Mark Yi-Cheon Yim

Associate Professor of Marketing

University of Massachusetts Lowell

United States

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About

Mark Yi-Cheon Yim is an Associate Professor of Marketing at the University of Massachusetts Lowell, USA. His research areas include the influence of advertising on consumer behavior, digital marketing strategies, and the psychological effects of marketing communications. Recent articles authored by Professor Yim explore diverse topics such as the effectiveness of plus-size models, the impact of artificial intelligence in service promotions, and cross-national consumer attitudes during brand crises.

Articles (10)

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2024

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2024

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2022

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2022

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2021

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2021

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2021

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2021

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2020

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2020

Collaborators (1)

Yongjun Sung

Korea University

SOUTH KOREA

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Mark Yi-Cheon Yim

Research Interests

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Articles (10)

Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on negative emotions and mental imagery

Artificial intelligence, virtual and augmented reality, social media, online reviews, and influencers: a review of how service businesses use promotional devices and future research directions

Native advertising relevance effects and the moderating role of attitudes toward social networking sites

Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China

How to easily facilitate consumers’ mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention

Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media

When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor

Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective

Are Digital Menus Really Better than Traditional Menus? The Mediating Role of Consumption Visions and Menu Enjoyment

Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory

Collaborators (1)

Yongjun Sung

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