Playing With Tensions: How Bloggers Sustain Consumers' Engagement For Commercial Purposes
Existing theories about the tensions on word-of-mouth marketing tend to be negative, with prior consumer research highlight how to ease, conceal, or mispresent the tensions. Our research shows that the tensions are important for the blogger's popularity and consumers' digital engagement on dominant Chinese social media platform WeChat.
Yuxin Bai, Xin Zhao, and Hayley Cocker (2019) ,"Playing With Tensions: How Bloggers Sustain Consumers' Engagement For Commercial Purposes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 442-443.
Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK
NA - Advances in Consumer Research Volume 47 | 2019
H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption
Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management
Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience
Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada
Trusting the data, the self and “the other” in self tracking practices
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark