How open search strategies align with firms' radical and incremental innovation: evidence from China. - Jinjuan Zang; Chenlu Zhang; Pianpian Yang; Yuan Li (Technol. Anal. Strateg. Manag., 2014)

The Influence of Gamification Mechanics on Online Group-buying Participation. - Qingsong Ye; Yuanyue Feng; Pianpian Yang; Congcong Yang; Lusi Yang (AMCIS, 2019)

How to inspire customers via social media. - Hong Sheng; Pianpian Yang; Yuanyue Feng (Ind. Manag. Data Syst., 2020)

The effects of ad social and personal relevance on consumer ad engagement on social media: The moderating role of platform trust. - Shuang Geng; Pianpian Yang; Yun Gao; Ying Tan 001; Congcong Yang (Comput. Hum. Behav., 2021)

Effects of pride-tagged money and surprise-tagged money on online tipping. - Pianpian Yang; Qingyu Zhang; Yuanyue Feng (Internet Res., 2021)

Effect of achievement-related gamification on brand attachment. - Congcong Yang; Pianpian Yang; Yuanyue Feng (Ind. Manag. Data Syst., 2022)

Interactive vs transactional: how social media ads engage consumers with disparate regulatory orientation and lay rationalism. - Pianpian Yang; Yufan Jiang; Yuxi Lin; Shuang Geng; Rui Wang 126 (Ind. Manag. Data Syst., 2024)

How social media promotes impulsive buying: examining the role of customer inspiration. - Pianpian Yang; Hong Sheng; Congcong Yang; Yuanyue Feng (Ind. Manag. Data Syst., 2024)