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Navigating Green Consumer Behavior: Tesla vs. Xiaomi in Shaping Electric Vehicle Adoption through Brand Personality in China's Sustainable Market

Ding Hongyi, Geng Yingjie, He Yang, Chen, Mingyuan, Yoo, Seungchul

한국인터넷방송통신학회 The International Journal of Advanced Smart Convergence Volume 13 Number 4 2024.12 pp.280-293

The impact of Fashion Brand Collaborations in Sandbox Games on Purchase Intention: The Role of Brand Coolness and Self-Avatar Identification

He Yang, Ding Hongyi, Geng Yingjie, Chen, Mingyuan, Yoo, Seungchul

한국인터넷방송통신학회 The International Journal of Advanced Smart Convergence Volume 13 Number 3 2024.09 pp.214-226

Investigating Continuous Usage Intention of Xiaohongshu Live Commerce for Health Functional Products: An Integration of ECM and TTF Theories

Geng Yingjie, He Yang, Ding Hongyi, Chen, Mingyuan, Yoo, Seungchul

한국인터넷방송통신학회 The International Journal of Advanced Smart Convergence Volume 13 Number 3 2024.09 pp.287-299

Influencer Attachment and Consumer Response to Product Links in Native Video Ads : An Empirical Study on Bilibili's Platform

Hu, Jiayu, Chen, Mingyuan, Yoo, Seungchul

한국인터넷방송통신학회 The International Journal of Advanced Smart Convergence Volume 13 Number 1 2024.03 pp.140-151

Emoji advertising in social media and its effects on consumer behavior : Assessing purchase intentions and brand metaphorical warmth

Chen, Mingyuan, Hu, Jiayu, Yoo, Seungchul

한국인터넷방송통신학회 The International Journal of Advanced Smart Convergence Volume 13 Number 1 2024.03 pp.129-139