Twitter as a social actor: How consumers evaluate brands differently on Twitter based on relationship norms. - Zongchao Li; Cong Li (Comput. Hum. Behav., 2014)

Tweet or "re-tweet"? An experiment of message strategy and interactivity on Twitter. - Zongchao Li; Cong Li (Internet Res., 2014)

From power to punishment: consumer empowerment and online complaining behaviors. - Zongchao Li (Internet Res., 2019)