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Journal Articles

Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising

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Fei Fan, Lin Fu, Qinghua Jiang
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (3): 329–348.
https://doi.org/10.1108/YC-08-2023-1811
Published: 05 December 2023
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Journal Articles

How influencers’ social media posts have an influence on audience engagement among young consumers

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Fei Fan, Kara Chan, Yan Wang, Yupeng Li, Michael Prieler
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (4): 427–444.
https://doi.org/10.1108/YC-08-2022-1588
Published: 18 April 2023
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Journal Articles

Generation Z’s response to the virtual reality advertising in China

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Bin Yu, Fei Fan
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (3): 367–377.
https://doi.org/10.1108/YC-07-2022-1558
Published: 11 April 2023
View article titled, Generation Z’s response to the virtual reality advertising in China
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Journal Articles

Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities

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Fei Fan
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2021) 22 (2): 169–184.
https://doi.org/10.1108/YC-10-2020-1224
Published: 22 February 2021
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Journal Articles

Young adults’ perceptions of personal loan commercials

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Fei Fan, Kara Chan
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2019) 20 (2)
https://doi.org/10.1108/YC-10-2018-0854
Published: 14 June 2019
View article titled, Young adults’ perceptions of personal loan commercials
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