KOREASCHOLAR

THE IMPACT OF ADOPTING AND DISCLOSING GENERATIVE AI IN DIGITAL ADVERTISING ON BRAND PERCEPTIONS

Emanuele Ghianda, Raffaele Albani, Lawrence Paul Cabrera, Francesco Costanzo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.548-553

CROSS-BUYING EFFECTS OF OMNICHANNEL LUXURY BRANDS ADVERTISING MESSAGE : A SELF-DETERMINATION THEORY OF PERCEIVED AGILITY

Sang-Chul Son, Joonheu Bae, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.444

IS AI YOUR COLLABORATOR OR COMPETITOR? HOW PERCEIVED AI ROLE SHAPES CONSUMER RESPONSE TO AI-GENERATED ADVERTISING

Tae Hyun Baek, Jooyoung Park, Hwahyeon Ahn

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.440

DIVERGENT OR RELEVANT? HOW CREATIVE ADVERTISING INFLUENCES THE PERSUASIVE EFFECT OF AI-GENERATED ADS

Qi Yao, Han Zhang, Wenkai Zhou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.438

ENGAGING CONSUMERS IN THE DIGITAL AGE: THE ROLE OF ADVERTISING INTERACTION TYPES IN SOCIAL MEDIA MARKETING EFFECTIVENESS

Fengjie Zhang, Jing Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.437

DIGITALIZATION AND AI IN ADVERTISING: INSIGHTS FROM HONG KONG AND ISTANBUL

Julie Bilby, Gül Şener, Eda Öztürk, Kara Chan, Şafak Şahin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.436

UNLEASHING WORD-OF-MOUTH POTENTIAL FOR AI-DESIGNED INNOVATIONS THROUGH ADVERTISING

Qi Yao, Qiuyan Wan, Wenkai Zhou, Jiachen Zhao

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.385

WEAVING STORIES OF PRESTIGE: LEVERAGING KENTE HERITAGE AND NARRATIVE STRATEGIES IN LUXURY BRAND ADVERTISING

Sharon Nunoo, Eddie Ruofei Chen, Morolake Dairo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.331

STATUS VS. AUTONOMY: THE INFLUENCE OF HIGH AND LOW ART IN LUXURY ADVERTISING

Hanna Shin, Donghwy An, Nara Youn

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.330

ENGAGING CONSUMERS THROUGH THE STOREFRONT OOH ADVERTISING: HOW AR ELEVATING ADVERTISING CREATIVITY FOR LUXURY BRANDS

Chenyan Zou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.328

THE PARADOX OF BRAND ACTIVISM ADVERTISING: BRIDGING DIVIDES AND DEEPENING POLARIZATION

Yuhosua Ryoo, Matthew Lunde, Pradeep Jacob, Marat Bakpayev

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.320

HOW DISCLOSURE TYPE AND AI-DESIGNED POST MATTERS FOR INFLUENCER ADVERTISING ON SOCIAL MEDIA

Juan Shan, Chun Wang, Liang Jiang, Annie Peng Cui

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.318

GREENWASHING IN ADVERTISING: CONSUMER PERCEPTIONS, MORAL OUTRAGE, AND THE PATHTO BRAND AVOIDANCE

Anuj Jain

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.257

REVOLUTIONIZING FASHION ADVERTISING: THE ROLE OF MIXED REALITY IN LUXURY BRAND EXPERIENCES

Yihua Yu, Yeojin Choi, Eunju Ko

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.226

HERITAGE IN VIRTUAL WORLD: COMPARING THE EFFECT OF METAVERSE AND PHYSICAL LUXURY FASHION ADVERTISING ON MESSAGE AUTHENTICITY AND PURCHASE INTENTION

Jeongbin Whang, Jae-Young Oh, Sohyeon Park

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.225

DECODING AI IN ADVERTISING RESEARCH: BIBLIOMETRIC AND TOPIC MODELING ANALYSIS

Heaseung Jeong, Yongjun Sung

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.212-216

AI-PERSONALIZED ADVERTISING: ACCEPTANCE AND EXPERIENCE CO-CREATION

Hien Thu Bui

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.112-114

EFFECTS OF THE CONTENT OF CHATBOT CONVERSATIONS ON THE ADVERTISING PERSONALIZATION PARADOX

Masahiko Shibuse, Satoshi Nakano

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.106-111

HUE MATTERS: HOW COLOR SHAPES WOMEN'S PERCEPTIONS OF STEM ADVERTISING

Yael Pedro, Merav Weiss-Sidi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.75-77

THE INFLUENCE OF AI-GENERATED ADVERTISING ON CONSUMER PURCHASE INTENTIONS IN LUXURY AND FASHION: EXPLORING BRAND MESSAGE AUTHENTICITY AND REPUTATION

Zeling ZHONG, Galina KONDRATEVA, Tatiana KHVATOVA

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.28