Curriculum Vitae

EDUCATION

University of Georgia, Athens, GA, United States⎜2021-(expected) May 2025 

 Ph.D. Candidate in Mass Communication (Advertising Concentration)

• Working Dissertation Title: Can a chatbot initiate “buying less” to vote with our wallets? The effects of shared identity and responsibility attribution on closing the human-chatbot gap for environmental conservation 

• Major Advisor: Dr. Hye Jin Yoon 

• GPA: 4.0/4.0 

Sogang University, Seoul, South Korea⎜2019-2021

 M.A. in Mass Communications 

• Thesis Title: The impact of Instagram fitspiration images on women’s health behavior intention: The mediating role of inspiration and the moderating role of general self-efficacy 

• Major Advisor: Dr. Jung-Hyun Kim  

• GPA: 4.23/4.3 

Sogang University, Seoul, South Korea⎜2017-2019

 B.A. in Psychology

 GPA: 4.15/4.3

University of Michigan, Ann Arbor, MI, United States

 Undergraduate in the School of Literature, Science & Arts⎜2014-2015

 GPA: 3.9/4.0

 Undergraduate in the Department of Dance⎜2013-2014

 GPA: 3.85/4.0

AWARD, HONORS, and SCHOLARSHIPS

2024 HSAD Global Research Award⎜July 2024⎜Korean Advertising Society 

2024 Summer Doctoral Research Assistantship ($3,792)⎜Summer 2024⎜University of Georgia 

AAA 2024 Grad Student Conference Scholarships ($750)⎜March 2024⎜The American Academy of  Advertising

Graduate Student Travel Scholarship ($500)⎜December 2023⎜University of Georgia 

2023 Summer Research Grant ($1,350)⎜May 2023⎜University of Georgia 

AAA 2023 Grad Student Conference Scholarships ($500)⎜March 2023⎜The American Academy of  Advertising 

Best Paper Runner-Up Award⎜November 2020⎜Korean Safety Health Environment Foundation

Top 3 Graduate Student Paper Award⎜July 2020⎜Korean Society for Journalism & Communication Studies

GS SHOP Contents Leader Scholarship⎜October 2019⎜Korean Society for Journalism & Communication Studies

Albatross Fellowship (Full Tuition Waived)⎜Spring 2019, Fall 2019, Spring 2020, Fall 2020⎜ Sogang University

Distinction Award (Top 1%)⎜Fall 2017⎜Sogang University

University Honors⎜Fall 2013, Winter 2014, Fall 2014, Winter 2015⎜University of Michigan

RESEARCH INTERESTS

AI-driven interactive campaigns, Human-machine interaction, Sustainability marketing, Health marketing, Mindful consumption, Social media analytics

PUBLICATIONS

5. Han, J. Y., Kim, H., Yoon, H. J., & Seo, J. K. (2024). How do individuals with conspiracy beliefs respond to humorous public service announcements promoting COVID-19 vaccination? The role of scientific consensus and vaccine confidence. International Journal of Communication, 18, 2456-2478.

4. Seo, Y., Kim, H., Ko, Y., Yoon, H. J., Han, J. Y., Lee, J., & Seo, J. K. (Online, 2023). The power of “Likes”: the effects of “Liked By” and number of likes cues on perceived descriptive norms and behavioral intention to receive the flu vaccine. Journal of Marketing Communications. doi:10.1080/13527266.2023.2235753

3. Ko, Y., Kim, H., Seo, Y., Han, J. Y., Yoon, H. J., Lee, J., & Seo, J. K. (2023). The persuasive effects of narrative PSAs on COVID-19 vaccination intention: The mediating role of empathy and psychological reactance. Journal of Social Marketing, 13(4), 490-509. doi:10.1108/JSOCM-09-2022-0185

2. Yoon, H. J., Lee, J., Han, J. Y., Ko, Y., Kim, H., Seo, Y., & Seo, J. K. (2023). Using humor to increase COVID-19 vaccination intention for the unvaccinated: The moderating role of trust in government. Journal of Consumer Behavior, 22(5), 1084-1095. doi:10.1002/cb.2181

1. Cho, J., Kim, S., Jeong, G., Kim, C.H., & Seo, J. K. (2021). Investigation of Influential Factors of Predicting Individuals’ Use and Non-Use of Diet and Fitness Apps on Smartphones: Application of Machine Learning Algorithm (XGBoost). American Journal of Health Behavior, 45(1), 111-124. doi:10.5993/AJHB.45.1.9

MANUSCRIPTS UNDER REVIEW

6. Seo, J. K., Kim, H., Yoon, H. J., Ko, Y., Han, J. Y., & Seo, Y. Title blinded for peer-review. Under review (2nd round) at International Journal of Advertising

5. Seo, J. K., & Yoon, H. J. Title blinded for peer-review. Under review (1st round) at Journal of Consumer Marketing

4. Seo, J. K., Yoon, H. J., Kim, H., & Han, J. Y. Title blinded for peer-review. Under review (1st round) at Journal of Social Marketing

3. Kim, H., Han, J. Y., Yoon, H. J., Seo, J. K., & Ko, Y. Title blinded for peer-review. Under review (3rd round) at International Journal of Advertising

2. Kim, H., Zhang, W., Seo, J. K., Han, J. Y., Yoon, H. J., & Ko, Y. Title blinded for peer-review. Under review (1st round) at Telematics and Informatics

1. Kim, H., Han, J. Y., Zhang, W., Yoon, H. J., Seo, J. K., & Yeon, J. Y. Title blinded for peer-review. Under review (1st round) at Cyberpsychology, Behavior, and Social Networking. 

CONFERENCE PAPER

8. Yoon, H. J., Lee, Y., & Seo, J. K. (2024, July). Increasing Effectiveness of Green Demarketing Campaigns for Sustainable Fashion Brands using the SHIFT Framework. Paper to be presented to Global Fashion Marketing Conference (GFMC), Milan, Italy.

7. Seo, J. K., Zhao, W., & Himelboim, I. (2024, June). Who Can Help? A Social Network Approach to Understanding Alcoholism Social Support at the r/stopdrinking Subreddit. Paper to be presented to International Network for Social Network Analysis (INSNA) Sunbelt Conference, Edinburgh, Scotland

6. Kim, H., Zhang, W., Seo, J. K., Han, J. Y., Yoon, H. J., & Ko, Y.  (2024, June). Talking with AI  about Mental Health: The Role of Perceived Message Contingency and Outcome Relevant Involvement. Paper to be presented to Human-Machine Communication Division of the International Communication Association Annual Conference, Gold Coast, Australia.

5.  Seo, J. K., Kim, H., Ko, Y., Han, J. Y., & Lee, J. (2024, March). Are Interactive PSA Formats Always Effective? The Role of Connectedness with Nature in the Interplay between Message Content and PSA Formats for Pro-environmental Campaigns. Paper presented to American Academy of Advertising (AAA) Annual Conference, Portland, OR.

4. Kim, H., Yoon, H. J., Han, J. Y., Seo, J. K., & Ko, Y. (2023, August) The Order Effects of Humor and Risk Messaging Strategies in Public Service Announcements Promoting COVID-19 Vaccinations: The Moderating Role of Trust in Science. Paper presented to Association for Education in Journalism and Mass Communication (AEJMC) Annual Conference, Washington, D.C.

3. Seo, J. K., Kim, H., Ko, Y., Yoon, H. J., Han, J. Y., & Seo, Y. (2023, March). Are Interactive PSA Formats Always Good? Testing the Identifiable Victim Effect with Instagram Carousel Posts for Pro-Environmental Campaigns. Paper presented to American Academy of Advertising (AAA) Annual Conference, Denver, CO.

2. Seo, J.K., & Jin, Y. (2022, August) Mask-wearing as an Unspoken Statement of One’s Identity during the COVID-19 Pandemic. Paper presented to Association for Education in Journalism and Mass Communication (AEJMC) Annual Conference, Detroit, MI.

1. Ko, Y., Kim, H., Seo, Y., Han, J. Y., Yoon, H. J., Lee, J., & Seo, J. K. (2022, May). The Persuasive Effects of Narrative PSAs on COVID-19 Vaccination Intention: The Mediating Role of Empathy and Psychological Reactance. Paper presented to Health Communication Division of the International Communication Association Annual Conference, Paris, France.