KOREASCHOLAR

WHAT DRIVE FANS TO WATCH SPORT LIVE STREAMING: THE CASE OF THE FIFA WORLD CUP QATAR 2022

Yeayoung Noh, Sangwoo Kim, Junsang Ahn, Kihan Kim

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.957

A COMPARATIVE STUDY ON ESPORTS CONTENT VIEWERSHIP IMPACT FACTORS: FOCUSING ON THE NUMBER OF LIVE STREAMING USERS AND HIGHLIGHT VIEWS OF LEAGUE OF LEGENDS LCS, LEC, AND LCK

Jongho Kim, Joungeun Park, Kihan Kim, Kyubin Park

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.952-953

HOW DO BROADCASTERS BEHAVE ON LIVE STREAMING PLATFORMS? A MACHINE LEARNING APPROACH

Honglong Wang, Guoxin Li, Xiaodong Xie, Shaohui Wu

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.837-838

A TOPIC MODEL OF SOCIAL INTERACTIONS IN LIVE-STREAMING COMMERCE

Honglong Wang, Guoxin Li, Xiaodong Xie, Shaohui Wu

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.836

THE INFLUENCE OF PERCEIVED STREAMER CHARACTERISTICS AND PRODUCT CHARACTERISTICS ON CONSUMER BEHAVIOR INERTIA IN THE CONTEXT OF LIVE STREAMING COMMERCE: THE MODERATING ROLE OF MINDFULNESS

Chunlin Yuan, Zeran Zhang, Shuman Wang, Hakil Moon, Kyunghoon Kim, Tiaojiao Wang

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.330

THE MECHANISM OF CO-PRESENCE AND SOCIAL PRESENCE ON CONSUMER PURCHASE INTENTION IN E-COMMERCE LIVE STREAMING

Xiaolei Yu, Bing Jiang, Kyung Hoon Kim

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.109

CONVERTING SHOPPERS’ IMPULSIVE BUYING TENDENCY IN LIVE STREAMING: INTEGRATING SIGNALLING THEORY WITH SOCIAL EXCHANGE THEORY

Xi Luo, Yangfan Cao

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.10

EFFECTS OF WORK TIME ON VIRTUAL GIFTS: A LARGE-SCALE EMPIRICAL STUDY OF SELF-EMPLOYED STREAMERS

Bo Lu, Guoxin Li

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.840

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