Mingchang Chih
Biographic Data
| ID | 9491420 |
|---|---|
| NAME | Mingchang Chih |
| GIVEN NAMES | Mingchang |
| FAMILY NAME | Chih |
| SIGNATURE | CHIH M |
| AFFILIATIONS | National Chung Hsing University Department of Business Administration |
| ORCID | 0000-0002-1000-1299 |
| VERIFIED | Yes |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 2 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2024 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Emotional vs rational pathways in food micro-influencer marketing
Purpose This study investigates how food micro-influencers trigger consumers’ UBI through emotional (impulsive) and rational (reflective) systems. It combines the stimulus-organism-response (S-O-R) model and dual-system theory to explain how trust transfer processes, parasocial interaction (PSI) and self-control influence digital food impulse buying. Design/methodology/approach Using survey data from 463 social media users, the study employs part…
Fostering YouTube followers’ stickiness through social contagion
No prominent works on this page.
Fostering YouTube followers’ stickiness through social contagion
Emotional vs rational pathways in food micro-influencer marketing
Purpose This study investigates how food micro-influencers trigger consumers’ UBI through emotional (impulsive) and rational (reflective) systems. It combines the stimulus-organism-response (S-O-R) model and dual-system theory to explain how trust transfer processes, parasocial interaction (PSI) and self-control influence digital food impulse buying. Design/methodology/approach Using survey data from 463 social media users, the study employs part…
Digital Marketing and Social Media (2 works) · Technology Adoption and User Behaviour (2 works) · Cognition (1 work) · Consumer Retail Behavior Studies (1 work) · Dominance (genetics) (1 work) · Emotional contagion (1 work) · Impact of Technology on Adolescents (1 work) · Impulse (physics) (1 work) · Moderation (1 work) · Perspective (graphical) (1 work)