Leveraging AI for Student Learning Activation with Adithya Pattabhiramaiah and Hari Sridhar.
Click, Sign-up and Purchase: Consumer Responses to Real-Time Mobile Promotions Along the Consumer Decision Journey
with Yeohong Yoon, Jeonghye Choi and Hyewon Cho, 2025, International Journal of Advertising . [Link]
Abstract : Mobile promotions, delivered via mobile devices, have gained prominence in marketing today. This research centers on the role of mobile promotions, exploring factors affecting their effectiveness and how they shape the consumer decision journey. Through collaboration between a credit card company and an e-commerce-based retailer, we investigate the role of consumers’ real-time and historical factors in their responses to mobile promotions throughout their decision journey. Two large-scale field experiments reveal that both real-time and historical factors are critical in determining the success of mobile promotions. Regarding real-time factors, we find that consumers engaging in digital shopping channels or who have just spent a small amount of money on shopping are more likely to respond to the mobile promotion. Regarding historical factors, consumers familiar with e-commerce or who were low-spenders in the past are more likely to respond to the mobile promotion. Interestingly, the real-time factors appear more influential than the historical factors in the course of consumers’ decisions.
A Picture's Worth a Thousand Shares: An Empirical Analysis of Logo Sizes in Social Media Posts and Their Impact on Content Virality
with Wooyong Jo and Jeonghye Choi, 2024, Marketing Letters . [Link]
Abstract : Social media marketing is an established promotion strategy that offers firms extensive opportunities to nurture brand equity and to disseminate product information. Therefore, it is crucial for firms to create content with significant potential for virality. However, understanding the elements that make certain content more viral than others, especially regarding unstructured data such as images, is not straightforward to marketers. Using data collected from the Twitter API of 54 major fashion brands over 55 months, we investigated how image factors—particularly the size of brands’ logos in posted images—influence the virality of social media content. Our findings suggest that larger logos in posted images correspond to a greater number of retweets for midtier fashion brands. However, we find an opposite effect for top-tier brands—the smaller the logo, the greater the number of retweets. Bottom-tier brands also benefit from larger logos, but the impact is significantly less pronounced compared with midtier brands. These results present significant implications for viral marketing as well as the design of social media content.
[4] Kim, Hyejeong, Jeonghye Choi, Chang Hee Park, and Jeeyeon Kim (2024), “The Effect of Virtual Influencers' Facial Characteristics on User Responses in Social Media,” Journal of the Korea Contents Association, 24(8): 189-202. [Link]
[3] Kim, Hyejeong, Inseo Hwang, and Jeonghye Choi (2024), “Fitness Center Closures by Region During Infectious Disease Outbreaks: The Differential Role of Risk Factor Exposure and Card Spending,” Journal of Marketing Management Review, 29(1): 53-72. [Link]
[2] Kim, Hyejeong, Yiling Li, and Jeonghye Choi (2022), “The Effect of Promotion Through News Media on Viewer’s eWOM: Evidence from Dramatization of Webtoons,” Journal of the Korea Contents Association, 22(12): 341-355. [Link]
[1] Kim, Hyejeong, Seungyeup Hwang, Youshin Kwak, and Jeonghye Choi (2022), “Can Online Community Managers Enhance User Engagement?: Evidence from Anonymous Social Media Postings,” Knowledge Management Review, 23(2): 211-228. [Link]