This study will explore the impact of negative electronic word-of-mouth (eWOM) on consumer attitudes and purchase intentions during the crisis of luxury brands. The main case study of the research is the Balenciaga advertising crisis of 2022. Under the framework of the qualitative research procedures, including focus group conversations and case study analysis, this paper explores the impacts of negative eWOM in fueling moral anger, by spreading virally through social media, and on consumer loyalty. The findings indicate that brand loyalty can partially defend against negative publicity, yet that a moral transgression can readily breach that defense, and that loyal customers become vocal critics. The research is relevant to the comprehension of brand immunity in crisis communication and offers management implications to luxury brands to control online image and customer confidence.

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With the rise of consumption upgrading and emotional consumption, Trendy Toy IP products have gradually become an important consumption target for young people. This paper takes POP MART as a case study to explore the influencing mechanism of emotional value, social value and consumer expectation on purchase intention. Based on Consumer Perceived Value Theory and Expectation-Confirmation Theory, a three-dimensional influence model is constructed, and 102 valid samples are obtained through questionnaire survey. The reliability analysis and multiple regression analysis are used for empirical test. Consumers' purchase intention can be significantly positively influenced by emotional value, social value and consumer expectation, among which consumer expectation exerts the most significant effect. The model as a whole has strong explanatory power (R2=0.791), and the scale reliability is good. The conclusion drawn is that under the background of trendy consumption, consumers pay attention not only to the products themselves, but also to emotional experiences, social identity and the satisfaction of their expectations to a greater extent. Enterprises should enhance consumer expectations by strengthening IP emotional expression, enhancing social attributes and continuously innovating products, so as to effectively enhance purchase intention and brand loyalty.

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The dramatic fluctuations in commodity prices, such as crude oil, are a classic market phenomenon discussed in AP Economics. Traditional volatility models like GARCH assume that positive and negative shocks have symmetric effects on volatility, which contradicts the real‑world intuition that "bad news often causes greater panic." This study focuses on WTI crude oil futures and attempts to combine Python programming with statistical knowledge to model and forecast price volatility using TARCH and EGARCH models, which can distinguish the different impacts of "good news" and "bad news." The core question is: Among models accessible to a high school student with available tools, which one better reflects the volatility characteristics of the crude oil market? Using daily WTI futures data, this study compares the standard GARCH(1,1) model with two asymmetric alternatives: TARCH and EGARCH. The empirical results reveal a statistically significant leverage effect, meaning that negative shocks ("bad news") increase future volatility more than positive shocks of the same magnitude. Among the three models, EGARCH provides the best in‑sample fit and the most accurate out‑of‑sample forecasts, particularly in capturing extreme volatility clusters. The expected results verify the superiority of asymmetric models and provide a quantitative analysis case from a high school student's perspective for understanding market risk. This study concludes that ignoring asymmetry leads to underestimation of risk during market downturns, and that EGARCH is a practical choice for high school-level researchers to model commodity price volatility.

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Nowadays, consumers have access to increasingly diverse channels for learning about products, including product-related content generated by product-reviewing bloggers. As a type of influencer, product-reviewing bloggers often provide not only positive information about products but also negative information, thereby exerting a two-sided persuasive effect on consumers. Based on two-sided persuasion theory, this study classifies product-reviewing bloggers from the perspectives of KOLs and KOCs, and examines the effect of information sidedness in product-reviewing bloggers' generated content on consumers' impulsive purchase intentions. Using a questionnaire survey and data analysis, this study finds that information sidedness in product-reviewing bloggers' generated content has a positive effect on consumers' impulsive purchase intentions. In addition, the type of product-reviewing bloggers has a significant moderating effect on the relationship between information sidedness and consumers' impulsive purchase intentions. The findings of this study provide practical implications for product-reviewing bloggers' content creation, companies' cooperation strategies with product-reviewing bloggers, and consumers' use of product-reviewing bloggers as a reference source.

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