Antecedents of Viewers' Live Streaming Watching: A Perspective of Social Presence Theory von Chen, Jiada, Liao, Junyun

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Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach von Liao, Junyun, Huang, Minxue, Xiao, Bangming

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“I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness von Liao, Junyun, He, Siying, Feng, Wenting, Filieri, Raffaele

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The effect of corporate social responsibility on unethical pro-organizational behavior: the mediation of moral identity and moderation of supervisor-employee value congruence von Zonghua, Liu, Junyun, Liao, Yulang, Guo, Ming, Zhang, Xu, Wang

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Social Exclusion and Green Consumption: A Costly Signaling Approach von Guo, Yulang, Zhang, Pan, Liao, Junyun, Wu, Fang

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Understanding the consumers' multi-competing brand community engagement: A mix method approach von He, Kai, Liao, Junyun, Li, Fengyan, Sun, Hongguang

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Why did you delete my comment? Investigating observing consumers' reactions to comment‐deletion‐clues during a brand crisis von Liao, Junyun, Ye, Yaohua, Filieri, Raffaele, Du, Peng, Jiang, Ying

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Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience von Jiang, Ying, Liao, Junyun, Pang, Jiecong, Hu, Hsin-Li

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The authenticity advantage: How influencer authenticity management strategies shape digital engagement with sponsored videos von Liao, Junyun, Chen, Jiada

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Mapping brand community research from 2001 to 2021: Assessing the field's stage of development and a research agenda von Veloutsou, Cleopatra, Liao, Junyun

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The effect of user experience in online games on word of mouth: A pleasure-arousal-dominance (PAD) model perspective von Huang, Minxue, Ali, Rizwan, Liao, Junyun

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The impact of oppositional loyalty on brand identification in online brand communities: the moderating role of self-expression von Chen, Jiada, Liao, Junyun

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When does an online brand community backfire? An empirical study von Liao, Junyun, Wang, Dianwen

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Politeness matters: The role of polite languages in online peer-to-peer lending von Wang, Shaoda, Ye, Dezhu, Liao, Junyun

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Examining knowledge contribution in firm- versus consumer-hosted virtual brand community von Liao, Junyun, Dong, Xuebing, Guo, Yulang

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The effect of power states on negative word‐of‐mouth sharing: The role of interpersonal closeness von Jin, Fei, Zeng, Zheni, Liao, Junyun

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More gain, more give? The impact of brand community value on users’ value co-creation von Liao, Junyun, Pang, Jiecong, Dong, Xuebing

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What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective von Zheng, Shiyong, Chen, Jiada, Liao, Junyun, Hu, Hsin-Li

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Fanning the flames: Transmitting negative word of mouth of rival brands von Liao, Junyun, Chen, Jiawen, Zhao, Haichuan, Li, Muhua

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Examining the antecedents of idea contribution in online innovation communities: A perspective of creative self-efficacy von Liao, Junyun, Chen, Jiawen, Mou, Jian

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