How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness. - Xiayuan Gao; Xiao-Yu Xu; Syed Muhammad Usman Tayyab; Qi Li (Electron. Commer. Res. Appl., 2021)

Hierarchical value-attainment paths of CBEC consumers: a means-end-chain perspective. - Xiao-Yu Xu; Syed Muhammad Usman Tayyab; Fang-Kai Chang; Kai Zhao (Internet Res., 2021)

How the intensity of the immersive experience impels the extent of Social Streaming App dependency? An empirical assessment with mediation and moderation effects. - Xiao-Yu Xu; Syed Muhammad Usman Tayyab (Telematics Informatics, 2021)

Exploring the Gamification Affordances in Online Shopping with the Heterogeneity Examination through REBUS-PLS. - Xiao-Yu Xu; Syed Muhammad Usman Tayyab; Qing-Dan Jia; Kuang Wu (J. Theor. Appl. Electron. Commer. Res., 2022)

Balancing on a Digital Rope: How Large Corporations Engage in Digital Framing to Navigate Hashtag Activism. - Syed Muhammad Usman Tayyab; Emmanuelle Vaast (ICIS, 2024)

The coping strategies in fitness apps: a three-stage analysis with findings from SEM and FsQCA. - Xiao-Yu Xu; Syed Muhammad Usman Tayyab; Qing-Dan Jia; Kuang Wu (Internet Res., 2024)

Exploring the dual routes in influencing sales and adoption in augmented reality retailing: a mixed approach of SEM and FsQCA. - Xiao-Yu Xu; Qingdan Jia; Syed Muhammad Usman Tayyab (Internet Res., 2025)

A multi-model approach for the extension of the use and gratification theory in video game streaming. - Xiao-Yu Xu; Syed Muhammad Usman Tayyab; Qing-Dan Jia; Albert H. Huang (Inf. Technol. People, 2025)