The American Marketing Association was pleased to partner with Global Alliance of Marketing and Management Associations (GAMMA) to present a preconference symposium at the 2020 AMA Winter Academic conference in San Diego.
Theme: Marketing Insights from Asia
Co-Hosts: American Marketing Association, Global Alliance of Marketing and Management Associations
Organizer: Korean Scholars of Marketing Science
Partner: Korean Economy & Management Development Institute
Co-Chairs: Roland T. Rust (University of Maryland) and Juran Kim (Jeonju University)
Date: February 14, 2020
Venue: InterContinental San Diego, San Diego, California, USA
Session 1 | Marketing Insights from Asia: New Marketing
Session Chair: Roland Rust (Maryland University) and Junran Kim (Jeonju University)
Discussants: Tony Garrett (Korea University) and Seigyoung Auh (Arizona State University)
| Consumer engagement with social media advertising: event-related neural signals | Jing Zhang, SungKyunKwan University Eun-Ju Lee, SungKyunKwan University |
| Mirroring vs. shaping: theoretical framework of interactivity in the AI of the beholder | Juran Kim, Jeonju University |
| The characteristics of SVOD platform and its effects on the subscriber continuance intention | Huanzhang Wang, Changwon National University Chaewon Son, Changwon National University Honglei Liu, Dalian University of Foreign Languages Kyung Hoon Kim, Changwon National University |
| Factors influencing online micro-influencers’ live streaming sales: trust transfer and para-social interaction perspectives | Guoxin Li, Harbin Institute of Technology Bo Lu, Harbin Institute of Technology Yufeng He, Harbin Institute of Technology |
| The effect of YouTube marketing on luxury brands | Jihye Yu, Yonsei University Eunju Ko, Yonsei University |
Session 2 | How to Create a Global Marketing Research Network: Asia and the World
Session Chair: Roland Rust (Maryland University)
Discussants: Kelly Hewett (University of Tennessee), Ming-Hui Huang (National Taiwan University), Greg Marshall (Aston Business School), Subin Im (Yonsei University), Tony Garrett (Korea University), Kyung Hoon Kim (Changwon National University), and Eunju Ko (Yonsei University)
| Creating global networks in the domain of marketing | Juran Kim, Jeonju University |
| K-pop, global marketing, and BTS: learning about the East from barbie dolls in the West | Maria Kniazeva, University of San Diego |
| What (and who) comes next in marketing? | Eun-Ju Lee, SungKyunKwan University |
| How to create a global marketing research network from Chinese scholar’s perspective | Guoxin Li, Harbin Institute of Technology |
| How to create a global marketing research network: Asia and the world | Honglei Liu, Dalian University of Foreign Languages |
| Can artificial intelligence coach improve sales agent performance? A field experiment | Xueming Luo, Temple University |
| Internationalizing as a marketing educator | Mark Peterson, University of Wyoming College of Business |
| Building trust in stakeholder relations | Manfred Schwaiger, Ludwig-Maximilians-Universität München |