Yeuseung Kim is an assistant professor of Advertising in the College of Communication. She teaches advertising related courses such as Principles of Advertising, Advertising Media Planning, and Research Methods for PR and Advertising Professionals at both undergraduate and graduate levels.
Prof. Kim holds a PhD in mass communication from the University of North Carolina at Chapel Hill. She received her MA in Advertising at the University of Florida and BA in Advertising and Public Relations at Chung-Ang University in Seoul, Korea. Kim has several years of professional experience as a researcher at Korea Advertisers Association and also has experience working in digital advertising agencies.
Her research is focused on understanding how consumers process strategic communication and how their behaviors are affected by it, especially in an online setting. She is also interested in and has explored the effects of source credibility, consumer-generated content, the effect of humor and emotional appeals in advertising, and consumer-brand relationships. Mostly recently, Kim examined how customization of a shopping website affects consumers’ perceptions of the website, the recommended products, and the source of recommendations. As a fan of (and an expert in) online shopping, her recent research explores the issue of guilt and online shopping.
Kim is an active member of American Academy of Advertising (AAA), Association for Education in Journalism and Mass Communication (AEJMC), and Korean American Communication Association (KACA).
Personally, she enjoys learning, doing, testing, and tasting new things.
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