Ph.D. Profile – Ja Kyung Seo

Ja Kyung Seo is a Ph.D. candidate in the Department of Advertising & Public Relations at the University of Georgia. Her research seeks to understand how emerging technologies, including interactive tools on social media and Artificial Intelligence (AI) applications (e.g., AI chatbots and AI social robots), can be harnessed in the advertising field for the betterment of society. She investigates the psychological mechanism under which such interactive technologies influence individuals’ cognitive and emotional processing of advertisements. She conducts research as a member of the Health and Environmental Advertising Research Team (HEART) at Grady College.

Seo is a recipient of the Graduate School Summer Research Grants issued by the UGA Graduate School (2023), AEJMC Advertising Division Washington Media Scholars Foundation Graduate Research Scholarship (2024), and HSAD Global Research Award (2024).

Seo earned a master’s degree in mass communication from Sogang University and a bachelor’s degree in psychology from Sogang University.

Following is a brief interview with Seo .

WHAT MADE YOU WANT TO PURSUE YOUR PH.D.?

I became fascinated with how the emerging technologies we encounter daily shape human behavior, perceptions and interactions. I saw a Ph.D. program as a chance to continuously ask questions and contribute to our understanding of these powerful tools. I love that this program allows me to keep learning and growing in a field I’m truly passionate about.

WHAT HAS BEEN THE HIGHLIGHT OF YOUR DOCTORAL EDUCATION SO FAR?

The highlight of my doctoral journey has been the chance to collaborate on research projects with inspiring scholars and to work closely with the Health and Environmental Advertising Research Team (HEART). Leading a project on the effectiveness of interactive advertising formats in pro-environmental campaigns has been especially rewarding. This experience allowed me to design impactful studies that address real-world issues while also developing my skills in teamwork and interdisciplinary collaboration.

WHAT IS A FUN FACT ABOUT YOURSELF, YOUR RESEARCH FIELD OR RELATED FIELDS?

A fun fact about me is that I was a ballet dancer before college! I used to communicate with audiences through the art of ballet, and now I study communication between humans and emerging communication technologies, like AI chatbots and social robots. It’s interesting to think that both ballet and emerging technologies are about creating connection and understanding, just through different forms.

WHAT ADVICE WOULD YOU OFFER TO SOMEONE CONSIDERING A PH.D. PROGRAM?

My advice to prospective Ph.D. students is to focus on personal growth rather than comparing yourself to others. Progress in a Ph.D. program can be challenging and sometimes slow, so it’s important to celebrate small wins and see each step forward as part of your journey.

WHAT HAS BEEN YOUR MOST MEMORABLE EXPERIENCE AT GRADY COLLEGE?

My most memorable experience at Grady College has been working with the undergraduate students in my ADPR 3400 (Insights and Analytics) course. On days when I feel down by a stagnant research process, teaching has become a part of my healing process. I gain so much positive energy from my students. Their enthusiasm and curiosity keep me motivated!

Author: Lauren A. Pike, lauren.pike@uga.edu