Fengyi Deng

Effects of human versus virtual human influencers on the appearance anxiety of social media users

Fengyi Deng, Xia Jiang · Journal of Retailing and Consumer Services · 2022 · 157 citations

Social Sciences, Communication, Psychology +14

Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition

Fengyi Deng, Muyuan Tuo, Si Chen et al. · Journal of Retailing and Consumer Services · 2024 · 52 citations

Business, Marketing, Marketing Management +14

Influence mechanism of consumers’ characteristics on impulsive purchase in E-commerce livestream marketing

Fengyi Deng, Yajun Lin, Xia Jiang · Computers in Human Behavior · 2023 · 51 citations

Business, Marketing, Marketing Management +16

How does ad relevance affect consumers' attitudes toward personalized advertisements and social media platforms? The role of information co-ownership, vulnerability, and privacy cynicism

Si Chen, Yajun Wu, Fengyi Deng et al. · Journal of Retailing and Consumer Services · 2023 · 37 citations

Business, Communication, Marketing +17

Consumers’ Trust in Persuasion: Objective Versus Biased Elaboration Likelihood in China’s E-Commerce Advertising

Fengyi Deng, Heshui Huang, Hong Cheng · Journalism & Mass Communication Quarterly · 2021 · 10 citations

Business, Marketing, Social Psychology +14