| Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective MYC Yim, SC Chu, PL Sauer Journal of interactive marketing 39 (1), 89-103, 2017 | 866 | 2017 |
| Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores MYC Yim, SC Yoo, PL Sauer, JH Seo Journal of the Academy of Marketing Science 42, 528-544, 2014 | 241 | 2014 |
| “I am not satisfied with my body, so I like augmented reality (AR)”: Consumer responses to AR-based product presentations MYC Yim, SY Park Journal of Business Research 100, 581-589, 2019 | 204 | 2019 |
| Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness M Yi-Cheon Yim, P L. Sauer, J Williams, SJ Lee, I Macrury International Marketing Review 31 (4), 363-389, 2014 | 120 | 2014 |
| The impact of stereoscopic 3-D advertising: The role of presence in enhancing advertising effectiveness MYC Yim, V Cicchirillo, M Drumwright Journal of Advertising 41 (2), 113-128, 2012 | 107* | 2012 |
| Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media Y Kyu Kim, MYC Yim, E Kim, W Reeves Journal of Research in Interactive Marketing 15 (1), 30-48, 2021 | 59 | 2021 |
| Are digital menus really better than traditional menus? The mediating role of consumption visions and menu enjoyment MYC Yim, CY Yoo Journal of Interactive Marketing 50 (1), 65-80, 2020 | 53 | 2020 |
| When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers YK Kim, MYC Yim Applied Cognitive Psychology 32 (6), 815-822, 2018 | 35 | 2018 |
| In-store video advertising effectiveness: Three new studies provide in-market field data MYC Yim, SC Yoo, B Till, M Eastin Journal of Advertising Research 50 (4), 386-402, 2010 | 35 | 2010 |
| I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media MYC Yim, TH Baek, PL Sauer Journal of Interactive Marketing 44, 122-139, 2018 | 34 | 2018 |
| How to easily facilitate consumers’ mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention MYC Yim, YK Kim, JG Lee International Journal of Advertising 40 (5), 810-834, 2021 | 27 | 2021 |
| When shoppers don’t have enough self-control resources: applying the strength model of self-control MYC Yim Journal of Consumer Marketing 34 (4), 328-337, 2017 | 21 | 2017 |
| Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games MYC Yim, Y Abdourazakou, PL Sauer, SY Park International Journal of Advertising 37 (6), 958-983, 2018 | 19 | 2018 |
| Do celebrity endorsements benefit familiar luxury brands? A perspective from social adaptation theory SY Park, MYC Yim Journal of Current Issues & Research in Advertising 41 (1), 20-35, 2020 | 18 | 2020 |
| Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China S Kim, MYC Yim Journal of Product & Brand Management 31 (1), 56-72, 2022 | 17 | 2022 |
| Social networks and media brands: Exploring the effect of media brands’ perceived social network usage on audience relationship S Chan-Olmsted, M Cho, MYC Yim Handbook of Social Media Management: Value Chain and Business Models in …, 2012 | 16 | 2012 |
| Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective MYC Yim, JG Lee, H Jeong Journal of Retailing and Consumer Services 58, 102332, 2021 | 11 | 2021 |
| Native advertising relevance effects and the moderating role of attitudes toward social networking sites HJ Yoon, Y Huang, MYC Yim Journal of Research in Interactive Marketing 17 (2), 215-231, 2023 | 9 | 2023 |
| Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on negative emotions and mental imagery MYC Yim, E Kim, H Ahn Journal of Fashion Marketing and Management: An International Journal, 2024 | | 2024 |
| Artificial intelligence, virtual and augmented reality, social media, online reviews, and influencers: a review of how service businesses use promotional devices and future … SC Chu, MYC Yim, J Mundel International Journal of Advertising, 1-31, 2024 | | 2024 |
Paul L SauerProfessor of Marketing, Canisius CollegeVerified email at canisius.edu
Paul L SauerProfessor of Marketing, Canisius CollegeVerified email at canisius.edu