Digital Retailing (AR/VR, AI, Influencer Marketing), Fashion and Consumer Psychology, Sustainable Consumer Behavior, Fashion Brand Marketing Strategy, Corporate Social Responsibility & Cause Related Marketing, Tourism Marketing
Education
Ph.D. Retailing and Fashion Marketing, University of Tennessee, Knoxville, USA
M.S. Fashion Merchandising, Florida State University, Tallahassee, USA
B.A. Fashion Design, Sungkyunkwan University, Seoul, Republic of Korea
Experience
2023 - Current. Associate Professor. Fashion Design. Sungkyunkwan University
2017 - 2022. Assistant Professor. Consumer and Design Sciences, Auburn University, Alabama, USA
2019-Current. Editorial Board Member. Journal of Global Fashion Marketing
2024-Current. Editorial Board Member. Clothing Textile and Apparel Association
2025. 편집위원. 한국의류학회
Journal Articles
(2025)
Unveiling product imagination and decision comfort through personalized virtual try-on: The moderating role of spatial processing perception.
JOURNAL OF RESEARCH IN INTERACTIVE MARKETING.
19,
3
(2025)
Wonder works wonders: The interactive effects of awe and message appeals on donation intentions toward heritage sites through self sizes.
JOURNAL OF TRAVEL RESEARCH.
(2025)
The baby animal effect in wildlife conservation advertising.
JOURNAL OF ADVERTISING RESEARCH.
(2025)
Deciphering the digital evolution: strategic insights into the Korean fashion industry through advanced analytical perspectives.
FASHION AND TEXTILES.
12,
6
(2025)
인플루언서 콜라보레이션 제품의 특성이 브랜드 애착, 제품 태도, 구매의도에 미치는 영향: 인플루언서 상호작용성과 공동구매 경험의 조절효과.
패션 비즈니스.
29,
1
(2024)
자아 개념 특성이 과시적 소비와 위조 명품 패션 상품의 구매의도에 미치는 영향 -사회적 비교 성향의 조절효과를 중심으로.
복식.
74,
6
(2024)
Factors influence TikTok users’ impulse buying behavior: The mediating roles of parasocial relationships and loyalty.
소비문화연구.
27,
2
(2024)
인공지능 챗봇 관계유형과 패션상품 추천유형이 챗봇 지속 사용의도에 미치는 영향 - 지각된 유용성과 즐거움, 사용자 저항감을 중심으로.
한국디자인포럼.
29,
2
(2023)
How Resource Scarcity by Covid-19 Influences Social Isolation and Hoarding Behavior Through Negative Mental States: The Moderating Role of Temporal Orientation.
소비문화연구.
26,
4
(2023)
How augmented reality can improve e-commerce website quality through interactivity and vividness: the moderating role of need for touch.
JOURNAL OF FASHION MARKETING AND MANAGEMENT.
27,
5
(2023)
Do Augmented and Virtual Reality Technologies Increase Consumers' Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals.
CLOTHING AND TEXTILES RESEARCH JOURNAL.
41,
2
(2023)
Awe and guilt: Desirability and feasibility appeals in social media green campaigns.
JOURNAL OF CONSUMER BEHAVIOUR.
22,
2
(2023)
Influencing factors toward e-shoppers' adoption of green last-mile delivery.
INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT.
51,
2
(2022)
Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation.
JOURNAL OF RESEARCH IN INTERACTIVE MARKETING.
16,
4
(2022)
Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving.
INTERNATIONAL JOURNAL OF ADVERTISING.
41,
5
(2022)
Emojis and assertive environmental messages in social media campaigns.
INTERNET RESEARCH.
32,
3
(2022)
Exploring advertising strategy for restaurants sourcing locally: The interplay of benefit appeal and regulatory focus.
JOURNAL OF HOSPITALITY AND TOURISM MANAGEMENT.
50,
-
(2022)
Regulatory framing in online hotel reviews: The moderating roles of temporal distance and temporal orientation.
JOURNAL OF HOSPITALITY AND TOURISM MANAGEMENT.
50,
-
(2021)
Passion for the past: Effect of charity appeals and nostalgia on clothing donation intentions.
JOURNAL OF CONSUMER BEHAVIOUR.
20,
5
(2020)
The effect of 360-degree rotatable product images on purchase intention.
JOURNAL OF RETAILING AND CONSUMER SERVICES.
55,
