# Heejun Lee

**Type:** Researchers  
**Canonical URL:** https://scholariq.org/researchers/heejun-lee/

## Facts

| Field | Value |
| --- | --- |
| Citations | 65 |
| Field | Consumer Behavior in Brand Consumption and Identification |
| h-index | 3 |
| i10-index | 2 |
| Last Known Institution | Daegu Catholic University |
| OpenAlex ID | https://openalex.org/A5008985652 |
| ORCID iD | 0000-0001-5616-554X |
| Works | 8 |

## Researcher papers

- [Virtual brand experience in digital reality advertising: Conceptualization and measurement](https://scholariq.org/papers/virtual-brand-experience-in-digital-reality-advertising-conceptualization-and/)
- [Consumers’ responses to metaverse ads: The roles of hedonic versus utilitarian appeal and the moderating role of need for touch](https://scholariq.org/papers/consumers-responses-to-metaverse-ads-the-roles-of-hedonic-versus-utilitarian/)
- [Humanizing Chatbots for Political Campaigns: How Do Voters Respond to Feasibility and Desirability Appeals from Political Chatbots?](https://scholariq.org/papers/humanizing-chatbots-for-political-campaigns-how-do-voters-respond-to-feasibility/)
- [Exploring the Effectiveness of Advergame: The Role of Transportation on Continuous Intention to Play Advergames](https://scholariq.org/papers/exploring-the-effectiveness-of-advergame-the-role-of-transportation-on/)
- [Experiential determinants of metaverse advertising effectiveness: an avatar parasocial relationship perspective](https://scholariq.org/papers/experiential-determinants-of-metaverse-advertising-effectiveness-an-avatar/)
- [Do Live Commerce, Influencer Marketing, and Metaverse Advertising Correspond to Advertising? : Application of Mixed Research Methods Targeting Consumers in Their 20s and 30s](https://scholariq.org/papers/do-live-commerce-influencer-marketing-and-metaverse-advertising-correspond-to/)
- [Emotional expression of AI can reduce effect of social exclusion on perceived anthropomorphism](https://scholariq.org/papers/emotional-expression-of-ai-can-reduce-effect-of-social-exclusion-on-perceived/)
- [Emotional expression of AI can reduce effect of social exclusion on perceived anthropomorphism](https://scholariq.org/papers/emotional-expression-of-ai-can-reduce-effect-of-social-exclusion-on-perceived-2/)

## Researcher topics

- [Consumer Behavior in Brand Consumption and Identification](https://scholariq.org/topics/consumer-behavior-in-brand-consumption-and-identification/)
- [AI in Service Interactions](https://scholariq.org/topics/ai-in-service-interactions/)
- [Media Influence and Health](https://scholariq.org/topics/media-influence-and-health/)
- [Social Robot Interaction and HRI](https://scholariq.org/topics/social-robot-interaction-and-hri/)
- [Behavioral Health and Interventions](https://scholariq.org/topics/behavioral-health-and-interventions/)

## Researcher university

- [Daegu Catholic University](https://scholariq.org/institutions/daegu-catholic-university/)

---
Source: ScholarIQ — public research metadata, principally OpenAlex. See https://scholariq.org/sources/ for provenance and https://scholariq.org/methodology/ for what these figures mean.