Liying Zhou

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Verified

Liying verified their affiliation via an institutional email.

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• Doctor of Philosophy
• Professor (Associate) at Guizhou University of Finance and Economics

Purpose This study leverages theories of social influence to explore how “likes” for consumption-related content on social media fulfill consumers’ needs for social acceptance, subsequently affecting their repurchase and word-of-mouth (WOM) intentions. It aims to understand the extent to which social media engagements, specifically likes, serve as...

Purpose This study aims to investigate the impact of technological turbulence on entrepreneurial orientation (EO) in Chinese e-commerce enterprises. It also examines the mediating roles of business ties and political ties, and the moderating effect of transaction uncertainty on these relationships. Design/methodology/approach A sample of 173 Chine...

As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. non-AR) and presentation str...

Against the backdrop of the COVID-19 pandemic, wearing a mask not only serves a functional purpose in reducing the spread of the virus but also carries a symbolic value of social responsibility. There may be cultural differences in people’s understanding of such symbolic value. Results from three experimental studies have shown that wearing a medic...

Economic Growth Goals (EGGs) play a dual role as both a guiding force and a significant influence on the economic governance of local authorities. This, in turn, affects the advancement of the urban green economy. Using panel data from 285 cities in China spanning from 2003 to 2018, we have examined the impact of EGGs on Green Total Factor Producti...

Purpose Facilitated by image retouch tools, social media influencers can digitally enhance their self-image in product recommendation posts. This paper proposes that image enhancement may serve as a cue for the audience to assess the authenticity of the influencer (“true to oneself”), which further affects the influencer's product recommendation ef...

Inspirational brand story is a widely used marketing strategy in brand building. However, few empirical studies have investigated the underlying mechanism and boundary conditions of a successful brand story strategy. The current study examined the influence of lead character's gender in inspirational brand story on consumer–brand identification bas...

Purpose A critical step in influencer marketing is influencer outreach, where a brand reaches out to an influencer and forms a partnership. Yet little is known about how factors related to this process might influence the outcomes of sponsored posts. To address this gap, the authors investigated whether, how and when the order of influencers' produ...

While the benefits of CSR may offer suppliers a competitive advantage in their customer market, CSR remains a paradox as firms struggle to strike a balance between the financial, social, and environmental interests of stakeholders. Such confliction is greatly intensified for firms whose core business and/or marketing communications contradict the g...

After the COVID-19 epidemic, a growing number of commercial entities have decided to enter the online platform and operated as an electronic business venture. However, the timing of entering the online market is a strategically important issue. On the basis of social capital theory and resource-based view, this study attempts to understand the diff...

Purpose This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and moderating mechanisms. Design/methodology/approach Quasi-experiment and difference-in-differences models are used for data analysis. Propensity score matching is...

Platforms are observed to gradually replace traditional pipeline supply chains. To better understand how platforms can assist business buyers in improving their bottom-line, this study investigates the influence of platform usage on three aspects of buyers’ performance. We build a theoretical framework focused on the roles of trust and transaction...

This research investigates the consumer purchase intention of products with geographic indications (GIs) based on a sample of 351 valid responses in three representative regions that are well known for their GIs of navel orange brands. Drawing on theories of consumer‐brand relationship, social identity or consumer identification with the brand, and...

Emoji is widely used in electronic word of mouth (eWOM) and online consumer reviews across various social media platforms and online retailers, but the boundary condition of its effect on perceived helpfulness and its underlying mechanisms have not been examined in the extant literature. This research investigates the effect of emoji meaning multip...

Using data from 2009 to 2019, this article examines exits through mergers and acquisitions (M&A) of Chinese private equity to explore factors affecting the return of M&A exit. The result suggests a U-shaped relationship between investment duration and M&A exit performance. Additionally, M&A exit performance is significantly higher in high-tech indu...

In recent years, advances in mobile communications technology have enabled collaborative consumption or product sharing between consumers on a large scale. Unlike traditional consumption, collaborative consumption is based on collaboration among individuals, so that the decision-making mechanisms of individual consumers may be different from those...

Despite the growing attention on the topic of abusive supervision, how abusive supervision affects individual and team creativity have not yet been thoroughly investigated. Drawn from the perspective of leader-member exchange (LMX), the current study develops a multilevel model to describe the relationships between abusive supervision and creativit...

Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into t...

Acid fracturing is the most important stimulation method in the carbonate reservoir. Due to the high cost and high risk of acid fracturing, it is necessary to predict the reservoir productivity before acid fracturing, which can provide support to optimize the parameters of acid fracturing. However, the productivity of a single well is affected by v...

Electronic business ventures (EBVs), startups on Internet platforms, have recently attracted research attention. This study attempts to understand the encompassing mechanism for the superior market performance of EBVs entering China's electronic market with a focus on the effects of two important drivers. The first is Guanxi orientation, which is a...

Although prior studies have indicated the interrelationships between specific types of innovation strategy and specific elements of organizational culture, few studies simultaneously evaluate the relationship between the two multi-dimensional constructs in holistic perspective. Based on configuration theory, we conceptualize fit as ‘profile deviati...

Purpose This study aims to examine the moderating effects of job alternatives and policy support on the relationship between job satisfaction and turnover intention. Design/methodology/approach A questionnaire survey was conducted in China. The study sample consisted of employees from organizations of different sizes, ownerships, and industry ty...