Live-Streaming; co-creation; co-consumption

Bowie, Laura ORCID: https://orcid.org/0000-0002-9084-2142, Phairor, Klairoong Hawa, Yang, Chen, Sun, Yan, Murekian, Octavio and Liu, Xiaoqin (2023) Live Streaming, the new digital sphere for co-creation and co-consumption: opportunities and challenges. In: AM2023 From Revolution to Revolutions, 3rd - 6th July 2023, University of Birmingham. (Unpublished)

digital detoxification, algorithmic bias, online identity, and consumer trust

Murekian, Octavio, Phairor, Klairoong Hawa, Yang, Chen and Sun, Yan (2024) Social media and marketing: towards a better future. In: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit, 1st - 4th July, 2024, Cardiff Business School. (Unpublished)

fashion technology, Gen Z

Yang, Chen (2025) Chapter 4. Technological innovation in fashion and Gen Z. In: Cattaneo, Eleonora and Sun, Yan, (eds.) Gen Z's Fashion Revolution: Understanding the influence of Gen Z on Fashion Brands. Palgrave Macmillan, Cham, Switzerland. ISBN 978-3031729157; 978-3031729188; 978-3031729164 (In Press)

live streaming; TikTok; virtual gift-giving

Yang, Chen, Phairor, Klairoong, Sun, Yan and Liu, Xiaoqin (2023) 'I just need one more rose.’ Gift-giving on TikTok live streaming. In: Academy of Marketing Annual Conference 2023, July 3rd - 6th, 2023, University of Birmingham. (Unpublished)

virtual influencer, Gen Z, fashion industry

Yang, Chen (2025) Chapter 5. Virtual influencers vs human influencers. In: Cattaneo, Eleonora and Sun, Yan, (eds.) Gen Z's Fashion Revolution: Understanding the influence of Gen Z on Fashion Brands. Palgrave Macmillan, Cham, Switzerland. ISBN 978-3031729157; 978-3031729188; 978-3031729164 (In Press)

virtual influencer, brand identity, brand image

Yang, Chen and Sun, Yan (2024) Chapter 9. Virtual influencer: the future of marketing and branding? In: Tabari, Saloomeh and Ding, Qing Shan, (eds.) Celebrity, Social Media Influencers and Brand Performance: Exploring New Dynamics and Future Trends in Marketing. Business and Management, Business and Management (R0) . Palgrave Macmillan - Springer Nature, Cham, Switzerland, pp. 175-195. ISBN 978-3031635168; 978-3031635151; 978-3031635182; 978-3031635168 (doi:10.1007/978-3-031-63516-8_9)