Yong Jae Ko

Exploring Fans’ Social Media Engagement in National Basketball Association and Major League Baseball: A Consumer Culture Theory Perspective

This study explored fan engagement patterns and league-specific discussion themes on X (Twitter) during the National Basketball Association (NBA) Playoffs and Major League Baseball (MLB) Postseason. Using BERTopic topic modeling, 38,585 fan-generated tweets were analyzed to exami...

The Effects of Partnership‐Based Cause‐Related Marketing Program on Consumers' Perceived Authenticity, Meaningfulness, and Supporting Behaviors: Moderating Roles of Perceived Pain and Calling

ABSTRACT The effectiveness of cause‐related marketing (CRM) depends on how CRM initiatives are designed and communicated to consumers. To advance theoretical understanding of effective CRM practice, drawing on the attribution theory and martyrdom effect, the current study examine...