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Journal Articles

The role of creative strategies in enhancing consumer interaction with new product video advertising

Yixuan Niu, Baolong Ma, Yongge Niu

Journal of Research in Interactive Marketing (2025) 19 (6): 1018–1034.

https://doi.org/10.1108/JRIM-07-2024-0324

Published: 09 January 2025

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Journal Articles

Money matters? Effect of reward types on customers' review behaviors

Yajun Zhang, Yongge Niu, Zhi Chen, Xiaoyu Deng, Banggang Wu, Yali Chen

Journal of Research in Interactive Marketing (2024) 18 (3): 391–409.

https://doi.org/10.1108/JRIM-01-2023-0027

Published: 28 June 2023

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Journal Articles

More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness

Yongge Niu, Zhuzhu Feng, Yixuan Niu

Journal of Research in Interactive Marketing (2023) 17 (3): 453–469.

https://doi.org/10.1108/JRIM-03-2022-0109

Published: 16 August 2022

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