Dr. Jooyoung Kim

Executive Director, Business & Public Communication Fellows Program; Associate Professor, Advertising

About: Dr. Kim teaches advertising campaigns, advertising management, global advertising, and advertising research. Research foci are advertising engagement and brand communication.

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Education

Ph.D., Mass Communication (Advertising), University of Florida
M.A., Integrated Marketing Communications, University of Colorado at Boulder
B.S., Economics, Hong-Ik University, Seoul, South Korea

Research Interests and Activities

Dr. Kim’s research focuses on the advertising theory and practice. His current research interests are advertising engagement, advertising integration effects, and consumer emotion. He has published his research in the Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, Psychology & Marketing, Journalism and Mass Communication Quarterly among others. In addition, Dr. Kim has presented his research at numerous academic conferences.

Exploring the Effects of Ad-Task Relevance and Ad Salience on Ad Avoidance: The Moderating Role of Internet Use Motivation Jooyoung Kim

Abstract: This study explores the effects of ad-task relevance and ad salience on ad avoidance. Through structural equation modeling (N = 555), significant effects of ad-task relevance and ad salience on ad avoidance were found, and these relationships were mediated by ad engagement and perceived goal impediment. This study also found that Internet use motivation […]

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Effects of Social Identity and Schadenfreude on Attitude toward Brand Sponsoring an Instant Replay Review: The Moderating Role of Rivalry and Suspense Jooyoung Kim and Jihoon (Jay) Kim

Abstract: Used during sport games to guard against incorrect calls by referees, instant replay review has provided sponsoring brands an additional advertising opportunity. Although instant replay video (IRV) encourages sport spectators to stay focused on the screen, no study has examined how viewer perception of and attitude toward an ad or brand tied to IRV […]

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Advertising Nativeness as a Function of Content and Design Congruence Jooyoung Kim and Hanyoung Kim

Abstract: Despite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness as experienced by media users, developed a scale to measure this perception, and examined how it influence advertising outcomes. Using survey data about 32 ad […]

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Teaching Specialties

His primary teaching interests are advertising management, advertising campaigns, global advertising, advertising research and quantitative research methods.

Experience

Dr. Kim is a frequent speaker for several global companies in South Korea on various topics related to marketing and advertising. Prior to joining the Grady College, Dr. Kim taught at the Iowa State University.

Awards and Fellowships

Dr. Kim has received top paper awards at the American Academy of Advertising (2006) and Association for Education in Journalism and Mass Communication (2001). Many student teams taught by Dr. Kim in his Advertising Campaigns course have won numerous national awards and prizes from Collegiate ECHO (sponsored by Direct Marketing Education Foundation, Direct Marketing Association) and InterAd (International Advertising Association) advertising competition.

Kim, JooYoung