Mi Hyun Lee

Understanding the drivers of cable TV cord shaving with big data

Morana Fudurić, Edward C. Malthouse, Mi Hyun Lee · Journal of Media Business Studies · 2019 · 23 citations

Social Sciences, Business Analytics, Communication +17

Positive Demand Spillover of Popular App Adoption: Implications for Platform Owners’ Management of Complements

Mi Hyun Lee, Sang Pil Han, Sungho Park et al. · Information Systems Research · 2022 · 17 citations

Business, Information Technology, Management Information Systems +15

Understanding Consumers’ Visual Attention in Mobile Advertisements: An Ambulatory Eye-Tracking Study with Machine Learning Techniques

Wen Xie, Mi Hyun Lee, Ming Chen et al. · Journal of Advertising · 2023 · 17 citations

Computing, Computer Science, Marketing +17

An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data

Mi Hyun Lee, Su Jung Kim, Sang-Hyeak Yoon et al. · Journal of Advertising · 2021 · 16 citations · Full text

Business, Marketing, Marketing Management +17

How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data

Su Jung Kim, Mi Hyun Lee, Juwon Hong et al. · International Journal of Advertising · 2022 · 15 citations

Business, Marketing, Marketing Management +14