Concepedia

Yongbing Jiao

YJ

7

Publications

226

Citations

7

H-Index

2013

Active since

Affiliations

Ningbo University of Technology(Current)

McGill University

Taizhou University

Chonnam National University

Yongbing Jiao is an author at Ningbo University of Technology specializing in consumer behavior, management, and marketing.

Top concepts

MarketingManagementSocial MediaConsumer BehaviorConsumer ResearchArtsSocial ValueValue TheoryDigital MarketingConsumer Engagement

Publications per year

2013–2023

7

Publications

7

Social value, content value, and brand equity in social media brand communities

Yongbing Jiao, Myriam Ertz, Myung‐Soo Jo et al. · International Marketing Review · 2018 · 67 citations

Cultural Consumption, Digital Marketing, Value Theory +23

Social Value and Content Value in Social Media: Two Ways to Flow

Yongbing Jiao, Jing Gao, Jian Yang · Journal of Advanced Management Science · 2015 · 41 citations

Digital Marketing, Value Theory, Consumer Research +19

Social value and content value in social media: Two paths to psychological well-being

Yongbing Jiao, Myung‐Soo Jo, Emine Sarigöllü · Journal of Organizational Computing and Electronic Commerce · 2016 · 39 citations

Quality Of Life, Customer Satisfaction, Social Psychology +31

How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power

Liguo Lou, Yongbing Jiao, Myung‐Soo Jo et al. · Frontiers in Psychology · 2022 · 36 citations · Full text

How Streamers Foster Consumer Stickiness in Live Streaming Sales

Yongbing Jiao, Emine Sarigöllü, Liguo Lou et al. · Journal of theoretical and applied electronic commerce research · 2023 · 21 citations · Full text

Digital Marketing, Consumer Study, Targeted Advertising +17

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