Irina Y. Yu

Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style

Junyun Liao, Keyi Chen, Jun Qi et al. · Journal of Research in Interactive Marketing · 2022 · 197 citations

Customer Satisfaction, Purpose Live, Consumer Research +19

The Impacts of Fear and Uncertainty of COVID-19 on Environmental Concerns, Brand Trust, and Behavioral Intentions toward Green Hotels

Yufan Jian, Irina Y. Yu, Morgan X. Yang et al. · Sustainability · 2020 · 158 citations · Full text

Green Hotels, Green Marketing, Consumer Uncertainty +20

Environmentally sustainable or economically sustainable? The effect of Chinese manufacturing firms' corporate sustainable strategy on their green performances

Morgan X. Yang, Ji Li, Irina Y. Yu et al. · Business Strategy and the Environment · 2019 · 58 citations

Environmental Performance, Engineering, Sustainable Development +22

When positive reviews on social networking sites backfire: The role of social comparison and malicious envy

Wenting Feng, Morgan X. Yang, Irina Y. Yu et al. · Journal of Hospitality Marketing & Management · 2020 · 42 citations

How being envied shapes tourists’ relationships with luxury brands: A dual-mediation model

Wenting Feng, Irina Y. Yu, Morgan X. Yang et al. · Tourism Management · 2021 · 40 citations

Customer Satisfaction, Culture, Tourism Management +14