KOREASCHOLAR

THE POWER OF SOCIAL MEDIA: THE INFLUENCE OF GENDER, INCOME AND EDUCATION IN DRIVING LUXURY PURCHASES

Ghina Molaeb, Elisabeth Paulet, Hareesh Mavoori

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1011

FROM HYPE TO BACKLASH: A THEORETICAL FRAMEWORK FOR DE-INFLUENCING AND STRATEGIC ADAPTATION IN SOCIAL MEDIA MARKETING

Ankita Misra

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.853

HOW DO COMPANIES RESPOND TO ADVERTISING FAILURES OF SOCIAL MEDIA INFLUENCERS? FOCUSING ON THE SUSTAINABLE CONTRIBUTION OF SOCIAL MEDIA INFLUENCERS

Xiuyan Yan, Changju Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.787

SOCIAL MEDIA AS A CSR CANVAS: A STUDY OF FASHION BRANDS’ SUSTAINABILITY COMMUNICATION

Lynnanne Chao, Ting Chi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.786

THE VALUE OF ABSENCE: LUXURY BRANDS' CHALLENGES OF MAINTAINING BRAND ESSENCE AND EXCLUSIVITY ON SOCIAL MEDIA PLATFORMS

Dong Yang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.681

GETTING IN (VISUAL) TOUCH WITH CONSUMERS: EFFECTS OF VISUAL TEXTURE ON VISUAL PERCEPTION AND SOCIAL MEDIA ENGAGEMENT

Olesia Nikulina, Dhruv Grewal

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.528

UNRAVELLING THE INTERACTION BETWEEN CONTENT TYPE AND REPOST SOURCE IN SOCIAL MEDIA ENGAGEMENT

Ava Huijuan Yu, Trevor Kang Ean Chua, Amy Pei-Yu Chien

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.526

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

CONVINCE ME ON SOCIAL MEDIA: THE IMPACT OF VISUAL INFORMATION ENTROPY ON CONSUMER RESPONSES

Jiayuan Li, Kirsten Cowan, Euejung Hwang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.490

IMPACT OF SOCIAL MEDIA USAGE ON MICRO AND SMALL BUSINESSES IN THE UNITED KINGDOM

Dayananda Palihawadana

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.484

THE IMPACT OF DIVERSITY IN SOCIAL MEDIA

Daniela Langaro, Catarina Marques, Mariana Vicente Cintra

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.439

ENGAGING CONSUMERS IN THE DIGITAL AGE: THE ROLE OF ADVERTISING INTERACTION TYPES IN SOCIAL MEDIA MARKETING EFFECTIVENESS

Fengjie Zhang, Jing Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.437

THE DOWNSIDE OF HUMOR IN SOCIAL MEDIA COMPLAINT HANDLING

Andreawan Honora, Arnold Japutra, Kai-Yu Wang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.422

LUXURY, IDENTITY, AND DIGITAL INFLUENCE: THE INTERPLAY OF CULTURAL CAPITAL AND SELF-CONCEPT ON SOCIAL MEDIA

Yingyu Li, Shinya Nagasawa

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.415-419

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

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

THE IMPACT OF RACIAL REPRESENTATION ON SOCIAL MEDIA: AUDIENCES REACTIONS TO DIVERSITY

Daniela Langaro, Catarina Marques, Mariana Vicente Cintra

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.227

SCROLLING MINDS: INVESTIGATING THE MENTAL HEALTH EFFECTS OF SOCIAL MEDIA ON YOUNG ADULTS

Viktoriia Vozharenko, Ada Leung

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.121-126

IMAGE FLUENCY IN LUXURY BRANDS ON SOCIAL MEDIA

Selina Yuqing Xie, Joanne Yu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.7-12

THE DARK VS. THE BRIGHT SIDE OF STUDENTS’ SOCIAL MEDIA ENGAGEMENT

Julia Eschenbacher, Christine Falkenreck, Ralf Wagner

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.1065