KOREASCHOLAR

MEASURING MARKETING STRATGY IN A NEW MARKET: EMPIRICAL STURY IN JAPANESE SVOD MARKET

Daiki Nagano, Michiko Miyamoto

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1228-1241

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

MAPPING THE EVOLUTION OF OLFACTORY MARKETING: A BIBLIOMETRIC ANALYSIS OF SCENT RESEARCH IN CONSUMER BEHAVIOR

Fangzhou Li, Katsutoshi Yada

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1146-1166

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

EFFECTS OF VIRTUAL HUMAN ON TOURISM MARKETING IN DIGITAL TOURISM CONTEXT

Huimin Xu, Juran Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1101

MARKETING TRANSFORMATION FOR SUSTAINABILITY: LINKING GREEN CONSUMPTION TO CONSUMER WELL-BEING

Heejung Park, Narang Park, Matthew Lunde

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1079

HOW TO INCREASE STUDENTS' ENGAGEMENT IN THE DEVELOPMENT OF CREATIVE MARKETING COMMUNICATION MESSAGES

Joonheui Bae

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1073

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

HOW EMBEDDED CUES OF SUPPLY-BASED SCARCITY, SELF-CONGRUITY, AND PSYCHOLOGICAL OWNERSHIP INFLUENCE CUSTOMER ENGAGEMENT IN MARKETING COMMUNICATIONS?

Rawan Hamdan, Husni Kharouf, Yan Sun

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1055

DESIGNING AND IMPLEMENTING A LIVE DIGITAL CAMPAIGN PLANNING CAPSTONE: A FRAMEWORK FOR EXPERIENTIAL LEARNING IN MARKETING EDUCATION

Sajith Narayanan, Rohit Tiwari

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1052

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

RELATIONSHIP AMONG ESG MARKETING ACTIVITIES, STRATEGIC MARKETING ORIENTATIONS AND ESG CUSTOMER EQUITY

Jinsoo Kim, Kyoung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1034

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

HOW INDUSTRY 5.0 SHAPES MYOPIC MARKETING MANAGEMENT: THE ROLE OF CEO DECISIONS

Sichen Meng, Frank Mathmann, Di Wang, Claire Mason

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1003-1007

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

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

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

IMPLEMENTING EVENT MARKETING FOR FASHION BRAND COMMUNICATION: A THEORETICAL DISCUSSION

Qingxin Peng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.899-905

RECIPROCAL MARKETING COMMUNICATION AND ADAPTIVE GOVERNANCE

Sarafidis Sokratis, Mavragani Eleni, Vlachos Vasileios

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.894-898