KOREASCHOLAR

THE IMPACT OF CERTIFICATION ON CONSUMER TRUST IN THE FIRE SAFETY SERVICE: A SIGNALING THEORY APPROACH

Heeseok Woo, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1315

THE ROLE OF AI AUTHENTICATION IN ENHANCING CONSUMER TRUST AND PURCHASE INTENTION IN SECONDHAND LUXURY LIVE-STREAMING COMMERCE

Xiangjun Ma, Rosy Boardman, Yao Yao, Courtney Chrimes

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1097

THE IMPACT OF DIGITAL PRODUCT PASSPORT EXPERIENCE ON BRAND LOYALTY: THE MEDIATING ROLE OF BRAND TRUST IN LUXURY FASHION

Sohee Ahn, Eunju Ko

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1060

ALGORITHMIC BIAS PERSONALIZATION IN AI RECOMMENDATIONS: HOW CUSTOMIZABLE FAIRNESS SHAPES CONSUMER TRUST AND BEHAVIOR

Xiang Wang, Joonheui Bae, Sunghun Bae, Kunlun Xue

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1059

CAN BRAND ACTIVISM HELP? THE EFFECTS OF FIT AND CONSUMER TRAIT IN REBUILDING BRAND TRUST

Cen Wang, Changyue Song

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1041

TRUST OR TRICKERY? THE ROLE OF AI AND HUMAN INFLUENCERS IN GREENWASHING PERCEPTIONS

Marta Massi, Andrea Vocino, Andrea Rurale

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.610

TRUST THROUGH TRANSPARENCY: HOW AI DISCLOSURE LEVELS SHAPE CONSUMER ADOPTION IN HEALTHCARE

Xiaoan Li, Jing Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.588

WINNING CUSTOMER TRUST: A MODEL TO UNLOCK DATA SHARING FOR ENHANCED EXPERIENCES

Martha Rivera-Pesquera, José Antonio Lanzguerrero

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.580-584

THE EFFECT OF COMPLIANCE WITH AI TRUSTWORTHINESS STANDARDS ON PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER BRAND TRUST

Hyoungkoo Ha, Erin Cho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.579

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

MICRO VS. MACRO INFLUENCERS: APPLYING TDA TO ANALYZE TRUST NETWORKS AND CONSUMER RESPONSES

Sunnyoung Lee, Jaewook Bae

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.501-503

TRUST CODES: FORMAL MECHANISMS AND PURCHASE INTENTIONS IN ONLINE SHOPPING FOR ORGANIC FOODS IN CHINA

Hong Yi Li, Ai Chin Thoo, Hon Tat Huam, Ying Tuan Lo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.483

TRANSPARENT TECHNOLOGY: EVALUATING THE IMPACT OF AI-GENERATED AD DISCLOSURE ON CONSUMER TRUST, AUTHENTICITY, AND PURCHASE INTENTION

Yao Yao

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.289

THE RELATION BETWEEN LIVESTREAMERS, FLOW, AND TRUST: A CROSS-NATIONAL STUDY TO UNDERSTAND IMPULSE BUYING

Susana Santos, Sandra Miranda, Helena Martins Gonçalves

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.228

IN WEB3 WE TRUST: REDEFINING CUSTOMER LOYALTY AND DRIVING GROWTH IN TOURISM BOOKING PLATFORMS

Yifan Fan, Boyu Lin, Yufei Lin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.163

THE ROLE OF REVIEW BODIES IN AI CONTESTATION IN FOSTERING CUSTOMER TRUST

Ivan Ho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.156

REVISITING THE SUPERIORITY OF HUMAN INFLUENCERS OVER VIRTUAL INFLUENCERS: THE ROLE OF PRODUCT FRAMING AND INFLUENCER AGENCY ON CONSUMER TRUST

Billy Sung, Athena Wei Chee Chong, Joanna Lin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.14

EXPLORING PATIENTS’ TRUST DURING COVID-19 PANDEMIC

Sabina De Rosis, Laura Grazzini, Francesca Pennucci, Raffaele Donvito, Milena Vainieri, Gaetano Aiello

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.1060-1061

EFFECTS OF RESIDENTIAL MOBILITY ON TRUST IN THE DIGITAL CONSUMPTION CONTEXTS

Jeonghwa Seo, Sujeong Hong, Hakkyun Kim, Sangdo Oh

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.1055-1056

ADAPTIVE SELLING IN TIMES OF UNCERTAINTY: A CASE STUDY ON INSURANCE AND UNIT TRUST INDUSTRY

Henry Chee Wei Cheah, Soo Yeong Ewe, Helen Hui Ping Ho

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.800-801