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2020 AMA–GAMMA Joint Symposium: Marketing Insights from Asia

2020 AMA–GAMMA Joint Symposium: Marketing Insights from Asia

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 signalsJing Zhang, SungKyunKwan University

Eun-Ju Lee, SungKyunKwan University
Mirroring vs. shaping: theoretical framework of interactivity in the AI of the beholderJuran Kim, Jeonju University
The characteristics of SVOD platform and its effects on the subscriber continuance intentionHuanzhang 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 perspectivesGuoxin Li, Harbin Institute of Technology

Bo Lu, Harbin Institute of Technology

Yufeng He, Harbin Institute of Technology
The effect of YouTube marketing on luxury brandsJihye 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 WestMaria 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 perspectiveGuoxin Li, Harbin Institute of Technology
How to create a global marketing research network: Asia and the worldHonglei Liu, Dalian University of Foreign Languages
Can artificial intelligence coach improve sales agent performance? A field experimentXueming Luo, Temple University
Internationalizing as a marketing educatorMark Peterson, University of Wyoming College of Business
Building trust in stakeholder relationsManfred Schwaiger, Ludwig-Maximilians-Universität München