novel theoretical lens of restorative justice.
• An experiment is used to examine how hotels’ responses to negative online reviews impact upon service recovery.
• The effectiveness of hotels’ responses and the optimal recovery strategies depend on the service failure severity....
In this paper, we examine the influence of employee orientation (EO) on converting constituent dimensions of market orientation (MO) into customer-based performance (CBP) and consider the robustness of these relationships in the context of firm age and size. Based on a sample of 410 mid-to-senior-level managers working in UK service industries, we...
Whilst previous studies indicate perceived company ethicality as a driver of job seekers’ job-pursuit intentions, it is poorly understood how and why ethical market signals actually affect their application decisions. Perceptions of company ethicality result from market signals that are either within the control of the company (e.g. ethical certifi...