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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). “Temporal and Social Scarcity: Effects 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. (Ready to Submit). “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.(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. (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.(Analysis) “The compensation shopping.” 
Targeted Journal: Journal of Business Research

9.   Kim., S., Kim, K., & Yoon, S. (Ready to Submit). “How Advertising Timing Affects The Perception Of Ad Messages.”
Targeted Journal: Computers in Human Behavior

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” 
Targeted Journal: N/A


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


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︎ sujin.kim@utexas.edu