KOREASCHOLAR

FASHION DESIGN WITH GENERATIVE AI: EXAMINING WORK EFFECTIVENESS THROUGH SELF-DETERMINATION THEORY

Ha Youn Kim, Woojin Choi Hong, Sun Hee Kim, Youngnam Shin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1057

A STORY TO SELL: THE INFLUENCE OF STORYTELLING AND INFLUENCER-PRODUCT FIT ON THE EFFECTIVENESS OF INFLUENCER MARKETING

Juan Shan, Ling Jiang, Annie Cui, Wenxin Zhou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1040

INTERNAL MARKETING: AN IMPORTANT ROLE IN THE EFFECTIVENESS OF ENVIRONMENTAL SUSTAINABILITY

Xini Hu, Maurizio Catulli

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.963-967

EXPLORING AI WEBSITE ADVERTISING EFFECTIVENESS THROUGH THE LENS OF EMOTIONS: A CASE OF TRAVEL COMPARISON WEBSITES

Antonia Tsadioti, Esra Asif

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.917-922

DO VIRTUAL INFLUENCERS REALLY PERSUADE? A META-ANALYSIS OF THEIR EFFECTIVENESS

Eunjin (Anna) Kim, Hye Min Kim, Donggyu Kim, Joo-Wha Hong, Jiemin Looi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.609

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

THE POWER OF VISUAL DISPLAY: HOW PRODUCT UNIT PRESENTATION SHAPES PROMOTIONAL EFFECTIVENESS IN ONLINE ENVIRONMENTS

Sohyeon Park, Song Oh Yoon

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.97-99

SENSE OF AGENCY AND EFFECTIVENESS IN AI CHATBOT ADVERTISEMENTS: PERSONALIZATION, GRAMMATICAL SUBJECTS, AND CONSUMER PRIVACY CONCERNS

InHye Kim, Yung Kyun Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.18

THE ROLE OF CULTURE IN THE EFFECTIVENESS OF ENVIRONMENTAL APPEALS TO REDUCE UNSUSTAINABLE MEAT CONSUMPTION

Béatrice Parguel, Karine Charry, Gaëlle Pantin Sohier, Fanny Thomas

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.1044

AI-BASED SUSTAINABLE SERVICE: CONCEPTUALIZATION AND FUNCTIONAL EFFECTIVENESS

Sadrac Cenophat, Heejung Park

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.469-474

HUMAN VS. VIRTUAL INFLUENCERS: EXPLAINING THE EFFECTIVENESS OF DIFFERENT TYPES OF INFLUENCERS THROUGH THE LENS OF UNCANNY VALLEY AND PARASOCIAL RELATIONSHIP

Minjin Rheu, Eunsin Joo, Jing Yang

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.353-359

WHO CARES ABOUT SUSTAINABILITY ISSUES? EFFECTIVENESS OF FASHION SUSTAINABLE COMMUNICATION OF THE UNITED NATION'S #ACTNOW CAMPAIGN ON PUBLIC ENGAGEMENT

Ziyou Jiang, Jewon Lyu, Sumin Shin

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.272-277

HOW COUNTRY DISTANCE SHAPES THE EFFECTIVENESS OF B2B DIGITAL CONTENT MARKETING

Esa Hakulinen, Heli Hallikainen, Tommi Laukkanen

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.188-189

EFFECTIVENESS OF INFLUENCER MARKETING: FOCUSING ON A CONSUMER’S INDIVIDUAL FACTOR

Yudai Maruyama, Mai Kikumori

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.11

DO INSTAGRAM INFLUENCERS NEED TO BE PERFECT? THE CHANGING ROLE OF SOCIAL NORMS ON THE EFFECTIVENESS OF INFLUENCERS

Yoon-Na Cho, Mivena Panteqi, Charles Taylor

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.1192-1202

THE EFFECTIVENESS OF USER-GENERATED STORIES IN DIGITAL AGE, ROLE OF CONTENT CHARACTERISTICS AND INDIVIDUAL DIFFERENCES

Sahar Karimi

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) p.1030

HOW SHOULD I TALK TO YOU? EXAMINING THE EFFECTIVENESS OF COMMUNICATION STYLES OF CUSTOMER SERVICE CHATBOTS

Maximilian Geyr, Silke Bartsch

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.803-806

WHAT DRIVES MICRO-INFLUENCERS ADVERTISING EFFECTIVENESS ON LIVE STREAMING? THE PERSPECTIVE OF TRUST TRANSFER AND PARA-SOCIAL INTERACTION

Bo Lu, Guoxin Li, Yufeng He, Ruijin Zhang, Min Wang

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) p.249

INVESTIGATING INFLUENCERS’ POSTS ON INSTAGRAM: IMPACT OF INFLUENCER EXPERTISE, POST LIKE NUMBER AND CONTENT RICHNESS ON ADVERTISING EFFECTIVENESS

Yanni Ping, Lei Song

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.183-187

THE EFFECTS OF INFLUENCERS ON AD EFFECTIVENESS: MODERATING ROLE OF MESSAGE APPEAL AND BRAND AWARENESS

Haiyun Zhu, Yung Kyun Choi

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.135-137