Yixuan Niu

Beijing Institute of Technology — China

Social Sciences · Social Sciences

3h-index59citations19works1.72yr avg
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Research Topics

Digital Marketing and Social Media(11), Consumer Behavior in Brand Consumption and Identification(8), AI in Service Interactions(5), Consumer Retail Behavior Studies(4), Emotion and Mood Recognition(3)

Publications19 total

Unpacking Emotional Expressions in Live Streaming Commerce: A Multimodal Machine Learning Analysis Integrating Visual, Vocal, and Verbal Cues
International Journal of Human-Computer Interaction·2026
Unpacking Emotional Expressions in Live Streaming Commerce: A Multimodal Machine Learning Analysis Integrating Visual, Vocal, and Verbal Cues
Figshare·2026Open Access
Unpacking Emotional Expressions in Live Streaming Commerce: A Multimodal Machine Learning Analysis Integrating Visual, Vocal, and Verbal Cues
Figshare·2026Open Access
Benefit Appeals in Livestreaming E-Commerce: The Moderating Role of Influencers’ Facial Beauty and Body Motion
Journal of Advertising Research·2025· 1 cited
“One Face, Many Roles”: The Role of Cognitive Load and Authenticity in Driving Short-Form Video Ads
Journal of theoretical and applied electronic commerce research·2025· 1 citedOpen Access
Understanding the motivations of Chinese urban residents’ leisure travel in recreational belts around metropolises
Journal of Hospitality and Tourism Insights·2025
When ‘Mianzi’ Meets Artificial Intelligence: Exploring Cultural and Technological Effects on B2B Brand Dependence
Journal of Business-to-Business Marketing·2025
Shaping consumer purchase and experience with paradoxical marketing
Journal of Retailing and Consumer Services·2025· 2 cited
“Annoy me, remember me”: navigating the dual effects and boundaries of inductive ads
Journal of Research in Interactive Marketing·2025· 2 cited
U-shaped Effect of Color in Short-form Video: Combination of Text, Audio, Image ML and Generative AI
Journal of Business Research·2025
The role of creative strategies in enhancing consumer interaction with new product video advertising
Journal of Research in Interactive Marketing·2025· 2 cited
Unpacking Emotional Expressions in Digital Commerce: A Machine Learning Analysis Integrating Visual, Vocal and Verbal Cues
SSRN Electronic Journal·2025Open Access
Strategies for Online Market Entry: The Role of Network Anchors in China’s Live Streaming Sales Ecosystem
Journal of Business-to-Business Marketing·2024· 3 cited
Optimizing positive goal framing in advertising: differential consumer responses to new product categories
Journal of Research in Interactive Marketing·2024· 3 cited
Follower attraction in live streaming: Knowledge driven by PKM and data driven by EF-LSTM
Computers in Human Behavior·2024· 11 cited
Unraveling the Effects of Voice Assistant Interactions on Digital Engagement: The Moderating Role of Adult Playfulness
International Journal of Human-Computer Interaction·2023· 17 cited
Chinese Urban Residents' Leisure Travel in Peri-Urban Areas
SSRN Electronic Journal·2023Open Access
More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness
Journal of Research in Interactive Marketing·2022· 16 cited
Intelligent Voice Agent: The Impact of Vocal Pitch on Customer Purchase Behavior in Voice Shopping
2022 3rd International Conference on Big Data, Artificial Intelligence and Internet of Things Engineering (ICBAIE)·2022· 1 cited

Frequent Co-authors

Baolong Ma(7), Chengcheng Liao(5), Teli Xian(5), Yongge Niu(4), Ziyao Huang(2), Zheng Fang(2), Yi Feng(2), Yadi Feng(2), Chengcheng Liao(2), Jiaolong Xue(1), Xinjian Liang(1), Shimin Yin(1), Zhuzhu Feng(1), Bin Li(1), Bin Li(1), Peiyuan Du(1), Yiran Wang(1), Qiaoli Tong(1), Bin Li(1), Xin Wen(1)