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SuJin Kim

Expected to graduate in 2020

Ph.D. Candidate in Advertising & Public Relations

Mark



Bio



Research X
UX Design




Sujin is a Ph.D. Candidate (ABD) in Advertising and Public relations at the University of Texas at Austin. She is a bright digital media researcher and a creative multimedia designer.

Her current research focuses on discovering how the user experience design (UX) shapes consumers’ behavioral and cognitive engagement with marketing message. In particular, her research interests are negative consumer behaviors, including online ad avoidance, digital impulse/compulse buying, compensatory consumption, and negative word-of-mouth.

As a multimedia designer, she has developed and implemented responsive and interactive advertising in her research experiments. These include print ad, typography, motion graphics, and social media ad.


Ph.D., Advertising, the University of Texas at Austin, 2020 (Expected)
M.A., Advertising and PR, the University of Texas at Austin, 2014
B.F.A., Visual Multimedia Design, Konkook University, 2008

Download CV »





My Research


“I am a Hater’s Advocate.”
I believe every hater has at least one reason to hate. From the advertising and marketing perspective, I would like to understand why consumers hate marketing message and how digital technology shapes their cognitive, affective and behavioral engagement with the marketing message. Based on that, I want to discover how to change the negative reactance in a positive way. Online advertising avoidance, online impulse/compul sive shopping, compensation consumption, negative word-of-mouth are my recent research interests. In understanding consumer’s negative behaviors, my research is fundamentally based on psychological concepts and theories.

Digital Advertising &
Negative
Consume
Behavior





Publications /Conferences


Journal Publication 


PUBLICATIONS: PEER-REVIEWED JOURNAL ARTICLES

1.   Kim, K., Kim, S., Corner, G., & Yoon, S. (2019). Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals. Journal of Promotion Management, 25(3), 314-327.


PUBLICATIONS: IN PROGRESS AT A REFEREED JOURNAL

1.   Han, J., Song, Y., Kim, S., & Lee, S. (Under Review). “Does Soft Power Always Work Better? Comparing the U.S. and South Korea’s Public Diplomacy in Social Media” Targeted Journal: International Journal of Communication 

2.   Kim, S., Yoon, S., Beak, T., & Kim., Y. (Under Review). “Nobody Wants Easy Things: The Interplay between Social Scarcity and Temporal Scarcity on the Ad Evaluation” Targeted Journal: Journal of Advertising

3.   Kim, S., Lee, S., Kahlor, L. (Proofread). “ “Sorry” Can’t Cure All Wounds Anytime: The Interaction Effect between Apology Timing and Compensation Type on Negative Word-of-mouth on Facebook.” Targeted Journal: Journal of Service Marketing

4.   Kim., S., & Atkinson, L. (Proofread). “Hot Deal!: The Interplay of Time Constraints and Social Influences on Online Impulse Buying between hedonic and utilitarian product category” Targeted Journal: Journal of Current Issue and Research in Advertising

5.   Kim., S.,& Atkinson, L. (Proofread). “A Cross-Cultural Comparison Of Advertising Avoidance In Social Media Advertising” Targeted Journal: Cyberpsychology, Behavior, and Social Networking

6.   Kim, S., Yoon, S., Beak, T., & Kim, Y. (Final Writeup). “Will the sharing economy work for fashion? : The Interplay between complexity and popularity on the subscribed fashion business.” Targeted Journal: Journal of Fashion Marketing 

7.   Kim, S., Yoon, S., Beak, T., & Kim., Y. (Analysis) “Interplay between Gender, Social Influence, and Visibility in Persuasive Marketing Communication (Tentative subject).” Targeted Journal: Journal of Business Research

8.   Kim, S., Yoon, S., Beak, T., & Kim., Y. (Analysis) “The compensation shopping.”  Targeted Journal: Journal of Business Research

9.   Kim., S., Kim, K., & Yoon, S. (2nd Study Data Collection). “How Advertising Timing Affects The Perception Of Ad Messages.” Targeted Journal: Journal of Advertising

10.  Oh, J., Ahn, J., Lim, H., & Kim, S. (Ready to submit). “I want my voice to be heard: the effects of social media affordances in an anti-smoking website on sense of agency and intention to quit” 


BOOK CHAPTER

1.     Han, J. K., Song, Y. A., Lee, S., Kim, S.,& Chung, A. D. (2016). Promoting Nation’s Soft Power: How US and Korea Use Public Diplomacy in Nation Branding in Social Media. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 875-875). Springer, Cham.



Conference Proceedings


1.     Kim, S., Kim, K. & Yoon, S. (submitted). “The Interaction Effect of Ad-Location and Ad-Message.” Submitted to American Marketing Science (AMS) 2020, in Coral Gables, FL

2.     Kim, S., Yoon, S. Baek, T. & Kim, Y (submitted). “Does Social Exclusion boost Scarcity Effect?” Submitted to American Academy of Advertising Annual Conference (AAA) 2020, San Diego, CA

3.     Kim, S., & Lee, S. (2019). “Can “sorry” heal all wounds anytime? Interplay between apology timing and compensation type on negative word-of-mouth in social networking site.” Accepted for poster presentation at International Communication Association (ICA) 2019, in Washington D.C *Korean American Communication Association (KACA)- ICA Graduate Student Grant

4.     Kim, S., Kim, K., & Yoon, S. (2019). “"Only For You vs. Only Today: How Should These Be Implemented? The Interaction Effect of Restrictions and Engagement" Accepted for presentation at American Academy of Advertising Annual Conference (AAA) 2019, in Dallas, TX

5.     Kim., S., & Atkinson, L. (2019). “Hot Deal!: The Interplay of Time Constraints and Social Influences on Online Impulse Buying” Accepted for presentation at American Academy of Advertising Annual Conference (AAA) 2019, in Dallas, TX

6.     Kim, K., Kim, S., & Yoon, S. (2019). “Dollars-Off Or Percentage-Off: How Complexity-Induced Construal Affects The Perception Of Promotional Messages” Accepted for presentation at American Academy of Advertising Annual Conference (AAA) 2019, in Dallas, TX

7.     Kim, K., Kim, S., & Yoon, S. (2018) “how complexity-induced construal affects the perception of promotional messages. ” Accepted for presentation at Global Marketing Conference (GMC) 2018, in Tokyo, Japan

8.     Kim, S., & Atkinson, L. (2018), “why are you avoiding me? a cross-cultural comparison of advertising avoidance in social media advertising.” Accepted for presentation at American Academy of Advertising  (AAA) 2018 annual conference, in New York, NY

9.     Oh, J., Ahn, J., Kim, S., & Lim, H. (2017). “I want my voice to be heard: the effects of social media affordances in an anti-smoking website on sense of agency and intention to quit” Accepted for presentation at the National Communication Associations (NCA) 2017 annual conference, in Dallas, TX

10.   Kim., S (2017). “The influence of regulatory message types on self-licensing effects in healthy eating., Accepted for poster presentation at Society of Health and Physical educators (SHAPE), in Boston, MA

11.   Han, K., Song, Y., Kim, S., Lee, S., & Chung, D. (2014). “Promoting Nation's Soft Power: How U.S. and Korea Use Public Diplomacy in Nation Branding in Social Media” Accepted for presentation at the Academy of Marketing Science (AMS), in Indianapolis, Indiana

12.   Han, K., Song, Y., Kim, S., & Lee, S. (2013). “How the Government and Non-Profit Organizations Build Their National Branding via Facebook?” Accepted for presentation at the Global American Academy of Advertising (Global AAA), in Honolulu, Hawaii


Download CV »




My Teaching


I am fortunate enough to have served as a lab instructor and a TA for diverse undergraduate-level courses in the top-ranked Advertising program at the University of Texas at Austin. Also, I am a certified teacher of art and design, received my bachelor's degree in visual multimedia design from Konkuk University.



Teaching
Interests 


Digital Advertising, Consumer Behavior,
Integrated Communication, Advertising Campaign, Strategic Management,
Publication Design, Web Design, Mobile Application Design,
Research Method/Statistics




Academic
Appointments


Fall 2018 - Spring 2019 LAB INSTRUCTOR
Media Foundation    


Summer 2017 – Spring 2018 TEACHING ASSISTANT
Technology Marketing and Advertising (Spring 2018)
Advertising Research (Fall 2017)
Integrated Communication Management (Summer 2017) - Online
Integrated Communication Campaigns (Summer 2017) - Online


Spring 2013 – Fall 2013 GRADUATE RESEARCH ASSISTANT
Psychology of Advertising (Fall 2013)
Advertising as Social Communication (Fall 2013)
International Advertising (Spring 2013)
Integrated Communications Management (Spring 2013) 

Note: Did not accept a GRA offer for the 2014 spring semester



Guest
Lectures


Spring 2019 History and Development of Advertising 
Instructor: Yehoshua Ryoo
Lecture Topic: Does the Ability to Skip Ads Matter?                  



Fall 2018 Fundamental of Advertising
Instructor: Arnold Chung
Topic: Social Media Advertising Avoidance
  

Student Evaluation Score (Unofficial): 4.75/5.0



Teaching
Development
& Training


Spring 2018 - Current SEED (Student Employee Excellence Development) Certificate
The University of Texas at Austin
Enhancing teaching skill sets and leadership potential to excel in my future teaching career

Spring 2018 Complete ITA/UGA Connect Program
The University of Texas at Austin
Instructor: Dr. Molly Hatcher (Educational Psychology)
Building teaching confidence and effectiveness by engaging in undergraduate students
Overall Instructor Survey Score: 5.0 / 5.0

Fall 2017 Complete Supervised Teaching in Business Administration
Instructor: Dr. Dukerich
Developing syllabus, teaching philosophy, sample teaching presentation (15 minutes, 60 minutes), flipped class project
Course Evaluation Score: A
Peer-evaluation: 4.9/5.0

February 2008 The Secondary School Teacher (Grade Ⅱ) of Art and Design
Ministry of Education & Human Resources Development, South Korea
Overall Instructor Survey Score: 5.0 / 5.0

Spring 2007 Teacher (Art and Design)
Dong-Buk middle school, Seoul, Korea
Average Overall Instructor Evaluation – 4.5 / 4.5




Teaching
Effectiveness


I received high quantitative marks on student course evaluations with the means of 4.20 out of 5. Also, my qualitative student evaluations demonstrate my commitment to teaching my students with care. One student noted:  “Sue was very attentive and very very kind. She was patient with our class who were commonly talking and chattering while she lectured. She has such a passion for teaching and helping her students.” And another students noted: “Sue was very kind and didn't judge my exam grades when I went to go talk to her about how I could improve and get better in the math section. She was patient and even happy to see me when I swung by her cubicle even though I wasn't one of her lab students.”


Student
Feedback
Examples








Student
Assignment
Examples

(Please click the icons below to download) 

  






My Design


Before pursing my graduate degrees, I spent several years of marketing, branding, art directing and risk management spanning a variety of industries including advertising, brand identity & Corporation identity (BI/CI), cosmetics & healthcare, and education.


Assistant Marketing & PR Manager Hankook Cosmetics, 12/2008 – 02/2010
Art Director, Creative Team OgilvyOne Worldwide, 10/2007 – 03/2008
Illustrator, Starpl.com, Seoul, South Korea, 06/2006 – 11/2006
Graphic Design Intern, All Communications, Brand Design Team, 06/2005 – 08/2005




             


Print

Public Design
Research Center
Brochure

Client: Konkook University





DM

IBM Mid-Market DM Evidence

Client: IBM


1.Booklet : A booklet that provided him with solutions to his problems.
2. Notepad : His nose blood on a notepad while he was working overtime.
3. Business card : Business cards of the IBM consultants he had a meeting with.
4. Polaroid : Pictures taken in secret of him having a meeting with IBM.
5. Diary : A diary of an IT staff showing a list of problems he was faced with.
6. Pen : A cap of a pen with clear tooth marks, which indicate his agony in trying to solve his problems.
7. Bonus Cheque : A bonus cheque he received in recognition of his achievement.
Challenge
IBM Korea launched IT services for Small Medium Businesses (SMBs) a couple of years ago and made a lot of investments in communications on these offerings. However, target audiences were still not sure if the service offerings from IBM really work for them mainly due to a wrong but powerful perception that IBM services are meant for Large Enterprises only.

Solution The central idea was to utilize relevant case references to prove many successful SMBs have already benefited from IT services from IBM. The creative idea was to present them with hard, undisputable evidence, wrapped in the evidence bag as used at crime scenes with the intriguing outer envelope line "What really happened to the IT staff at the SMB?". A list of contents suggests some clues, thereby hyping up a sense of mystery. The contents inside, once put together, tell a story of an IT staff starting with his problems and solving them with the help of IBM services.

Result
It's only 2 months since this DM was mailed out to 1,500 contacts. However, it has already generated about US$2.5 million in the pipeline. To put it in a relevant perspective, this single tactic has already achieved over 50% of the actual win revenues by a similar campaign in previous year.


360°
Marketing Plan

Be Modern 
Campaign

Client: Mind Bridge





Out-of-home (OOH) advertising



Online Advertising




*More work samples are available upon request.





My Awards

AWARDS &
FELLOWSHIPS


2019 – 2020
Graduate Continuing Fellowship, Graduate School, University of Texas at Austin
Funded Amounst: $30,000 (+1-year tuition waiver)

2019
Professional Development Award, Graduate School, University of Texas at Austin
Funded Amounts: $600

2019
Graduate Student Grant, Korean American Communication Association
Funded Amounts: $500

2019
Graduate Student Travel Award, International Communication Associate (ICA)
Funded Amounts: $200

2019
Graduate Student Travel Grants, American Academy of Advertising (AAA)
Funded Amounts: $500

2017 – 2019
Moody College Fellowship, College of Communication, University of Texas at Austin
Funded Amounts: $3,000

2018
Professional Development Award, Graduate School, University of Texas at Austin
Funded Amounts: $500

2016 – 2017
Recruitment Fellowship, Graduate School, University of Texas at Austin
Funded Amounts: $30,000 (+1-year tuition waiver)

2017
Finalist, Three-minute Thesis Presentation Competition, The office of Sustainability, The university of Texas at Austin

2007
Merit-Based Scholarship, KonKuk University, Seoul, South Korea
Funded Amounts: $3000

2006
Global Business 2nd Prize, New Frontier, Turkey
Funded Amounts: $900



External
Grant Research 
Experiences


2017
National Science Foundation (NSF). Division of Computer and Network Systems
RAPID: The Changing Nature of "Calls" for Help with Hurricane Harvey: Comparing 9-1-1 and Social Media.
Amount Funded: $168,508.00
Principal investigators: Drs. Keri Stephens, Dhiraj Murthy (CO-PI)
Role: Research Assistant

2018 - 2019
National Research Foundation of Korea
Global Research Network Grant
Amount Funded: $138,840.00
Principal investigators: Drs. Yeonshin Kim, Sukki Yoon (CO-PI)
Role: Research Assistant





︎ 300 W. Dean Keeton (A0900) Austin, TX 78712-1069
︎ sujin.kim@utexas.edu