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Research
  1. Queen Mary University of London
  2. Research
  3. Publications

Publications: DR Steven Park

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( 2026 ) . Advice by Algorithms: Dual Dimensions of Trust in AI Financial Service Adoption . Journal of Retailing and Consumer Services vol. 88 ,
Wu P-H, Park SS ( 2025 ) . The role of moral emotions when missions clash: harnessing gratitude and mitigating anger in sustainable food marketing . Journal of Strategic Marketing1 - 22 .
Park S, Chu Y, Chung J-H ( 2025 ) . Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers? . Journal of Advertising Research vol. 65 , ( 2 ) 259 - 277 .
Park S, Wei X, Lee H ( 2023 ) . Revisiting the elaboration likelihood model in the context of a virtual influencer: A comparison between high‐ and low‐involvement products . Journal of Consumer Behaviour vol. 23 , ( 4 ) 1638 - 1652 .
Hong J, Im I, Park S ( 2023 ) . It’s All about Timing: Captive Targeting through Mobile Ads . Journal of Advertising vol. 53 , ( 2 ) 242 - 261 .
Park S, Kang J-S, Markman GD ( 2023 ) . Can we serve both God and Money? The role of indirect appeal and its limitation . European Journal of Marketing vol. 57 , ( 7 ) 1912 - 1938 .
Dinh C-M, Park SS ( 2023 ) . How to increase consumer intention to use Chatbots? An empirical analysis of hedonic and utilitarian motivations on social presence and the moderating effects of fear across generations . Electronic Commerce Research vol. 24 , ( 4 ) 2427 - 2467 .
Kim JM, Park S ( 2022 ) . Does language shape the mind? Linguistic fluency and perception of service quality . Journal of Services Marketing vol. 37 , ( 1 ) 53 - 64 .
Kim JM, Ma H, Park S ( 2022 ) . Systematic differences in online reviews of hotel services between business and leisure travelers . Journal Of Vacation Marketing vol. 29 , ( 2 ) 189 - 205 .
Park SS, Tung CD, Lee H ( 2021 ) . The adoption of AI service robots: A comparison between credence and experience service settings . Psychology and Marketing vol. 38 , ( 4 ) 691 - 703 .
Park S, Park B ( 2020 ) . Advertising on Mobile Apps Versus the Mobile Web . Journal of Advertising Research vol. 60 , ( 4 ) 381 - 393 .
Park B, Chang H, Park S ( 2019 ) . Adoption of digital devices for children education: Korean case . Telematics and Informatics vol. 38 , 247 - 256 .
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