KOREASCHOLAR

DECODING AI IN ADVERTISING RESEARCH: BIBLIOMETRIC AND TOPIC MODELING ANALYSIS

Heaseung Jeong, Yongjun Sung

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.212-216

CONSUMER EXPECTATIONS VS. EXPERT ASSESSMENTS: A TYPOLOGY OF MEDIA BRAND EXTENSION TYPES

Elina Koivisto, Juho-Petteri Huhtala, Antti Vassinen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.211

THE IMPACT OF AI ASSISTANT MEDIA TYPES ON USERS’ EMOTIONAL DISCLOSURE WILLINGNESS: DUAL MEDIATION EFFECTS AND THE MODERATING ROLE OF RESPONSE STYLE

Bingcan Li, Yi Huang, Rukun Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.206-210

“I DON’T WANT TO MISS OUT!” EXPLORING THE INTERACTIONS OF FEAR-OF-MISSING-OUT AND PARASOCIAL RELATIONSHIP WITH IDOLS ON TICKET SCALPING AND TICKET SCAM SUSCEPTIBILITY

Yi Xuan Ong

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.205

THE IMPACT OF FOMO ON CONSUMER WELL-BEING ON SOCIAL NETWORKING SITES: A STUDY OF IDOL FAN CONSUMPTION ACTIVITIES

Tianyu Wang, Yi Xuan Ong

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.204

HOW DOES REGULATORY FOCUS INFLUENCE CONSUMERS’ SHARING OF AI GENERATED PHOTOS?

Yi Xie, Xiyuan Zhang, Yanhong Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.203

ARTIFICATION AND SUSTAINABILITY IN GLOBAL LUXURY BRANDING: THE CASE OF BUCCELLATI

Amalia Nangeroni, Annamaria Esposito

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.189-202

HOW CONSUMER FEEL TO THE DISTINCTIVE CATEGOEIES OF THE LUXURY BRAND’S CO-BRANDING AND THEIR SPILLOVER EFFECTS

Jie Sun, Tsun Wai (Wesley) Yuan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.188

IMPACT OF CORPORATE ENVIRONMENTALISM ON BRAND EQUITY IN LUXURY BRANDING

Anwar Sadat Shimul, Isaac Cheah, Mahabubur Rahman, Mai Nguyen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.182-187

‘STAND BY YOU’: AI-DRIVEN HEALTHCARE MARKETING FOR ENHANCED PATIENT ENGAGEMENT

Akanksha Mishra, Neeraj Pandey

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.178-181

IMMERSIVE RETAIL: EXPLORING THE IMPACT OF VIRTUAL REALITY ON THE SHOPPING EXPERIENCE

Shan-Ying Shih, Chieh-Ju Lee, Tun-Min (Catherine) Jai

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.177

IMPACT OF INTERACTIVITY ON INFORMATION PROCESSING IN VIRTUAL REALITY EXPERIENCE

Hongxiao Yu, Haemon Oh

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.176

CREATING EVALUATION SYSTEM OF AI GENERATED DESIGN IN FASHION—BASED ON BRAND IMAGE BUILDING DEMAND

Hanhui Guo, Erin Cho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.173-175

EXPLORE HOW AI-GENERATED CULTURAL DESIGN ELEMENTS IMPACT CONSUMER BEHAVIOR IN DIFFERENT BRAND TYPES

Bingqing Yi, Erin Cho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.172

FACTORS INFLUENCING CUSTOMER ENGAGEMENT IN THE ERA OF ARTIFICIAL INTELLIGENT MARKETING

Marie C. Lee, Denise Breckon

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.171

DESIGN ETHNOGRAPHY FOR AUTHENTIC AND INFORMATIVE VR-ENABLED EXPERIENTIAL TOURISM

Haoran Zhang, Alex Ivanov

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.164-170

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

EXPLORING THE IMPACT OF CERTAIN AND UNCERTAIN DISCOUNTS ON CONSUMER PERCEPTION AND BEHAVIOR

Jeffery Xie, Kaiqiao Zhang, Sean Lee

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.162

ENHANCING MARKETING THROUGH THE INTEGRATION OF AGILE AND AI

Dorottya Sári, Tony C. Garrett

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.161

STAY FOR THE PUNCHLINE: EXAMINING AD SKIPPING BEHAVIOUR IN HUMOROUS VIDEO ADS

Joanna Lin, Billy Sung, Sean Lee

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.160