KOREASCHOLAR

TO DISCLOSE OR NOT: EXPLORING MARKETERS’ STRATEGIES FOR MARKETING CONTENT IN THE AGE OF GENERATIVE ARTIFICIAL INTELLIGENCE

Jani Holopainen, Dongdong Yao, Abdullah Al Mamun, Tommi Laukkanen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.916

A THEORY UNIFICATION AMONG DIFFUSION OF INNOVATION THEORY, TECHNOLOGY ACCEPTANCE MODEL, AND TECHNOLOGY READINESS INDEX IN GENERATIVE ARTIFICIAL INTELLIGENCE ADOPTION

Wooyang Kim, Qinglin Li, C. Anthony Di Benedetto, Donald A. Hantula

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.714

EXPLORING GENERATIVE ARTIFICIAL INTELLIGENCE IN SERVICE INDUSTRIES: ADOPTION AND CUSTOMER ACCEPTANCE

Jennifer Yee-Shan Chang, Jun-Hwa Cheah

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.710-711

GENERATIVE ARTIFICIAL INTELLIGENCE AS A CATALYST FOR REVITALIZING HOSPITALITY SPIRIT: SUSTAINING THE CORE OF HUMAN-CENTRIC SERVICE

Hsuan Hsu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.360

DOES GENERATIVE ARTIFICIAL INTELLIGENCE PROVIDE FAIR RECOMMENDATION? AN ETHNICITY PERSPECTIVE

Jennifer Yeeshan Chang, Whitney Estanita Vernes, Weizheng Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.238-240

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

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

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