ADx Lab

ADx Lab is a research hub at the Department of Media and Communication at Sungkyunkwan University (SKKU). 

We are dedicated to advancing our understanding of how advertising shapes consumer behavior across diverse digital experiences through experimental, computational, and collaborative approaches. 

Peer Reviewed Journal Articles

*The SSCI impact factor was obtained from the 2024 Journal Citation Reports (Clarivate).

71.  Baek, T. H., Pantano, E., Plangger, K., & Kim,  J. (2026). Evolution, challenges, and opportunities of AI-generated advertising. International Journal of Advertising. https://doi.org/10.1080/02650487.2025.2612445 [Impact Factor = 5.9] 

70.  Li, J. H., Kim, M., & Baek, T. H.*  (2026). Consumer responses to LGBTQ-themed advertising: A computational analysis of YouTube comments. Journal of Advertising Research. https://doi.org/10.1080/00218499.2025.2554437 [Impact Factor = 2.4] *Corresponding author

69. Kim, M., & Baek, T. H.* (2026).  When brands are trending on social media: A comparative study of consumer responses to branded memes on TikTok versus Facebook. Journal of Current Issues & Research in Advertising [Impact Factor = 2.9]  *Corresponding author

68. Baek, T. H., Yim, M. Y-C., Park, J., & Cho, A. (2026). Disruptive but costly: How upside-down logos backfire in consumer responses to brands. Journal of Retailing and Consumer Services,  88, 104500. https://doi.org/10.1016/j.jretconser.2025.104500 [Impact Factor = 13.1] 

67. Baek, T. H., Kim, M., & Bang, H. (2025). Why AI robot chefs backfire: Consumer responses to robot-themed appeals. Journal of Hospitality and Tourism Management, 65, 101358.  https://doi.org/10.1016/j.jhtm.2025.101358 [Impact Factor = 7.8] 

66. Li, J. H., Kim, J. H., & Baek, T. H.* (2025). A machine-learning approach to examining users’ responses to travel content on YouTube. Current Issues in Tourism, 1-20. https://doi.org/10.1080/13683500.2025.2574416  [Impact Factor = 4.6]  *Corresponding author

65. Jin, Y. Z., Li, J. H., Lee, G., & , Baek, T. H.* (2025).  Reimagining luxury fashion through AI-driven design. Asia Pacific Journal of Marketing and Logistics, 1-23. https://doi.org/10.1108/APJML-04-2025-0606  [Impact Factor = 5.1] *Corresponding author

64.  Kim, J., Kim, J. H., Lee, D. C., Baek, T. H., Kim, C., & Kim, S. (2025). Political ideology and variety seeking in travel choices. Annals of Tourism Research. 114, 104011 https://doi.org/10.1016/j.annals.2025.104011 [Impact Factor = 10.4]  

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 = 13.1] *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. 41(21), 13862–13874. 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.* (2025). Motivational determinants of continuance usage intention for generative AI: An investment model approach for ChatGPT users in the United States. Behaviour & Information Technology, 44(12), 3080-3096 [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

4. Bang, H., Choi, D., Baek, T. H., Oh, S. D., & Kim, Y. (2021). Leveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style. In Yoon, S., Choi, Y. K.,  & Taylor, C. R. Leveraged Marketing Communications. New York/London: Routledge, Taylor and Francis Group, 22-41. 

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.