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Business and Management

D-Index
32
Citations
8149
World Ranking
2576
National Ranking
99

Overview

Chenting Su is affiliated with City University of Hong Kong in China. Their research spans the fields of Business, Management and Accounting, and Social Sciences, with a particular focus on several subfields including Sociology and Political Science, Marketing, Information Systems, Communication, and Information Systems and Management.

Their main topics of work include:

  • Digital Marketing and Social Media
  • Consumer Behavior in Brand Consumption and Identification
  • Spam and Phishing Detection
  • Knowledge Management and Sharing
  • Technology Adoption and User Behaviour
  • Consumer Retail Behavior Studies
  • Digital Platforms and Economics

Su has published research in a range of academic venues such as:

  • Journal of Interactive Marketing
  • Journal of theoretical and applied electronic commerce research
  • Journal of Promotion Management
  • SSRN Electronic Journal

Some of their notable recent papers include:

  • "To Defend or Not to Defend? How Responses to Negative Customer Review Affect Prospective customers' Distrust and Purchase Intention," 2020, Journal of Interactive Marketing
  • "Effects of the Subscription-Based Partitioned Pricing Strategy of Digital Content Platforms on User Willingness to Purchase," 2024, Journal of theoretical and applied electronic commerce research
  • "Why Do Customers Keep Coming Back? The Moderating Role of Customer Perception of Influencer Marketing in Brand Attachment and Repurchase Behavior," 2025, Journal of Promotion Management
  • "Why Do Customers Keep Coming Back? The Moderating Role of Customer Perception of Influencer Marketing in Brand Attachment and Repurchase Behavior," 2025, SSRN Electronic Journal

Within their research, Su has frequently collaborated with several co-authors, including Wan Li, Yue Zhou, Haichuan Zhao, Lan Jiang, and Jun Kang. These collaborations underline their active engagement in research related to marketing, consumer behavior, and digital platforms.

Best Publications

  • Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model

    M. Joseph Sirgy;Chenting Su

  • Face consciousness and risk aversion: Do they affect consumer decision‐making?

    Yeqing Bao;Kevin Zheng Zhou;Chenting Su

  • How do brand communities generate brand relationships? Intermediate mechanisms

    Zhimin Zhou;Qiyuan Zhang;Chenting Su;Nan Zhou;Nan Zhou

  • Market orientation, job satisfaction, product quality, and firm performance: Evidence from China

    Kevin Zheng Zhou;Kevin Zheng Zhou;Julie Juan Li;Nan Zhou;Nan Zhou;Chenting Su

  • Entering Guanxi: A Business Ethical Dilemma in Mainland China?

    Chenting Su;James E. Littlefield

  • How Face Influences Consumption - A Comparative Study of American and Chinese Consumers:

    Julie Juan Li;Chenting Su

  • Dealing with Institutional Distances in International Marketing Channels: Governance Strategies That Engender Legitimacy and Efficiency

    Zhilin Yang;Chenting Su;Kim-Shyan Fam

  • A review of research methodologies in international business

    Zhilin Yang;Xuehua Wang;Chenting Su

  • Going green: How different advertising appeals impact green consumption behavior

    Defeng Yang;Yue Lu;Wenting Zhu;Chenting Su

  • Brand positioning strategy using search engine marketing

    Wenyu Dou;Kai H. Lim;Chenting Su;Nan Zhou

  • Is guanxi orientation bad, ethically speaking? A study of chinese enterprises

    Chenting Su;M. Joseph Sirgy;James E. Littlefield

  • Explaining housing preference and choice: The role of self-congruity and functional congruity

    M. Joseph Sirgy;Stephan Grzeskowiak;Chenting Su

  • Enabling Guanxi Management in China: A Hierarchical Stakeholder Model of Effective Guanxi

    Chenting Su;Ronald K. Mitchell;M. Joseph Sirgy

  • A paradox of price–quality and market efficiency: a comparative study of the US and China markets

    Kevin Zheng Zhou;Chenting Su;Yeqing Bao

  • Interpersonal influence as an alternative channel communication behavior in emerging markets: The case of China

    Chenting Su;Zhilin Yang;Guijun Zhuang;Nan Zhou;Nan Zhou

  • Trust in Interorganizational Relationships A Meta-Analytic Integration

    Weiguo Zhong;Chenting Su;Jisheng Peng;Zhilin Yang

  • The many faces of trust and guanxi behavior: Evidence from marketing channels in China

    Zhigang Shou;Rui Guo;Qiyuan Zhang;Chenting Su

  • A Temporal Dynamic Model of Spousal Family Purchase-Decision Behavior:

    Chenting Su;Edward F. Fern;Keying Ye

  • Institutional theory in business marketing: A conceptual framework and future directions

    Zhilin Yang;Zhilin Yang;Chenting Su

  • Managing opportunism in a developing interfirm relationship: The interrelationship of calculative and loyalty commitment

    Yi Liu;Chenting Su;Yuan Li;Ting Liu

Frequent Co-Authors

Nan Zhou
Nan Zhou City University of Hong Kong
Kevin Zheng Zhou
Kevin Zheng Zhou University of Hong Kong
M. Joseph Sirgy
M. Joseph Sirgy Virginia Tech
Zhongsheng Hua
Zhongsheng Hua Zhejiang University
Jay Hauser
Jay Hauser University of California, Los Angeles
Bang Nguyen
Bang Nguyen Oxford Brookes University
Dong-Jin Lee
Dong-Jin Lee Yonsei University
Jean-Charles Chebat
Jean-Charles Chebat HEC Montréal
Yuan Li
Yuan Li Shanghai Jiao Tong University
Andy C.L. Yeung
Andy C.L. Yeung Hong Kong Polytechnic University

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