KOREASCHOLAR

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

CONGRUENCE IN THE DIGITAL WORLD: INVESTIGATING VIRTUAL INFLUENCER-BRAND-CUSTOMER DYNAMICS IN LUXURY ENDORSEMENTS

Xi Luo, Yangfan Cao, Jun-Hwa Cheah, Jennifer Yee-Shan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1010

THE PERSUASIVE POWER OF FINANCIAL INFLUENCER: UNPACKING MOTIVATION ATTRIBUTION, PARASOCIAL RELATIONSHIPS, AND SELF-EFFICACY IN FINANCIAL DECISION-MAKING

Yi Xuan Ong, Ivy Siaw Hung Hii

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.851

BALANCING LUXURY AND SUSTAINABILITY: THE ROLE OF AI INFLUENCER MESSAGING AND TRADE-OFF DISCOMFORT IN SHAPING ATTITUDE TOWARD BRAND

Qi Jiang, Joonheui Bae, Sang Chul Son, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.603-606

THE POWER OF TWO: HOW SOCIAL PRESENCE, PERCEIVED CLOSENESS, AND GENDER CONGRUENCE SHAPE VIRTUAL INFLUENCER COLLABORATIONS

Fanjue Liu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.541

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

COMMERCIALIZATION OF INFLUENCER CONTENT ON SOCIAL MEDIA: THE ROLES OF PARASOCIAL RELATIONSHIPS AND SPONSORSHIP DISCLOSURES

Kian Yeik Koay, Weng Marc Lim, Chee Wei Cheah

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.382

RELATIONSHIPS AMONG AI INFLUENCER'S CHARACTERISTICS, PARASOCIAL RELATIONSHIP, PERCEIVED CREDIBILITY, AND TRAVEL INTENTION

Gyeonghyun Jo, Jaehun Kim, Qi Jiang, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.379

FROM PIXELS TO PERSUASION: ASSESSING AUTHENTICITY AND CREDIBILITY AS MECHANISMS OF VIRTUAL INFLUENCER MARKETING

Jiemin Looi, Eunjin (Anna) Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.319

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

UNVEILING TRAVEL INFLUENCER EFFECTS THROUGH SOCIAL COMPARISON: EXAMINING WISHFUL TRAVELING AND COMPULSIVE TRAVEL VIDEO BROWSING

Chien-Wen Chen, Mingchang Chih, Duong Thuy Trang Nguyen, Hoang-Thanh Duong

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.48

REVISITING THE SUPERIORITY OF HUMAN INFLUENCERS OVER VIRTUAL INFLUENCERS: THE ROLE OF PRODUCT FRAMING AND INFLUENCER AGENCY ON CONSUMER TRUST

Billy Sung, Athena Wei Chee Chong, Joanna Lin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.14

NEW PRODUCT INTRODUCTION VIA SOCIAL MEDIA INFLUENCER

Zhenhao Li, Liping Liang

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.886

THE EFFECT OF INFLUENCER AUTHENTICITY AND PARASOCIAL RELATIONSHIP ON PURCHASE INTENTION IN SOCIAL NETWORKING

Min-Sook Park, Yong Ju, Kyung Hoon Kim

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.599

AN INVESTIGATION OF INFLUENCER-AUDIENCE AND AUDIENCE-AUDIENCE INTERACTION MECHANISM IN LIVESTREAM E-COMMERCE

Ruyu Yun, Jie Meng

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.488

THE ROLE OF INFLUENCER-BRAND-URS IMAGE CONGRUENCES ON INSTAGRAM ADVERTISING: CELEBRITY VS. NON-CELEBRITY INFLUENCERS COMPARISON

Jinhee Han, Jewon Lyu

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.393-398

IS THE PRODUCT GIFTED? THE IMPACT OF NON-MONETARY SPONSORSHIP IN INFLUENCER MARKETING

Ruoding Wang, Eunsoo Kim, Xinlong Li

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.366

OF SIRI-OUS CONCERN: A PRECAUTIONARY ETHICAL FRAMEWORK FOR USE OF AI IN INFLUENCER MARKETING

Rhonwyn K. Vaudrey, Eunkyung Lee

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.349-352

INFLUENCE OF ATTRACTIVENESS, EXPERTISE, NOVELTY, AND ETHIC OF INFLUENCER’S PERFORMANCE ON CUSTOMER VALUE CO-CREATION BEHAVIOR AND PURCHASE INTENTION

Alina Kim, Jaehun Kim, Jong-Kuk Shin

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.325-329

SOCIAL MEDIA INFLUENCER ENTREPRENEURS

Jiseon Han, Georg Balanbanis

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.293-294