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.

Based on the perspective of anticipated happiness, three studies were conducted to confirm the influence of individual's orientation to happiness ( OTH) on purchase type preference, and also verify the mediating role of long-term utility concern. Study 1 found that compared with hedonic OTH, eudemonic OTH can lead consumers to pay more attention to the long utility of products and future self, in turn to enhance the preferences of material products. In addition, purchase preference is manifested not only in the financial cost input to the product ( study 1A) , but also in the time cost input to the product (study IB). This effect is robust even after controlling the purchase objectives ( study 2). However, when experiential products also provide long-term utilities, the effect of OTH on purchase type preference will be weakened ( study 3).

Empowered by new technologies such as artificial intelligence, service robots are increasing rapidly in diverse consumption markets. In fact, the interaction between service robots and consumers is a process of social exchange on the basis of trust. Anthropomorphism is one of the common strategies to increase consumers’ trust and acceptance in diverse service contexts ,but it may trigger some negative effects. This is because consumers have different expectations and needs for the anthropomorphism of service robots in different consumption contexts. Anthropomorphism can be divided into two types: anthropomorphism with human nature traits and with unique human traits, which provides a new idea for satisfying consumers’ diversified trust needs for service robots under different consumption situations. Based on three experiments, we find that under subjective service tasks, consumers will enhance their service satisfaction if the service robot is imbued with human nature traits ( vs. unique human traits) when it’s anthropomorphized externally, and this effect is mediated by emotional trust; however, under objective service tasks, consumers will enhance their service satisfaction if the service robot is imbued with unique human traits (vs. human nature traits) when it's anthropomorphized externally, and this effect is mediated by cognitive trust. The results provide specific guidance for the design of service robots and mainly enrich the literature on service robots and anthropomorphic marketing.

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.

In the era of Mobile Internet, more and more companies provide precise recommendation services based on the locations of consumers.  However, existing studies have not paid enough attention to how place attachment affects consumers' perceptions and acceptances of recommended services.  Applying the communication accommodation theory, from the perspective of consumer's psychological perceptions, our study explores consumer's (with different degrees of place attachment) psychological perceptions and acceptance mechanism of group-based recommendation and individual -based recommendation.  The results show that, the higher the degree of consumer's place attachment is, the better the effect of individual-based recommendation is, and the perceived self-enhancement plays a mediating role in this process.  When the degree of consumer's place attachment is lower, the effect of group-based recommendation is better, and perceived social connection plays a mediating role.

In real life, advertisements with emotional appeals are quite common. By expressing positive and warm emotions in advertisements, companies attract consumers' attentions and improve their love for advertisements to stimulate their willingness to purchase. Previous research has shown that advertisements with positive emotional appeals ( VS. advertisements with negative emotional appeals) can stimulate consumer's higher willingness to purchase.  However, unlike the past advertisements with positive emotional appeals, Sang Tea, UCC Coffee and some other brands, choose to spread negative emotions in advertisements, such as"negative energy in everyday life".  These kind of "negative marketing approach" has become a new form of marketing. Therefore, it is necessary for the academia to explore why advertisements with negative emotional appeals can enhance consumers’ willingness to buy products and when consumers prefer advertisements with negative emotional appeals.  Based on the trend of the Sang-marketing, this study defined "Sang" as the high level of actual-ideal self-discrepancy, and classified advertisements of "Sang" as advertisements with negative emotional appeals.  On the basis of former scholars' research results, this study further explored how actual-ideal self-discrepancy and emotional appeals affect the consumers' advertisement attitude and purchase intentions. Based on the self -discrepancy theory, three experiments were carried out.  Experiment 1 found that when perceived high ( VS. low) level of actual-ideal self-discrepancy, consumers held better attitude towards negative (VS. positive) emotional advertisements, and were more willing to buy products with negative (VS. positive) emotional advertising appeals.  Experiment 2 examined the mediating role of empathy. Perceiving the consistent emotional appeals from the advertisements, consumers turned to increase their willingness to purchase.  Experiment 3 further investigated the boundary conditions of this effect. Only when consumers' motivations of self-verification were activated, would they prefer negative emotional appeals in advertisements after experiencing actual-ideal self- discrepancy.  The results provide a reasonable explanation and theoretical support for the question why Sang-marketing is capable of inducing positive results. They also demonstrate that buying goods is able to create mental value for consumers under the influence of advertisement’s emotional appeals.

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.

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.

In order to win the favor of local consumers, more and more global brands begin to use local cultural elements in product design or marketing process. When such global brands make mistakes, will consumers ( due to their love for these brands) think the brands are excusable, or will consumers blame the brands and think they are worse? From the perspective of brand mistakes, this study explores the influence of culture mixing on consumers’willingness to forgive, and deeply analyzes its mediating mechanism and possible boundary conditions. Through two experimental studies, it is found that consumers are more likely to forgive cultural mixed global brands than non-cultural mixed global brands, because the application of local cultural elements will narrow the psychological distance between global brands and consumers, and thus trigger their in-group brand preference. However, this effect only exists when the global brand makes competence mistakes. However, when the brand makes moral mistakes, because consumers have higher moral requirements for those who are psychologically close, therefore, compared with non-cultural mixed global brands, consumers are more difficult to forgive cultural mixed brands. This study is the first to explore the impact of culture mixing on consumers, willingness to forgive from the perspective of brand mistakes, which provides a new perspective and direction for culture mixing research, thus further enriching and expanding existing studies on culture mixing. At the same time, this study also provides important guidances and suggestions for corporate’s cultural mixing design and brand crisis management.

Existing literature have paid little attention to how boundaries affect people's food information processing process and shape people's food consumption preferences.  This paper investigates the effect of boundaries of food information on perceived healthiness, and examines the serial mediating role of the sense of confinement and psychological reactance, as well as the boundary conditions of this effect through 5 experiments.  The results show that: ( 1) boundaries of food infbnnation could reduce people's perceived healthiness (Experiment la, lb and lc) and purchase intentions (Experiment 2) ； (2) a sequential mediating effect demonstrates that food information boundaries could increase people's sense of confinement, which triggers people's psychological reactance and lower people's perceived healthiness (Experiment 4 and 5) ； (3) food safety risk perception moderates the effect of the boundaries of food information on perceived healthiness ( Experiment 3) .  Our research contributes to the literature of boundaries and food consumption, and provides important implications for the packaging design of the food enterprises.

In 2020, “Humblebragging” was popular on social networks and was selected as one of the top ten buzzwords.  However, the existing literature offers little implications of whether humblebragging is an effective brand marketing strategy.  Based on the perspective of the motives of self-presentation (the desire to be liked and respected) , this paper intends to examine the effect of humblebragging advertisement on consumers’ brand attitudes through three sets of experiments.  The results suggest that, there is an interaction effect between the type of product and the type of advertising rhetoric.  That is, when the functional product applies humblebragging advertisement, or the symbolic product applies normal advertisement, consumers' brand attitudes are more positive.  We further reveal that this interaction effect on consumers' brand attitudes is serially mediated by their sincerity perception, feeling of envy, bragging perception and feeling of disgust.  Further implications for designing advertisements are alse discussed.

Image and text complements each other in print advertising, which can effectively improve the advertising effect, especially for the charity public service advertisements.  Based on the construal level theory, this study explores the impact of the matching of the depth of field presentation and advertising information framework of the charity public service advertisements on individuals.  The study found that when individuals are presented with advertisements with shallow depth of field, they have a longer psychological distance and a higher construal level.  The advertising effect of shallow depth of field matching the promotion framework is better； when individuals watch advertisements with deep depth-of-field, their psychological distance is shorter and their construal level is lower.  The advertising effect of deep depth of field matching the defense framework is better.   Individual's expected value of charity plays a mediating role in the matching effect, and the individuals5 degree of career involvement plays a moderating role.  The purpose of this study is to develop better publicity for charitable public service advertisements, to guide the public to pay attention to and participate in charitable public undertakings, and to provide opinions and suggestions for the publicity of charitable public service advertisements.

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.

The mobile internet enables consumers to switch quickly across multiple scenarios. In this context, this paper explores the mechanism and boundary condition of how the impact of privacy violation further spreads to other seemingly unrelated consumption scenarios. Five experimental studies reveal that privacy violation enhanced consumers' preferences for unique products in subsequent consumptions. The underlying process driving this effect is that consumers perceived their personal boundaries have been invaded when encountering privacy violation and thus sought to rebuild their psychological boundaries by using unique products which symbol invisible boundaries. However, this effect does not exist among consumers with low privacy concerns.

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. 

Happiness is the eternal pursuit of human beings, and consumption is the primary way for modem people to obtain happiness. Although the popularity of consumer happiness research continued to rise, a relatively independent and complete theoretical system has not formed. Currently, the research topics within this field is “ many but scattered”. To facilitate the development of this field, this study proposes a three-dimensional theoretical framework involving the research paradigm, research stance and research theme, and explains it based on a selective review. Finally, based on this framework, eight future research topics in this field are proposed, including consumer eudaimonic well-being and consumer unhappiness which belong to the research paradigm dimension, well-being marketing strategy and macro study of consumer happiness which belong to the research stance dimension, time spending and consumer happiness, Chinese and subcultural consumer happiness, digital technology and elder consumer happiness, as well as outcomes of consumer happiness which belong to the research theme dimension.