Items where Author is "Oc, Y."
Article
Oc, Y. 
ORCID: 0000-0001-5707-4551, Gonsalves, C. & Quamina, L. T. (2024).
Generative AI in Higher Education Assessments: Examining Risk and Tech Savviness on Student’s Adoption.
Journal of Marketing Education,
doi: 10.1177/02734753241302459/
Oc, Y. ORCID: 0000-0001-5707-4551 & Hassen, H. (2024).
Comparing the effectiveness of multiple-answer and single-answer multiple-choice questions in assessing student learning.
Marketing Education Review,
pp. 1-14.
doi: 10.1080/10528008.2024.2417106
Oc, Y. ORCID: 0000-0001-5707-4551, Plangger, K., Sands, S. , Campbell, C. & Pitt, L. (2023).
Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning.
Psychology and Marketing, 40(9),
pp. 1704-1719.
doi: 10.1002/mar.21831
Oc, Y. ORCID: 0000-0001-5707-4551 & Toker, A. (2022).
An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics.
International Journal of Sports Marketing and Sponsorship, 23(4),
pp. 785-803.
doi: 10.1108/ijsms-03-2021-0060
Oc, Y. ORCID: 0000-0001-5707-4551 & Plangger, K. (2022).
GIST do it! How motivational mechanisms help wearable users develop healthy habits.
Computers in Human Behavior, 128,
article number 107089.
doi: 10.1016/j.chb.2021.107089
Working Paper
Oc, Y. ORCID: 0000-0001-5707-4551, Bernritter, S., Plangger, K. & Sotgiu, F.
Touch, Swipe, and Tilt: Exploring the Impact of Mobile In-App Advertising Content on Consumer Brand Choice Intention.
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