Shiyun Tian

Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

Shiyun Tian, Weiting Tao, Hong Cheng et al. · International Journal of Advertising · 2021 · 78 citations

Serial Mediators, Consumer Research, Brand Strategy +19

En-Gendering Power and Empowerment in Advertising: A Content Analysis

Wan‐Hsiu Sunny Tsai, Aya Shata, Shiyun Tian · Journal of Current Issues & Research in Advertising · 2019 · 59 citations

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Shiyun Tian, Su Yeon Cho, Xiaofeng Jia et al. · Journal of Product & Brand Management · 2023 · 59 citations

Behavioral Decision Making, Digital Marketing, Consumer Study +26

Inspection or Play? A Study of How Augmented Reality Technology Can Be Utilized in Advertising

Wan‐Hsiu Sunny Tsai, Shiyun Tian, Ching‐Hua Chuan et al. · Journal of Interactive Advertising · 2020 · 44 citations

Engineering, Targeted Advertising, Consumer Research +20

The Role of Guilt, Shame, and Social Distance in Bystander-Focused Prevention of Campus Sexual Violence

Shiyun Tian, Jo-Yun Li · Journal of Current Issues & Research in Advertising · 2021 · 20 citations

Bystander-focused Prevention, Campaign Attitude, Appraisal-tendency Framework +25