KOREASCHOLAR

CUSTOMERS' PERCEPTIONS OF AIR TRAVEL: INVESTIGATING CONVERGENCE VIA AN IPA APPROACH

Ana Brochado, Michael Troilo, Álvaro Rosa

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.453-454

THE ROLE OF AI PERSONALISATION IN IMPROVING SERVICE RECOVERY AND CUSTOMER LOYALTY

Mengying Zhang, Hongbo Liu, Iis Tussyadiah

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.452

TO SACRIFICE OR NOT? PERCEIVED VALUE OF SACRIFICE GREEN INITIATIVES AND CONSUMER VALUES ON LUXURY HOTEL GUESTS’ PERCEPTIONS AND PREFERENCES

Jeffery Xie, Sean Lee, Fabio Costa, Steve Dix

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.451

AI TRANSFORMATION AND AI ADOPTION IN B2B ENVIRONMENT

Dong hwan Park, Kyung Hoon Kim, Qi Jiang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.448-450

INTER-ORGANISATIONAL NETWORKS AND BOUNDARY OBJECTS: AN INVESTIGATION ON THE ITALIAN CAPITAL OF CULTURE

Ilenia Bregoli, Georgiana Els, Michelle Bonera, Giacomo Del Chiappa

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.447

THE ROLE OF INCUBATORS AND ACCELERATORS IN DRIVING THE INTERNATIONALIZATION OF B2B STARTUPS

Chiara Cantù, Lala Hu, Mirko Olivieri

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.445-446

CROSS-BUYING EFFECTS OF OMNICHANNEL LUXURY BRANDS ADVERTISING MESSAGE : A SELF-DETERMINATION THEORY OF PERCEIVED AGILITY

Sang-Chul Son, Joonheu Bae, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.444

METAVERSE AVATARS VS. REAL MODELS: SHAPING BRAND ATTITUDES

Sung Hun Bae, Erin Cho, Juran Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.443

WHEN SILENCE SPEAKS: THE ROLE OF GREENHUSHING IN FASHION BRAND PERCEPTIONS

Dongjae (Jay) Lim, Jeongah Shin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.442

A DEEP UNDERSTANDING OF LUXURY FASHION BRANDS’ COLLABORATION PARTNER SELECTION STRATEGY: A DEEP LEARNING APPROACH

Hyunsang Son, Young Eun Park

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.441

IS AI YOUR COLLABORATOR OR COMPETITOR? HOW PERCEIVED AI ROLE SHAPES CONSUMER RESPONSE TO AI-GENERATED ADVERTISING

Tae Hyun Baek, Jooyoung Park, Hwahyeon Ahn

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.440

THE IMPACT OF DIVERSITY IN SOCIAL MEDIA

Daniela Langaro, Catarina Marques, Mariana Vicente Cintra

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.439

DIVERGENT OR RELEVANT? HOW CREATIVE ADVERTISING INFLUENCES THE PERSUASIVE EFFECT OF AI-GENERATED ADS

Qi Yao, Han Zhang, Wenkai Zhou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.438

ENGAGING CONSUMERS IN THE DIGITAL AGE: THE ROLE OF ADVERTISING INTERACTION TYPES IN SOCIAL MEDIA MARKETING EFFECTIVENESS

Fengjie Zhang, Jing Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.437

DIGITALIZATION AND AI IN ADVERTISING: INSIGHTS FROM HONG KONG AND ISTANBUL

Julie Bilby, Gül Şener, Eda Öztürk, Kara Chan, Şafak Şahin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.436

VIP MICRO-INFLUENCERS: CREATOR ECONOMY IN LUXURY BUSINESS

Jaeseok Lee, Colin Campbell, Eunju Ko

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.435

THE UNCANNY VALLEY EFFECT IN ANTHROPOMORPHIC AI ROBOT DESIGN: THE IMPACT OF MULTISENSORY INTERACTION AND USAGE SCENARIOS

Yunhao Yang, Jing Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.434

THE GAMIFIED SURVEY TAKING PROCESS FRAMEWORK: MOTIVATIONAL MATCHING HEXAD USERS WITH GAMIFICATION MECHANIC TYPE

Remco ‘t Hoen, Karen V. Fernandez, Catherine Frethey-Bentham

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.428-433

EXPLORING THE IMPACT OF AUTONOMY AND PERCEIVED RISKS ON CONSUMER ACCEPTANCE OF AI-POWERED PRODUCTS

Hyeyeon Yuk, Minji Kim, Jun Hwa Cheah, Tony Garrett

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.423-427

THE DOWNSIDE OF HUMOR IN SOCIAL MEDIA COMPLAINT HANDLING

Andreawan Honora, Arnold Japutra, Kai-Yu Wang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.422