Publications

Journal Paper

Ruyu Yun, Jie Meng, “How the Seen and Heard Have Influenced Watcher’s Mind in Livestreaming E-Commerce: Investigating the Streamer’s Halo and Viewer’s Bandwagon Effect,” Major Revision of Internaltional Journal of Electronic Commerce (Top E-commerce Journal, AJG 3, IF 5.0, Q1).

Ruyu Yun, Jie Meng, “Influencers versus Collective Atmospherics Impact on Buying Intentions in Livestreaming E-Commerce: An Integrated Examination of Bandwagon and Halo Effects,” accepted to a poster presentation at EMAC Annual Conference, May 23-26, 2023, Odense, Denmark (Top-Tier conference in marketing).
Ruyu Yun, Jie Meng, “An Investigation of Influencers to Audience and Audience to Audience Interaction Mechanism in Livestream E-Commerce,” accepted to a presentation at Global Marketing Conference (GMC), July 20-23, 2023, Seoul, South Korea (Top-Tier conference in marketing).
Ruyu Yun, Jie Meng, “Influencers versus Collective Atmospherics Impact on Buying Intentions in Livestreaming E-Commerce: An Integrated Examination of Bandwagon and Halo Effects,” accepted to a presentation at Loughborough University Research Conference, Dec 07, 2023, Loughborough, United Kingdom.
Ruyu Yun, Jie Meng, “Exploring AR Liminoid Spaces: A Study on Consumer Possible Selves in the Metaverse,” accepted to a presentation of EMAC Annual Conference, May 26-31, 2024, Bucharest, Romania (Top-Tier conference in marketing).
Ruyu Yun, Jie Meng, “How People Explore Possible Selves in the Metaverse? An Empirical Study on Technological Liminoid Space,” accepted to a presentation of AMA Summer Academic Conference, August, 12-18, 2024, Boston, United States (Top-Tier conference in marketing).

Reviewer for “Consumer Behavior in the Technological World” track at Global Marketing Conference (GMC), 2023, in Seoul, South Korea.