Yunjae Cheong
Biographic Data
| ID | 9506985 |
|---|---|
| NAME | Yunjae Cheong |
| GIVEN NAMES | Yunjae |
| FAMILY NAME | Cheong |
| SIGNATURE | CHEONG Y |
| AFFILIATIONS | Hankuk University of Foreign Studies |
| VERIFIED | No |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 3 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2022 |
| H-INDEX | 0 |
Understanding the role of construal level in time-restriction
Understanding how time restriction impacts consumers has been an important long-term topic for both scholars and practitioners. Applying a Construal Level Theory framework, two experiments were designed to propose a new theoretical perspective regarding the mechanism of time restriction. Testing moderators of advertising appeals and message quality, the study aimed to identify the conditions under which time restriction is more effective in influ…
The relationship between consumer engagements with Super Bowl ad tweets and the advertisers’ official Twitter accounts
This study aims to examine the influence of consumer engagement with Super Bowl ad tweets, on their engagement with the advertiser’s official Twitter account. Using Python, audience engagement data were collected from the Super Bowl advertisers’ official Twitter accounts on a daily basis from two days before the game until 10 days after the game; this procedure resulted in 351 cases for 27 advertisers in a balanced panel dataset. Overall, the res…
Sports sponsorship and the risks of ambush marketing
This study examines the possibility that ambush marketers may run the risk of image corruption if consumers correctly discern the true sponsors from the ambush marketers. Further investigated in this study is whether the risks associated with ambush marketing vary by consumer perceptions of corporate reputation. Two experiments, a 2-by-2 and a 2-by-2-by-2 mixed factorial experiments, were conducted to test two sets of hypotheses. A total of 78 an…
No prominent works on this page.
Sports sponsorship and the risks of ambush marketing
This study examines the possibility that ambush marketers may run the risk of image corruption if consumers correctly discern the true sponsors from the ambush marketers. Further investigated in this study is whether the risks associated with ambush marketing vary by consumer perceptions of corporate reputation. Two experiments, a 2-by-2 and a 2-by-2-by-2 mixed factorial experiments, were conducted to test two sets of hypotheses. A total of 78 an…
The relationship between consumer engagements with Super Bowl ad tweets and the advertisers’ official Twitter accounts
This study aims to examine the influence of consumer engagement with Super Bowl ad tweets, on their engagement with the advertiser’s official Twitter account. Using Python, audience engagement data were collected from the Super Bowl advertisers’ official Twitter accounts on a daily basis from two days before the game until 10 days after the game; this procedure resulted in 351 cases for 27 advertisers in a balanced panel dataset. Overall, the res…
Understanding the role of construal level in time-restriction
Understanding how time restriction impacts consumers has been an important long-term topic for both scholars and practitioners. Applying a Construal Level Theory framework, two experiments were designed to propose a new theoretical perspective regarding the mechanism of time restriction. Testing moderators of advertising appeals and message quality, the study aimed to identify the conditions under which time restriction is more effective in influ…
Advertising (3 works) · Business (3 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Political science (2 works) · Psychology (2 works) · Ambush marketing (1 work) · Appeal (1 work) · Behavioral Health and Interventions (1 work) · Collectivism (1 work) · Computer Science (1 work)