Jeongbin Whang 

Position

• Assistant Professor of Marketing,  Jeju National University (September, 2024 - Present)

• Head of the Department of Business Administration, Jeju National University (January, 2026 - Present)

• Head Professor of the Collaborative Program in Culture and Arts Management, Graduate School, Jeju National University (January, 2026 - Present)

Education

• Ph.D.  in Marketing, Korea University Business School (February, 2024)

       Advisor: Jong-Ho Lee

• M.S. in Marketing,  University of Seoul (February, 2019)

      Advisor: Jihee Song

• B.A. in Business Administration / Music (Vocal), University of Seoul (August, 2015)

Research Interest

• Digital Marketing Strategy / Innovation

• ESG management

• Firm capability

• High-tech 

• Arts & Cultural Management Marketing Stragety

Journal Publications (*denotes the corresponding author)

1. Whang, J.B.,  Lee, J.H., & Lee, S.H. (2027), "Integrating ESG into Organizational Strategies: Role of resilience and adaptive capabilities", Asia Marketing Journal, in Press (SCOPUS)

2. Whang, J.B., Lee, J.H., & Chang, W.J. (2026), "The Impact of Outside-In Capabilities on ESG Activities and Performance", Management Decisions, in Press (SSCI)

3. Chang, W.J., Whang, J.B.* & Lee, J.H. (2026), "The Strategic Use of Digital Transformation Capability: A Meta-analytic Approach", European Journal of Innovation Management, 29(5), 1535-1560. (SSCI) 

4. Whang, J.B., Lee, J.H., & Lee, J.H. (2026), "Exploring the relationship between ESG activities and firm performance: The carrot and stick approach", Asia Marketing Journal, 28(1), 82-95. (SCOPUS)

5. Whang, J.B., & Lee, S.H. (2025), "How Ad Variation and Repetition Influence Memory Recall: Effects of Brand Familiarity and Message Similarity", Cogent Business & Management, 12(1), 2480474. (SCOPUS)

6. Whang, J.B., Song, J.H., & Lee, J.H. (2024), "Two Important Strategies to Attenuate Consumer Purchase Hesitation", International Journal of Advertising, 43(5), 824-846. (SSCI)

7. Whang, J.B., Lee, J.H., & Chang, W.J. (2023), “Interactive and Synergistic Relationships Among Different Types of Innovations", Journal of Retailing and Consumer Services, 74, 103422.  (SSCI)

8. Whang, J.B. (2023), "How are the Firms’ Innovative Activities and Credit Rating Signals Received in the Market?",  Asia Marketing Journal, 25(1), 37-44. (SCOPUS)

9. Whang, J.B., Song, J.H., Lee, J.H., &  Choi, B.(2022), " Interacting with Chatbots: Message Type and Consumers' Control," Journal of Business Research, 135 (Dec.), 309-318. (SSCI)

10. Whang, J.B., Song, J.H., Choi, B., & Lee, J.H. (2021), "The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control", Journal of Business Research, 133 (Sep.), 275-284. (SSCI)

Publications in Korean Journals (*denotes the corresponding author)

1. Whang, J.B.,  Choi, B.R., & Song, J.H.  (2026), "How Augmented Reality Enabled Consumer Engagement Drives Consumer Intentions: A Comparative Analysis of Competing Mediators ", Korean Management Review, in Press (KCI)

2. Lim, N.R., & Whang, J.B.* (2026), "The Effect of AI Integration on Marketing Innovation Performance in B2B Firms: The Mediating Role of Dynamic Capabilities and the Moderating Role of Organizational Learning Culture", Korean Management Consulting Review, 26(3), 239-254.

3. Park, S. & Whang, J.B.* (2025), "The Interaction between Time Unit Framing and Promotional Benefit Type: The Moderating Role of Construal Level", Services Marketing Journal,18(2), 77-90. 

4. Oh, J.Y., & Whang, J.B.* (2025), "The Impact of AI-Driven Marketing Automation on Brand Trust: The Mediating Effects of Positioning Clarity and Brand Consistency", Journal of Marketing Studies, 33(4), 22-37.

5. Oh, J.Y., & Whang, J.B.* (2025), "Authenticity and Persuasion in Luxury Brand Advertising on the Metaverse: The Moderated Mediation Role of Brand Heritage", Journal of Product Research, 43(4), 73-81.

6. Whang, J.B., & Kim, S.H. (2024), "Effect of AI-driven Methods for Health Functional Foods on Consumer Acceptance: Evaluating Trust and Expertise Perception", Food Supplements and Biomaterials for Health, 4(2).

7. Whang, J.B. (2024), “The Impact of Local Presence on Attitude toward Product and Purchase Intention: The Role of Consumer's Control”, Journal of Marketing Studies, 32(1), 58-74. 

8. Lee, D.K., & Whang, J.B.*(2022), "The Effect of the Chatbots’ Anthropomorphic Messages and Agile Customer Response on Consumers' Emotions, Behavioral Responses, and Image in the Service Failure Situation",  Journal of the Korean Entrepreneurship Society, 17(1), 1-23. 

9. Whang, J.B., & Lee, S. H. (2021), "The Effects of Innovative Small and Medium-sized Enterprises (SMEs)' Innovation-related Market Strategy on Innovation Persistence", Journal of the Korean Entrepreneurship Society, 16(1), 258-277. 

10. Whang, J. B., & Song, J. H. (2020), "Exploring Consumers’ Hesitation in Purchase Stage: Grounded Theory Approach", Journal of Consumption Culture, 23(2), 213-242.

Manuscript Under Review

1. Whang, J.B., Cho, S.W., & Lee, S.H. "From Sport Self-Congruity to Corporate Brand Equity: How Sponsor Familiarity Reconfigures Direct and Identity-Mediated Routes", 1st round, Journal of Product & Brand Management (SSCI)

2. Whang, J.B., & Park, S.H. "From AI Pilots to Repeatable Decisions: A Learning-Based Conversion Framework", 1st round, Management Decisions (SSCI)

3. Oh, J.Y., Whang, J.B., & Kim, J.H. "Embracing Diversity: The Impact of Consumer Motivation and Group Climate on Cross-Border E-Commerce", 1st round, Journal of Korea Trade (SSCI)

4. Oh, J.Y., & Whang, J.B. "It’s My Pleasure to Work Hard: The Different Preferences for Effort Product between Power Distance Berief", 1st round, Journal of Korea Trade (SSCI)

5. Whang, J.B., Oh, J.Y., & Park, S.H. "Brand Heritage in Immersive Digital Environments: The Role of Authenticity and Platform–Brand Fit", 2nd round, Journal of Product & Brand Management (SSCI)

6. Oh, J.Y., Whang, J.B., & Park, S.H. "The Role of Luxury Brand Heritage in Immersive Media ", 1st round, Asia Marketing Journal (SCOPUS)

Work in Progress 

1. Whang, J.B., & Lee, J.H. "The Impact of Market Sensing and Network Capability on Firm Innovation and Performance", targeting European Journal of Innovation Management (SSCI)

Selected Conference Presentations

• "The Impact of Innovation Capability on Firm Performance: The moderating role of market-sensing and network capabilities" (with Jong-Ho Lee and Sungho Lee), Society of Open Innovation (SOI) University of Messina 2026 Conference, Messina, Italy

• "Dual Routes of Sponsorship Effects on Corporate Brand Equity: The Moderating Role of Company Familiarity and Self-Congruity with the Sponsored Sport" (with Seungwoo Cho and Sungho Lee), Society of Open Innovation (SOI) University of Messina 2026 Conference, Messina, Italy

• "The impact of innovation capability on firm performance: The moderating roles of market sensing and network capabilities" (with Jong-Ho Lee), 2025 Global Marketing Conference (GMC), Hong Kong, Hong Kong

• "Heritage in virtual world: Comparing the effect of metaverse and physical luxury fashion advertising" (with Jae-Young Oh and Sohyeon Park), 2025 Global Marketing Conference (GMC), Hong Kong, Hong Kong

• "The Strategic Use of Digital Transformation Capability: a meta-analytic approach" (with Woojung Chang and Jong-Ho Lee), Society of Open Innovation (SOI) 2025 10th Anniversary Conference, Daegu, Korea

• "Integrating ESG into Organizational Strategies: The Role of Resilience and Adaptive Capabilities" (with Jong-Ho Lee and Sungho Lee), Society of Open Innovation (SOI) 2025 10th Anniversary Conference, Daegu, Korea

• "The Impact of Outside in Capability on ESG Activities and Firm Performance" (with Jong-Ho Lee and Woojung Chang), 2024 International Conference of Asian Marketing Associations (ICAMA), Osaka, Japan

• “Exploring the relationship between ESG activities and firm performance: The moderating effects of executive compensation and external audits” (with Jong-Ho Lee and Jaeho Lee), 2023 AMA Summer Academic Conference, San Francisco, U.S.

• “Which Came First, Product or Process? The relationship between product innovation and process innovation” (with Woojung Chang and Jong-Ho Lee), 2023 AMA Summer Academic Conference, San Francisco, U.S.

• "Embedding ESG with firms' core competencies" (with Jong-Ho Lee), 2023 Global Marketing Conference (GMC), Seoul, Korea

• "Drivers of ESG and firm performance" (with Jong-Ho Lee and Jaeho Lee), 2023 Global Marketing Conference (GMC), Seoul, Korea

• “Which Came First, Product or Process? The relationship between product innovation and process innovation” (with Woojung Chang and Jong-Ho Lee), 2022 International Conference of Asian Marketing Associations (ICAMA), Jeju, Korea

• "Consumers’ Hesitation in Purchase Stage: Collective Cognitive Dissonance and Self-Threat" (with Jihee Song and Jong-Ho Lee),  2021 Global Fashion Management Conference (GFMC), Seoul, Korea

• "The Effect of Personalized Chatbots" (with Boreum Choi, Jong-Ho Lee, and Jihee Song), 2020 Global Marketing Conference (GMC), Seoul, Korea

• "The Effect of AR (Augmented Reality) on Purchase Intention of Beauty Products: The Mediating Roles of Vividness, Interactivity, and Control" (with Boreum Choi, Jihee Song, and Jong-Ho Lee), 2019 Global Fashion Management Conference (GFMC), Paris, France

• "Consumers’ Hesitation in Purchase Stage: Collective Cognitive Dissonance and Self-Threat" (with Jihee Song and Jong-Ho Lee),  41st Annual ISMS Marketing Science Conference (2019), Rome, Italy

Awards, Fellowships,  and Grants 

• Best Paper Award, Society of Open Innovation (SOI) (2026), "The Impact of Innovation Capability on Firm Performance: The moderating role of market-sensing and network capabilities (Jeongbin Whang, Jong-Ho Lee, & Sungho Lee)

• Best Poster Award, Society of Open Innovation (SOI) (2026), "Dual Routes of Sponsorship Effects on Corporate Brand Equity: The Moderating Role of Company Familiarity and Self-Congruity with the Sponsored Sport (Jeongbin Whang, Seungwoo Cho, & Sungho Lee)

• 2023 KU Achievement Award, Korea University (February, 2024)

• 2023 Best English Thesis Award, Korea University (February, 2024)

• Research funds, Humanities, and social sciences academic research professor (KRW 14,000,000),  National Research Foundation of Korea (September, 2022 - August, 2023) 

• Excellent Paper Awards, Korean Consumption Culture Association (2020), “Exploring Consumers’ Hesitation in Purchase Stage: Grounded Theory Approach (Jeongbin Whang & Jihee Song) (Vol. 23, No. 2)”

• Global Ph.D. Fellowship (GPF) (KRW 90,000,000), National Research Foundation of Korea (March, 2019 - December, 2021) 

Intellectual Property Rights 

• System for realizing score and replaying sound source, and method thereof (Jun-ho Kim, Jeongbin Whang, Dongsam Kim, Jongwon Park, Changho Yun), Registration No.(Date) 1020203410000 (2019.09.04)

Project 

• [Principal Investigator] 2026 Jeju Cultural Indicators Survey & Research, Jeju Special Self-Governing Province (August, 2026 – Jan, 2027)

• [Participant] Establishment of an Evaluation Framework for the Performance of Fishing Gear & Buoy Deposit Systems , Korea Fisheries Resources Agency (June 2026 - December 2026)

• [Principal Investigator] Performance Evaluation Project for JDC (Jeju Free International City Development Center) Investee Companies, Jeju Free International City Development Center (April, 2026 – June, 2026)

• [Participant] Research Project on Validating the Calculation Model for Vessel Reduction Subsidies and Establishing a Foundation for its Application, Korea Fisheries Resources Agency (April, 2026 – June, 2026)

• [Participant] Basic Survey for Calculating Decommissioning Subsidies for Coastal Fishing Vessels (2025), Korea Fisheries Resources Agency (October, 2025 - March, 2026)

• [Participant] Research on establishing strategies to support the growth of small and medium-sized publishers, Korea Publication Industry Promotion Agency (November, 2025 - January, 2026)

• [Participant] Study on the Classification System and Population Construction of Arts and Culture Education Providers, Korea Arts & Culture Education Service (July, 2025 - December, 2025)

• [Participant] Performance Evaluation Project for JDC (Jeju Free International City Development Center) Investee Companies, Jeju Free International City Development Center (April, 2025 – June, 2025)

• [Participant] AI/Robot-based SME Business Process Automation Living Lab (September, 2024 - December, 2024) 

Programming Skills 

• STATA, Python, SPSS/AMOS

Work Experiences 

• Post-doctoral researcher in Marketing, Korea University Business School (March - August, 2024)

• Easy year Co., Co-founder (2015. 3 - 2017. 8)

• Gwangmyeong City Department of Culture and Sports, Choir Administrator (2015 – 2016)

Certificate

• Advanced Data Analytics Semi-Professional (ADsP) (Korea Data Agency, 2023; Registration No. ADsP-037008303)

• Certificate of FKI ESG Specialist (Registration No. 2022-0017-637)

• Big Data Specialist Level 1 (Registration No. KRIVET-2017-005243, 2019)

• Music Psychology Counselor Level 1(Registration No. 15-004837-K745, 2017)

Professional Service

• Ad-Hoc Journal Reviewer: Journal of Retailing and Consumer Services

• Ad-Hoc Conference Reviewer: American Marketing Association (AMA) Annual Conference 

• ‘MK Test of Economic & Strategic Business Thinking’ test organizer (marketing)