KOREASCHOLAR

A STUDY ON THE DUAL-PATH IMPACT MECHANISM OF RECOMMENDATION SYSTEMS ON PURCHASE INTENTION: THE MEDIATING ROLE OF PERSONALIZED PERCEPTION AND ACCURACY PERCEPTION

Feng Li, Sitong Liu, Huanzhang Wang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.688

ADDING LARGE LANGUAGE MODELS FOR BETTER PERSONALIZATION OF FASHION ONLINE RETAIL RECOMMENDATIONS

Roberio Santos, Eirini Bazaki, Vanissa Wanick, Evandro de Barros Costa, José Antão Beltrão Moura

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.683-687

RESEARCH ON THE INFLUENCING FACTORS AND MECHANISM OF USER STICKINESS IN THE METAVERSE

Xiaolei Yu, Jiangying Fu, Kyunghoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.682

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

CROSS-NATIONAL COMPARISON OF HOW CONSUMERS REACT TO VIRTUAL TRY-ON TECHNOLOGY: THE CASE OF US AND TAIWAN

Tunmin (Catherine) Jai, Yu Ju (Rubie) Kao, Shan-Ying Shih

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.680

MY HEART BEATS FOR GREEN OR DOES IT? THE MODERATING EFFECT OF STRESS ON SUSTAINABLE PURCHASES IN ONLINE FASHION STORES

Hoffren Jyri, Holopainen Jani

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.679

AI-CHATBOT PARADOXES AND CONSUMERS’ COPING STRATEGIES IN LUXURY FASHION

Eddie Ruofei Chen, Sharon Nunoo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.678

UNRAVELING THE INTERPLAY BETWEEN STRATEGIC AMBIDEXTERITY AND ENTREPRENEURIAL ORIENTATION IN RELOCATION DECISIONS

Nilay Bıçakcıoğlu Peynirci, Cagla Dayangan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.676-677

AN EMPIRICAL INVESTIGATION OF ELECTRONIC WORD-OF-MOUTH (eWOM) ON CROSS-BORDER ONLINE PLATFORMS

Mai Kikumori, Ryuta Ishii, Zsófia Tóth

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.675

THE ROLE OF VALUE CO-CREATION AND AI TRANSFORMATION IN COOPETITION AND B2B FIRM'S PERFORMANCE

Woo Young Choi, Jae Hun Kim, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.674

THE ABSENCE OF COMPROMISE: NAVIGATING THE DILEMMA BETWEEN INDULGENCE AND SELF-CONTROL

Youngwon Hahn

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.673

SITUATIONAL CRISIS MARKETING: TOWARDS AN INTEGRATION OF CRISIS TYPES AND CONTINGENCY THEORY

Lukasz Swiatek, Kevin Tan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.663-672

THE INFLUENCE OF CONSUMER EVALUATIONS ON THE SUCCESS OF ATHLETE ENDORSEMENT STRATEGY

Chia-Lin Lee, Chi-Shan Lin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.661-662

THE APPLICATION OF INNOVATION DIFFUSION THEORY AND EXPERIMENTAL MARKETING STRATEGY IN THE ADOPTION OF AI-GENERATED TECHNOLOGY

Tsui-Hsu (Tracy) Tsai, Michiko Miyamoto

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.656-660

BRIDGING STRATEGY EXECUTION: A GROWTH MAPPING FRAMEWORK FOR SME MARKETING AGILITY THROUGH BIG DATA ANALYTICS

William Walczak, Eric Li

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.655

FROM BIG DATA AND ARTIFICIAL INTELLIGENCE TO BUSINESS INTELLIGENCE AND ANALYTICS FOR ENHANCED KEY ACCOUNT MANAGEMENT: A DYNAMIC CAPABILITIES PERSPECTIVE IN AN EMERGING MARKET CONTEXT

Katerina Makri, Marios Theodosiou, Oluyomi Alarape, Christophe Rethore, Evangelia Katsikea

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.654

COUNT DATA MODELING OF PATENT ACTIVITY IN THE HIGH-TECH INDUSTRY IN THE PRESNECE OF A TECHNOLOGY GAP

Kyung-Ah Kim, Young-Ah Kim, Peter G. Moffatt

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.650-653

ASSESSING THE IMPACT OF MANAGERS’ RISK ORIENTATION ON PRODUCT INNOVATION WITH STATE-OF-THE-ART MEASURES OF PREDICTIVE PERFORMANCE

Kyung-Ah Kim, Peter G. Moffatt, Young-Ah Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.647-649

THE ROLE OF PSYCHOLOGICAL EMPOWERMENT IN BOOSTING JUNIOR LECTURERS’ INTENTIONS TO COMMERCIALIZE TECHNOLOGY

Van Lee, Norhadilah Abdul Hamid, Ai Chin Thoo, Ying Tuan Lo, Wang Yi Tong

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.646

USING CHATBOT IN CUSTOMER SERVICES CONTEXT – A SYSTEMATIC REVIEW

Wut Tai Ming

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.645