Most Popular Papers*
Rules Of Attraction: Females Perception of Male Self-Representation in a Dating App
Olga Roshchupkina, Olga Kim, and Eun-Ju Lee
Illuminating the Pathway from Social Media Marketing Stimuli to Skincare Brand Choice Through Product Effectiveness
Elfi Elfi, Sabrina O. Sihombing, and Ferdi Antonio
Labour of Love: Fan Labour, BTS, and South Korean Soft Power
Jasmine Proctor
Beyond Revenge Spending: Exploring the Role of Loneliness and Online Brand Equity in Sustained Luxury Consumption Among Asian MZ Adults
Sukyoung Kang and Sanghee Kim
The Impact of Chat GPT's Quality Factors on~Perceived Usefulness, Perceived Enjoyment, and~Continuous Usage Intention Using the IS Success Model
Mun Ki Kim, Seon Young Jhee, and Sang-Lin Han
Understanding Consumer Perception and Behavior Toward Biodegradable Plastic Products Based on the MOA Model
Nayeon Baek and Hyemi Lee
Exploring the impact of negative brand experiences on consumer emotions and behavior
Li Mei Liu and Seong Ho Lee
The Impact of Online Behavioral Advertising on Consumer Attitude and Impulse Buying: The Moderating Role of Privacy Concerns
Elisa Legros, Yoonju Han, and Jeong Eun Park
Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does it Affect Viewer Stickiness and Purchase Intention?
Jeeyeon Kim, Jui-Ting Liu, and Sue Ryung Chang
Effects of Storytelling in Advertising on Consumers` Empathy
Myung Jin Park and Doo Hee Lee
* Based on the average number of full-text downloads per day since the paper was posted.
