KOREASCHOLAR

HOW EMBEDDED CUES OF SUPPLY-BASED SCARCITY, SELF-CONGRUITY, AND PSYCHOLOGICAL OWNERSHIP INFLUENCE CUSTOMER ENGAGEMENT IN MARKETING COMMUNICATIONS?

Rawan Hamdan, Husni Kharouf, Yan Sun

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1055

EXPLORING BRAND IMAGE ROBOTS IN SHAPING RETAIL BRAND EQUITY: A CROSS-CULTURAL PERSPECTIVE

Junyue Mao, Eunju Ko, Minjung Cho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1054

CONSUMER -VI INTERACTION EFFECT ON SOURCE CREDIBILITY AND PURCHASE INTENTION

Yang-Im Lee, Peter Trim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1053

DESIGNING AND IMPLEMENTING A LIVE DIGITAL CAMPAIGN PLANNING CAPSTONE: A FRAMEWORK FOR EXPERIENTIAL LEARNING IN MARKETING EDUCATION

Sajith Narayanan, Rohit Tiwari

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1052

FROM ISOLATION TO INTERACTION: THE ROLE OF SOCIAL CAPITAL IN AI CHATBOT USAGE AND LONELINESS ALLEVIATION

Sunnyoung Lee, Yerim Choi, Eunjeong Yang, Chul Lee, Hahyun An, Yung Kyun Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1050-1051

THE PSYCHOLOGY OF DATA DISCLOSURE IN IMMERSIVE PLATFORMS: RISKS, REWARDS, AND USER PERCEPTIONS

Denise Pape, Waldemar Toporowski

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1049

MEDALING ON SOCIAL: A CROSS-CULTURAL ANALYSIS OF OLYMPIC ATHLETE BRANDING AND ENGAGEMENT

Cen Wang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1048

BRAND REDEMPTION: HOW LIBERALS AND CONSERVATIVES DIFFER IN MORAL LICENSING

Divya Tewari, Yuri Seo, Eugene Chan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1047

HUMAN PSYCHOLOGY AS A DRIVER OF TOURISM DEVELOPMENT: THE EFFECT OF REGIONAL PERSONALITY TRAITS

Yuan William Li, Lisa C Wan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1046

HUMAN-AI INTERACTIONS IN ORGANIZATIONAL BUYING: UNPACKING BIAS AND HEURISTICS

Joel Lo Ribeiro, Kirk Plangger, Matteo Montecchi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1045

THE IMPACT OF LARGE LANGUAGE MODELS ON SERVICE CUSTOMIZATION: AN EMPIRICAL ANALYSIS OF TRIPADVISOR MANAGEMENT RESPONSES

Qiyuan Wang, Phyllis Wang, David Peng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1044

INFORMATION SEARCH AUTONOMY: VIRTUAL REALITY'S IMPACT ON BIDDING BEHAVIOR IN PROPERTY AUCTIONS

Shenyang Jiang, Wenchang Zhang, Che-Wei Liu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1043

HOW DO CORPORATE SOCIOPOLITICAL ACTIVISM ORIENTED MARKET EXITS AFFECT FIRM PERFORMANCE? EVIDENCE FROM CORPORATE EXODUS FROM RUSSIA AMIDST THE 2022 RUSSO-UKRAINIAN WAR

Di Fan, Wenjun Shu, Xiao Zhang, Maggie Dong

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1042

CAN BRAND ACTIVISM HELP? THE EFFECTS OF FIT AND CONSUMER TRAIT IN REBUILDING BRAND TRUST

Cen Wang, Changyue Song

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1041

A STORY TO SELL: THE INFLUENCE OF STORYTELLING AND INFLUENCER-PRODUCT FIT ON THE EFFECTIVENESS OF INFLUENCER MARKETING

Juan Shan, Ling Jiang, Annie Cui, Wenxin Zhou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1040

A STUDY OF GAMER IDENTITY AND WELL-BEING THROUGH COLLABORATIVE FASHION VIDEO GAME

Osmud Rahman

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1039

AI SERVICES IN EMOTIONAL AND COGNITIVE SCENARIOS: THE MEDIATING ROLES OF PERCEIVED FAIRNESS AND PERSONALIZATION IN SERVICE QUALITY PERCEPTION

Feng Li, Zhe Song, Huanzhang Wang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1038

HOW GENERATIVE AI SERVICES PERSUADE CUSTOMERS IN HIGH END RETAIL FINANCIAL PRODUCTS

Yun Ho Park, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1037

THE IMPACT OF PERCEIVED VALUE OF LUXURY NFTS IN THE METAVERSE ON CONSUMER WELL-BEING: AN EMPIRICAL STUDY BASED ON DATA FROM CHINA

Xiaolei Yu, Shuang Zhang, Kyunghoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1036

HUMAN OR VIRTUAL INFLUENCERS? EXPLORING THE FACTORS INFLUENCING INFORMATION PROCESSING AND RESPONSE IN TOURISM LIVESTREAMS

Xin Jean Lim, Jun-Hwa Cheah

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1035