KOREASCHOLAR

THE CONSUMER PERCEPTION OF DARK PATTERNS ON ONLINE TRAVEL PLATFORMS

Jungwon Nam, Su Jin Yang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.838

CONSUMERS’ PRIVACY PROTECTION BEHAVIORS IN SMART DEVICES ADOPTION: A PERSON-CENTERED INVESTIGATION

Hua Ariel Li, Monica Grosso, Kumar Ranjan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.837

THE NEGATIVE IMPACT OF PERCEIVED RISK ON NEOBANKS’ ADOPTION

Magdalini Soureli, Ioannis Chaniotakis, Maria Salamoura

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.835-836

THE ROLE OF PERCEIVED CONTROL IN SERVICE RECOVERY

Dominik Julian Padberg

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.829-834

ANTECEDENTS, DECISIONS, AND OUTCOMES OF CORPORATE SOCIAL IRRESPONSIBILITY IN SPORTS MEGA-EVENTS: A SYSTEMATIC LITERATURE REVIEW AND AVENUES FOR FUTURE RESEARCH

Reynald Brion, Renan Petersen Wagner, Mariana Bassi Suter

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.828

MEASURING AUTHENTICITY IN CSR COMMUNICATION: DEVELOPMENT AND VALIDATION OF A SCALE

Maria Knöpfle, Manfred Schwaiger

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.822-827

ENHANCING CONSUMER ACCEPTANCE IN PERSONALIZED PRICING: THE ROLE OF E-COUPONS AS PRICE FRAMING MECHANISM

Jonas Müller-Faßbender

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.816-821

(RE-)DEFINING BOARD DIVERSITY

Wanda Siegner

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.811-815

EXPLORING STAKEHOLDER EXPECTATIONS AND MOTIVATIONS: DESIGNING EFFECTIVE CHALLENGE-BASED LEARNING PROGRAMS IN INTERDISCIPLINARY CONTINUING EDUCATION

Sophia Niedermaier

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.806-810

WHY CURIOSITY SOLUTIONS MATTER: MODERATING THE IMPACT OF CURIOSITY ON BRAND ATTITUDE AND ENGAGEMENT

Yi-Ting(Tami) Chu, Kuan-Ju Chen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.805

BEYOND THE HUMAN TOUCH: CONSUMER RESPONSES TO VIRTUAL INFLUENCERS ENDORSING GREEN FASHION AND MULTIPLE BRANDS

Eun Yeon Kang, Rachel Esther Lim, Yoon Hi Sung, Dongwon Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.804

CHATBOTS AS A BRANDED TOUCHPOINT

Daniela Langaro, Catarina Marques, Jazia Gharbi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.803

TOO AUTHENTIC TO TOLERATE? THE IMPACT OF PERCEIVED AUTHENTICITY IN AI CHATBOT DESIGN ON CONSUMER BEHAVIOR UNDER SERVICE FAILURE

Chia-Wei Sun, Kuan-Ju Chen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.802

SOCIAL AI: HEDONIC AND UTILITARIAN PERCEIVED USES AND THREATS OF ANTHROPOMORPHIZED ARTIFICIAL INTELLIGENCE SOCIAL ENTITIES

Dave Centeno

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.801

HARNESSING AI-ENABLED STRATEGIC MARKETING TO ENHANCE PURCHASE INTENTION

Yating Tian

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.800

EMPIRICAL RESEARCH ON B-CORP CERTIFICATION IN THE ITALIAN FASHION INDUSTRY: IMPACT ON MARKETING AND MADE IN ITALY

Eleonora Acciai, Mario Risso

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.790-799

COMPLEXITY IN ONLINE SALES PROMOTION AND CONSUMER INTENTIONS TO PARTICIPATE: AN EMPIRICAL STUDY IN THE JAPANESE MARKET

Honkit Lau

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.789

TWO STUDIES ON HEALTH MISINFORMATION: HOW CAN WE BETTER COMMUNICATE WITH THE PUBLIC IN FIGHTING THE WAR OF HEALTH MISINFORMATION?

Kevin K.W. Ho, Ka Ho Trevor Ho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.788

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