| The effect of user experience in online games on word of mouth: A pleasure-arousal-dominance (PAD) model perspective M Huang, R Ali, J Liao Computers in Human Behavior 75, 329-338, 2017 | 143 | 2017 |
| Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach J Liao, M Huang, B Xiao Journal of Business Research 71, 92-101, 2017 | 108 | 2017 |
| Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style J Liao, K Chen, J Qi, J Li, IY Yu Journal of Research in Interactive Marketing 17 (1), 140-155, 2023 | 77 | 2023 |
| What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective S Zheng, J Chen, J Liao, HL Hu Journal of Retailing and Consumer Services 72, 103240, 2023 | 60 | 2023 |
| The impact of destination live streaming on viewers’ travel intention S Zheng, M Wu, J Liao Current Issues in Tourism 26 (2), 184-198, 2023 | 58 | 2023 |
| Antecedents of smartphone brand switching: a push–pull–mooring framework J Liao, M Li, H Wei, Z Tong Asia Pacific Journal of Marketing and Logistics 33 (7), 1596-1614, 2021 | 56 | 2021 |
| Examining knowledge contribution in firm-versus consumer-hosted virtual brand community J Liao, X Dong, Y Guo Electronic Commerce Research and Applications 41, 100963, 2020 | 49 | 2020 |
| Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence J Liao, X Dong, Z Luo, R Guo Journal of Product & Brand Management 30 (8), 1134-1147, 2021 | 39 | 2021 |
| The bright side and dark side of group heterogeneity within online brand community J Liao, D Yang, H Wei, Y Guo Journal of Product & Brand Management 29 (1), 69-80, 2020 | 39 | 2020 |
| When does an online brand community backfire? An empirical study J Liao, D Wang Journal of Research in Interactive Marketing 14 (4), 413-430, 2020 | 30 | 2020 |
| 社区体验能提升消费者的品牌忠诚吗——不同体验成分的作用与影响机制研究 黄敏学， 廖俊云， 周南 南开管理评论 18 (3), 151-160, 2015 | 29 | 2015 |
| Examining the antecedents of idea contribution in online innovation communities: a perspective of creative self-efficacy J Liao, J Chen, J Mou Technology in Society 66, 101644, 2021 | 28 | 2021 |
| Social exclusion and green consumption: a costly signaling approach Y Guo, P Zhang, J Liao, F Wu Frontiers in Psychology 11, 535489, 2020 | 24 | 2020 |
| The effect of corporate social responsibility on unethical pro-organizational behavior: the mediation of moral identity and moderation of supervisor-employee value congruence L Zonghua, L Junyun, G Yulang, Z Ming, W Xu Current Psychology 42 (17), 14283-14296, 2023 | 20 | 2023 |
| The effect of corporate social responsibility on employee advocacy behaviors: a perspective of conservation of resources Z Liu, Y Guo, J Liao, Y Li, X Wang Chinese Management Studies 16 (1), 140-161, 2022 | 19 | 2022 |
| Motivation for users' knowledge-sharing behavior in virtual brand communities: a psychological ownership perspective Y Jiang, J Liao, J Chen, Y Hu, P Du Asia Pacific Journal of Marketing and Logistics 34 (10), 2165-2183, 2022 | 17 | 2022 |
| Examining drivers of brand community engagement: The moderation of product, brand and consumer characteristics J Wang, J Liao, S Zheng, B Li Sustainability 11 (17), 4672, 2019 | 16 | 2019 |
| Short video marketing: what, when and how short-branded videos facilitate consumer engagement X Dong, H Liu, N Xi, J Liao, Z Yang Internet Research, 2023 | 15 | 2023 |
| Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory J Liao, J Chen, X Dong Asia Pacific Journal of Marketing and Logistics 34 (3), 506-523, 2022 | 15 | 2022 |
| The group matters: examining the effect of group characteristics in online brand communities J Liao, L Wang, M Huang, D Yang, H Wei Asia Pacific Journal of Marketing and Logistics 33 (1), 124-144, 2020 | 15 | 2020 |
Raffaele FilieriProfessor of Digital Marketing, Audencia, Audencia Business School, Department of Marketing, FranceVerified email at audencia.com
