Book Section

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)

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)

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)

Conference or Conference Paper

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 (Unpublished)

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 (Unpublished)

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 (Unpublished)