Digital Marketing, Online Advertising,Platform Strategy, SMEs
Education
Ph.D. in Marketing, Purdue University
M.A. in Economics, University of Illinois at Chicago
B.S. in Statistics and Operations Research, University of Illinois at Chicago
Experience
Associate Professor, Sungkyunkwan University, 2020 - present
Assistant Professor, Sungkyunkwan University, 2018 - 2020
Assistant Professor, Ewha Womans University, 2016 - 2018
Assistant Professor, Long Island University, 2011 - 2015
Journal Articles
(2024)
Older adult consumers and local competition in the healthcare service.
INTERNATIONAL JOURNAL OF CONSUMER STUDIES.
48,
1
(2023)
플랫폼 서비스 가치와 수수료에 대한 경제적 고찰.
벤처창업연구.
18,
6
(2023)
웹페이지 디자인 요소와 채널 유형이 소비자 구매의도에 미치는 영향: 소비자 가치의 매개효과를 중심으로.
소비자학연구.
34,
6
(2023)
Coordinating traditional media advertising and online advertising in brand marketing.
PRODUCTION AND OPERATIONS MANAGEMENT.
32,
6
(2023)
제품 및 리뷰 유형이 리뷰 의존도에 미치는 영향.
소비문화연구.
26,
1
(2022)
지역 검색 서비스가 중소상공인 마케팅 성과에 미치는 영향: 온라인 구전을 중심으로.
광고학연구.
33,
7
(2022)
고객의 방문빈도가 입소문 효과에 미치는 영향 : 소비자리뷰의 감정강도를 중심으로.
대한경영학회지.
35,
1
(2022)
Does Michelin effect exist? An empirical study on the effects of Michelin stars.
INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT.
34,
6
(2022)
Multiple keywords management in sponsored search advertising with interrelated consumer clicks.
JOURNAL OF BUSINESS RESEARCH.
140,
-
(2022)
소비자 쇼핑 여정에 대한 탐색적 연구: 여정 단계와 플랫폼 사용을 중심으로.
광고학연구.
33,
1
(2021)
How should retail advertisers manage multiple keywords in paid search advertising?.
JOURNAL OF BUSINESS RESEARCH.
130,
(2020)
스마트 제품 혁신성과 소비자 가치 평가: 스마트폰 제품을 중심으로.
대한경영학회지.
33,
8
(2020)
Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media.
JOURNAL OF BUSINESS RESEARCH.
120,
(2019)
속성기준 군집 분석 기법을 이용한 온라인 검색 광고에서의 키워드 선정 방안.
대한산업공학회지.
45,
5
(2019)
The characteristics and business impact of children's electronic word of mouth in marketing communications.
INTERNATIONAL JOURNAL OF ADVERTISING.
38,
5
(2019)
The effects of eWOM characteristics on consumer ratings: evidence from TripAdvisor.com.
INTERNATIONAL JOURNAL OF ADVERTISING.
38,
5
(2017)
Provision of Optional Versus Standard Product Features in Competition.
JOURNAL OF MARKETING.
81,
3
(2015)
"Strategic delegation, quality competition, and new product profitability".
MANAGEMENT DECISION.
53,
3
(2012)
On the optimal number of advertising slots in a generalized second-price auction.
MARKETING LETTERS.
23,
3