Live-Streaming; co-creation; co-consumption

Bowie, Laura ORCID: https://orcid.org/0000-0002-9084-2142, Phairor, Klairoong Hawa, Yang, Chen, Sun, Yan, Murekian, Octavio and Liu, Xiaoqin (2023) Live Streaming, the new digital sphere for co-creation and co-consumption: opportunities and challenges. In: AM2023 From Revolution to Revolutions, 3rd - 6th July 2023, University of Birmingham. (Unpublished)

advertising, meme marketing, Gen Z

Nesheiwat, Natalie Raed Eid, Phairor, Klairoong Hawa and Salimon, Maruf ORCID: https://orcid.org/0000-0002-9071-7579 (2025) Click, Laugh, Buy: the power of memes in shaping Jordanian Gen Z’s brand preferences. In: AM2025 Academy of Marketing Conference: "Saints & Scholars" University College Cork, Ireland, 7th - 10th July, 2025. University of Cork, Cork, Ireland. (In Press)

digital detoxification, algorithmic bias, online identity, and consumer trust

Murekian, Octavio, Phairor, Klairoong Hawa, Yang, Chen and Sun, Yan (2024) Social media and marketing: towards a better future. In: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit, 1st - 4th July, 2024, Cardiff Business School. (Unpublished)

impulse buying; festive seasons; sensory marketing

Phethean, Grace and Phairor, Klairoong (2022) The role of visual and auditory senses on impulse buying during festive seasons. In: AM Academy of Marketing Conference 2022: Marketing: The Fabric of Life, 5th - 7th July 2022, University of Huddersfield. (Unpublished)

social media marketing; donation; altruism; social influence; self-congruity; American millennials

Theobald, Sarah and Phairor, Klairoong Hawa (2022) Exploring the factors that influence American millennial women's donation intent in non-profit social media marketing. In: 2022 AMA Marketing and Public Policy Conference, 9th - 11th June 2022, Austin, TX. (Unpublished)