Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty C Lou, Q Xie International Journal of Advertising 40 (3), 376-402, 2021 | 184 | 2021 |
Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building C Lou, Q Xie, Y Feng, W Kim Journal of Product & Brand Management 28 (7), 773-786, 2019 | 114 | 2019 |
Privacy concerns, perceived intrusiveness, and privacy controls: an analysis of virtual try-on apps Y Feng, Q Xie Journal of Interactive Advertising 19 (1), 43-57, 2019 | 60 | 2019 |
Paid, earned, shared and owned media from the perspective of advertising and public relations agencies: Comparing China and the United States Q Xie, MS Neill, E Schauster International Journal of Strategic Communication 12 (2), 160-179, 2018 | 58 | 2018 |
The key to 360-degree video advertising: an examination of the degree of narrative structure Y Feng, Q Xie, C Lou Journal of Advertising 48 (2), 137-152, 2019 | 56 | 2019 |
Curating Luxe experiences online? Explicating the mechanisms of luxury content marketing in cultivating brand loyalty Q Xie, C Lou Journal of Interactive Advertising 20 (3), 209-224, 2020 | 50 | 2020 |
Measuring the content characteristics of videos featuring augmented reality advertising campaigns Y Feng, Q Xie Journal of Research in Interactive Marketing 12 (4), 489-508, 2018 | 38 | 2018 |
文化创意产业前沿 吕学武, 范周 北京: 中国传媒大学出版社, 2007 | 32 | 2007 |
Using Twitter as a pedagogical tool in two classrooms: a comparative case study between an education and a communication class T Luo, Q Xie Journal of Computing in Higher Education 31, 81-104, 2019 | 30 | 2019 |
Ad creativity via augmented reality technology in online video ads: The differential role of novelty, message usefulness, and ad-consumer association Y Feng, Q Xie Journal of Promotion Management 25 (6), 907-933, 2019 | 27 | 2019 |
Demystifying novelty effects: An analysis of consumer responses to YouTube videos featuring augmented reality out-of-home advertising campaigns Y Feng, Q Xie Journal of current issues & research in advertising 40 (1), 36-53, 2019 | 24 | 2019 |
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing Q Xie, Y Feng International Journal of Advertising 42 (2), 317-343, 2023 | 22 | 2023 |
Expectations for advertising and public relations education from agency executives: A comparative study between China and the United States Q Xie, E Schauster, MS Neill Journal of Current Issues & Research in Advertising 39 (3), 289-307, 2018 | 19 | 2018 |
Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR Q Xie, TG Wang Journal of Business Research 148, 315-324, 2022 | 15 | 2022 |
Examining user participation and network structure via an analysis of a Twitter-supported conference backchannel Q Xie, T Luo Journal of Educational Computing Research 57 (5), 1160-1185, 2019 | 13 | 2019 |
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing Q Xie, S Muralidharan Journal of Research in Interactive Marketing 18 (2), 294-314, 2024 | 5 | 2024 |
AI Influencers in Advertising: The Role of AI Influencer-Related Attributes in Shaping Consumer Attitudes, Consumer Trust, and Perceived Influencer–Product Fit Y Feng, H Chen, Q Xie Journal of Interactive Advertising 24 (1), 26-47, 2024 | 2 | 2024 |
Unlocking the Power of Non-Fungible Token (NFT) Marketing: How NFT Perceptions Foster Brand Loyalty and Purchase Intention among Millennials and Gen-Z Q Xie, S Muralidharan, S Edwards, C La Ferle Journal of Interactive Advertising 23 (4), 356-373, 2023 | 2 | 2023 |
Media Management in Asia Q Xie, D McDaniel The Rowman & Littlefield Handbook of Media Management and Business 12, 207-225, 2020 | 2* | 2020 |
I Feel Like Owning It! Exploring the Antecedents of Psychological Ownership and Its Impact on Brand Loyalty in Digital Content Marketing Q Xie, C Lou Journal of Interactive Advertising 24 (1), 48-65, 2024 | 1 | 2024 |