Yung Kyun Choi
Biographic Data
| ID | 6627688 |
|---|---|
| NAME | Yung Kyun Choi |
| GIVEN NAMES | Yung Kyun |
| FAMILY NAME | Choi |
| SIGNATURE | CHOI Y K |
| AFFILIATIONS | Dongguk University |
| ORCID | 0000-0002-1207-6876 |
| VERIFIED | Yes |
| TOTAL WORKS | 16 |
| TOTAL CITATIONS | 21 |
| WORKS AS AUTHOR | 15 |
| WORKS AS EDITOR | 1 |
| FIRST PUBLICATION YEAR | 2017 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Guilt and shame across cultures
This research examines how feasibility versus desirability appeals shape purchase intentions in environmental brand activism advertising and when this effect is strengthened by guilt and shame across cultures. Study 1 shows that feasibility appeals increase purchase intentions by enhancing perceived brand activism fit and brand authenticity. Study 2 demonstrates that, in a U.S. context, guilt-primed participants respond more favorably to feasibil…
Introduction to the Special Issue on sustainability in luxury and fashion brand advertising
Sustainability has emerged as a defining tension within contemporary luxury and fashion advertising. Major luxury houses and fashion retailers are increasingly centering sustainability within their
That uncanny valley of mind
This research, grounded in privacy calculus theory, examines how the anthropomorphization of AI agents affects consumers’ perceptions of privacy risks associated with personalized ads. Specifically, it explores strategies to reduce potential negative impacts. In Study 1, participants expressed concerns that highly anthropomorphized chatbots might possess human-like autonomous intentions to misuse personal data, a phenomenon referred to as the ‘un…
Navigating the digital media evolution in advertising
In the dynamic landscape of advertising, the rapid evolution of digital media has necessitated a reevaluation of theories and strategies to harness the potential of technological advancements in co
Attractiveness or expertise? Which is more effective in beauty product endorsement? Moderating role of social distance
In the beauty industry, advertisers are increasingly exploring endorsements from social media influencers (SMIs) as a strategy to promote positive consumer responses. For this strategy to be effective, it is important to select appropriate SMIs. Across two experiments, we investigated the moderating role of social distance by comparing an attractive celebrity to an expert SMI (Study 1) and by comparing attractive SMIs to expert SMIs (Study 2). Th…
Social media advertising endorsement
In an investigation of social media ad endorsers’ successful effects, this study examines congruity effects between endorser type (celebrity vs. social media influencer [SMI]), message appeal (soft sell vs. hard sell), and brand characteristics (familiar vs. unfamiliar). To that end, an experiment was conducted with 351 participants, and the results indicated match-up effects between SMI and hard-sell appeal in brand attitude and purchase intenti…
Comedic violence in advertising
Humour is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavour to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and market potential: the U.S., Korea, and Croatia. Across the studies it was found that (1) individuals in the …
How do consumers choose to click ‘like’ on luxury ads in social media? Role of envy, number of likes, and culture
We conducted two experimental studies to examine how malicious and benign envy and the number of likes as a social proof determine the intention to click “like” on luxury advertisements on social media. As expected, benign enviers reacted positively to an ad with high like totals. In contrast, malicious enviers reacted positively to an ad with low like totals. Testing the effects of culture on this relationship revealed individualistic versus col…
Temporal and social scarcities
Temporal scarcity appeals are a marketing technique in which marketers inform consumers that offers are valid for a limited time, such as “The offer ends today!” Social scarcity appeals inform consumers that offers are exclusive, such as “Members only!” In two studies, the authors study effects of temporal and social scarcity appeals for attracting consumers to promotional offers, depending on consumer perceptions of being socially included or ex…
Leveraged Marketing Communications
Emojis and assertive environmental messages in social media campaigns
Purpose The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns. Design/methodology/approach Two experiments were used to test three hypotheses. Findings Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used…
Introduction to the special issue on leveraged marketing communications
Leveraged marketing communications (LMC) refers to brand-building strategies that are “an intentional pairing of a brand to benefit from the associations the target audience has with the object” (B
Nudging to Reduce the Perceived Threat of Coronavirus and Stockpiling Intention
Prior research in behavioral economics has examined the effects of nudging and the diverse aspects of choice on individuals’ decisions and behaviors. Based on this premise, the current research offers a novel and timely view by examining how communication messages in public service advertisements (PSAs) can alter the perception of threat under uncertain situations such as the SARS-CoV-2 coronavirus pandemic. This article investigates the role of …
Higher education service quality and student satisfaction, institutional image, and behavioral intention
Our aim in this study was to propose an integrated model to examine the structural relationships among a higher education institution’s service quality, student satisfaction, institutional image, and behavioral intention at a private university located in South Korea. We conducted a survey of students majoring in business to analyze these relationships. Structural equation modeling showed that students were satisfied with various aspects (tangibl…
Characters’ persuasion effects in advergaming
Purpose The purpose of this paper is to explore advergaming to identify how users respond to characters in terms of forming brand trust and purchase intentions. The study shows that users will tend to trust brands when characters are congruent with product type and trust propensity. Design/methodology/approach In a 2×2×2 factorial design, the character presence/absence condition and product type (high vs low involvement) are between-subject, mani…
E-WOM messaging on social media
Purpose The purpose of this paper is to explore the intentions to share electronic word-of-mouth (E-WOM) messages on social media websites depending on tie strength, perceptions of temporal distance and the concreteness of promotional messages. Design/methodology/approach A 2×2×2 mixed design is used. Temporal distance (near vs distant) and message concreteness (text vs picture) are between-subjects factors; sharing intentions (close friends vs g…
E-WOM messaging on social media
Purpose The purpose of this paper is to explore the intentions to share electronic word-of-mouth (E-WOM) messages on social media websites depending on tie strength, perceptions of temporal distance and the concreteness of promotional messages. Design/methodology/approach A 2×2×2 mixed design is used. Temporal distance (near vs distant) and message concreteness (text vs picture) are between-subjects factors; sharing intentions (close friends vs g…
Emojis and assertive environmental messages in social media campaigns
Purpose The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns. Design/methodology/approach Two experiments were used to test three hypotheses. Findings Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used…
Characters’ persuasion effects in advergaming
Purpose The purpose of this paper is to explore advergaming to identify how users respond to characters in terms of forming brand trust and purchase intentions. The study shows that users will tend to trust brands when characters are congruent with product type and trust propensity. Design/methodology/approach In a 2×2×2 factorial design, the character presence/absence condition and product type (high vs low involvement) are between-subject, mani…
E-WOM messaging on social media
Purpose The purpose of this paper is to explore the intentions to share electronic word-of-mouth (E-WOM) messages on social media websites depending on tie strength, perceptions of temporal distance and the concreteness of promotional messages. Design/methodology/approach A 2×2×2 mixed design is used. Temporal distance (near vs distant) and message concreteness (text vs picture) are between-subjects factors; sharing intentions (close friends vs g…
Higher education service quality and student satisfaction, institutional image, and behavioral intention
Our aim in this study was to propose an integrated model to examine the structural relationships among a higher education institution’s service quality, student satisfaction, institutional image, and behavioral intention at a private university located in South Korea. We conducted a survey of students majoring in business to analyze these relationships. Structural equation modeling showed that students were satisfied with various aspects (tangibl…
Characters’ persuasion effects in advergaming
Purpose The purpose of this paper is to explore advergaming to identify how users respond to characters in terms of forming brand trust and purchase intentions. The study shows that users will tend to trust brands when characters are congruent with product type and trust propensity. Design/methodology/approach In a 2×2×2 factorial design, the character presence/absence condition and product type (high vs low involvement) are between-subject, mani…
Introduction to the special issue on leveraged marketing communications
Leveraged marketing communications (LMC) refers to brand-building strategies that are “an intentional pairing of a brand to benefit from the associations the target audience has with the object” (B
Nudging to Reduce the Perceived Threat of Coronavirus and Stockpiling Intention
Prior research in behavioral economics has examined the effects of nudging and the diverse aspects of choice on individuals’ decisions and behaviors. Based on this premise, the current research offers a novel and timely view by examining how communication messages in public service advertisements (PSAs) can alter the perception of threat under uncertain situations such as the SARS-CoV-2 coronavirus pandemic. This article investigates the role of …
Comedic violence in advertising
Humour is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavour to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and market potential: the U.S., Korea, and Croatia. Across the studies it was found that (1) individuals in the …
How do consumers choose to click ‘like’ on luxury ads in social media? Role of envy, number of likes, and culture
We conducted two experimental studies to examine how malicious and benign envy and the number of likes as a social proof determine the intention to click “like” on luxury advertisements on social media. As expected, benign enviers reacted positively to an ad with high like totals. In contrast, malicious enviers reacted positively to an ad with low like totals. Testing the effects of culture on this relationship revealed individualistic versus col…
Temporal and social scarcities
Temporal scarcity appeals are a marketing technique in which marketers inform consumers that offers are valid for a limited time, such as “The offer ends today!” Social scarcity appeals inform consumers that offers are exclusive, such as “Members only!” In two studies, the authors study effects of temporal and social scarcity appeals for attracting consumers to promotional offers, depending on consumer perceptions of being socially included or ex…
Leveraged Marketing Communications
Emojis and assertive environmental messages in social media campaigns
Purpose The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns. Design/methodology/approach Two experiments were used to test three hypotheses. Findings Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used…
Social media advertising endorsement
In an investigation of social media ad endorsers’ successful effects, this study examines congruity effects between endorser type (celebrity vs. social media influencer [SMI]), message appeal (soft sell vs. hard sell), and brand characteristics (familiar vs. unfamiliar). To that end, an experiment was conducted with 351 participants, and the results indicated match-up effects between SMI and hard-sell appeal in brand attitude and purchase intenti…
Attractiveness or expertise? Which is more effective in beauty product endorsement? Moderating role of social distance
In the beauty industry, advertisers are increasingly exploring endorsements from social media influencers (SMIs) as a strategy to promote positive consumer responses. For this strategy to be effective, it is important to select appropriate SMIs. Across two experiments, we investigated the moderating role of social distance by comparing an attractive celebrity to an expert SMI (Study 1) and by comparing attractive SMIs to expert SMIs (Study 2). Th…
Navigating the digital media evolution in advertising
In the dynamic landscape of advertising, the rapid evolution of digital media has necessitated a reevaluation of theories and strategies to harness the potential of technological advancements in co
That uncanny valley of mind
This research, grounded in privacy calculus theory, examines how the anthropomorphization of AI agents affects consumers’ perceptions of privacy risks associated with personalized ads. Specifically, it explores strategies to reduce potential negative impacts. In Study 1, participants expressed concerns that highly anthropomorphized chatbots might possess human-like autonomous intentions to misuse personal data, a phenomenon referred to as the ‘un…
Guilt and shame across cultures
This research examines how feasibility versus desirability appeals shape purchase intentions in environmental brand activism advertising and when this effect is strengthened by guilt and shame across cultures. Study 1 shows that feasibility appeals increase purchase intentions by enhancing perceived brand activism fit and brand authenticity. Study 2 demonstrates that, in a U.S. context, guilt-primed participants respond more favorably to feasibil…
Introduction to the Special Issue on sustainability in luxury and fashion brand advertising
Sustainability has emerged as a defining tension within contemporary luxury and fashion advertising. Major luxury houses and fashion retailers are increasingly centering sustainability within their
Business (13 works) · Advertising (11 works) · Psychology (11 works) · Digital Marketing and Social Media (10 works) · Computer Science (9 works) · Consumer Behavior in Brand Consumption and Identification (8 works) · Social Psychology (7 works) · Social media (6 works) · Political science (5 works) · Marketing (4 works)