Chengchen Liu

Publications

186

Citations

H-Index

2020

Active since

Affiliations

Huazhong University of Science and Technology(Current)

Chengchen Liu is an author at Huazhong University of Science and Technology specializing in consumer research, consumer behavior, and media marketing.

Top concepts

ArtsBrandingMarketingManagementSocial MediaCommunicationMedia MarketingBrand ManagementSocial InfluenceConsumer Behavior

Publications per year

2020–2021

Publications

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

Chengchen Liu, Zhang Ya, Jing Zhang · Journal of Product & Brand Management · 2020 · 155 citations

Digital Marketing, Brand Strategy, Consumer Research +24

Motives for Employees Communicate Positive Electronic Word of Mouth (eWOM) on Social Network Sites: Exploring Moderating Mechanisms

Ya Zhang, Jing Zhang, Chengchen Liu · Australasian Marketing Journal (AMJ) · 2021 · 31 citations

Digital Marketing, Consumer Motivation, Consumer Research +31

Rows per page

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