Digital Marketing, News media marketing, Social media marketing, Online advertising, Marketing modeling, Big data, Machine learning
Education
BS in Business Administration and Applied Statistics, Yonsei University
MS in Applied Statistics, Yonsei University
PhD in Management (Marketing), INSEAD
Experience
Associate Professor, Sungkyunkwan University, 2022- (Tenured in 2023)
Assistant Professor, Sungkyunkwan University, 2021-2022
Assistant Professor, Goizueta Business School, Emory University, 2016-2022
Editorial Board in world-class academic journals, Journal of Marketing Research, Journal of Consumer Research, International Journal of Marketing Research, Journal of Interactive Marketing
Journal Articles
(2026)
Agentic AI systems and the future of entrepreneurship: a perspective on co-agency, innovation, and ecosystem transformation.
INTERNATIONAL ENTREPRENEURSHIP AND MANAGEMENT JOURNAL.
22,
1
(2026)
A longitudinal consumer feedback analytics approach for theory building and testing: Examining consumer satisfaction and loyalty in buy now, pay later (BNPL) platforms.
Journal of Retailing and Consumer Services.
88,
(2025)
AI Agents and Agentic Systems: Redefining Global it Management.
JOURNAL OF GLOBAL INFORMATION TECHNOLOGY MANAGEMENT.
28,
3
(2025)
The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work?.
JOURNAL OF MARKETING.
90,
3
(2025)
Wait for Free: A Consumption-Decelerating Promotion for Serialized Digital Media.
JOURNAL OF MARKETING RESEARCH.
62,
1
(2024)
Mixing User- and Publisher-Generated Content: Quantifying the Spillover Effect of User-Generated Content in a Hybrid Content Environment.
JOURNAL OF INTERACTIVE MARKETING.
60,
1
(2023)
Paywall Suspensions and Digital News Subscriptions.
MARKETING SCIENCE.
(2022)
How consumer digital signals are reshaping the customer journey.
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE.
50,
6
(2021)
How Content Affects Clicks: A Dynamic Model of Online Content Consumption.
Asia Pacific Journal of Information Systems.
31,
4
(2021)
Drivers of Social Network Formation: Exploring Brand Homophily.
마케팅연구.
36,
4
(2019)
Wearout or Weariness? Measuring Potential Negative Consequences of Online Ad Volume and Placement on Website Visits.
JOURNAL OF MARKETING RESEARCH.
56,
1
(2024)
Assessing the AI Solution Ecosystem: Adoption Status and Impact Analysis for Small or Media Online Retailers.
ICAMA 2024.
JAPAN
(2024)
The impact of ai anchor news: the comparison of ai vs. Human anchor programs in news industry.
EMAC.
EU
(2023)
NEWS CONTENT ANALYSIS: THE DIFFERENCE BETWEEN AI AND HUMAN ANCHOR PROGRAMS.
2023 Global Marketing Conference.
KOREA, REPUBLIC OF
(2023)
THE IMPACT OF THE NUMBER OF CROWDFUNDING ROUND ON CONSUMER RESPONSES AND THE FUNDING SUCCESS.
2023 Global Marketing Conference.
KOREA, REPUBLIC OF
(2023)
Artificial Intelligence Anchors in Broadcast Media.
2023 INFORMS Marketing Science Conference.
UNITED STATES
(2023)
GEOTARGETED MOBILE ADVERTISING FOR SMALL BUSINESSES.
Economics of Information and Communication Technologies.
GERMANY
(2022)
Assessing Brand Personality on Social Media: Application of Natural Language Processing and Machine Learning.
Marketing Science Conference.
UNITED STATES
(2022)
Sponsored Content and News Consumption Tradeoffs.
Marketing Science Conference.
UNITED STATES
(2022)
Effectiveness of Micro Ads on Television.
Marketing Science.
UNITED STATES
