채인영 교수

Seeded marketing campaigns (SMCs) involve firms sending products to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their efficacy. Building on prior research, this study investigates the effects of SMCs that extend beyond the generation of WOM for a campaign’s focal product by considering how seeding can affect WOM spillover effects at t

The global importance of online advertising calls for a detailed understanding of consumer-specific responses to online ad repetitions. A key concern for advertisers is not only whether some consumers display degrees of “wearout” but also whether they can surpass a point at which additional exposures have a negative marginal effect: “weariness.” The authors examine a large-scale advertising campaign aimed at driving viewers to a target website, which comprises more than 12,000 users across over

Artificial Intelligence (AI) agents represent a transformative advancement in global Information Technology (IT) management, introducing autonomous, goal-driven systems capable of reasoning, adapting, and executing decisions across distributed IT ecosystems. By leveraging Large Language Models (LLMs) and advanced AI frameworks, they enhance operational efficiency, decision-making, and cross-border IT collaboration. Their impact spans finance, healthcare, supply chain management, and enterprise I

This research investigates how paywall suspensions affect subsequent subscription decisions and how the patterns of content consumption moderate such effects.

Purpose This study aims to systematically review and synthesize the fragmented body of literature on financial technology (FinTech) adoption. It identifies the dominant theoretical models, key adoption influencing factors and critical research gaps to formulate a comprehensive future research agenda that guides both scholarly inquiry and practical implementation. Design/methodology/approach A systematic literature review was conducted in accordance with preferred reporting items for systematic r

Promotions for digital goods have typically focused on enticing users to hasten their consumption. Here, the authors investigate a novel deceleration-incentivizing promotional policy, “wait for free” (WFF), applied to serialized digital content—sequences of interconnected episodes—monetized via episode-level paywalls. Specifically, customers can sample early episodes of promoted series for free, and can continue to watch for free by waiting a prespecified time; those unwilling to wait can pay to

Publishers are increasingly turning to user-generated content (UGC) to supplement the content they produce. However, what is the relationship between the consumption of UGC and that of publisher-generated content (PGC)? Consumption of different types of UGC may have different effects, one creating a positive synergy with PGC consumption that nets more ad revenue, while another stymies PGC consumption and has adverse financial consequences. In this research, the authors empirically investigate co

As media viewers shift expectations toward content and ads, advertisers are increasingly exploring micro ads. Yet, limited research has examined micro ads, especially on TV. This article uses a multimethod approach to investigate micro ad effectiveness on behavioral outcomes and, more broadly, provide insights into the relationship between ad length and ad effectiveness in the current media landscape. Analyzing observational data on retailers’ TV advertising, web traffic, and online sales, the a