Myungok Chris Yim

Fake, Faulty, and Authentic Stand-Taking: What Determines the Legitimacy of Corporate Social Advocacy?

Myungok Chris Yim · International Journal of Strategic Communication · 2021 · 112 citations

Management, Organization Studies, Organizational Behavior +17

Effect of AI chatbot empathy and identity disclosure on willingness to donate: the mediation of humanness and social presence

Gain Park, Myungok Chris Yim, Jiyun Chung et al. · Behaviour and Information Technology · 2022 · 105 citations

Social Sciences, Psychology, Social Psychology +15

Effect of AI Chatbot’s Interactivity on Consumers’ Negative Word-of-Mouth Intention: Mediating Role of Perceived Empathy and Anger

Myungok Chris Yim · International Journal of Human-Computer Interaction · 2023 · 42 citations

Social Sciences, Psychology, Social Psychology +17

CEOs’ political tweets and perceived authenticity: Can expectancy violation be a pleasant surprise?

Myungok Chris Yim · Public Relations Review · 2019 · 34 citations

Social Sciences, Communication, Political Communication +9

The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation

Taeyoung Kim, Jing Yang, Myungok Chris Yim · Journal of Product & Brand Management · 2022 · 26 citations

Business, Marketing, Marketing Management +11