...Chiao-Chieh Chen; Yu-Ping Chiu Purpose This study applies the multiple-inference model to investigate how varying forms of influencer promotion (voluntary promotion, government collaboration and brand partnership) trigger distinct motivational attributions that shape consumer attitudes...

...Chenyan Gu; Shuyue Jia; Xinsiyu Chang Purpose As e-commerce platforms and merchants increasingly adopt promotion preannouncements, understanding their spillover effects on other products within and across brands is crucial. This study aims to comprehensively investigate these spillover effects...