KOREASCHOLAR

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

HOW UNCERTAIN REWARDS INFLUENCE CONSUMSERS’ REFERRAL BEHAVIOUR

Huixin Deng, Xiaoyue Wu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.525

DOES ANYONE ELSE JUST CONSTANTLY WANT NEW CLOTHING?: UNDERSTANDING AND ADDRESSING THE DESIRE FOR NEW CLOTHING

Letwin Tawira, Alex Ivanov

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.520-524

APPLYING A STIMULUS-ORGANISM-RESPONSE (S-O-R) MODEL TO EXPLAIN PEOPLE’S PRO-ENVIRONMENTAL BEHAVIORS

Mei-Fang Chen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.519

OVERCONFIDENCE OR RESILIENCE? INVESTIGATING THE DUAL ROLE OF SELF-ESTEEM IN CONSUMER DECISION-MAKING

Heejung Park, Matthew Lunde, Narang Park

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.514-518

SLOWING TIME, SHAPING THE FUTURE: THE EFFECT OF MINDFULNESS ON INTERTEMPORAL CHOICE

Amy Errmann

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.513

WHAT MAKES A LOGO PREMIUM? HOW BRAND LOGO KERNING AFFECTS PREMIUM BRAND EVALUATION

Yunxuan Sun, Youkai (Kyle) Xiao, Dickson Tok, Xing-Yu (Marcos) Chu, Yunhui Huang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.512

HOW LUXURY UPCYCLING ENHANCES BRAND ATTITUDE THROUGH THE CREATOR’S ESSENCE

Soonjong Kim, Yuri Seo, Saira Khan, Benjamin G. Voyer

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.511

UNDERSTANDING THE PRODUCTION OF BRAND AUTHENTICITY: THE ROLE OF WITNESSING THE AUTHENTICITY OF THE PRODUCTION PROCESS AND CULTURAL AWE

Qilou Zhou, Qiushi Gu, Seongseop Sam Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.510

EXPERIENTIAL VALUE PERSPECTIVE IN AGRITOURISM: EFFECTS ON CONSUMER SATISFACTION AND BEHAVIORAL INTENTIONS

Michelle Cabiladas, Dave Centeno

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.509

LENIENT BANKRUPTCY LAWS AND ENTREPRENEURIAL GROWTH ASPIRATIONS

Taewan Kim, Byungku Lee, Seung Hoon Jang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.508

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

UNDERSTANDING AI-POWERED INCONSISTENT RECOMMENDATION: INSIGHTS FROM fMRI STUDIES

Meiling Yin, Wenying Tan, Eun-Ju Lee

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.504-506

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

EXPLORING THE MOST EFFECTIVE CONSUMER: AI INTERACTION TYPES BASED ON CONSUMER DECISION CONTEXT

Sungwon Lee, Ji Hee Song

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.500

THE TICKING CLOCK: HOW TIME-OF-DAY AFFECTS THE HELPFULNESS OF REVIEW

Jonghwan Kim, Danbi Kim, Shijin Yoo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.499

EXPLORING ESG AUTHENTICITY AND CONSUMER MEANING-OUT PROPENSITY IN THE ERA OF SUSTAINABLE MARKETING: IMPACTS ON CONSUMER PSYCHOLOGY, BRAND AUTHENTICITY, AND LOYALTY

Hong Luo, Seong-Yeon Park

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.498

ETHICAL CONSUMPTION IN THE AGE OF AI: A COMPARATIVE ANALYSIS OF AI AND HUMAN AGENTS

Sunhwa Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.494-497

SELF-TRACKING AS A NUDGE: FOSTERING SUSTAINABLE CONSUMPTION THROUGH CONSUMER-BASED ACTIVITY TRACKING SYSTEMS

Anuj Jain, Sampa Anupurba Pahi, Debasis Pradhan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.493

UNVEILING CO-BRANDING SPILLOVER EFFECTS: A PRODUCT-LEVEL PERSPECTIVE

Charlie Li, Tsunwai Wesley Yuen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.492