Research activities

  • [국외논문]
  • (1) "How do followers infer the motives behind an influencer's advertising disclosures?" with Haejoo Han, Sunghee Jun, and Sungsook Ahn. Asia Pacific Journal of Marketing and Logistics (2021). 

  • (2) "What makes followers loyal? The role of influencer interactivity in building influencer brand equity" with Sunghee Jun. Journal of Product and Brand Management 29 (2020).

  • (3) "The effect of the perceived risk on the adoption of the sharing economy in the tourism industry: The case of Airbnb" with Changsok Yoo and Gao Yuan. Information Processing and Management 57 (2020).

  • (4) "Determinants of growth and decline in mobile game diffusion" with Youseok Lee and Sang-Hoon Kim. Journal of Business Research 99 (2019).

  • (5) "The effect of travel purpose and self-image congruency on preference toward airline livery design and perceived service quality" with Jeongmin Lee, Dawon Kang, and Wujin Chu. Asia Pacific Journal of Tourism Research 23 (2018).

  •  
  • [국내논문]
  • (1) "잠재계층 분석과 의사결정나무 분석을 활용한 공연 예술 시장세분화 연구: 저빈도 관객을 중심으로" 이유석, 김상훈 공저. 소비자학연구 31 (2020).

  • (2) "Reciprocal Relationship between Movies and the Movie-Themed Mobile Games" 이유석, 김상훈 공저. 마케팅연구 35 (2020).

  • (3) "소셜 미디어 인플루언서 콘텐츠 품질에 대한 소비자의 기대: 인플루언서 애착을 중심으로" 전성희 공저. 마케팅관리연구  25 (2020).

  • (4) "머신러닝 기법을 적용한 게임 산업 내 트위터 구전 효과 분석 : 구전의 양과 방향성 및 정보 불일치의 효과를 중심으로" 이현경, 김상훈 공저. 대한경영학회지 33 (2020).

  • (5) "소비자의 게임 영상 시청과 게임 채택에 관한 연구" 권정은, 이현경, 김상훈 공저. 소비자학연구 30 (2019).

  • (6) "Do sales of an extended brand affect popularity of its original? Empirical evidence from motion pictures and their original books," 김상훈, 엄조요 공저. 아시아마케팅저널 18 (2016).

  • (7) "에스티앤컴퍼니: 영단기의 성인 영어교육 시장 후발진입 전략" 김상훈, 최윤아 공저 Korea Business Review 19 (2015).

  • [저서]
  • 하이테크 마케팅 4판, 박영사 (2018), 김상훈 이유석 이지수 저. 



  • [Selected Working Papers]
  • (1) "Effects of Topic Variety on the Helpfulness of Online Consumer Reviews: Big Data Analysis Using Latent Dirichlet Allocation" with Yun Kyung Oh (R&R at Journal of Retailing and Customer Services) 

  • (2) "Does Price Affect What Consumers Discuss? Review Objectivity for Innovative Product from Value Brand vs. Premium Brand" with Yun Kyung Oh (R&R at Internet Research) 

  • (3) "The Effects of Product Feature Level Customer Sentiment on the eWOM Valence: An Application of Bigram NLP Analysis" with Yun Kyung Oh (R&R at Internet Research) 

  • (4) "Dynamic Effects of electronic Word-of-Mouth on Product Performance: Comparison of Online Consumer Reviews and Social Media Buzz" (Doctoral Dissertation)

  • (5) "Inviting Psychological Factors in the Performing Arts Industries: Determinants of Non-attendees' Resistance" with Sang-Hoon Kim and Youseok Lee (Submitted to GMC)

  • (6) "Understanding Determinants of Digital Piracy Behavior" with Changsok Yoo and Sung-Byung Yang