Joonghwa Lee

Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action

Joonghwa Lee, Chang‐Dae Ham, Mikyoung Kim · Journal of Interactive Advertising · 2013 · 72 citations

Customer Satisfaction, Digital Marketing, Targeted Advertising +26

Brand interactivity and its effects on the outcomes of advergame play

Joonghwa Lee, Hyojung Park, Kevin Wise · New Media & Society · 2013 · 47 citations

Entertainment Marketing, Brand Interactivity, Digital Marketing +24

Balancing “We” and “I”: Self‐construal and an alternative approach to seeking uniqueness

Doori Song, Joonghwa Lee · Journal of Consumer Behaviour · 2013 · 29 citations

Consumer Uncertainty, Behavioral Decision Making, Consumer Study +23

Canonical correlation analysis of online video advertising viewing motivations and access characteristics

Joonghwa Lee, Hyunmin Lee · New Media & Society · 2012 · 21 citations

Digital Marketing, Emerging Media, Targeted Advertising +29

Understanding consumers' creating behaviour in social media: an application of uses and gratifications and the theory of reasoned action

Chang Dae Ham, Joonghwa Lee, Hyung‐Seok Lee · International Journal of Internet Marketing and Advertising · 2014 · 19 citations

Behavioral Decision Making, Consumer Research, Social Influence +19