Xiao, Y., Yu, S. (2025). Can ChatGPT replace humans in crisis communication? The effects of AI-mediated crisis communication on stakeholder satisfaction and responsibility attribution. International Journal of Information Management, 80, 102835.

Wu, X., Hudders, L., Yu, S. Beuckels, E. (2023) Virtual Luxury in the Metaverse: NFT-Enabled Value Recreation in Luxury Brands. International Journal of Research in Marketing.

Xiao, Y., Zhou, E., Yu, S. (2024) Unraveling the anchoring effect of crisis communication in cyberattack spillover crises, Public Relations Review, Vol. 50, Issue.2.

Wei, X., Yu. S., Li, C. (2024) The Effect of Physical Attractiveness on Consumers' Preference for Online Doctors. Journal of Medical Internet Research.

Wu, X., Hudders, L., Beuckels, E., Yu, S. Live-streaming commerce for luxury brands. International Journal of Advertising.

Wei, X., Yu, S., Xi, Li. (2023) Price It High If It is Varied: The Relationship between Perceived Heterogeneity and Consumer Preferences for Partitioned Prices in Experience Service. Journal of Travel Research.

Yu, S., Zhao, L. (2023) Emojifying Chatbot Interactions: An Exploration of Emoji Utilization in Human-Chatbot Communications. Telematics and Informatics.

Yu, S., Xiong, J., and Shen, H. (2022) The Rise of Chatbots: The Effect of Using Chatbot Agents on Consumers’ Responses to Request Rejection. Journal of Consumer Psychology.

Yu S., and Zhao, L. (2022) Designing emotions for healthcare chatbots: text-based or icon-based approach Journal of Medical Internet Research.

Xiao, Y., and Yu, S. (2022) Using Humor to Promote Social Distancing on Tiktok During the COVID-19 Pandemic. Frontiers in Psychology, 13.

Yu, A., Yu, S., and Liu, H. (2022) "How a “China-made” Label Influences Chinese Youth’s Product Evaluation: The Priming Effect of Patriotic and Nationalistic News", Journal of Retailing and Consumer Services.

Ashafaq, M., Yu, S*., Liu, Y., and Luo, K. (2022) The usage intensity of instant messaging for work and employees’ anxiety. International Journal of Mobile Communications.

Yu, S. and Hudders, L. (2021) "Measurement invariance of the modified brand luxury index scale across gender, age and countries", Journal of Fashion Marketing and Management.

Talukdar. N. and Yu, S*. (2021) Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty, user satisfaction, and purchase intention.  Journal of Strategic Marketing.

Yu, S. and Hu, Y*. (2020) When luxury brands meet China: the effect of localized celebrity endorsements in social media marketing. Journal of Retailing and Consumer Services, Vol.54, 102010.

Talukdar, N. and Yu, S*. (2020) Do materialists care about sustainable luxury? Marketing Intelligence and Planning, Vol.38, issue: 4, 465–478.

Ashafaq, M., Yun. J.*, and Yu, S. (2020) My Smart Speaker is Cool! The Effects of Perceived Coolness on Current Users’ Attitude toward Smart Speakers and Continuance Intention. International Journal of Human-Computer Interaction.

Ashfaq, M., Yun, J. Yu, S.* and Loureiro, S. (2020) I, Chatbot: Modeling the Determinants of Users’ Satisfaction and Continuance Intention of AI-Powered Service Agents. Telematics and Informatics, Vol.54, 101473.

Yu, S*., Hudders, L., and Cauberghe, V. (2018) Are fashion consumers like schooling fish? The effectiveness of popularity cues used in e-commerce. Journal of Business Research, Vol.85, pp.105-116.

Yu, S*., Hudders, L. and Cauberghe, V. (2018) Selling luxury products online: The effect of a quality label on risk perception, purchase intention and attitude toward the brand. Journal of Electronic Commerce Research, Vol.19, Issue: 1, pp.16-35.

Yu, S*., Hudders, L. and Cauberghe, V. (2017) Targeting the luxury consumer: a vice or virtue? a cross-cultural comparison of the effectiveness of behaviorally targeted ads. Journal of Fashion Marketing and Management, Vol.21, Issue: 2, pp.187-205.

Yu, S*., Hudders, L. and Cauberghe, V. (2017) Luxury brands in the digital era: a cross-cultural comparison of the effectiveness and underlying mechanisms of personalized advertising. The Essence of Luxury: An Asian Market Perspective, pp. 126-147, Singapore Management University.