Banggang Wu

Do fake followers mitigate influencers’ perceived influencing power on social media platforms? The mere number effect and boundary conditions

Liying Zhou, Fei Jin, Banggang Wu et al. · Journal of Business Research · 2023 · 71 citations

Majority Influence, Mere Number Effect, Social Media +15

The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type

Yajun Zhang, Zhuoyan Shao, Jin Zhang et al. · Journal of Research in Interactive Marketing · 2023 · 63 citations

Digital Marketing, Consumer Research, Consumer Attitude +24

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

Liying Zhou, Fei Jin, Banggang Wu et al. · European Journal of Marketing · 2022 · 57 citations

Digital Marketing, Emerging Media, Social Influence +27

Virtual versus human: Unraveling consumer reactions to service failures through influencer types

Taiyang Zhao, Yaxuan Ran, Banggang Wu et al. · Journal of Business Research · 2024 · 38 citations

Customer Satisfaction, Behavioral Decision Making, Consumer Research +16

Order matters: effect of use versus outreach order disclosure on persuasiveness of sponsored posts

Jin Zhang, Xinmai Li, Banggang Wu et al. · Journal of Research in Interactive Marketing · 2023 · 28 citations

Digital Marketing, Influencer Outreach, Consumer Study +22