KOREASCHOLAR

DECODING USER ENGAGEMENT AND TRUST DYNAMICS ON SHORT VIDEO PLATFORMS: A COMPREHENSIVE TYPOLOGY ROOTED IN THEORY AND EVIDENCE

Peng Wang, George Balabanis

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.527

THE IMPACT OF CONTENT SOURCE IN SHORT-VIDEO MARKETING: AI DISCLOSURE AND CONSUMER TOLERANCE EFFECTS

Jialin (Snow) Wu, Chen Zheng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.472-477

IMPACT OF PERCEIVED ALGORITHMIC EXPLAINABILITY, CONTROL, AND LITERACY ON USER EVALUATIONS IN SHORT-FORM VIDEO PLATFORMS

Jang Ho Moon, Jungyong Ahn, Youngju Jung, Yongjun Sung

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.101-105

THE “BACKFIRE” EFFECTS OF LUXURY ADVERTISING ON MOBILE SHORT-FORM VIDEO APPS: THE MODERATING ROLE OF SELF-DEPRECATING ONLINE REVIEWS

Ruping Liu, Hao Zhang, Xiaojing Wang, Gongming Duan

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.54