Syed Muhammad Usman Tayyab

How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness

Xiayuan Gao, Xiaoyu Xu, Syed Muhammad Usman Tayyab et al. · Electronic Commerce Research and Applications · 2021 · 251 citations

Online Customer Behavior, Elm Perspective, Behavioral Decision Making +13

Exploring the stimulating role of augmented reality features in E-commerce: A three-staged hybrid approach

Xiaoyu Xu, Qingdan Jia, Syed Muhammad Usman Tayyab · Journal of Retailing and Consumer Services · 2024 · 60 citations

Online Customer Behavior, Engineering, Augmented Reality +14

The Investigation of Mobile Health Stickiness: The Role of Social Support in a Sustainable Health Approach

Meng Yin, Syed Muhammad Usman Tayyab, Xiaoyu Xu et al. · Sustainability · 2021 · 28 citations · Full text

Digital Marketing, Consumer Motivation, Sustainable Health Approach +30

A multi-model approach for the extension of the use and gratification theory in video game streaming

Xiaoyu Xu, Syed Muhammad Usman Tayyab, Qingdan Jia et al. · Information Technology and People · 2023 · 20 citations

Online Gaming, Behavioral Decision Making, Video Game +22

Exploring the Gamification Affordances in Online Shopping with the Heterogeneity Examination through REBUS-PLS

Xiaoyu Xu, Syed Muhammad Usman Tayyab, Qingdan Jia et al. · Journal of theoretical and applied electronic commerce research · 2023 · 17 citations · Full text

Behavioral Decision Making, Digital Marketing, Consumer Research +25