KOREASCHOLAR

THE POWER OF VISUAL DISPLAY: HOW PRODUCT UNIT PRESENTATION SHAPES PROMOTIONAL EFFECTIVENESS IN ONLINE ENVIRONMENTS

Sohyeon Park, Song Oh Yoon

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.97-99

SENSE OF AGENCY AND EFFECTIVENESS IN AI CHATBOT ADVERTISEMENTS: PERSONALIZATION, GRAMMATICAL SUBJECTS, AND CONSUMER PRIVACY CONCERNS

InHye Kim, Yung Kyun Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.18

THE ROLE OF CULTURE IN THE EFFECTIVENESS OF ENVIRONMENTAL APPEALS TO REDUCE UNSUSTAINABLE MEAT CONSUMPTION

Béatrice Parguel, Karine Charry, Gaëlle Pantin Sohier, Fanny Thomas

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.1044

AI-BASED SUSTAINABLE SERVICE: CONCEPTUALIZATION AND FUNCTIONAL EFFECTIVENESS

Sadrac Cenophat, Heejung Park

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.469-474

HUMAN VS. VIRTUAL INFLUENCERS: EXPLAINING THE EFFECTIVENESS OF DIFFERENT TYPES OF INFLUENCERS THROUGH THE LENS OF UNCANNY VALLEY AND PARASOCIAL RELATIONSHIP

Minjin Rheu, Eunsin Joo, Jing Yang

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.353-359

WHO CARES ABOUT SUSTAINABILITY ISSUES? EFFECTIVENESS OF FASHION SUSTAINABLE COMMUNICATION OF THE UNITED NATION'S #ACTNOW CAMPAIGN ON PUBLIC ENGAGEMENT

Ziyou Jiang, Jewon Lyu, Sumin Shin

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.272-277

HOW COUNTRY DISTANCE SHAPES THE EFFECTIVENESS OF B2B DIGITAL CONTENT MARKETING

Esa Hakulinen, Heli Hallikainen, Tommi Laukkanen

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.188-189

EFFECTIVENESS OF INFLUENCER MARKETING: FOCUSING ON A CONSUMER’S INDIVIDUAL FACTOR

Yudai Maruyama, Mai Kikumori

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.11

DO INSTAGRAM INFLUENCERS NEED TO BE PERFECT? THE CHANGING ROLE OF SOCIAL NORMS ON THE EFFECTIVENESS OF INFLUENCERS

Yoon-Na Cho, Mivena Panteqi, Charles Taylor

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.1192-1202

THE EFFECTIVENESS OF USER-GENERATED STORIES IN DIGITAL AGE, ROLE OF CONTENT CHARACTERISTICS AND INDIVIDUAL DIFFERENCES

Sahar Karimi

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) p.1030

HOW SHOULD I TALK TO YOU? EXAMINING THE EFFECTIVENESS OF COMMUNICATION STYLES OF CUSTOMER SERVICE CHATBOTS

Maximilian Geyr, Silke Bartsch

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.803-806

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

INVESTIGATING INFLUENCERS’ POSTS ON INSTAGRAM: IMPACT OF INFLUENCER EXPERTISE, POST LIKE NUMBER AND CONTENT RICHNESS ON ADVERTISING EFFECTIVENESS

Yanni Ping, Lei Song

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.183-187

THE EFFECTS OF INFLUENCERS ON AD EFFECTIVENESS: MODERATING ROLE OF MESSAGE APPEAL AND BRAND AWARENESS

Haiyun Zhu, Yung Kyun Choi

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.135-137

HOW TO USE AROUSAL STIMULI TO ENHANCE EFFECTIVENESS OF DIFFERENT PRE-ROLL ADVERTISING FORMATS

Daniel Belanche, Carlos Flavián, Alfredo Pérez-Rueda

Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) pp.1166-1167

CREDIBILITY OF ANTI-SMOKING MESSAGES ON THE EFFECTIVENESS OF HEALTH WARNING MESSAGES: THE MEDIATING ROLES OF PERCEIVED HEALTH AND SOCIAL RISKS

Murat Aktan, Paul Chao

Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) pp.961-966

CONGRUITY AND PROCESSING FLUENCY: AN ANALYSIS ON THE EFFECTIVENESS OF EMBEDDED ONLINE VIDEO ADVERTISING

Zhiying Jiang, Chong Guan, Meilin.Zhang, Ivo. L. de Haaij

Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) pp.737-742

THE COMMUNICATION STYLE MATTERS: IMPROVING SALES EFFECTIVENESS BY USING SOCIOMETRIC SENSORS

Sandra Pauser, Udo Wagner

Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) p.715

NEUROMARKETING AND THE EFFECTIVENESS OF PUBLIC HEALTH ADVERTISING

Joanne M Harris, Joseph Ciorciari, John Gountas

Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) pp.565-566

THE EFFECTIVENESS OF GLOBAL BRANDS SOCIAL MEDIA COMMUNICATION IN CHINA: EVIDENCE FROM WEIBO

Ke Chen, Yi Xie, Luping Zhu, Zhuzhu Xu

Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) pp.417-421