Dr. Jooyoung Kim
About: Dr. Kim teaches advertising campaigns, advertising management, global advertising, and advertising research. Research foci are advertising engagement and brand communication.
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.
Eun Sook Kwon (Grady PhD Alum)and Jooyoung Kim (Forthcoming). Exploring Brand Humanization on SNSs: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Behavioral Engagement. International Journal of Internet Marketing and Advertising. Abstract: This study explored whether consumers interacting with brands on SNSs attribute human-like personalities to brands and further examined […]Read More
Jooyoung Kim, Hyejin Bang (Grady PhD Alum), and William Keith Campbell (Forthcoming). Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands. Journal of Social Psychology. Abstract: In this study, we propose a new concept, brand awe, and explores its nature, underlying dimensions, and roles in relation to consumer responses. Brand […]Read More
Abstract: This study examined the effects of the use of directional cues in immersive journalism on information recall, attitudes towards a news story, narrative transportation, presence, and message credibility by conducting a randomized between-subjects three-condition lab experiment (N=90) with community participants using three versions of originally produced 360̊ video news story. The study found that […]Read More
Abstract: Recognizing that fast-food brands are increasingly interested in featuring health and wellness values in their marketing, this study investigated the effect of perceived brand-health issue fit on consumer responses to a fast-food health-marketing initiative. Consistent with previous findings and the schema-congruent framework, the results of the current study indicate that an advertising message with […]Read More
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 […]Read More
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 […]Read More
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 […]Read More
His primary teaching interests are advertising management, advertising campaigns, global advertising, advertising research and quantitative research methods.
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.