KOREASCHOLAR

WHEN TWISTS BECOME PREMIUM: THE ROLE OF LUXURY INVOLVEMENT IN PRICE PERCEPTION

Seolwoo Park, Sohyeon Park

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.2-4

THE IMPACT OF COUNTRY OF ORIGIN AND SUSTAINABILITY ON YOUNG CONSUMERS' PERCEPTIONS OF LUXURY GOODS

Serena Rovai, Aihoor Aleem, Costanza Dasmi, Olga Nechaeva

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.5-6

IMAGE FLUENCY IN LUXURY BRANDS ON SOCIAL MEDIA

Selina Yuqing Xie, Joanne Yu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.7-12

FROM INTERACTION TO IMPACT: INVESTIGATING THE ROLE OF GENERATIVE AI IN FACILITATING CONSUMER WELL-BEING

Behzad Foroughi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.13

REVISITING THE SUPERIORITY OF HUMAN INFLUENCERS OVER VIRTUAL INFLUENCERS: THE ROLE OF PRODUCT FRAMING AND INFLUENCER AGENCY ON CONSUMER TRUST

Billy Sung, Athena Wei Chee Chong, Joanna Lin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.14

ENJOYMENT OR ANXIETY? THE ROLE OF PROXIMITY AND PASSIONATE INTENSITY IN SHAPING USER PERCEPTIONS OF AI LOVERS

Calvin Wan, Daisy Lee, Peggy Ng, Irene Garnelo-Gomez

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.15

UNDERSTANDING CONSUMERS’ PURCHASE INTENTIONS FOR AI-DRIVEN PRODUCTS ADVERTISED ON INSTAGRAM: A CROSS-GENERATION ANALYSIS

Mei Xuan Liew

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.16

GENERATIVE AI IN FASHION ADVERTISING: EXAMINING CONSUMER ATTITUDES AND BEHAVIOURAL RESPONSES

Courtney Chrimes, Charlene Gallery, Xiaoqian Shen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.17

SENSE OF AGENCY AND EFFECTIVENESS IN AI CHATBOT ADVERTISEMENTS: PERSONALIZATION, GRAMMATICAL SUBJECTS, AND CONSUMER PRIVACY CONCERNS

InHye Kim, Yung Kyun Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.18

BEYOND ‘LOUD’: HOW MINDFULNESS SHAPES INTRINSIC MOTIVATIONS FOR ‘QUIET’ LUXURY BRAND PROMINENCE

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.19

COUNTRY PERCEPTIONS, ENVIRONMENTAL CONSCIOUSNESS, AND SECOND-HAND LUXURY CONSUMPTION – EVIDENCE FROM CHINA

Shuyi Hao, Julia Pueschel

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.20

VALUE-BASED SEGMENTATION OF YOUNG LUXURY CONSUMERS IN FASHION NFTS: PERSONAL AND LUXURY VALUE PERSPECTIVES

Hanna Lee, Yingjiao Xu, Md. Rafiqul Islam Rana

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.21-24

THE IMPACT OF VIRTIAL INFLUENCER ADVERTISING ON CONSUMERS’ PARA-SOCIAL INTERACTIONS AND PURCHASE INTENTIONS; THE MEDIATION ROLE OF SOCIAL CUES AND PSYCHOLOGICAL DISTANCE

Huei-Ting Tsai, Pin-Yi Lee

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.25

THE INNOVATIVE ROLE OF AI FOR LUXURY BRAND STORYTELLING

Serena Rovai, Olga Nechaeva, Costanza Dasmi, Raffaele Donvito, Gaetano Aiello

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.26-27

THE INFLUENCE OF AI-GENERATED ADVERTISING ON CONSUMER PURCHASE INTENTIONS IN LUXURY AND FASHION: EXPLORING BRAND MESSAGE AUTHENTICITY AND REPUTATION

Zeling ZHONG, Galina KONDRATEVA, Tatiana KHVATOVA

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.28

VALIDATING THE DIGITAL TRANSFORMATION VALUE CREATION FRAMEWORK IN AUSTRALIAN AND TAIWANESE HOSPITALITY

Billy Sung, Chai-Yang Chang, Aysa Bahar Arjmand, Chien Duong

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.29

BLURRING THE BOUNDARIES: GENAI’s ROLE IN SHAPING CONSUMER IDENTITY

Ankita Misra, Tam Duc Dinh

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.30

A CROSS-CULTURAL STUDY ON AVATARS AND YOUNG CONSUMERS’ INTERACTIONS WITH FASHION BRANDS IN THE METAVERSE

Marta Giovannetti, Lala Hu, Elena Cedrola

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.31

UNFAIR OR FAIR? THE ROLE OF SERVICE ROBOTS IN CUSTOMER FAIRNESS PERCEPTIONS

Jingyu Liu, Yibei Li

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.32-33

SPEECH VOICE CUES AND ENGAGEMENT IN TRAVEL LIVE STREAMING

Mengfan Li, Mingming Cheng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.35