Zobrazeno 1 - 10
of 19
pro vyhledávání: '"Mikyeung Bae"'
Autor:
Mikyeung Bae
Publikováno v:
Cogent Business & Management, Vol 7, Iss 1 (2020)
This study clarifies consumers’ defense mechanisms and message elaboration to highlight the connection between consumer engagement with messages and brand success. Two eye-tracking experiments tested whether skepticism toward companies’ cause-rel
Externí odkaz:
https://doaj.org/article/dc060b1ded444c2ab1c9cb95bdad2212
Autor:
Mikyeung Bae
Publikováno v:
Cogent Business & Management, Vol 7, Iss 1 (2020)
Cause-related marketing (CRM) skepticism significantly affects consumers’ attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An onli
Externí odkaz:
https://doaj.org/article/300816a0464f43c8b4e9179888c6949c
Autor:
Mikyeung Bae
Publikováno v:
Internet Research. 33:124-151
PurposeThis study examined whether individuals' coping strategies and their motivations for social media use act as mediators between actual COVID-19-related stress and the perception that social media use can reduce stress.Design/methodology/approac
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::4e3d9b8f0a66b063c85da0a5bedadcab
https://doi.org/10.1108/intr-05-2021-0269
https://doi.org/10.1108/intr-05-2021-0269
Autor:
Mikyeung Bae
Publikováno v:
Journal of Marketing Communications. 29:270-287
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::7ee56ea9020857d2a796394044ce8412
https://doi.org/10.1080/13527266.2021.2015616
https://doi.org/10.1080/13527266.2021.2015616
Autor:
Mikyeung Bae
Publikováno v:
Journal of Promotion Management. 27:177-209
This study examines how a sadness-happiness sequential structure affects how individuals process a charity advertisement. Cognitive elaboration is measured by capturing eye-movement. A negative-pos...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::582306b3c56d0a37cc2a0e419dfc75ea
https://doi.org/10.1080/10496491.2020.1809597
https://doi.org/10.1080/10496491.2020.1809597
Autor:
Mikyeung Bae1
Publikováno v:
American Academy of Advertising Conference Proceedings. 2019, p5-14. 10p.
Autor:
Mikyeung Bae
Publikováno v:
Journal of Current Issues & Research in Advertising. 41:301-331
This study explores whether the negative effects of consumer skepticism toward cause-related marketing communications can be lessened through emotional messaging and heuristic cues such as the numb...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::6b0ac1df1dba22ae42ebfa2e5759b859
https://doi.org/10.1080/10641734.2019.1666071
https://doi.org/10.1080/10641734.2019.1666071
Autor:
Mikyeung Bae
Publikováno v:
Journal of Promotion Management. 25:1059-1086
The aim of this study is to investigate the impact of branding on consumer attention and the role that gender and product expertise play in shaping consumer preference. An eye-tracking expe...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::fe99ed895e5a7ec2a03bcf473c46231b
https://doi.org/10.1080/10496491.2019.1612489
https://doi.org/10.1080/10496491.2019.1612489
The Matching Effect Between Coping Strategies and Construal Levels in Cause Marketing Communications
Autor:
Mikyeung Bae
Publikováno v:
COVID-19 – RESHAPING MARKETING AND COMMUNICATIONS
Given that the COVID-19 pandemic has had dramatic impact on consumer attitudes toward cause marketing communications, this study addresses the problem of how psychological stress influences consumers’ prosocial behavior. Despite research suggesting
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::644abbadd9451b88c795dbe6c74b4827
https://doi.org/10.51432/978-1-8381524-7-5_4
https://doi.org/10.51432/978-1-8381524-7-5_4
Autor:
Mikyeung Bae
Publikováno v:
Journal of Nonprofit & Public Sector Marketing. 31:249-273
The aim of this study was to explore whether identifiable victim and processing fluency effects would be confirmed in the context of a charity ad encouraging viewers to help a victim in need. The p...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::0e25e7d0cf77e99428368af10fe05423
https://doi.org/10.1080/10495142.2018.1526740
https://doi.org/10.1080/10495142.2018.1526740