ADx Lab

Peer Reviewed Journal Articles

*The SSCI impact factor was obtained from the 2023 Journal Citation Reports (Clarivate).

63. Kim, J., Cho, A., Baek, T. H.,* Park, J., & Bae, J. (2025). The effect of NFT visual quality on consumer evaluations of luxury goods in the metaverse. Journal of Retailing and Consumer Services, 87, 104346. https://doi.org/10.1016/j.jretconser.2025.104346. [Impact Factor = 11.0] *Corresponding author

62.  Baek, T. H., Park, J., & Kim, J. S. (2025). Meme advertising for luxury brands: Effects on perceived funniness and sharing intention.  International Journal of Advertising. https://doi.org/10.1080/02650487.2025.2510062 [Impact Factor = 6.7] 

61.  Lee, D. C., Jhang,  J., & Baek, T. H.* (2025).  AI-generated news content:  The impact of AI writer identity and perceived AI human-likeness. International Journal of Human-Computer Interaction. 1-13. https://doi.org/10.1080/10447318.2025.2477739 [Impact Factor = 3.4] *Corresponding author

60. Baek, T. H., Yoon, S., & Kim, S. (2025). The baby animal effect in wildlife conservation advertising. Journal of Advertising Research. 1-20. https://doi.org/10.1080/00218499.2024.2447126  [Impact Factor = 2.1]

59.  Baek, T. H., Kim, H., J., & Kim, J. K.  (2025). AI-generated recommendations: Roles of language style, perceived AI human-likeness, and recommendation agent. International Journal of Hospitality Management. 126, 104106. https://doi.org/10.1016/j.ijhm.2025.104106 [Impact Factor = 10.0] 

58. Kim, M., & Baek, T. H.* (2025). Fostering brand love through branded memes on social media. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-02-2024-5002 [Impact Factor = 5.2] *Corresponding author

57. Kim, J. H., Kim, J. K., Baek, T. H.*, & Kim, C. J. (2025). ChatGPT personalized and humorous recommendations. Annals of Tourism Research.110, 103857 https://doi.org/10.1016/j.annals.2024.103857 [Impact Factor = 10.4]  *Corresponding author

56. Kim, J. S., Kim, M.., & Baek, T. H.* (2025). Enhancing user experience with a generative AI chatbot. International Journal of Human-Computer Interaction. 41(1),  651-663. https://doi.org/10.1080/10447318.2024.2311971 [Impact Factor = 3.4] *Corresponding author

55. Kim, J. S., & Baek, T. H.* (2024). Motivational determinants of continuance usage intention for generative AI: An investment model approach for ChatGPT users in the United States. Behaviour & Information Technology [Impact Factor = 3.7]  *Corresponding author

54.  Li, J. H., Kim, J. S., & Baek, T. H.* (2024) . A big data analysis study on generative AI advertising news. Korean Journal of Advertising, 35(5), 39-67.  [KCI Impact Factor = 1.91] *Corresponding author

53. Baek, T. H., Kim, J. K., & Kim, J. H. (2024). Effect of disclosing AI-generated content on prosocial advertising evaluation. International Journal of Advertising. https://doi.org/10.1080/02650487.2024.2401319 [Impact Factor = 6.7] 

52. Baek, T. H., & Yi, K. (2024). A computational approach to cryptocurrency marketing on social media. International Journal of Advertising. https://doi.org/10.1080/02650487.2024.2362472 [Impact Factor = 6.7] 

51. Kim, I. H., Kim, Y. S., Baek, T. H., & Choi, Y. K. (2024). Exploratory study on the perception and consumption behavior toward “eco-friendly products” by Korean and American Consumers: Application of means-end chain and topic modeling. Korean Journal of Advertising, 35(2), 1-35.  [KCI Impact Factor = 1.91]

50. Kim, M., & Baek, T. H.* (2024). Expertise and playfulness of social media influencers. Journal of Current Issues & Research in Advertising. https://doi.org/10.1080/10641734.2024.2321230 [Impact Factor = 3.4]  *Corresponding author

49. Choi, D., Bang, H., Yoon, S., & Baek, T. H. (2024). Message assertiveness and price discounts: Differences between hedonic and utilitarian consumption. International Journal of Advertising. 43(1), 149-172. https://doi.org/10.1080/02650487.2023.2213556  [Impact Factor = 6.7]

48. Baek, T. H. (2023). Digital advertising in the age of generative AI. Journal of Current Issues & Research in Advertising, 44(3), 249-251. https://doi.org/10.1080/10641734.2023.2243496 [Impact Factor = 3.4]

47. Baek, T. H., & Kim, M. (2023). Is ChatGPT scary good? How user motivations affect creepiness and trust in generative artificial intelligence. Telematics and Informatics. https://doi.org/10.1016/j.tele.2023.102030 [Impact Factor = 8.5]

46. Kim, M., & Baek, T. H.* (2023). Are virtual influencers friends or foes? Uncovering the perceived creepiness and authenticity of virtual influencers in social media marketing in the United States. International Journal of Human-Computer Interaction. https://doi.org/10.1080/10447318.2023.2233125 [Impact Factor = 4.7] *Corresponding author

45. Kim, Y., & Baek, T. H.* (2023). Morality on the road: How moral norms impact the persuasiveness of message framing in public service advertising. Journal of Corporation and Innovation, 46(2), 151-170. [KCI Impact Factor = 1.07] *Corresponding author

44.  Baek, T. H., & Kim, M. (2023). AI robo-advisor anthropomorphism: The impact of anthropomorphic appeals and regulatory focus on investment behaviors. Journal of Business Research, 164, 114039 https://doi.org/10.1016/j.jbusres.2023.114039  [Impact Factor = 11.3]

43. Baek, T. H., Kim, J., Yoon, S., Choi, Y. K., & Taylor, C. R. (2023). The COVID-19 threat and luxury advertising. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2137 [Impact Factor = 4.3] 

42. Kim, S., Childs, M., & Baek, T. H.* (2023). Awe and guilt: The role of construal level in social media green campaigns. Journal of Consumer Behaviour, 22 (2), 314-328. http://doi.org/10.1002/cb.2127 [Impact Factor = 4.3] *Corresponding author

41. Kim, M., & Baek, T. H.* (2022). I’ll follow the fun: The extended investment model of social media influencers. Telematics and Informatics. https://doi.org/10.1016/j.tele.2022.101881 [Impact Factor = 8.5] *Corresponding author

40. Baek, T. H. & Yoon, S. (2022). Pride and gratitude: Egoistic versus altruistic appeals in social media advertising. Journal of Business Research. 142, 499-511. https://doi.org/10.1016/j.jbusres.2021.12.066 [Impact Factor = 11.3]

39. Baek, T. H., Bakpayev, M., Yoon, S., & Kim, S. (2022). Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving. International Journal of Advertising. 41(5), 850-867.  https://doi.org/10.1080/02650487.2021.2011654 [Impact Factor = 6.7]

38. Bakpayev, M., Baek, T. H., van Esch, P., & Yoon, S. (2022). Programmatic creative: AI can think but it cannot feel. Australasian Marketing Journal, 30(1), 90 -95. https://doi.org/10.1016/j.ausmj.2020.04.002 [Impact Factor = 6.0] 

37. Baek, T. H., Kim, S., Yoon, S., Choi, Y. K., Choi, D., & Bang, H. (2022). Emojis and assertive environmental messages in social media campaigns. Internet Research, 32(3), 988-1002 https://doi.org/10.1108/INTR-11-2020-0638 [Impact Factor = 5.9]

36. Bang, H., Choi, D., Yoon, S., Baek, T. H., & Kim, Y. (2021). Message assertiveness and price discount in prosocial advertising: Differences between Americans and Koreans. European Journal of Marketing. 55 (6), 1780-1802. https://doi.org/10.1108/EJM-10-2019-0791  [Impact Factor = 4.4]

35. Kim, S., Yoon, S., Baek, T. H., Kim, Y., & Choi, Y. K. (2021). Temporal and social scarcities: Effects on ad evaluations. International Journal of Advertising. 40 (7), 1115-1134. https://doi.org/10.1080/02650487.2020.1837486 [Impact Factor = 6.7]

34. Baek, T. H., & Yoon, S. (2020). Death imagery in antipoaching advertising. Psychology & Marketing, 37 (12), 1684-1695.  https://doi.org/10.1002/mar.21430 [Impact Factor = 6.7]

33. Lim, D., Baek, T. H., Yoon, S., & Kim, Y. (2020). Colour effects in green advertising. International Journal of Consumer Studies. 44(6), 552-562.  https://doi.org/10.1111/ijcs.12589 [Impact Factor = 9.9]

32. Baek, T. H., & Yoon, S. (2020). Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps. Journal of Retailing and Consumer Services. 54, 1-11. https://doi.org/10.1016/j.jretconser.2020.102046 [Impact Factor = 10.4]

31. Kim, S., Baek, T. H.*, & Yoon, S. (2020). The effect of 360-degree rotatable product images on purchase intention. Journal of Retailing and Consumer Service, 55, 1-10. https://doi.org/10.1016/j.jretconser.2020.102062 [Impact Factor = 10.4] *Corresponding author

30. Bang, H., Choi, D., Baek, T. H., Oh, S., & Kim, Y. (2020). Leveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style. International Journal of Advertising, 39(4), 466-485.  https://doi.org/10.1080/02650487.2019.1672328 [Impact Factor = 6.7]

29. Baek, T. H., Yoon, S., Kim, S., & Kim, Y. (2019). Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising. Marketing Letters, 30(1), 75-90.  https://doi.org/10.1007/s11002-019-09481-z [Impact Factor = 3.6]

28. Mayer, J. M. Baek, T. H., Mayer, A., & Peev, P. (2019). A retrospective examination of female model portrayals in male youth-targeted cigarette advertising through the lens of objectification theory. Journal of Business Diversity, 19(4), 41-52. https://doi.org/10.33423/jbd.v19i4.2359 

27. Han, N. R., Baek, T. H., Yoon, S., & Kim, Y. (2019). Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising. Journal of Retailing and Consumer Services, 51, 352-361. https://doi.org/10.1016/j.jretconser.2019.06.020 [Impact Factor = 10.4]

26. Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47 (1), 70-82. https://doi.org/10.1080/00913367.2017.1405755 [Impact Factor = 5.7] 

25. Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). Augment yourself through virtual mirror: The impact of self-viewing and narcissism on consumer responses. International Journal of Advertising. 37 (3), 421-439.  https://doi.org/10.1080/02650487.2016.1244887 [Impact Factor = 6.7]

24. Yim, M. Y., Baek, T. H., & Sauer, P. (2018). I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing, 44, 122-139.  https://doi.org/10.1016/j.intmar.2018.07.001 [Impact Factor = 11.8]

23. Kim, S., & Baek, T. H.* (2018). Examining the antecedents and consequences of mobile app engagement. Telematics and Informatics, 35 (1), 148-158. https://doi.org/10.1016/j.tele.2017.10.008 [Impact Factor = 8.5] *Corresponding author

22. Joo, S., Choi, N., & Baek, T. H. (2018). Library marketing via social media: The relationships between Facebook content and user engagement in public libraries. Online Information Review, 42 (6), 940-955.  https://doi.org/10.1108/OIR-10-2017-0288 [Impact Factor = 3.1]

21. Baek, T. H. & Yoon, S. (2017). Guilt and shame: Environmental message framing effects. Journal of Advertising. 46 (3), 440-453. https://doi.org/10.1080/00913367.2017.1321069 [Impact Factor = 5.7]

20. Kim, Y., Baek, T. H., Yoon, S., Oh, S., & Choi, Y. K. (2017). Assertive environmental advertising and reactance: Differences between Koreans and Americans. Journal of Advertising, 46 (4), 550-564.  https://doi.org/10.1080/00913367.2017.1361878 [Impact Factor = 5.7] 

19. Baek, T. H. (2017). The value of the third-person effect in theory building. Review of Communication, 17 (2), 74-86.  https://doi.org/10.1080/15358593.2017.1295164 [CiteScore = 1.4]

18. Mayer, J. M. & Baek, T. H. (2017). The moderating effect of appearance self-esteem on females’ identification of and reaction to sexually-themed advertising. Journal of Business Diversity, 17(1), 10-20.  https://articlegateway.com/index.php/JBD/article/view/1209

17. Yoon, S., Kim, Y., & Baek, T. H. (2016). Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea. International Journal of Advertising, 35 (1), 93-105.  https://doi.org/10.1080/02650487.2015.1061963 [Impact Factor = 6.7]

16. Kim, S., Baek, T. H., Kim, Y-K., & Yoo, K. (2016). Factors affecting stickiness and word of mouth in mobile applications. Journal of Research in Interactive Marketing, 10 (3), 177-192. https://doi.org/10.1108/JRIM-06-2015-0046 [Impact Factor = 8.2]

15. Baek, T. H., Yoon, S., & Kim, S. (2015). When environmental messages should be assertive: Examining the moderating role of effort investment. International Journal of Advertising, 34 (1), 135-157.  https://doi.org/10.1080/02650487.2014.993513 [Impact Factor = 6.7]

14. Baek, T. H., & King, K. W. (2015). When comparative valence frame affects brand extension evaluations: The moderating role of parent-extension fit. International Journal of Advertising, 34 (2), 382-401.  https://doi.org/10.1080/02650487.2014.996196 [Impact Factor = 6.7]

13. Kim, S., Lim, C. M., Baek, T. H., & Kim, Y-K. (2015). The impact of image congruence on brand attachment and loyalty: The moderating role of product type. Journal of Advertising and Promotion Research, 4 (1), 43-76. https://doi.org/10.14377/JAPR.2015.3.31.43

12. Baek, T. H., & Reid, L. N. (2013). The interplay of mood and regulatory focus in influencing altruistic behavior. Psychology & Marketing, 30 (8), 635-646.  https://doi.org/10.1002/mar.20634 [Impact Factor = 6.7]

11. Baek, T. H., Shen, L., & Reid, L. N. (2013). Effects of message framing in anti-binge drinking PSAs: The moderating role of counterfactual thinking. Journal of Health Communication, 18 (4), 442-458.  https://doi.org/10.1080/10810730.2012.743621 [Impact Factor = 4.4]

10. Choi, H., Yoo, K., Baek, T. H., Reid, L. N., & Macias, W. (2013). Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements. International Journal of Advertising, 32 (4), 587-616. https://doi.org/10.2501/IJA-32-4-587-616 [Impact Factor = 6.7]

9. Baek, T. H., & Morimoto, M. (2012) Stay away from me: Examining the determinants of consumer avoidance to personalized advertising. Journal of Advertising, 41 (1), 59-76.       https://doi.org/10.2753/JOA0091-3367410105 [Impact Factor = 5.7]

8. Kim, J., Baek, T. H., & Kim, D. (2011). Quality of work and team spirit as drivers of student peer evaluation on advertising group project performance. Journal of Advertising Education, 15 (2), 14-24.  https://doi.org/10.1177/109804821101500204 [CiteScore = 0.2]

7. Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25 (4), 260-272.  https://doi.org/10.1108/08876041111143096 [Impact Factor = 3.9]

6. Baek, T. H., Kim, J., & Yu, H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27 (7), 662-678.                    https://doi.org/10.1002/mar.20350 [Impact Factor = 6.7]

5. Baek, T. H., Kim, J., & Martin, H. J. (2010). Dimensions of news media brand personality. Journalism & Mass Communication Quarterly, 87 (1), 119-136.  https://doi.org/10.1177/107769901008700107 [Impact Factor = 3.6]

4. Macias, W., Lewis, L. S., & Baek, T. H. (2010). The changing face of direct-to-consumer print advertising. Pharmaceutical Medicine, 24 (3), 165-177.  https://doi.org/10.1007/BF03256813 [Impact Factor = 2.5]

3. Baek, T. H., and Mayer, J. M. (2010). Sexual imagery in cigarette advertising before and after the Master Settlement Agreement. Health Communication, 25 (8), 747-757. https://doi.org/10.1080/10410236.2010.521917 [Impact Factor = 3.9]

2. Yu, H., Jeong, Y., Baek, T. H., & Ju, I. (2010). How many plastic surgeons’ websites contain information recommended by the ASPS advertising code of ethics? The Internet Journal of Law, Healthcare and Ethics, 6 (2).  https://ispub.com/IJLHE/6/2/8023

1. Baek, T. H., & Yu, H. (2009). Online health promotion strategies and appeals in the United States and South Korea: A content analysis of weight-loss websites. Asian Journal of Communication, 19 (1), 18-38.  https://doi.org/10.1080/01292980802618064 [Impact Factor = 2.6]

 Book Chapters

3. Yoo, C. Y., & Baek, T. H. (2017). Assessing the financial value of digital advertising: An event study approach. In Rodgers, S. & Thorson, E. (3rd Eds.) Digital Advertising: Theory and Research. New York/London: Routledge, Taylor and Francis Group, 222-242. 

2. Yoon, S., Kim, Y., & Baek, T. H. (2017). Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea. Reprinted in Yoon, S. & Oh, S. (Eds.) Social and Environmental Issues in Advertising. New York/London: Routledge, Taylor and Francis Group, 93-105.

1. Mayer, J. M., & Baek, T. H. (2016). The efficacy of sexualized female models in young adult-male oriented cigarette advertising. In Obal, M. W., Krey, N. & Bushardt, C. (Eds.), Let's Get Engaged! Crossing the Threshold of Marketing's Engagement Era. New York: Springer, 753-766.