| Cultural Considerations in social commerce: the differences and potential opportunities in China Y Yao, R Boardman, D Vazquez Social commerce: Consumer behaviour in online environments, 43-58, 2019 | 9 | 2019 |
| Analysing the impact of luxury fashion brands' firm-generated content on consumer's attention, attitudes and purchase intention in China, and the moderating effects of involvement Y Yao PQDT-Global, 2021 | 5 | 2021 |
| Paul Smith Meets Japanese WA Y Yao, LP Dana, C Vignali The Garment Economy: Understanding History, Developing Business Models, and …, 2023 | | 2023 |
| Advertising in the Metaverse Y Yao Global Marketing Conference in Seoul, 2023 | | 2023 |
| Teaching Marketing in the Metaverse Y Yao Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From …, 2023 | | 2023 |
| A Dual-Process Model of Metaverse Advertising Effects Y Yao Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From …, 2023 | | 2023 |
| DO FASHION BLOGGER CONTENT CATEGORIES ATTRACT SOCIAL NETWORKING SITE USERS’ATTENTION IN CHINA? J Huang, Y Yao, R Boardman, C Henninger, D Vazquez Global Fashion Management Conference, 315-322, 2019 | | 2019 |
| Analysing the Impact of Social Media Marketing Activities of Fast Fashion Brand on Brand Equity and Consumer Responses in China Y Yao, D Vazquez, R Boardman Academy of Marketing, 2018 | | 2018 |
| ANALYSING SOCIAL MEDIA MARKETING ACTIVITIES’ INFLUENCES ON BRAND EQUITY AND CONSUMER RESPONSES IN CHINA: THE CASE OF SINA WEIBO Y Yao, D Vazquez, R Boardman AMA/ACRA Triennial Conference, 2018 | | 2018 |
Dr Delia VazquezSenior Lecturer in Retail Marketing University of ManchesterVerified email at manchester.ac.uk
