Customer participation in virtual brand communities: The self-construal perspective. - Yonggui Wang; Shuang (Sara) Ma; Dahui Li (Inf. Manag., 2015)

To reward or develop identification in online brand communities: evidence from emerging markets. - Ying Hua; Shuang (Sara) Ma; Yonggui Wang; Qimeng Wan (Inf. Technol. Dev., 2017)

The role of platform governance in customer risk perception in the context of peer-to-peer platforms. - Shuai Wang; Shuang (Sara) Ma; Yonggui Wang (Inf. Technol. Dev., 2021)

Proposing Customers Economic Value or Relational Value? A Study of Two Stages of the Crowdfunding Project. - Shuang (Sara) Ma; Ying Hua; Dahui Li; Yonggui Wang (Decis. Sci., 2022)

Unveiling the paradox of NFT digital scarcity: Impacts of digital scarcity on online trading and social behaviors. - Hua Lu 020; Xin (Robert) Luo; Shuang (Sara) Ma; Runyu Chen (Inf. Manag., 2025)