Key Publications 

Ko, E., Kim, E. Y., & Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology & marketing, 26(7), 669-687.

Wang, Y., Ko, E., & Wang, H. (2022). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(1), 110-131.

Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of global scholars of marketing science, 25(3), 279-294.

Jung, J., Yu, J., Seo, Y., & Ko, E. (2021). Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows. Journal of Business Research, 130, 517-524.

Chae, H., & Ko, E. (2016). Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands. Journal of Business Research, 69(9), 3804-3812.

Park, Y., Ko, E., & Do, B. (2023). The perceived value of digital fashion product and purchase intention: the mediating role of the flow experience in metaverse platforms. Asia Pacific Journal of Marketing and Logistics, 35(11), 2645-2665.

Chae, H., Ko, E., & Han, J. (2015). How do customers' SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand. Journal of Global Scholars of Marketing Science, 25(2), 122-141.

Wang, H., Ko, E., Woodside, A., & Yu, J. (2021). SNS marketing activities as a sustainable competitive advantage and traditional market equity. Journal of Business Research, 130, 378-383.

Teona, G., Ko, E., & Kim, S. J. (2020). Environmental claims in online video advertising: effects for fast-fashion and luxury brands. International Journal of Advertising, 39(6), 858-887.

Ko, E., Kincade, D., & Brown, J. R. (2000). Impact of business type upon the adoption of quick response technologies–The apparel industry experience. International Journal of Operations & Production Management, 20(9), 1093-1111.