Alibaba engineered the promotional information to foster the participants’ beliefs that Online Shopping Carnival is the best online marketplace to indulge in. Through the internalization process of promotional information, the consumer develops the beliefs which suggest that it is beneficial and valuable to conduct the Online Shopping Carnival behaviors as suggested. As a result, people converge to the Online Shopping Carnival platform, leading to more people joining the herd (Sun, 2013) and enjoy the Online Shopping Carnival.