KOREASCHOLAR

IMPLEMENTING EVENT MARKETING FOR FASHION BRAND COMMUNICATION: A THEORETICAL DISCUSSION

Qingxin Peng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.899-905

RECIPROCAL MARKETING COMMUNICATION AND ADAPTIVE GOVERNANCE

Sarafidis Sokratis, Mavragani Eleni, Vlachos Vasileios

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.894-898

HOW BLOCKCHAIN AND METAVERSE TECHNOLOGIES ARE REDEFINING MARKETING COMMUNICATION

Christos K. Georgiadis, Antonios Giatzis, Charalampos Iordanidis

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.885-893

IMPACT OF USER AND FIRM-GENERATED CONTENT ON BRAND COMMUNITIES AND DESTINATION BRANDING

Athanasios Poulis, Alexandratos Spyros, Anastasios Panopoulos, Evi Chatzopoulou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.880-884

POWER OF SECOND-PERSON PRONOUNS: BOOSTING BRAND CONNECTION IN ONLINE ADS

Ser Zian Tan, Argho Bandyopadhyay, Wee Hong Loo, Jessica Helmi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.879

PROJECT-LOCATION CONGRUENCE: WHEN GREEN PROJECTS MATCH GREEN LOCATIONS

Chananan Dechadilok, Irene Consiglio, Luis F. Martinez, Natalie Truong Faust

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.877-878

FROM CONSUMER NEEDS TO CONSUMPTION BEHAVIOUR: INVESTIGATING THE INFLUENCE OF ETHICAL VALUES ON GROCERY RETAILER’S MARKETING STRATEGIES

Markus Raatikainen, Joona Kemppainen, Lauri Paavola

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.876

LONG-TERM ORIENTATION AND ORGANIC CLOTHES CONSUMPTION: A MEDIATING ROLE OF A SUSTAINABLE LIFESTYLE

Sakshi Goyal, Praveen Goyal

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.875

ELECTRIC VEHICLES ACCEPTANCE IN DEVELOPING COUNTRIES: EMPIRICAL EVIDENCE FROM SOUTHEAST ASIA

Khalilah Abd Hafiz, Siti Hajar Mohamad, Sakinah Mohd Shukri, Norhidayah Azman, Nurkhalida Makmor, Rosatyani Puspita Adiati

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.870-874

THE DUAL PATHWAYS OF SELF-ESTEEM IN PARASOCIAL RELATIONSHIPS: NEED FOR UNIQUENESS AND UNSATISFIED BELONGING

Jianing Yu, Akinori Ono

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.869

NOVELTY, SATIATION AND ACQUIRED TASTE: A LOOK INTO THE PREFERENCE FLUCTUATION AND THE PREFERENCE READHUSTMENT AFTER ABSTINENCE

Dalong Shao, Yoshiyuki Okuse, Yan Guo, Liran Chen, Wenxiu Liu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.865-868

BRAND EFFECTS IN THE ORGANIZATIONAL BUYING PROCESS: A COMPARISON OF THE SORTING AND RANKING STAGES

Yuichi Nagai, Yonghoon Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.864

THE PROCESSES OF VALUE CO-CREATION IN MARKETING: RESOURCE COMBINATION AND RECONFIGURATION

Chihiro Nakayama

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.859-863

NEURAL CORRELATES UNDERLYING CONSUMERS' DISCRIMINATION BETWEEN AI-GENERATED AND HUMAN-GENERATED CONTENT

Wenying Tan, Daniel Minghee Lee, Dayeon Kim, Meiling Yin, Eun-Ju Lee

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.854-858

FROM HYPE TO BACKLASH: A THEORETICAL FRAMEWORK FOR DE-INFLUENCING AND STRATEGIC ADAPTATION IN SOCIAL MEDIA MARKETING

Ankita Misra

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.853

VIRTUAL GREENFLUENCERS: THE ROLES OF ANTHROPOMORPHISM AND NARRATIVES IN ENCOURAGING PRO-ENVIRONMENTAL BEHAVIORAL INTENTION

Dandan Liu, Jiemin Looi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.852

THE PERSUASIVE POWER OF FINANCIAL INFLUENCER: UNPACKING MOTIVATION ATTRIBUTION, PARASOCIAL RELATIONSHIPS, AND SELF-EFFICACY IN FINANCIAL DECISION-MAKING

Yi Xuan Ong, Ivy Siaw Hung Hii

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.851

VIRTUAL INFLUENCERS AS CATALYSTS FOR PRO-SOCIAL MOVEMENT: A NETNOGRAPHIC STUDY

Viya Zhang, Sheau Fen Yap

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.850

STRATEGIC DATES CAMPAIGN IN AFFECTING CUSTOMERS’ PURCHASE INTENTION IN E-MARKETPLACE BY STIMULATING FEAR OF MISSING OUT (FOMO)

Helen Octavi, Adilla Anggraeni

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.844-849

HOW AI-GENERATED SUMMARY REVIEWS SHAPE CONSUMER PERCEPTION: A HEURISTIC-SYSTEMATIC MODEL APPROACH

Jae Eun Jeong, Minsun Yeu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.839-843