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The effects of eWOM volume and valence on product sales : an empirical examination of the movie industry

Kim, Kacy K.; Yoon, Sukki; Choi, Yung Kyun - In: International journal of advertising : the review of … 38 (2019) 3, pp. 471-488

Persistent link: https://www.econbiz.de/10012200272

Matching luxury brand appeals with attitude functions on social media across cultures

Choi, Yung Kyun; Seo, Yuri; Wagner, Udo; Yoon, Sukki - In: Journal of business research : JBR 117 (2020), pp. 520-528

Persistent link: https://www.econbiz.de/10012287957

Pride and gratitude : egoistic versus altruistic appeals in social media advertising

Baek, Tae Hyun; Yoon, Sukki - In: Journal of business research : JBR 142 (2022), pp. 499-511

Persistent link: https://www.econbiz.de/10013168410

Narrative transportation and paratextual features of social media in viral advertising

Seo, Yuri; Li, Xiaozhu; Choi, Yung Kyun; Yoon, Sukki - In: Journal of advertising : official publication of the … 47 (2018) 1, pp. 83-95

Persistent link: https://www.econbiz.de/10011848783

Narrative Transportation and Paratextual Features of Social Media in Viral Advertising

Seo, Yuri; Li, Xiaozhu; Choi, Yung Kyun; Yoon, Sukki - 2021

This study establishes that the experience of narrative transportation has a positive influence on viral advertising … receivers have personal ties. Moreover, the influence of narrative transportation is negatively moderated by advertising … with a higher number of “likes,” which increases social proof for viral ads. Implications regarding viral advertising and …

Persistent link: https://www.econbiz.de/10013312015

Dollar-off or percent-off? : discount framing, construal levels, and advertising appeals

Kim, Kacy K.; Kim, Sujin; Corner, Gabrielle; Yoon, Sukki - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 314-327

Persistent link: https://www.econbiz.de/10012179027

Slow versus fast : how speed-induced construal affects perceptions of advertising messages

Yoon, Sukki; Bang, Hye Jin; Choi, Dongwon; Kim, Kacy K. - In: International journal of advertising : the review of … 40 (2021) 2, pp. 225-245

Persistent link: https://www.econbiz.de/10012498539

How liberals and conservatives respond to equality-based and proportionality-based rewards in charity advertising

Lee, Younghwa; Yoon, Sukki; Lee, Young Woo; Stafford, … - In: Journal of public policy & marketing : JPP & M ; an … 37 (2018) 1, pp. 108-118

Persistent link: https://www.econbiz.de/10012016478

Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising

Baek, Tae Hyun; Yoon, Sukki; Kim, Seeun; Kim, Yeonshin - In: Marketing letters : a journal of research in marketing 30 (2019) 1, pp. 75-90

Persistent link: https://www.econbiz.de/10012016715

When environmental messages should be assertive : examining the moderating role of effort investment

Baek, Tae Hyun; Yoon, Sukki; Kim, Seeun - In: International journal of advertising : the quarterly … 34 (2015) 1, pp. 135-157

Persistent link: https://www.econbiz.de/10011298743