| Effects of valence and extremity of eWOM on attitude toward the brand and website M Lee, S Rodgers, M Kim Journal of Current Issues & Research in Advertising 31 (2), 1-11, 2009 | 379 | 2009 |
| Peer or expert? The persuasive impact of YouTube public service announcement producers HJ Paek, T Hove, H Ju Jeong, M Kim International Journal of Advertising 30 (1), 161-188, 2011 | 143 | 2011 |
| When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type M Kim, D Song Electronic Word of Mouth as a Promotional Technique, 105-124, 2020 | 119 | 2020 |
| Why people pass along online video advertising: From the perspectives of the interpersonal communication motives scale and the theory of reasoned action J Lee, CD Ham, M Kim Journal of Interactive Advertising 13 (1), 1-13, 2013 | 119 | 2013 |
| Psychological characteristics of Internet dating service users: The effect of self-esteem, involvement, and sociability on the use of Internet dating services M Kim, KN Kwon, M Lee CyberPsychology & Behavior 12 (4), 445-449, 2009 | 115 | 2009 |
| Brand-related user-generated content on social media: the roles of source and sponsorship M Kim, M Lee Internet Research 27 (5), 1085-1103, 2017 | 83 | 2017 |
| Consumer reviews: reviewer avatar facial expression and review valence M Lee, M Kim, W Peng Internet Research 23 (2), 116-132, 2013 | 69 | 2013 |
| The impetus for (and limited power of) business self‐regulation: the example of advergames ET Quilliam, M Lee, RT Cole, M Kim Journal of Consumer Affairs 45 (2), 224-247, 2011 | 64 | 2011 |
| Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity H Zhu, M Kim, YK Choi International Journal of Advertising 41 (5), 948-969, 2022 | 56 | 2022 |
| 마케팅 커뮤니케이션 수단로서의 기업 페이스북 팬페이지 이용행태 분석 이은선， 김미경 광고학연구 23 (2), 31-55, 2012 | 53 | 2012 |
| Consumer response toward native advertising on social media: the roles of source type and content type M Kim, D Song, A Jang Internet Research 31 (5), 1656-1676, 2021 | 41 | 2021 |
| Do you want me to watch this ad on social media?: The effects of norms on online video ad watching J Lee, M Kim, CD Ham, S Kim Journal of Marketing Communications 23 (5), 456-472, 2017 | 41 | 2017 |
| Determinants of young consumers’ attitude toward mobile advertising: The role of regulatory focus M Kim Journal of Promotion Management 26 (2), 186-206, 2020 | 37 | 2020 |
| Mechanisms of child abuse public service announcement effectiveness: Roles of emotional response and perceived effectiveness HJ Paek, T Hove, M Kim, HJ Jeong Health communication 26 (6), 534-545, 2011 | 34 | 2011 |
| KOREAN WORKING ADULTS'AND UNDERGRADUATES'ATTITUDES TOWARDS, AND SELF-EFFICACY IN, JOINING DRINKING PARTIES DW Lee, HS Park, TS Lee, MK Kim, YH Kim Social Behavior and Personality: an international journal 34 (5), 487-498, 2006 | 30 | 2006 |
| Effects of review characteristics and consumer regulatory focus on perceived review usefulness M Kim, M Lee Social behavior and personality: an international journal 43 (8), 1319-1333, 2015 | 28 | 2015 |
| Trait reactance moderates Facebook users' irritation with brand communication E Lee, YJ Kim, YS Lim, M Kim Social Behavior and Personality: an international journal 43 (5), 829-844, 2015 | 26 | 2015 |
| When distant others matter more: Perceived effectiveness for self and other in the child abuse PSA context HJ Paek, T Hove, M Kim, HJ Jeong, JP Dillard Media Psychology 15 (2), 148-174, 2012 | 22 | 2012 |
| A study on companies' fan pages on Facebook as a marketing communication channel E Lee, M Kim The Korean Journal of Advertising 23 (2), 31-55, 2012 | 21 | 2012 |
| Interplay of content type and product type in the consumer response to native advertising on social media M Kim, JK Lee, KY Lee Asian Journal of Communication, 2019 | 20 | 2019 |
