Students

Research Focus

We conduct cutting-edge research on AI-generated advertising, digital technologies, and consumer behavior, pushing the boundaries of possibility in the dynamic digital media landscape .

Student Research Achievements

Published Article (게재논문)

Baek, T. H., Park, J. Y., Li, J. H., & Yim, M. Y-C. (2026). Baek A bibliometric analysis of biometric methods in advertising research. Journal of Current Issues & Research in Advertising. https://doi.org/10.1080/10641734.2026.2639325 (SCOPUS/ESCI Q1)
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 (SSCI Q1)
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 (SSCI Q1)
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 (SSCI Q1)
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. 1-32 . https://doi.org/10.1080/02650487.2025.2510062 (SSCI Q1)
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 (SSCI Q1)
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 (SSCI Q2) https://doi.org/10.1080/0144929X.2024.2429647. (SSCI Q2)
이가항, 김정수, 백태현 (2024) 생성형 AI 광고에 관한 뉴스 빅데이터 분석 연구. 광고학연구, 35(5), 39-67. (KCI등재)

Conference Presentations (학술대회)

이가항, 맹지선, 백태현 (2025). ASMR광고의 감각 자극과 소비자 반응: 토픽모델링을 통한 유튜부 댓글 분석. 국광고홍보학회 가을철 정기학술대회 (Korean Association of Advertising & PR Fall Conference). Republic of Korea.
맹지선, 이가항, 백태현 (2025). 정신건강 인플루언서를 중심으로 한 온라인 정서 양극화 커뮤니케이션 연구. (Korean Association of Advertising & PR Fall Conference). Republic of Korea.
김은주, 이가항, 백태현 (2025). Gender differences in responding to AI versus human-designed luxury goods. Global Marketing Conference. Hong Kong.
백태현, 박주영, 안화현 (2025). Is AI your collaborator or competitor? How perceived AI role shapes consumer response to AI-generated advertising. Global Marketing Conference. Hong Kong.
이가항, 백태현 (2025). User-generated reviews in pet-friendly hotels: A machine learning approach to travelers' preferences. Global Marketing Conference. Hong Kong.
김은주, 이가항, 백태현 (2025). 생성형AI명품제품디자인이 소비자 반응에 미치는 영향에 관한 연구: 브랜드 투명성과 지불의향에 대한 성별 조절효과를 중심으로. 한국광고학회 하계 학술대회 (Korean Advertising Society Summer Conference). Republic of Korea.
이가항, 백태현 (2025). 펫프렌들리 호텔에 관한 온라인 리뷰 속성이 소비자태도에 미치는 영향. 한국광고학회 하계 학술대회 (Korean Advertising Society Summer Conference). Republic of Korea.
맹지선, 백태현 (2025). Beyond AI disclosure: How narrative messaging determines consumer reactions to AI-generated advertising. 한국광고학회 하계 학술대회 (Korean Advertising Society Summer Conference). Republic of Korea.
이가항, 백태현 (2025) 텍스트 마이닝을 활용한 로봇 광고의 유튜브 댓글 반응 분석. 한국광고학회 봄철 정기학술대회 (Korea Advertising Society Spring Conference). Republic of Korea.
안화현, 백태현 (2024) The AI disclosure paradox: consumer resistance to AI-generated advertising. International Conference of Asian Marketing Associations, Osaka, Japan.
김은주, 이가항, 백태현 (2024) From algorithm to luxury: A mixed method approach to Chinese consumers' responses to AI-designed luxury fashion brands.International Conference of Asian Marketing Associations, Osaka, Japan.
이가항, 백태현 (2024) How do you like your trip? Personalized YouTube travel content recommendations. 한국광고홍보학회 가을철 정기학술대회 (Korean Association of Advertising & PR Fall Conference). Republic of Korea.
이가항, 김정수, 백태현 (2024) 생성형 AI 광고에 관한 뉴스 빅데이터 분석 연구. 한국마케팅학회 봄철 정기학술대회 (Korean Marketing Association Spring Conference). Republic of Korea.
김정수, 백태현 (2024) Branded meme marketing on TikTok. 한국광고학회 봄철 정기학술대회 (Korean Advertising Society Spring Conference). Republic of Korea.
김정수, 백태현 (2023) Empowering digital consumer experience with ChatGPT. Korean Scholars of Marketing Science International Conference. Republic of Korea.
백태현, 박주영, 김정수 (2023) Luxury meme advertising for digital consumer engagement. Korean Scholars of Marketing Science International Conference. Republic of Korea.

Awards (수상)

맹지선, 2025학년도 성균관대학교 인문사회과학 분야 대학원생 논문대상 장려상
이가항, 2025학년도 성균관대학교 인문사회과학 분야 대학원생 논문대상 장려상
김은주, 이가항, 백태현, 2025년도 글로벌마케팅학회 최우수논문상 (Best Conference Paper Award), Global Marketing Conference. Hong Kong.
김정수, 2023학년도 제2회 대학원 연구성과 경진대회(SKKU Research Matters) 우수상
김정수, 2023학년도 성균관대학교 대학원생 논문대상 장려상

Graduate Students

Ji Sun Maeng (맹지선)

Ph.D. student

She is currently pursuing her Ph.D. at Sungkyunkwan University and has seven years of professional experience in broadcasting and advertising. Building on her practical background, she focuses her research on consumer behavior using data-driven methodologies such as text mining and machine learning. In the rapidly evolving AI-based media environment, her goal is to become a researcher who contributes meaningful insights and practical value to the field.

Jia Heng Li (이가항)

Ph.D. student

He is a Chinese student who has lived in Korea for the past six years. He holds dual bachelor's degrees in Film, Television & Multimedia and Media Communication, along with a master's degree in Media Communication, all from Sungkyunkwan University. He is currently pursuing a Ph.D. in Media Communication. His research primarily focuses on machine learning, text mining, and advertising.

Jin Yinzhu (김은주)

Ph.D. student

She is a Chinese student who has called Korea home for the past nine years. With a Bachelor's degree in Business and Media from Yonsei University and an MBA from Sungkyunkwan University, she is currently pursuing her Ph.D. Her academic journey is complemented by six years of professional experience in marketing, a field that continues to captivate her interest. Her passion extends to the cutting-edge intersection of Generative AI (GAI) and advertising development.

Jeong Soo Kim (김정수)

Ph.D. student

She is currently a doctoral student and graduated with an M.A. from the Department of Media and Communication at Sungkyunkwan University. Her research focused on digital advertising and consumer behavior, demonstrating a keen interest in understanding the evolving dynamics of media and communication in the digital landscape.

H.H. Ahn (안화현)

M. A. student

She graduated from Sungkyunkwan University, where she majored in Culture & Technology Convergence, Media Communication, and Glocal Cultural Content. She is particularly interested in digital ads and content using generative AI tools like Midjourney. For four years, she has been a member of a band and enjoys playing musical instruments.

Jiwon Bae (배지원)

M. A. student

She is interested in marketing and advertising, with hands-on experience working at a general advertising agency. Driven by a desire to deepen her expertise, she joined this research lab to explore marketing strategies and consumer psychology more thoroughly. Her undergraduate studies were in Food and Nutrition, which sparked her interest in health supplement marketing. She is also passionate about the fields of cosmetics and fashion and enjoys exploring diverse topics to fuel her curiosity and expand her knowledge.

Woon Ko (고운)

M. A. student

He has studied abroad since age 12, with a strong desire to learn about advertising and work in the ad industry. Driven by the creativity and imagination it requires, he is now focused on AI and machine learning, exploring their potential to enhance advertising and their ethical implications.

Undergraduate Students

Jihyo Kim (김지효)

She is a senior at Sungkyunkwan University, majoring in Media and Communication. She is passionate about Integrated Marketing Communications (IMC), with a particular focus on Digital Marketing Strategies. As a journalist for Sungkyun Times, the Operations Director of the Media and Communication Student Council, and a member of HI-Club, a student organization supporting exchange students, she actively engages in diverse roles that foster communication and global connections.

Alumni

Yeojin Lee (이여진)

M. A. student

She is interested in video advertising and journalism, focusing on trendy topics related to the AI industry. Also skilled in video editing, she has experience studying as an announcer and working as a reporter for a government agency, which contributes to her confidence in giving presentations. As an ENTP, she's highly proactive and sociable.

Hye-eun Joo (주혜은)

M. A. student

She graduated with a major in Advertising from Soochow University in China and has gained practical experience in advertising design and brand design. She is currently pursuing a master's degree in Media and Communication at Sungkyunkwan University, demonstrating a deep interest in understanding generative AI advertising and consumer psychology in digital advertising environments.

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