Journal of Marketing Management Research

Fitness Center Closures by Region during Infectious Disease Outbreaks: The Differential Role of Risk Factor Exposure and Card Spending

Pub Date : 2024-01-31 DOI: 10.37202/kmmr.2024.29.1.53 Hyejeong Kim, Inseo Hwang, Jeonghye Choi

A Study on the Effect of Customer-influencer’s Emotional and Cognitive Relationship Quality on Customer Imitation and Information Acceptance Intention

Pub Date : 2024-01-31 DOI: 10.37202/kmmr.2024.29.1.23 Junfang Wu, Sang Hee Kim

The Impact of Playfulness on Loyalty among Live Commerce Consumers in South Korea and China: Focusing on the Mediating Effect of Flow Experience

Pub Date : 2024-01-31 DOI: 10.37202/kmmr.2024.29.1.1 Yea Ji Yeon, Kexin You, Tiantian Hou, Cheol Park