Jihoon (Jay) Kim

PhD student, Graduate Studies

Biographical Statement

Jihoon (Jay) Kim is a second-year doctoral student in Grady College at the University of Georgia. He earned his Master of Science degree in sport management from the University of Florida in August 2012. He received his Bachelor of Science in business administration at Dongguk University, Seoul, South Korea in February 2010. His scholarly interests range widely within digital media technology studies. In particular, his research agenda involves the social implications of digital media technology such as social media and immersive virtual environments for the dynamics of media work and innovation. Bedside the effects of digital media technology on advertising markets, he also wants to further investigate the emerging role of data in mass communication and the changing nature of online advertising with technology advancements such as big data, mobile applications, and related phenomena.

Publications

  • Refereed Academic Journal Articles
    1. Phua, J, Jin, S. A., & Kim, Jihoon. (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telematics and Informatic, 34, 412-424.
    2. Phua, J, Jin, S. A., & Kim, Jihoon. (Submitted). Uses and Gratifications of Social Networking Sites for Social Capital: Comparing Facebook, Twitter, Instagram, and Snapchat.
    3. Kim, Jihoon., Ko, Y. J., Connaughton, D., & Chang, J. (In progress). The Impact of Performance Expectancy of a Sport Officiating Technology.
  • Refereed Academic Book Chapter
    1. Zhang, J. J., Chen, K. K., & Kim, Jihoon. (2013). Leadership on a global scale. In J. F. Borland, G. M. Kane, & L. J. Burton (Eds.), Sport leadership in the 21stcentury. Burlington, MA: Jones & Bartlett.
  • Refereed Academic Conference Presentations
    1. Phua, J, Jin, S. A., & Kim, Jihoon. (2016, June). Uses and Gratifications of Social Networking Sites for Social Capital: Comparing Facebook, Twitter, Instagram, and Snapchat. International Communication Association (ICA), Fukuoka, Japan, June 9-13.
    2. Phua, J, Jin, S. A., & Kim, Jihoon. (2016, March). Gratifications of Using Facebook, Twitter, Instagram, and Snapchat to Follow Brands: Influence on Brand Community-Related Outcomes. American Academy of Advertising (AAA), Seattle, WA, March 17-20.
    3. Kim, Jihoon., Ko, Y. J., & Connaughton, D. (2014, November). Determinants of Consumers’ Performance Expectancy for Technology in Sport Officiating. Presented at the 2014 Sport, Entertainment and Venue Tomorrow Conference (SEVT), Columbia, SC.
    4. Kim, Jihoon., & Zhang, J. J. (2013, May). Identification of Factors Affecting Consumer Adoption of Sport-Related Mobile Applications: Development of a Conceptual Framework. Presented at the annual conference of North American Society for Sport Management (NASSM), Austin, TX.
    5. Kim, Jihoon., & Ko, Y. J. (Advisor) (2012, October). Determinants Consumers’ Perceived Benefits and Attitude toward the Use of Technology in Sports Officiating. Presented at the annual conference of Sport Marketing Association (SMA), Orlando, FL.
    6. Kim, Jihoon., & Ko, Y. J. (Advisor) (2011, October). Understanding Consumers’ Perception and Attitude toward Technology in Sports Officiating. Presented at the annual conference of Sport Marketing Association (SMA), Houston, TX.
Investigating the Impact of Immersive Advertising on Attitude toward the Brand: The Mediating Roles of Perceived Novelty, Perceived Interactivity, and Attitude toward the Advertisement Nah Ray Han, Jihoon (Jay) Kim, Taeyeon Kim & Joe Phua

Jihoon (Jay) Kim (Grady Ph.D student), Joe Phua, Nah Ray Han (Grady Ph.D student), and Taeyeon Kim (Grady Ph.D student), “Investigating the Impact of Immersive Advertising on Attitude toward the Brand: The Mediating Roles of Perceived Novelty, Perceived Interactivity, and Attitude toward the Advertisement” Accepted for presentation at the Association for Education in Journalism and […]

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Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism Jihoon (Jay) Kim and Joe Phua

Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity versus non-celebrity) and message […]

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Pro-Veganism on Instagram: Effects of User-Generated Content and Message Endorser Types in Instagram-Based Pro-Veganism Posts Joe Phua and Jihoon (Jay) Kim

Paper accepted for presentation at the International Communication Association Annual Conference, Gold Coast, Australia, May 2020. Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic), while experiment 2 (N = 288) […]

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Encouraging Energy Saving through Facebook: Effect of Message Concreteness and Message Sender Distance on Consumer Attitudes and Behavioral Intentions. Nah Ray Han, Joe Phua & Jihoon (Jay) Kim

Accepted for presentation at the 2020 American Academy of Advertising (AAA) Annual Conference, March 2020, San Diego, CA. Abstract: This study examined effects of match versus mismatch of message concreteness (abstract/concrete) and sender distance (far/close) in Facebook-based posts about energy saving on attitudes and behavior intentions. An online experiment (N=183) revealed that participants in the […]

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Fixation Differences in Spatial Visual Perception during Multi-Sensory Stimulation Jihoon (Jay) Kim

Abstract: The mood and atmosphere of a service setting are essential factors in the way customers evaluate their shopping experience in a retail store environment. Scholars have shown that background music has a strong effect on consumer behavior. Retailers design novel environments in which appropriate music can elevate the shopping experience. While previous findings highlight […]

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Look around and learn: Effects of 360-degree video in online news Bartosz Wojdynski, Ivanka (Radovic) Pjesivac, Jihoon (Jay) Kim, Keith Herndon & Matthew Binford

Abstract: In a between-subjects eye-tracking experiment, adult readers of a large metropolitan daily newspaper (N=70) viewed and evaluated one of two versions of the same online news feature: one with an embedded 360-degree video alongside text and images, and the other using exclusively text and static images. Findings show that the presence of 360-degree video […]

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Interaction Effects of Source Type and Message Valence in Instagram-Based Advertising Messages About Veganism Joe Phua and Jihoon (Jay) Kim

Abstract: A between-subjects 2 (source type: celebrity versus non-celebrity) x 2 (message valence: positive versus negative) factorial experiment (N = 288) examined the effects of source type and message valence on various outcomes of Instagram-based advertising messages about veganism. Results of data analyses indicate significant main effects of message valence on perceived information value of […]

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The Roles of Celebrity Endorsers’ and Consumers’ Vegan Identity in Marketing Communication about Veganism. Joe Phua and Jihoon (Jay) Kim

Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of consumers’ eating habits (meat eater versus non-meat eater) and celebrities’ vegan identity (altruistic motivation versus egoistic motivation) on various outcomes of health communication about veganism. […]

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Getting a Little Too Personal? Positive and Negative Effects of Personalized Advertising on Online Mutitaskers. Hyoyeun Jun, Taeyeon Kim, Jihoon (Jay) Kim & Bartosz Wojdynski

Abstract: A between-subjects experiment tested the effects of medium (location-based) and high (individually tailored) personalized advertising on online news readers, half of whom also paid attention to a podcast while reading. Results showed that the main effect of multitasking was not significant, suggesting that no significant difference in attitude toward the ad emerged between the […]

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Starring in Your Own Snapchat Advertisement: Influence of Self-Brand Congruity, Self-Referencing and Perceived Humor on Brand Attitude and Purchase Intention of Advertised Brands Joe Phua and Jihoon (Jay) Kim

Abstract: Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self-brand congruity, self-referencing and perceived humor in these self-endorsed geofilter brand advertisements on consumers’ brand-related preferences. Results revealed that self-brand congruity, self-referencing and perceived humor exerted significant main effects on […]

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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 Jihoon (Jay) Kim and Sungsu 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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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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Educational Background

UNIVERSITY OF FLORIDA, Masters of Science
Major: Sport Management
Thesis: “The Impact of Performance Expectancy of Sport Officiating Technology on Attitude toward Sport Events
DONGGUK UNIVERSITY, Bachelor of Business Administration
Double Major in Management Information System / Business Administration

Kim, Jihoon