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In this research, we explore the impacts of cross-modal correspondence between sound frequency and color lightness on consumers’ shopping behavior. Compared to previous studies that relied on a stable single-stage information environment, our study is based on a two-stage (i.e., elimination and choice stages) cognitive model to account for the dynamic cross-modal correspondence effect on shopping behavior. After conducting two laboratory experiments and one field experiment, we find that although consumers tend to pay more attention to light (vs. dark) products in the high (vs. low)-frequency sound condition in the elimination stage, this effect is less salient at the choice stage. We further find that consumer involvement acts as a moderator. Specifically, the correspondence effect is attenuated for highly involved consumers.
Shuai Yang; Xinyu Chang; Sixing Chen; Shan Lin; William T. Ross. Does music really work? The two-stage audiovisual cross-modal correspondence effect on consumers’ shopping behavior. Marketing Letters 2021, 1 -26.
AMA StyleShuai Yang, Xinyu Chang, Sixing Chen, Shan Lin, William T. Ross. Does music really work? The two-stage audiovisual cross-modal correspondence effect on consumers’ shopping behavior. Marketing Letters. 2021; ():1-26.
Chicago/Turabian StyleShuai Yang; Xinyu Chang; Sixing Chen; Shan Lin; William T. Ross. 2021. "Does music really work? The two-stage audiovisual cross-modal correspondence effect on consumers’ shopping behavior." Marketing Letters , no. : 1-26.
In paid search advertising firms need to make decisions on a matching strategy between broad match and exact match to target their current and prospective customers. Broad match broadens the scope of targeting while exact match provides more accurate targeting. This paper investigates the relative effectiveness of matching decisions using both secondary data and a field experiment data. Both studies show that compared to exact match, broad match leads to lower advertising performance. Moreover, the negative effect of broad match on CTR is more prominent for more specific or lower (better)-position keywords, and the effects of broad match on CR, revenue and profits are less negative for higher (worse)-position keywords. These results suggest that managers of paid search advertising campaigns should take into account keyword specificity and position in making optimal matching strategy decisions for their keyword portfolios.
Shuai Yang; Joseph Pancras; Yiping (Amy) Song. Broad or exact? Search Ad matching decisions with keyword specificity and position. Decision Support Systems 2021, 143, 113491 .
AMA StyleShuai Yang, Joseph Pancras, Yiping (Amy) Song. Broad or exact? Search Ad matching decisions with keyword specificity and position. Decision Support Systems. 2021; 143 ():113491.
Chicago/Turabian StyleShuai Yang; Joseph Pancras; Yiping (Amy) Song. 2021. "Broad or exact? Search Ad matching decisions with keyword specificity and position." Decision Support Systems 143, no. : 113491.
Online home-sharing platforms, such as Airbnb, have recently become increasingly popular among travelers, including outbound travelers. This study investigates the impact of consumer animosity, a determinant of consumers' purchase decisions in international businesses, on outbound travelers' demand for sharing-based accommodations. In particular, we examine the differential effects of two types of consumer animosity: economic animosity and war animosity. Utilizing a unique geopolitical environment where Chinese consumers bear economic animosity (towards South Korea) and war animosity (towards Japan), we collected a comprehensive panel data set including listings and reviews from Airbnb, together with a list of events inducing animosity. Utilizing the events as exogenous shocks, we applied difference-in-differences (DID) approach to infer the causal effect of consumer animosity on Chinese outbound travelers' demand for sharing-based accommodations. Contrary to the extant studies which mostly show a negative effect of consumer animosity on purchase intentions, we find that consumer's economic animosity is likely to have a positive effect on outbound travelers' decisions in the context of sharing-based accommodations. However, war animosity has limited effect on outbound travelers' decisions. Further, such effects of consumer animosity are negatively moderated by the intensity level of events inducing animosity. As the intensity increases, both war animosity and economic animosity will ultimately have a negative effect on consumers' Airbnb booking decisions. This study contributes to the fast-growing literature focusing on various factors affecting consumers' booking decisions on online home-sharing platforms. Our results also provide important practical implications for online home-sharing platforms.
Yating Li; Bin Li; Gang Wang; Shuai Yang. The effects of consumer animosity on demand for sharing-based accommodations: Evidence from Airbnb. Decision Support Systems 2020, 140, 113430 .
AMA StyleYating Li, Bin Li, Gang Wang, Shuai Yang. The effects of consumer animosity on demand for sharing-based accommodations: Evidence from Airbnb. Decision Support Systems. 2020; 140 ():113430.
Chicago/Turabian StyleYating Li; Bin Li; Gang Wang; Shuai Yang. 2020. "The effects of consumer animosity on demand for sharing-based accommodations: Evidence from Airbnb." Decision Support Systems 140, no. : 113430.
Many major consumer-driven companies have started to use augmented-reality (AR) technology and AR apps to enrich their customers' shopping experiences and engagement with their brands, and to ultimately increase sales. However, there is scant research discussing the application of AR in an advertising context. Thus, the major goal of this study is to explore how, why, and when augmented reality influences advertising effectiveness. A field experiment and two laboratory experiments demonstrate that an AR advertisement increases consumers’ attitude toward the ad through an increase in their curiosity toward the ad and attention toward the ad (i.e., measured by a physiological measure using eye-tracking). However, the effects only hold when consumers are unfamiliar with the AR ad technology. Overall, this study provides practical implications to advertisers who are considering integrating augmented reality technology in their advertising efforts.
Shuai Yang; Jeffrey R. Carlson; Sixing Chen. How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services 2019, 54, 102020 .
AMA StyleShuai Yang, Jeffrey R. Carlson, Sixing Chen. How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services. 2019; 54 ():102020.
Chicago/Turabian StyleShuai Yang; Jeffrey R. Carlson; Sixing Chen. 2019. "How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad." Journal of Retailing and Consumer Services 54, no. : 102020.
Despite marketing practitioners’ increasing application of augmented reality (AR) to communication and brand-image development, research related to how AR influences consumers’ advertising perceptions has remained underdeveloped. The primary purpose of this research is to explore how and why augmented reality influences advertising effectiveness. A field experiment (Study 1) provides evidence that AR advertisements positively influence consumers’ purchase intention and that this effect is mediated by attitude toward the ad and the brand. In addition, an eye-tracking experiment (Study 2) demonstrates that AR advertisements positively affect consumers’ attitude toward the ad and that this effect is mediated by an increase in their curiosity and visual attention toward the ad. By comparing traditional advertising to AR advertising, this research has practical and important implications for advertisers. Further, the use of eye tracking provides managerial implications for advertisers in addition to providing an example of how to measure AR advertising effectiveness.
Shuai Yang; Sixing Chen; Jeffrey R. Carlson. How Augmented Reality Affects Advertising Effectiveness: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2018, 357 -357.
AMA StyleShuai Yang, Sixing Chen, Jeffrey R. Carlson. How Augmented Reality Affects Advertising Effectiveness: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2018; ():357-357.
Chicago/Turabian StyleShuai Yang; Sixing Chen; Jeffrey R. Carlson. 2018. "How Augmented Reality Affects Advertising Effectiveness: An Abstract." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 357-357.
This study investigates the influence of employee fitness programs on organizational sustainability performance from the perspective of organizational support as perceived by employees. Organizational sustainability performance was specified as a second-order factor, which was affected by three first-order factors: financial performance, social performance, and environmental performance. A snowball sampling method was employed to conduct an online survey of working adults in Shanghai to test the proposed hypotheses. Results show that perceived organizational support toward employee fitness has a positive and significant effect on organizational sustainability performance, and the positive effect is mediated by job satisfaction and organizational commitment. This study also provides theoretical and managerial implications.
Zhe Wang; Chunhong Liu; Shuai Yang; Lei Li. Employee Fitness Programs: Exploring Relationships between Perceived Organizational Support toward Employee Fitness and Organizational Sustainability Performance. Sustainability 2018, 10, 1930 .
AMA StyleZhe Wang, Chunhong Liu, Shuai Yang, Lei Li. Employee Fitness Programs: Exploring Relationships between Perceived Organizational Support toward Employee Fitness and Organizational Sustainability Performance. Sustainability. 2018; 10 (6):1930.
Chicago/Turabian StyleZhe Wang; Chunhong Liu; Shuai Yang; Lei Li. 2018. "Employee Fitness Programs: Exploring Relationships between Perceived Organizational Support toward Employee Fitness and Organizational Sustainability Performance." Sustainability 10, no. 6: 1930.
Advancements in Internet technologies have enabled firms to engage in contextual competitive targeting (CCT); that is, the targeted online advertising practice of contextually identifying and poaching prospective customers of competitors. On the basis of two field quasi-experiment studies conducted with Google’s AdSense contextual targeting platform, this article shows that compared to generate targeting, CCT poaching is more effective in raising ad click-through rates (CTRs), but not in inducing conversion rates. Furthermore, promotional incentives can boost CCT’s effects on CTRs, but not conversion rates. The article’s follow-up laboratory survey reveals the reasons for the findings. That is, offering a promotional incentive in CCT ads can arouse customers’ curiosity and thus strengthen the effects of CCT on CTRs. Yet this heightened curiosity does not expand CCT’s effects on conversions because of customer loyalty to the competitor being poached. Collectively the findings suggest different strategies for firms contemplating CCT. When the objective is to attract competitors’ customers to increase their chance of future defect, adding promotional incentives may enhance CCT effectiveness. But when conversion is the main concern, managers can save promotional dollars as CCT poaching induces more sales conversions with less of such incentives.
Yiping (Amy) Song; Chee Wei (David) Phang; Shuai Yang; Xueming Luo. The Effectiveness of Contextual Competitive Targeting in Conjunction with Promotional Incentives. International Journal of Electronic Commerce 2018, 22, 349 -385.
AMA StyleYiping (Amy) Song, Chee Wei (David) Phang, Shuai Yang, Xueming Luo. The Effectiveness of Contextual Competitive Targeting in Conjunction with Promotional Incentives. International Journal of Electronic Commerce. 2018; 22 (3):349-385.
Chicago/Turabian StyleYiping (Amy) Song; Chee Wei (David) Phang; Shuai Yang; Xueming Luo. 2018. "The Effectiveness of Contextual Competitive Targeting in Conjunction with Promotional Incentives." International Journal of Electronic Commerce 22, no. 3: 349-385.
Double-11 shopping festival has become the largest national shopping festival in China. This study investigates the effect of the atmosphere during the Double-11 shopping festival on Chinese people’s sustainable consumption by extending the Theory of Planned Behavior (TPB). A survey on a sample of 404 Chinese consumers showed that the atmosphere specific to China’s Double-11 shopping festival was negatively associated with consumers’ purchase intention toward sustainable consumption. Moreover, the negative relationship was mediated by consumers’ attitude toward sustainable consumption, the subjective norm, and perceived behavioral control.
Shuai Yang; Lei Li; Jiemin Zhang. Understanding Consumers’ Sustainable Consumption Intention at China’s Double-11 Online Shopping Festival: An Extended Theory of Planned Behavior Model. Sustainability 2018, 10, 1801 .
AMA StyleShuai Yang, Lei Li, Jiemin Zhang. Understanding Consumers’ Sustainable Consumption Intention at China’s Double-11 Online Shopping Festival: An Extended Theory of Planned Behavior Model. Sustainability. 2018; 10 (6):1801.
Chicago/Turabian StyleShuai Yang; Lei Li; Jiemin Zhang. 2018. "Understanding Consumers’ Sustainable Consumption Intention at China’s Double-11 Online Shopping Festival: An Extended Theory of Planned Behavior Model." Sustainability 10, no. 6: 1801.
Hospitality firms spend significant amounts on marketing activities post-IPO. It is critical to understand the driving force behind these firms’ aggressive marketing strategies. This study examines the impact of Initial Public Offering (IPO) overhang on the marketing activity of newly public firms in the U.S. hospitality industry. IPO overhang measures the ownership retained by pre-existing shareholders who are mostly corporate insiders. Our results indicate that IPO overhang is positively associated with post-IPO marketing intensity up to three years post-IPO. Further, the marketing activity by newly public firms is associated with higher equity market liquidity, consistent with the view that marketing activity promotes equity market liquidity and thus facilitates insiders’ exit. Our findings provide an avenue for IPO firms to manage the negative price impact of corporate insiders’ cash-out, and a partial explanation for newly public firms’ aggressive investments in marketing.
Minghui Ma; Jian Huang; Shan Lin; Shuai Yang. From finance to marketing: Initial public offering ownership overhang and marketing in the hospitality industry. International Journal of Hospitality Management 2018, 76, 71 -82.
AMA StyleMinghui Ma, Jian Huang, Shan Lin, Shuai Yang. From finance to marketing: Initial public offering ownership overhang and marketing in the hospitality industry. International Journal of Hospitality Management. 2018; 76 ():71-82.
Chicago/Turabian StyleMinghui Ma; Jian Huang; Shan Lin; Shuai Yang. 2018. "From finance to marketing: Initial public offering ownership overhang and marketing in the hospitality industry." International Journal of Hospitality Management 76, no. : 71-82.
In recent years, hotels in China have been interested in leveraging social media platforms to facilitate interactions with and among consumers. Such brand engagement efforts on social media networks are believed to promote brands through co-creation of consumer experiences and values. This study was conducted in the context of Chinese hotels. The paper aims to identify two forms of brand engagement via social media platforms – consumer-initiated engagement and firm-initiated engagement – and to examine their effects on hotels’ display advertising effectiveness. This study collected a comprehensive data set. First, the authors collected display advertisement data from two hotel chains in China. Second, the authors gathered the two hotels’ engagement data from Weibo. A generalized linear mixed model was used in data analysis. The findings of the study indicate that both forms of brand engagement on social media network sites positively influence display advertising effectiveness. Moreover, for a strong brand, consumer-initiated engagement is more influential in increasing display advertising effectiveness; however, for a weak brand, firm-initiated engagement gains more clicks and conversions from advertisements. As hotels in China continue to leverage online media platforms to reach, engage with and co-create value with potential and existing consumers, this study provides managers with insight as to how they can achieve higher advertising effectiveness by engaging with consumers on a consistent basis on social media. This study mainly contributes to recent increasing research on engagement and value co-creation by providing a lens through which to assess the relationship between brand engagement via social media networks and online display advertising effectiveness.
Shan Lin; Shuai Yang; Minghui Ma; Jian Huang. Value co-creation on social media. International Journal of Contemporary Hospitality Management 2018, 30, 2153 -2174.
AMA StyleShan Lin, Shuai Yang, Minghui Ma, Jian Huang. Value co-creation on social media. International Journal of Contemporary Hospitality Management. 2018; 30 (4):2153-2174.
Chicago/Turabian StyleShan Lin; Shuai Yang; Minghui Ma; Jian Huang. 2018. "Value co-creation on social media." International Journal of Contemporary Hospitality Management 30, no. 4: 2153-2174.
This article estimates the pass-through rates between diesel fuel and retail milk prices at the product brand level. Using a random coefficient logit demand model and taking the direct and indirect impacts of energy prices, this research identifies changes in pass-through rates before and after the great recession in 2008. Empirical results show that diesel prices significantly impacted the retail prices of milk products and are an important determinant of food price inflation. Pass-through rates are estimated to range from 0.16 to approximately 0.60 through 2008 with an average of 0.22 for the whole period. Statistical tests indicate that pass-through rates before June 2008 were significantly higher than after June 2008 when they dropped significantly to 0.04 to 0.17. Interestingly, private label brands have the lowest pass-through rates, implying that compared to manufacturer brands, private label prices are more insulated from diesel price shocks. This article is protected by copyright. All rights reserved
Xun Li; Rigoberto Lopez; Shuai Yang. Energy-milk price transmission at the product brand level. Agricultural Economics 2018, 49, 289 -299.
AMA StyleXun Li, Rigoberto Lopez, Shuai Yang. Energy-milk price transmission at the product brand level. Agricultural Economics. 2018; 49 (3):289-299.
Chicago/Turabian StyleXun Li; Rigoberto Lopez; Shuai Yang. 2018. "Energy-milk price transmission at the product brand level." Agricultural Economics 49, no. 3: 289-299.
Shuai Yang; Dong Li; Zhihao Tao; Xun Li. Search engine advertising for organic food: The effectiveness of information concreteness on advertising performance. Journal of Consumer Behaviour 2017, 17, 47 -56.
AMA StyleShuai Yang, Dong Li, Zhihao Tao, Xun Li. Search engine advertising for organic food: The effectiveness of information concreteness on advertising performance. Journal of Consumer Behaviour. 2017; 17 (1):47-56.
Chicago/Turabian StyleShuai Yang; Dong Li; Zhihao Tao; Xun Li. 2017. "Search engine advertising for organic food: The effectiveness of information concreteness on advertising performance." Journal of Consumer Behaviour 17, no. 1: 47-56.
Although sustainability in the fashion industry has gained prominence from both business practices and academic research, retailing, a vital part of the supply chain, has not yet been fairly explored in academia. The interest in this area has increased lately, mainly due to the growing complexity within this dynamic context. Therefore, it is meaningful to conduct a systematic review of the relevant published literature in this field. This study aims to identify the main perspectives of research on sustainable retailing in the fashion industry. The content analysis results indicate that the most prominent areas in the field are sustainable retailing in disposable fashion, fast fashion, slow fashion, green branding and eco-labeling; retailing of secondhand fashion; reverse logistics in fashion retailing; and emerging retailing opportunities in e-commerce. The results from this review also indicate that there is a lack of research on sustainable retailing in the fashion industry in the developing market.
Shuai Yang; Yiping Song; Siliang Tong. Sustainable Retailing in the Fashion Industry: A Systematic Literature Review. Sustainability 2017, 9, 1266 .
AMA StyleShuai Yang, Yiping Song, Siliang Tong. Sustainable Retailing in the Fashion Industry: A Systematic Literature Review. Sustainability. 2017; 9 (7):1266.
Chicago/Turabian StyleShuai Yang; Yiping Song; Siliang Tong. 2017. "Sustainable Retailing in the Fashion Industry: A Systematic Literature Review." Sustainability 9, no. 7: 1266.
Purpose This study aims to provide a taxonomy of relational benefits that drive customer loyalty in sharing-economy services, assess the relative strengths of these relational benefits in influencing customer loyalty and examine whether commitment mediates the influence of relational benefits on customer loyalty in this context. Design/methodology/approach Relational benefits of sharing-economy services were explored through a focus group interview, followed by an online survey completed by 440 respondents in China. Structural equation modeling was used to test the hypotheses. Findings This study shows that confidence and social benefits have significant and positive effects on commitment in sharing-economy services. In addition, safety benefits, a new type of relational benefits, also significantly affect commitment in this context. Furthermore, the findings suggest that commitment acts as a mediator between confidence, social and safety benefits and customer loyalty. Special treatment benefits had no effect on commitment and loyalty in the sharing-economy context. Practical implications This paper provides sharing-economy service providers with insight on how to better create and sustain loyal relationships with customers through the provision of relational benefits. Originality/value This study offers initial insight into why customers would stay in peer-to-peer relationships in the sharing economy, and suggests how to strengthen relationships between customers and peer service providers.
Shuai Yang; Yiping Song; Sixing Chen; Xin Xia. Why are customers loyal in sharing-economy services? A relational benefits perspective. Journal of Services Marketing 2017, 31, 48 -62.
AMA StyleShuai Yang, Yiping Song, Sixing Chen, Xin Xia. Why are customers loyal in sharing-economy services? A relational benefits perspective. Journal of Services Marketing. 2017; 31 (1):48-62.
Chicago/Turabian StyleShuai Yang; Yiping Song; Sixing Chen; Xin Xia. 2017. "Why are customers loyal in sharing-economy services? A relational benefits perspective." Journal of Services Marketing 31, no. 1: 48-62.
Shuai Yang; Sixing Chen; Bin Li. The Role of Business and Friendships on WeChat Business: An Emerging Business Model in China. Journal of Global Marketing 2016, 29, 1 -14.
AMA StyleShuai Yang, Sixing Chen, Bin Li. The Role of Business and Friendships on WeChat Business: An Emerging Business Model in China. Journal of Global Marketing. 2016; 29 (4):1-14.
Chicago/Turabian StyleShuai Yang; Sixing Chen; Bin Li. 2016. "The Role of Business and Friendships on WeChat Business: An Emerging Business Model in China." Journal of Global Marketing 29, no. 4: 1-14.
Although firms leverage social media platforms such as Facebook to engage with customers, they often treat social media elements and other online marketing activities such as search engine advertising as stand-alone, rather than part of an integrated online activities system. Hence, it is important to systematically understand how specific elements of social media, signifying and representing behavioural manifestations of brand engagement, relate to other online activities. We study how three types of brand engagement on social media – affiliation, conversation and responsiveness – influence search engine advertising effectiveness, including click-through rate and conversion rate. Specifically, we find that affiliation, conversation and responsiveness increase click-through rate and conversion rate. Moreover, brand engagement on social media strengthens the relationships between advertisement rank and search engine advertising effectiveness.
Shuai Yang; Shan Lin; Jeffrey R. Carlson; William T. Ross Jr.. Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness? Journal of Marketing Management 2016, 32, 526 -557.
AMA StyleShuai Yang, Shan Lin, Jeffrey R. Carlson, William T. Ross Jr.. Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness? Journal of Marketing Management. 2016; 32 (5-6):526-557.
Chicago/Turabian StyleShuai Yang; Shan Lin; Jeffrey R. Carlson; William T. Ross Jr.. 2016. "Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness?" Journal of Marketing Management 32, no. 5-6: 526-557.
Purpose – This study seeks to:(1) introduce a systematic taxonomy of relational benefits that drive consumers to select a service provider and then to maintain the relationship with them in sharing-economy businesses; (2) assess the relative strengths of these relational benefits in influencing consumers’ behavioral intentions on sharing-economy services; and (3) examine how commitment mediates the influence of relational benefits on customer loyalty in this context.Design/methodology/approach – This study first conducted a focus group discussion and then collected data from online surveys completed by 440 respondents in China. The study employed structural equation modeling to test the hypotheses.Findings – The findings of the study show that confidence and social benefits, as previous studies indicate, have significant and positive effects on commitment in sharing-economy services. Moreover, safety benefits, a new type of relational benefits discovered in sharing-economy services, also have significant effects on commitment. Furthermore, this study finds that commitment acts as the mediating mechanism, through which confidence, social, and safety benefits operate with respect to their effects on customer loyalty. Interestingly, special treatment benefits were found to have insignificant effects on commitment and loyalty in this context.Practical implications – This paper provides sharing-economy managers with insight on how to better create and sustain loyal relationships through the provision of relational benefits.Originality/value – First, this study provides a framework for incorporating relationship marketing and sharing-economy services. Second, this study takes the initial step to offer a clear view of why customers would like to be involved in the peer-to-peer relationship in the sharing economy and to explain how to strengthen the relationships between customers and the peer service providers.
Shuai Yang; Yiping Song; Sixing Chen; Xin Xia. Why are Customers Loyal in Sharing-Economy Services? A Relational Benefits Perspective. SSRN Electronic Journal 2016, 1 .
AMA StyleShuai Yang, Yiping Song, Sixing Chen, Xin Xia. Why are Customers Loyal in Sharing-Economy Services? A Relational Benefits Perspective. SSRN Electronic Journal. 2016; ():1.
Chicago/Turabian StyleShuai Yang; Yiping Song; Sixing Chen; Xin Xia. 2016. "Why are Customers Loyal in Sharing-Economy Services? A Relational Benefits Perspective." SSRN Electronic Journal , no. : 1.