From Channel-Driven to Narrative-Driven Agricultural Sales: Exploring Affective-Behavioral Asymmetry via UGC Topic Modeling and Configurational Analysis

Authors

• Feiran Liang, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Jingting Qian, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Jing Yang, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Yujie Yu, Nanjing University of Finance and Economics Hongshan College, Nanjing 211300, ChinaFollow
• Xingyu Wu, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Xiang Shu, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Junhao Jiang, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Yijiang Jiang, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China

Recommended Citation

Liang, Feiran; Qian, Jingting; Yang, Jing; Yu, Yujie; Wu, Xingyu; Shu, Xiang; Jiang, Junhao; and Jiang, Yijiang, "From Channel-Driven to Narrative-Driven Agricultural Sales: Exploring Affective-Behavioral Asymmetry via UGC Topic Modeling and Configurational Analysis" (2026). WHICEB 2026 Proceedings. 76.
https://aisel.aisnet.org/whiceb2026/76