Comparing the Effects of ‘Showing Available Product’ and ‘Showing Unavailable Product’ by Social Media Influencers for Luxury Fashion Brands: How Loss Aversion and Uncertainty Avoidance Affect Chinese Consumers’ Buying Behaviour

Ethnic and Indigenous Business Studies. 2026 Book chapter

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Authors: Liru Jiang, Ni Zeng, Enshang Shang, Gianpaolo Vignali, Stephen Doyle

DOI: 10.1007/978-3-031-99021-2_20

Cited by: 0

References: 28

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Media Influence and Health

References 28