With the popularity of short videos, “short video e-commerce” are adopted by more and more companies. Short videos are very helpful in e-commerce context because they carry more information than texts and pictures do. However, what kind of short videos can more effectively promote product sales in e-commerce context? This paper draw samples o£ short videos on the "Mogujie" platform and extracts features that may affect the marketing effects of short videos, such as visual perception, auditory perception and video content. Then we construct multiple linear regression model, classification and regression tree model and random forest model to study the relationship between short video features and their marketing effects, which are measured by the sales of the products introduced in the short video. The research results show that although the visual, auditory and content features of short videos are all related to the marketing effects, the content features have the strongest effects on the sales performance.

Native  advertising, as  the  new  darling  of brand  marketing  communication  in  the digital age, is  widely  used  in  major  new media platforms, driving  in-depth  discussion and research  on  native  advertising. However, the existing  research  on  native  advertising  has problems  such  as  inconsistent concepts, scattered  research  systems, and  inconsistent conclusions  on  advertising effectiveness, which  hinder  the  further development  of  native  advertising research. Combined  with  the  literature  research  methods, and  based  on  the “5W  model” of  the  communication  process, this  paper  clarifies  the  concept  and  types  of  native advertising, summarizes and analyzes the influencing factors of native advertising effectiveness in existing research, outlines the  existing  research  outline, and  discusses  future  research  directions, in  order  to  provide  a  foundation  and  ideas  for  future theoretical research and corporate practice in this field.

Promoting the inheritance of the traditional skills of time-honored brands, and realizing the development goal of "the inheritance is not a mere imitation of the ancient styles, and the innovation is not leaving behind the tradition” , is not only to promote brand building, but also an important measure to promote Chinese traditional culture. Brand authenticity management provides theoretical support for the time-honored brands to realize the inheritance and innovation of "originality". Based on the case study of Suzhou Daoxiangcun, this paper constructs a theoretical model for the inheritance and innovation of time-honored brands based on brand authenticity management. The research results show that：(1) the original authenticity management of the brand has realized the inheritance of the time-honored brands and ensured the "originality" of the time-honored brands；(2) the constructive authenticity management of the brand has promoted the brand innovation based on the "originality" of time-honored brands and realized the sustained growth of brands；(3) based on the satisfaction of customers' functional needs, experience needs and emotional needs, it has promoted the inheritance and innovation of the time-honored brand's products, marketing and culture respectively. Multi-level customer demand is an important driving factor for the authenticity management of time-honored brands.

With the development of social media, influencers and virtual influencers have become one of the most important channels for customers to learn about brands and products, and have a profound impact on consumers' brand attitudes, purchase intentions, etc. However, how to choose the right influencers, especially influencers with suitable facial features, has become the primary challenge for marketing practitioners. However, we have limited understanding of the impact of influencers' faces, especially virtual influencers' faces on customers' decisions to follow influencers. Therefore, we applied the hierarchical linear multinomial logit model to quantitatively analyze the relationship between influencers' facial features and customers' decisions to follow influencers, and study whether the effects of facial features of real and virtual influenceis are different. The results show that ： (1) models based on facial features can accurately explain and predict consumers' preferences for influencers' faces; (2) when faces of virtual influencers are indistinguishable from faces of real ones, there aren't any systematic differences between the effects of facial features on the consumers' preferences. Theoretically, the paper fills the research gap on the relationship between facial features and consumers' following behaviors in influencer marketing, especially in virtual influencer marketing ； practically, our findings can help guide influencer marketing practices, especially the selection and design of faces of influencers.

With the popularity of intelligent products, more and more consumers can have personalized and diversified product experiences. Focusing on the anthropomorphism of intelligent products, this paper discusses the influences of different modes of intelligent voice communication on consumers' brand attachment. Based on the communication modes obtained from qualitative interviews, two experiments are designed and show that partner communication mode can stimulate consumers' brand attachment more significantly than servant communication mode can, and the para-social interaction between consumers and intelligent products explains its internal mechanism. In addition, brand personality plays a moderating role. According to the above conclusions, the research provides relevant management suggestions.

Gift promotion is one of the common ways for merchants to improve sales performances. Based on the Agentic-Communal Model of sense of power, this research investigates the impact mechanism and boundary conditions of the effects of consumers' sense of power on consumers' preferences for gift promotion. The research finds that consumers' sense of power affects consumers' preferences for the types of gift promotion, and consumers with high ( vs. low) sense of power prefer alternative (vs. complementary) gifts (Experiment 1) ； thinking style (holistic vs. analytic) mediates this effect (Experiment 2)； whether or not there is a choice for gift plays a moderating role. Under the condition that gifts can be chosen, consumers with high and low sense of power both prefer alternative gifts ( Experiment 3 ) . The research conclusions not only enrich and expand the literature in the field of sense of power and promotion, but also have important reference value for enterprises to design gift promotion strategies in a targeted manner.

In the present paper, we seek to explore the effect of negative reviews ( humorous vs. non - humorous) on consumers' attitudes toward e-retailers and the mechanism and boundary conditions behind the effect. Results of three laboratory experiments showed that compared with non-humorous negative reviews, humorous negative reviews significantly enhanced consumers' attitudes toward e-retailers. In the relationship between humorous negative reviews and consumers’ attitudes toward e-retailers, consumers' affective responses played the mediating role. In the relationship between non-humorous negative reviews and consumers’ attitudes toward e-retailers, consumers’ cognitive responses played the mediating role. Results of Study 1 showed that the response speed significantly moderated the effect of negative reviews on consumers' attitudes. Results of Study 2 showed that the moderating effect of whether e-retailers explained the cause of the problem (yes vs. no) in the relationship between negative reviews and consumers’ attitudes toward e-retailers was significant. Results of Study 3 showed that compensation money significantly moderated the effect of negative reviews on consumers' attitudes.

With the rapid development of digital technology, virtual influencers have become an important carriers of corporate marketing practices. However, existing research lacks exploration of the growth process of virtual influencers. This study proposes the concept of virtual influencers personal brand through an interpretative research of a core datasets of six virtual influencers under a leading industry company's Weibo accounts. From the perspective of corporate-led marketing practices, a process model for the personal branding of virtual influencers is established in this research. The model highlights the role of e-motional practices, centered around character positioning and self-narration, in establishing the personal brand of virtual influencers. It also elucidates the narrative mechanisms that integrate the human aspect and the technological aspect of virtual influencers ,and the role of identity recognition and intuitive image-building in shaping their influence. Based on this, the study points out the directions that corporates need to focus on the practice of branding virtual influencers.

In live  streaming commerce, the streamer group is the core factor that drives product's sales performance. This study aims  to understand  how  the  combinations  of streamers  volume, product's  line  breadth, and brand  type  influence  brands'sales performances in live streaming commerce. The study collected panel data on Douyin live streaming platform in an 18-week period from August to December 2020 of 17 luxury brands and 27 non-luxury brands that are representatives of the cosmetics industry, which  includes  261  streamers, 1,658 products and  3,119  live  broadcasts. We  used  a  two-way  fixed  effects  model  with STATA software, and  found  that  streamer  volume  has  a significant  inverted  U-shaped  impact  on brands' live  sales, and  the breadth  of product's  line  has  a  significantly  direct positive  impact  on  brands' live  sales. Besides, product's  line  breadth and brand type moderate the above inverted U-shaped effect.

Launching new products to the consumer market is full of challenges. In the new product advertisements, companies have long used colloquial expressions to advocate products. As more and more new products introduce many new features, technical terms which can represent the product's scientific and technological performance have gradually been adopted for product promotion. So how should companies choose between the two types of advertising styles? The present research explores the influences of advertising styles (technical terms and colloquial expressions) on the purchase intentions of different innovative types of products——really new products and incrementally new products. Based on the Linguistic Clues Theory, Construal Level Theory and three experiments, this research proposes and verifies that there is a significant interactive effect between advertising style and product innovation type on consumers' willingness to purchase new products: the advertising style of technical terms could effectively improve consumers' purchase intentions of really new products, and the advertising style of colloquial expressions could effectively improve consumers' purchase intentions of incrementally new products. Processing fluency has a mediating effect in the above-mentioned interaction. In addition, the study also finds the applicability of the above mechanism under the conditions of different product attributes, and excludes the alternative explanations of perceived risk and perceived quality. The conclusion of this paper will provide suggestions for enterprises to improve the effectiveness of new product advertising. 

Service robot is considered to be an important way to reduce costs, improve efficiency and promote service innovation. But how to use service robot to improve customer satisfaction, is a core concern of service enterprises. Drawing upon customer value hierarchy theory, this study constructs an impact model of service robots perceived intelligence and perceived cuteness on customer satisfaction, including the boundary condition of consumption motivation and the underlying mechanism of interactive experience. An exploratory study of 2,201 network texts of customers and two empirical studies of 622 adult respondents showed that perceived intelligence and perceived cuteness of service robot positively affect customer satisfaction and downstream behavior (patronage intention and willingness to share). Consumption motivation has a moderating effect on the influence of perceived intelligence and perceived cuteness of service robot. For utilitarian motivation, perceived intelligence has a greater impact on customer satisfaction than hedonic motivation. While for hedonic motivation, perceived cuteness has a greater impact on customer satisfaction than utilitarian motivation. And such moderating effect is mediating by customer engagement. This study not only makes theoretical contribution on clarifying the different effects of perceived intelligence and perceived cuteness of service robots on customer satisfaction, but also provides an important reference for service enterprises to introduce and apply service robots in practice.

Based on the warm-glow effect of impure altruism model and clue congruity theory, this study develops a research model to analyze the influence of ethical attributes of corporate social innovation products on customers' purchase intention. In addition, the mediating effect of warm-glow and the moderating effect of product types are verified. The results show that ethical attributes of corporate social innovation products can enhance customers' purchase intentions, and warm-glow plays a mediating role in the positive relationship between the corporate social innovation product's ethical attributes and customers' purchase intentions. Specifically, for hedonic corporate social innovation products, the symbolic ethical attribute (compared with the functional ethical attribute) can stimulate the customer's warm-glow, and thus can enhance the customer's purchase  intention. By contrast, for utilitarian corporate social innovation products, the functional ethical attribute (compared with the symbolic ethical attribute) can stimulate the customer's warm-glow, and thus can enhance the customer's purchase intention. 

In recent years, China has proposed the construction of a unified national market and the establishment of a new development pattern focused on both domestic and international markets. In this context, the importance of marketing research has become increasingly prominent. Hence, conducting a comprehensive review of academic accomplishments and knowledge landscapes within the realm of marketing in China holds immense significance. It serves as a catalyst for advancing the establishment and growth of marketing disciplines, while also enabling a more effective utilization of academic insights to bolster local marketing practices in China. This paper conducts a literature review and quantitative analysis of marketing articles published in China's premier management journals from 2005 to 2020, focusing on depicting the multidimensional evolutionary trends of research areas, topics, methodologies, and data sources in the field of Chinese marketing. Through a comparative analysis with the development of international marketing research, it illustrates the distinctive features of marketing research in China.

Thanks to the online knowledge platform, users have got a new way to exchange knowledge. Value co-creation based on interaction has profoundly changed the mode of value creation on the platform. Embedding of community plays a pivotal role in promoting multi-party interaction and activating users’ willingness to co-create value. This paper uses the Value Go- creation Theory and Activity Theory, integrates 9 influencing factors from 3 levels of platform, community and user, and this paper constructs the influencing factors model of user value co-creation intention. This paper uses fsQCA to analyze the set relation of 574 questionnaire data. The findings of the research can be categorized into the following. Firstly, there are 14 configuration paths that activate user value co-creation, which are divided into 8 configurations in the second-order and clustering into 3 types: Community and User Dual Dominated-Platfbrm Driven Type, Community Dominated-Platform Reliant User Driven Type, Users Dominated-Platfonn Driven Type. Secondly, Self-efficacy in the user dimension, Opinion Leaders and Community Atmosphere in the community dimension are the most important factors to activate users' willingness to co-create value, the factors in the platform dimension are the promoting forces of user participation in value co-creation. Thirdly, under certain conditions, the factors of platform, community and user have substitute and complementary relationships. The conclusions of this research provide a practical inspiration for online knowledge platform to find a breakthrough to activate users' intentions of value co-creation and realize value co-creation.

Based on priming effect, this research examined the influence of whimsically cute products as environmental cues on consumers' tendency to behave unethically. Four experiments found that consumers who were presented with whimsically cute products were more likely to act unethically in subsequent situations. This effect was mediated by capricious association. When the association is made explicit or cut off, the effect weakens or even disappears. This research contributes to the literatures on cuteness perception and consumers' unethical behavior and has important practical value for marketers.

In the Mobile Internet Era, advertising scenes are becoming more dynamic and fragmented. The spatial characteristics of consumers will affect the effect of different news feed advertising expression types on mobile media. However, the current literature lacks sufficient research on how spatial characteristics affect the effect of news feed advertising. Taking“ social crowding" , the most common spatial feature experienced by Chinese consumers, as the object, this paper explores the matching effect between social crowding and news feed advertising types through two field experiments and two laboratory experiments based on the Dual-Process Theory. The results show that people in socially crowded environments will prefer ads which have emotional appeals and horizontal attributes; in a less crowded environment, the advertising effect of rational appeals and vertical attributes is better.

Carbon neutrality has profound implications for sustainable development in China and the world, and pro-environmental behavior of consumers can be an important contribution to achieving carbon neutrality. Based on this, our study explores how information intervention strategies can be taken to guide residents to use environmentally friendly products for waste separation. Four experiments of the research lead to the following conclusions: (a) the negative message framing (vs. positive message framing) has a better effect on the purchase intention of eco-friendly products, and the dual mediating path of perceived value and pro-environmental personal norms (PPNs) explains this effect； ( b) environmental concerns together with perceived value or PPNs play a chain mediating role in the influence of message content on purchase intentions; ( c) individuals’ mindset towards message ( construal level) moderates the mediating role of environmental concerns, such that environmental message (vs. self-message) has better persuasive effect on consumers who has a mind-set at the low level of abstraction. The research explains the differential impacts of message interventions on the purchase intentions of environmentally friendly products through multiple pathways, as well as the matching with individuals. Our findings extend the theory of message intervention and provide effective recommendations for companies to develop marketing strategies for environmentally friendly products.

Consumers generally experience financial constraints. This study explored the effect of perceived financial constraints on consumers, brand extension evaluations through three experiments. Experiment 1 initially examined the positive effect of perceived financial constraints on fit perception and consumers’ evaluations of distant brand extensions by measuring perceived financial constraints. Experiment 2A revealed the sequential mediating roles of the need for order and holistic thinking through measuring mediators. Experiment 2B replicated the mediating role of holistic thinking by manipulating the mediator. Experiment 3 found that this effect would be attenuated for sub-brand (vs. direct brand) architecture. This study provided important theoretical and managerial insights into perceived financial constraints and distant brand extensions.

This paper investigates that an emerging computerized text analysis technique, word embeddings, can capture cultural and concept change. In this paper, we utilize this technique to quantify temporal dynamics of the concept of happiness between 1979—2021 in China. We first conducted in-depth interviews and thus formed five dimensions that generally represent Chinese people's conception of happiness, including physical need, social support, self-actualization, environment harmony and patriotism. We then used word embeddings to analyze the associations of five dimension with well-being. Results show that the correlation between happiness and physical need declines over time while happiness's correlations with self-actualization and  with patriotism go upward obviously. What's more, individualism (“self-actualization”) and collectivism-oriented (“patriotism”) dimension shows a consistent trend, this means that traditional value centerring on family and country interest has also been preserved at present age. Although the harmonious relationship with natural environment has not gotten enough attention in  general, it tends to go upward these years. By comparing diachronic changes among five dimensions, this research captures the  social  economic  shifts, e.g., the Reform and Opening-up in the end of 1970s, economic reform since 1992, new millennium of 2000, the new era after 2013. Our method further proves to be valid by showing that changes in the embedding track closely with a series of domestic social surveys. Our research demonstrates the powerful utility of computational text analysis and would  facilitate intersection between machine learning and social science.

A convergent product is a new product that physically integrates the functions of two or more categories into a common product form. Existing literature on convergent products lacks research regarding the degree of functional separation. Therefore, based on the technology acceptance model, the authors explore the impact mechanism of the degree of functional separation on the intention to use. Four studies examine consumers'perceived usefulness and perceived ease-of-use toward convergent products and how these perceptions change with complementarity. The results show that the higher the degree of the product's functional separation, the higher the consumer's perceived usefulness, and the lower the consumer's perceived ease-of-use. Complementarity weakens the effect of functional separation on perceived usefulness, which means for complementary products, the lower the degree of functional separation, the higher the consumer's intention to use. Therefore, enterprises should consider the complementarity while determining the degree of new product's functional separation. This paper fills the gaps in the related fields and has important practical significance for enterprises designing and developing new products.