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Journal Articles

The impact of product evaluation on appreciative engagement in social free sampling: a persuasion knowledge model perspective

Junyun Liao, Yaohua Ye, Fengyan Li, Kai He

Journal of Research in Interactive Marketing (2025) 19 (6): 936–951.

https://doi.org/10.1108/JRIM-08-2023-0271

Published: 07 January 2025

View article titled, The impact of product evaluation on appreciative engagement in social free sampling: a persuasion knowledge model perspective

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Includes: Supplementary data

Journal Articles

Impact of brand community supportive climates on consumer-to-consumer helping behavior

Junyun Liao, Wei Wang, Peng Du, Raffaele Filieri

Journal of Research in Interactive Marketing (2023) 17 (3): 434–452.

https://doi.org/10.1108/JRIM-03-2022-0069

Published: 18 July 2022

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Journal Articles

Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style

Junyun Liao, Keyi Chen, Jun Qi, Ji Li, Irina Y. Yu

Journal of Research in Interactive Marketing (2023) 17 (1): 140–155.

https://doi.org/10.1108/JRIM-04-2021-0114

Published: 31 March 2022

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Journal Articles

When does an online brand community backfire? An empirical study

Junyun Liao, Dianwen Wang

Journal of Research in Interactive Marketing (2020) 14 (4): 413–430.

https://doi.org/10.1108/JRIM-07-2019-0115

Published: 25 September 2020

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