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Session 02.02.01: Luxury meme advertising for digital consumer engagement

2023 KSMS Int'l Conference Proceedings
17 Nov 2023
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Paper Title: Luxury meme advertising for digital consumer engagement

Author:

Tae Hyun Baek, Sungkyunkwan University, Republic of Korea

Jooyoung Park, Peking University HSBC Business School, China

Jeong Soo Kim, Sungkyunkwan University, Republic of Korea

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Session 02.01.03: How K-pop is Different from Hollywood in Asia: The Roles of Global Identity Pursuit and Construal Levels Session 02.02.02: Factors for consumer loyalty in online service: evidence from PLS-SEM and FSQCA analysis
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