KOREASCHOLAR

MARKETING IN THE MIRROR: EXPLORING HUMAN-AI SYNERGY IN PROFESSIONAL PRACTICE

Nicos Rossides

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1215-1227

FROM LAB TO LAUNCH: SILICON VALLEY–STYLE BUSINESS MODELS AND MARKETING STRATEGIES IN UNIVERSITY-INDUSTRY COLLABORATION ON AI

Hyoungkoo Ha, Erin Cho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1106

AI PERSONALIZATION IN MARKETING AS KEY FACTOR OF CUSTOMER SATISFACTION IN BRICS RETAIL

Elena Sharko, Vera Rebiazina, Eduard Tunkevichus

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1065

CONSUMER REACTIONS TO AI-PRODUCED MARKETING DISCREPANCIES

Kunlun Xue, Joonheui Bae, Sunghun Bae, Xiang Wang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1062

THE IMPACT OF ARTIFICIAL INTELLIGENCE (AI) AND CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON INTEGRATED MARKETING COMMUNICATIONS (IMC)

Vera Butkouskaya

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1028

FROM LEARNING TO ADOPTION: UNDERSTANDING MARKETING STUDENTS' ACCEPTANCE OF GENERATIVE AI TECHNOLOGIES

Yao Yao, Zezhi Tang, Lei Zeng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.908

HARNESSING AI-ENABLED STRATEGIC MARKETING TO ENHANCE PURCHASE INTENTION

Yating Tian

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.800

MARKETING MIX MODELING REIMAGINED: LEVERAGING AI FOR DATA-DRIVEN DECISIONS

Valeria Pentttinen, Johanna Frösén, Magnus Hultman

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.720-721

IMPLICATIONS OF AI-DRIVEN PERSONALIZATION IN MARKETING: BIG DATA PERSPECTIVE

Jin-A Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.712-713

THE APPLICATION OF INNOVATION DIFFUSION THEORY AND EXPERIMENTAL MARKETING STRATEGY IN THE ADOPTION OF AI-GENERATED TECHNOLOGY

Tsui-Hsu (Tracy) Tsai, Michiko Miyamoto

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.656-660

INTELLIGENT SUSTAINABILITY: AI-AGENT SYSTEM FOR SUSTAINABLE FASHION MARKETING

Yue Guan, Misha Xu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.602

THE DOUBLE-EDGED SWORD OF AI IN SOCIAL MEDIA INFLUENCER MARKETING

Alessandro Bigi, Fabio Cassia, Michelle Bonera

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.507

THE IMPACT OF CONTENT SOURCE IN SHORT-VIDEO MARKETING: AI DISCLOSURE AND CONSUMER TOLERANCE EFFECTS

Jialin (Snow) Wu, Chen Zheng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.472-477

TRANSFORMING HOSPITALITY MARKETING WITH AI CHATBOTS: A QUESTIONING SUPPORT TOOL FOR CREATIVE PROFESSIONALS

Rosanna Leung

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.380

APPLYING AI ASSISTED GAMIFICATION AND 3D SPATIAL DESIGN TO ADDRESS MULTI-SENSORIAL DIFFERENCES OF LEARNERS ON MARKETING EDUCATION DIGITAL PLATFORMS

Yu Chen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.284-287

‘STAND BY YOU’: AI-DRIVEN HEALTHCARE MARKETING FOR ENHANCED PATIENT ENGAGEMENT

Akanksha Mishra, Neeraj Pandey

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.178-181

ENHANCING MARKETING THROUGH THE INTEGRATION OF AGILE AND AI

Dorottya Sári, Tony C. Garrett

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.161

INVESTIGATING THE ROLE OF IMPROVISED REAL-TIME MARKETING ON CUSTOMER LOYALTY: THE MODERATING ROLE OF AI DISCLOSURE

Chunlin Yuan, Yajing Yin, Shuman Wang, Tiaojiao Wang, Joonheui Bae, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.115

GENERATIVE AI FOR CONTENT MARKETING: HELPFUL OR HARMFUL?

Risqo Wahid, Joel Mero, Paavo Ritala

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.893-894

AN INTEGRATED AI(ARTIFICIAL INTELLIGENCE) FRAMEWORK FOR MARKET ORIENTATION AND B2C MARKETING RATIONAL DECISION MAKING FOR IMPROVING FIRM PERFORMANCE : FOCUSING ON THE USE OF CHATBOTS IN THE BANKING INDUSTRY

Yun Ho Park, Jaehun Kim, Kyung Hoon Kim

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.656