Sukki Yoon

Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience

Lamberto Zollo, Raffaele Filieri, Riccardo Rialti et al. · Journal of Business Research · 2020 · 352 citations · Full text

Social Media, Brand Equity, Digital Marketing +10

Guilt and Shame: Environmental Message Framing Effects

Tae Hyun Baek, Sukki Yoon · Journal of Advertising · 2017 · 176 citations

Behavioral Decision Making, Social Psychology, Empathy +23

Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising

Nah Ray Han, Tae Hyun Baek, Sukki Yoon et al. · Journal of Retailing and Consumer Services · 2019 · 133 citations

Marketing, Consumer Culture, Sustainable Marketing +13

Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses

Tae Hyun Baek, Chan Yun Yoo, Sukki Yoon · International Journal of Advertising · 2016 · 129 citations

E-WOM messaging on social media

Yung Kyun Choi, Yuri Seo, Sukki Yoon · Internet Research · 2017 · 122 citations