| Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience L Zollo, R Filieri, R Rialti, S Yoon Journal of Business research 117, 256-267, 2020 | 380 | 2020 |
| Guilt and shame: Environmental message framing effects TH Baek, S Yoon Journal of Advertising 46 (3), 440-453, 2017 | 184 | 2017 |
| E-WOM messaging on social media: social ties, temporal distance, and message concreteness YK Choi, Y Seo, S Yoon Internet Research 27 (3), 495-505, 2017 | 181 | 2017 |
| When intrusive can be likable S Yoon, YK Choi, S Song Journal of Advertising 40 (2), 63-76, 2011 | 143 | 2011 |
| Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value S Yoon, S Oh, S Song, KK Kim, Y Kim Journal of business research 67 (10), 2088-2096, 2014 | 141 | 2014 |
| Narrative transportation and paratextual features of social media in viral advertising Y Seo, X Li, YK Choi, S Yoon Journal of Advertising 47 (1), 83-95, 2018 | 129 | 2018 |
| Ethical consumption and consumers’ decision making: the role of moral intuition L Zollo, S Yoon, R Rialti, C Ciappei Management Decision 56 (3), 692-710, 2018 | 128 | 2018 |
| Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses TH Baek, CY Yoo, S Yoon International Journal of Advertising 37 (3), 421-439, 2018 | 123 | 2018 |
| Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising NR Han, TH Baek, S Yoon, Y Kim Journal of Retailing and Consumer Services 51, 352-361, 2019 | 106 | 2019 |
| When environmental messages should be assertive: Examining the moderating role of effort investment TH Baek, S Yoon, S Kim International Journal of Advertising 34 (1), 135-157, 2015 | 101 | 2015 |
| Matching luxury brand appeals with attitude functions on social media across cultures YK Choi, Y Seo, U Wagner, S Yoon Journal of Business Research 117, 520-528, 2020 | 92 | 2020 |
| The effects of eWOM volume and valence on product sales–an empirical examination of the movie industry K Kim, S Yoon, YK Choi International Journal of Advertising 38 (3), 471-488, 2019 | 83 | 2019 |
| Assertive environmental advertising and reactance: Differences between South Koreans and Americans Y Kim, TH Baek, S Yoon, S Oh, YK Choi Journal of Advertising 46 (4), 550-564, 2017 | 79 | 2017 |
| Advertising creativity in Korea BH Kim, S Han, S Yoon Journal of Advertising 39 (2), 93-108, 2010 | 76 | 2010 |
| Programmatic creative: AI can think but it cannot feel M Bakpayev, TH Baek, P van Esch, S Yoon Australasian Marketing Journal 30 (1), 90-95, 2022 | 75 | 2022 |
| Colour effects in green advertising D Lim, TH Baek, S Yoon, Y Kim International Journal of Consumer Studies 44 (6), 552-562, 2020 | 74 | 2020 |
| Do negative consumption experiences hurt manufacturers or retailers? The influence of reasoning style on consumer blame attributions and purchase intention S Yoon Psychology & Marketing 30 (7), 555-565, 2013 | 72 | 2013 |
| The impact of COVID‐19 on consumer evaluation of authentic advertising messages J Park, J Kim, DC Lee, SS Kim, BG Voyer, C Kim, B Sung, ... Psychology & Marketing 39 (1), 76-89, 2022 | 63 | 2022 |
| Shopping plans, buying motivations, and return policies: impacts on product returns and purchase likelihoods JY Seo, S Yoon, M Vangelova Marketing letters 27, 645-659, 2016 | 59 | 2016 |
| Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea S Yoon, Y Kim, TH Baek Social and Environmental Issues in Advertising, 103-115, 2018 | 57 | 2018 |
