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Ewha University
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College of Social Sciences

Seung-Chul Yoo Professor

Division of Communication & Media / Posthuman Studies / Graduate Program in Children and Media

유승철 프로필 사진 
Professor Seung-Chul Yoo earned his M.A. and Ph.D. in Advertising (Digital Media) from The University of Texas at Austin. He gained extensive professional experience in new media and advertising/PR at Cheil Worldwide Inc., and later served as a faculty member responsible for Digital/Interactive Advertising at Loyola University Chicago. Since 2015, he has been a Professor in the Division of Communication & Media at Ewha Womans University, teaching in the Media Convergence Track and the Media Engineering & Entrepreneurship Track, and he also serves as an Adjunct Professor in the Interdisciplinary Program in Posthuman Convergence Humanities. His primary research interests include advertising/PR/marketing strategies leveraging new media technologies and consumer psychology. Since 2009, he has conducted research and consulting projects with major corporations—including CJ, LG, KT, and Samsung—as well as public institutions such as the Ministry of Science and ICT, the Ministry of the Interior and Safety, the Seoul Metropolitan Government, Incheon Metropolitan City, and the Korean Nurses Association. Since 2022, he has served as Chair of the KAA Journal Committee at the Korea Advertisers Association (KAA). In recognition of his contributions to the advancement of Korea’s media industry, he received a Commendation from the Minister of Culture, Sports and Tourism in December 2021. Since 2023, he has served as a Non-executive Director of the Korea Institute for Advancement of Technology (KIAT). In January 2026, he founded and launched Seoul Signals, a webzine dedicated to Korean Wave (Hallyu) culture, which he continues to publish and operate.
  • communication@ewha.ac.kr
  • Director, Communication & Media Research Center
  • Ewha-POSCO Building (Social Sciences) #301
  • 02-3277-2240
  • Office hours
    • 월/금요일 1시-3시
  • Research Interests
    • Digital/Interactive Advertising, Advertising Technology, Brand Communication, Consumer Psychology/Behavior, Place Communication/Marketing
  • sdg03
  • sdg09
  • sdg11
Research Record
  • Advertising Together for Our K-Pop Idol: The Roles of Trust, Loyalty, and Perceived Value in K-Pop Crowdfunding for Outdoor Advertising JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH, 2025, v.20 no.1, 44
    SSCI Scopus dColl.
  • Meet the virtual jeju dol harubang—The mixed VR/Ar application for cultural immersion in Korea’s main heritage ISPRS International Journal of Geo-Information, 2020, v.9 no.6, 367
    SCIE Scopus dColl.
  • Novel Image Processing Method for Detecting Strep Throat (Streptococcal Pharyngitis) Using Smartphone SENSORS, 2019, v.19 no.15, 3307
    SCIE Scopus dColl.
  • Nonprofit fundraising with virtual reality NONPROFIT MANAGEMENT & LEADERSHIP, 2018, v.29 no.1, 11-27
    SSCI Scopus dColl.
  • Virtual shopping and unconscious persuasion: The priming effects of avatar age and consumers' age discrimination on purchasing and prosocial behaviors COMPUTERS IN HUMAN BEHAVIOR, 2015, v.48, 62-71
    SSCI Scopus dColl.
  • [학술지논문] 제주도 증강현실 광고 마케팅 효과와 한류관여도 The International Journal of Advanced Culture Technology, 2020, v.8 no.2 , 116-128
    KCI
  • [학술지논문] 가상현실기술을 활용한 비영리 모금연구 NONPROFIT MANAGEMENT & LEADERSHIP, 2018, v.29 no.1 , 11-27
    SSCI
  • 데이터로 읽는 대한민국 공익광고 44년 사회사: 사회적 담론의 변천과 공공성의 재구성을 중심으로 광고PR실학연구, 2026, v.19 no.1, 59-84
    KCI dColl.
  • 디지털 사이니지 확산에 따른 빛공해 담론의 다층적 구조 분석 및 정책 제안 : 해외 정책 분석과 미디어 데이터 텍스트마이닝을 중심으로 OOH광고학연구, 2026, v.23 no.1, 33-54
    KCI dColl.
  • 신유형 모바일 메시지의 광고효과 연구: SMS 광고와 카카오 브랜드 메시지에 대한 소비자 인식 차이를 중심으로 광고학연구, 2026, v.37 no.1, 175-206
    KCI dColl.
  • 인공지능 시대의 광고심의: 텍스트마이닝과 토픽 모델링을 통한 연구동향 분석과 미래 연구방향 제시 미디어 경제와 문화, 2026, v.24 no.1, 147-188
    KCI dColl.
  • 증강현실 구매접점 광고의 메시지 조절초점 설득 효과 연구: 주관적 분주함과 처리 유창성을 중심으로 유통연구, 2026, v.31 no.1, 55-84
    KCI dColl.
  • 한국 공익광고의 과거, 현재, 그리고 미래: 국내 학술연구 내용분석과 해외 정책연구를 통한 미래 방향성 탐색 한국광고홍보학보, 2026, v.28 no.1, 166-206
    KCI dColl.
  • Cultivating Future Food Communicators: The Impact of Project-Based Learning on Career Intentions and Regional Engagement in the Shizuoka Advertising Campaign PBL Program 한국광고홍보학보, 2025, v.27 no.4, 182-223
    KCI dColl.
  • Exploring the Motivation for Media Consumption and Attitudes Toward Advertisement in Transition to Ad-Supported OTT Plans: Evidence from South Korea JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH, 2025, v.20 no.3, 198
    SSCI Scopus dColl.
  • From Culinary Storytelling to Regional Growth: A Comparative Study of Food Mediatization in Japan and the Basque Country The International Journal of Advanced Smart Convergence, 2025, v.14 no.2, 279-287
    KCI dColl.
  • Kim Yo-jong's Strategic Rhetoric: A Semantic Network Analysis of North Korea's Diplomatic and Strategic Communication KOREAN JOURNAL OF DEFENSE ANALYSIS, 2025, v.37 no.2, 295-329
    SSCI Scopus dColl.
  • Promotion vs. Prevention: Evaluating TikTok’s User-Generated Anti-Drinking Messages and Their Psychological Effects The International Journal of Advanced Smart Convergence, 2025, v.14 no.2, 288-296
    KCI dColl.
  • Revitalizing Legacy Brands - The Role of Collaboration Fit and Originality in Capturing the MZ Generation: Focusing on the Moderating Effect of MZ Generation's Consumption Tendency 광고연구, 2025, v.146, 95-127
    KCI dColl.
  • SNS캐릭터의 소비자 가치와 사용자의 친밀감 동기가 캐릭터 만족, 공유 및 구매의도에 미치는 영향: X에서 가나디 캐릭터 사용자를 중심으로 광고PR실학연구, 2025, v.18 no.3, 207-233
    KCI dColl.
  • Strategic Information Patterns in Advertising: A Computational Analysis of Industry-Specific Message Strategies Using the FCB Grid Framework Information (Switzerland), 2025, v.16 no.8, 642
    Scopus dColl.
  • Study on the Academic and Cultural Adaptation of Chinese International Students in Korea: Focusing on Interview with Female Media Studies Students The International Journal of Advanced Smart Convergence, 2025, v.14 no.3, 489-497
    KCI dColl.
  • Understanding Chinese Tourists' Intention to Visit Eco-friendly Pop-Up Stores : Roles of Perceived Values, Eco-consciousness, and FOMO OOH광고학연구, 2025, v.22 no.1, 59-95
    KCI dColl.
  • Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions Information (Switzerland), 2025, v.16 no.1, 44
    Scopus dColl.
  • Visual Narratives and Digital Engagement: Decoding Seoul and Tokyo’s Tourism Identity Through Instagram Analytics Tourism and Hospitality, 2025, v.6 no.3, 149
    Scopus dColl.
  • 광고기반 OTT와 FAST 서비스가 광고 시장에 미치는 영향에 대한 탐색적 연구: 전문가 인터뷰를 중심으로 광고연구, 2025, v.0 no.144, 224-250
    KCI dColl.
  • 뮤지컬 공연의 랜덤 폴라로이드 증정 이벤트 마케팅 연구 : 마니아 관객의 지각된 교환가치, 커뮤니티 충성도가 티켓 구매의도에 미치는 영향을 중심으로 OOH광고학연구, 2025, v.22 no.3, 35-61
    KCI dColl.
  • 한국 상업광고의 노인 표현에 대한 학술논문 동향 연구: 계량서지학적 분석과 토픽 모델링을 중심으로 한국노년학연구, 2025, v.34 no.3, 253-280
    KCI dColl.
  • Emoji advertising in social media and its effects on consumer behavior: Assessing purchase intentions and brand metaphorical warmth The International Journal of Advanced Smart Convergence, 2024, v.13 no.1, 129-139
    KCI dColl.
  • Finding tourism niche on image-based social media: Integrating computational methods Journal of Vacation Marketing, 2024, v.30 no.4, 874-889
    SSCI Scopus dColl.
  • Harnessing Mobile Technology for Retail Advancement : A Scientific Exploration Gumaetan Traditional Market in Suwon City OOH광고학연구, 2024, v.21 no.1, 31-51
    KCI dColl.
  • Influencer Attachment and Consumer Response to Product Links in Native Video Ads: An Empirical Study on Bilibili's Platform The International Journal of Advanced Smart Convergence, 2024, v.13 no.1, 140-151
    KCI dColl.
  • Investigating Continuous Usage Intention of Xiaohongshu Live Commerce for Health Functional Products: An Integration of ECM and TTF Theories The International Journal of Advanced Smart Convergence, 2024, v.13 no.3, 287-299
    KCI dColl.
  • Navigating Green Consumer Behavior: Tesla vs. Xiaomi in Shaping Electric Vehicle Adoption through Brand Personality in China's Sustainable Market The International Journal of Advanced Smart Convergence, 2024, v.13 no.4, 280-293
    KCI dColl.
  • Revolutionizing Elderly Care in Korea: A Deep Dive into the 'Nomad Silver' Generation's Hospital Needs The International Journal of Advanced Smart Convergence, 2024, v.13 no.1, 122-128
    KCI dColl.
  • The impact of Fashion Brand Collaborations in Sandbox Games on Purchase Intention: The Role of Brand Coolness and Self-Avatar Identification The International Journal of Advanced Smart Convergence, 2024, v.13 no.3, 214-226
    KCI dColl.
  • 국내 OTT 시청 및 광고 데이터의 신뢰성 확보를 위한 탐색적 연구: 전문가 심층 인터뷰를 중심으로 방송통신연구, 2024, v.0 no.125, 43-73
    KCI dColl.
  • 디지털 전환기 기금조성용 옥외광고의 당면과제와 성장전략에 관한 연구: 광고 전문가 대상 심층면접 및 IPA 활용 소집단 설문조사를 중심으로 광고연구, 2024, v.0 no.143, 5-28
    KCI dColl.
  • 디지털 전환기의 옥외광고 산업과 ESG : 옥외광고 실무자를 대상으로 한 AHP 조사를 중심으로 OOH광고학연구, 2024, v.21 no.4, 5-25
    KCI dColl.
  • 디지털 플랫폼의 다크패턴과 관련한 법적 검토 및 향후 정책방향에 대한 연구: 소비자 다크패턴 피해 유형 분석과 해외 입법례 비교를 중심으로1) 미디어 경제와 문화, 2024, v.22 no.2, 109-143
    KCI dColl.
  • Augmented reality and nonprofit marketing during the COVID-19 pandemic: AR factors that influence community participation and willingness to contribute to causes Nonprofit Management and Leadership, 2023, v.34 no.1, 81-106
    SSCI Scopus dColl.
  • Enhancing the Reliability of OTT Viewing Data in the Golden Age of Streaming: A Small Sample AHP Analysis and In-Depth Interview The International Journal of Advanced Smart Convergence, 2023, v.12 no.1, 140-148
    KCI dColl.
  • Exploring the Challenges and Strategies for Combating Advertising Fraud and Preserving Brand Reputation in the Korean Advertising Landscape The International Journal of Advanced Culture Technology, 2023, v.11 no.1, 306-311
    KCI dColl.
  • Generative AI and its Implications for Modern Marketing: Analyzing Potential Challenges and Opportunities The International Journal of Advanced Smart Convergence, 2023, v.12 no.3, 175-185
    KCI dColl.
  • Revising the Korean Newspaper Advertising Code of Ethics: An Empirical Investigation Leveraging Expert Interviews and Analytic Hierarchy Process (AHP) Surveys The International Journal of Internet, Broadcasting and Communication, 2023, v.15 no.3, 135-148
    KCI dColl.
  • Unveiling Augmented Reality Applications: Exploring Influential Factors Through Comprehensive Review SN Computer Science, 2023, v.4 no.5, 694
    Scopus dColl.
  • 광고산업의 혁신성장을 위해 ‘무엇을’ 해야 하나? 토픽모델링을 활용한 광고산업의 국정과제 추진방안 미디어 경제와 문화, 2023, v.21 no.3, 7-49
    KCI dColl.
  • 성형광고의 매체별 메시지 전략 분석을 통한 국내 성형광고의 문제점 및 향후 개선 방향에 관한 연구: 지하철 광고 및 병원 홈페이지 내용분석을 중심으로 의료경영학연구, 2023, v.17 no.1, 1-13
    KCI dColl.
  • 한국 교육 관광지 이미지가 관광객의 구전의도에 미치는 영향: 중국 관광객의 과시적 자기표현과 자아이미지 일치성의 조절효과를 중심으로 문화기술의 융합, 2023, v.9 no.4, 283-290
    KCI dColl.
  • Digital Outdoor Advertising Tecoration for the Metaverse Smart City The International Journal of Advanced Culture Technology, 2022, v.10 no.1, 196-203
    KCI dColl.
  • 미디어⋅광고 데이터 신뢰성 제고를 위한 국내 전담기관 설립 추진에 관한 연구: 이해관계자 심층면접 및 AHP와 IPA를 활용한 설문조사를 중심으로 미디어 경제와 문화, 2022, v.20 no.2, 121-159
    KCI dColl.
  • 소비자의 스마트병원 헬스케어 서비스 수용의도에 대한 연구: 중국 소비자를 중심으로 의료경영학연구, 2022, v.16 no.1, 49-61
    KCI dColl.
  • 술방은 주류광고의 새로운 정착지인가? 술방 시청동기와 진정성 인식이 주류제품 광고효과에 미치는 영향에 관한 연구 미디어 경제와 문화, 2022, v.20 no.2, 43-91
    KCI dColl.
  • 4차 산업혁명 시대 - 기금조성용 옥외광고의 지속가능한 성장전략에 관한 연구: 디지털 전환 및 세로형 크리에이티브 도입을 중심으로 OOH광고학연구, 2021, v.18 no.4, 59-83
    KCI dColl.
  • Brand Activism in the Age of Transmedia: Lessons Learned from Business Practices The International Journal of Advanced Culture Technology, 2021, v.9 no.1, 64-69
    KCI dColl.
  • The Transformation of the Advertising Industry in the ‘Un-tact’ Digital Technology Era The International Journal of Internet, Broadcasting and Communication, 2021, v.13 no.2, 267-275
    KCI dColl.
  • The intervention effect of a nursing-media studies convergence problem-based learning (PBL) program to improve nurses' public image: Changed perceptions of program participants and students attended a PBL presentation Journal of Korean Academic Society of Nursing Education, 2021, v.27 no.1, 59-67
    Scopus KCI dColl.
  • 밀키트 선택속성이 소비자 만족, 구매의도 및 추천의도에 미치는 영향 광고PR실학연구, 2021, v.14 no.3, 124-154
    KCI dColl.
  • 왜 그들은 ‘술방’을 보는가?: 소셜미디어 음주 일인방송 시청동기와 콘텐츠 태도에 대한 탐색적 연구 사회과학연구, 2021, v.60 no.2, 407-454
    KCI dColl.
  • 인공지능 의료 챗봇 상담의 서비스 가치가 이용의도에 미치는 영향: 산부인과 챗봇 상담 이용목적에 따른 차이를 중심으로 의료경영학연구, 2021, v.15 no.3, 41-59
    KCI dColl.
  • A Study on the Advertising Strategy Using 'Shin Hallyu' Cultural Content for Marketing Korean Small and Medium-Sized Enterprise Products Targeting Chinese Consumers The International Journal of Advanced Smart Convergence, 2020, v.9 no.3, 105-117
    KCI dColl.
  • A Study on the Future Direction of the Digital Signage Industry in Korea: A Big Data Network Analysis from 2008 to 2019 The International Journal of Advanced Culture Technology, 2020, v.8 no.1, 120-127
    KCI dColl.
  • Exploring the power of multimodal features for predicting the popularity of social media image in a tourist destination Multimodal Technologies and Interaction, 2020, v.4 no.3, 1-23
    Scopus dColl.
  • K팝 팬십이 서울시 광고태도와 방문의도에 미치는 영향: 중국 방탄소년단 팬의 광고 이미지 일치성 인식을 중심으로 영상문화콘텐츠연구, 2020, no.21, 379-420
    KCI dColl.
  • PalmitoAR: The Last Battle of the US Civil War Reenacted Using Augmented Reality ISPRS INTERNATIONAL JOURNAL OF GEO-INFORMATION, 2020, v.9 no.2, 75
    SCIE Scopus dColl.
  • The Effectiveness of Jeju Island Mixed Reality Tourism Application: Focusing on the Moderating Role of Users' K-Culture Involvement The International Journal of Advanced Culture Technology, 2020, v.8 no.2, 116-128
    KCI dColl.
  • VR 360 공간문화콘텐츠를 활용한 관광지 마케팅 효과: 콘텐츠 포맷 및 소재, 시청자 신기성 추구 욕구와 시청만족도를 중심으로 사회과학연구, 2020, v.59 no.1, 731-761
    KCI dColl.
  • 공간문화콘텐츠 창제작 프로젝트 기반 수업 :신촌 도시재생 커뮤니케이션 캠페인 PBL 효과분석을 중심으로 문화기술의 융합, 2020, v.6 no.2, 207-215
    KCI dColl.
  • 국내 디지털 사이니지 광고PR 산업의 성장 전략 연구 광고PR 전문가 대상의 FGI, MDS 및 IPA 매트릭스 분석을 중심으로 홍보학연구, 2020, v.24 no.5, 1-29
    KCI dColl.
  • 국내 스마트사이니지 기업의 해외 전략시장 진출을 위한 정부 지원정책 방향 도출에 관한 연구 : 중국, 태국, 베트남 진출전략을 중심으로 OOH광고학연구, 2020, v.17 no.4, 51-76
    KCI dColl.
  • AR 가상피팅 디지털사이니지가 쇼퍼에게 미치는 영향: 여성복 패션 매장에서 VMD 연출 기법과 제품 유형에 따른 광고 효과를 중심으로 한국광고홍보학보, 2019, v.21 no.4, 135-167
    KCI dColl.
  • Building an understanding of major advertising strategies for location-based digital signage: A study of Korean marketing practitioners'practice Test Engineering and Management, 2019, v.81 no.11-12, 2522-2533
    Scopus dColl.
  • The Season to Help: The Effect of Seasonal Mood and Gain Versus Loss Advertising Message Framing on Intention to Help Charity The International Journal of Advanced Smart Convergence, 2019, v.8 no.3, 102-114
    KCI dColl.
  • 공간문화콘텐츠 비즈니스의 핵심 성공조건에 관한 연구 : ID3 알고리즘 기반의 귀납적 추론을 활용한 비즈니스 사례분석을 중심으로 미디어 경제와 문화, 2019, v.17 no.2, 81-116
    KCI dColl.
  • 국내 청년 스타트업 육성을 위한 대학의 광고PR교육 어떻게 할 것인가? : 산ᐨ관ᐨ학 스타트업 전문가를 대상으로한 AHP분석과 심층면접을 통한 광고PR 대학교과과정 개발에 관한 연구 광고PR실학연구, 2019, v.12 no.2, 59-85
    KCI dColl.
  • 이미지 기반 소셜 미디어에서브랜디드 콘텐츠의 전략적 모호성광고 효과에 관한 연구: 해시태그 유무에 따른 효과, 개념 유창성의 매개효과, 제품 유형 및 포스팅 주체에 따른 조절효과를 중심으로 광고연구, 2019, no.120, 5-48
    KCI dColl.
  • 디지털 사이니지 미디어 크리에이티브: 매체 유형화와 광고 크리에이티브 전략 광고학연구, 2018, v.29 no.6, 81~108
    KCI dColl.
  • 안면 인식 디지털 사이니지의광고 매체로서 활용을 위한 제도적 고찰 및향후 정책 과제 제안소비자 개인정보 보호와 산업 진흥 방안을 중심으로 한국광고홍보학보, 2018, v.20 no.4, 180~230
    KCI dColl.
  • Designing Health Games for Anti-Smoking Advertising Targeting College Students: The Impact of Message Types and Voice-Over INTERNATIONAL JOURNAL OF CONTENTS, 2017, v.13 no.3, 17~24
    KCI dColl.
  • 광고 콘텐츠의 창의성이 인지종결 지연욕구와 광고태도에 미치는 영향 - 비유창성의 매개효과를 중심으로 한국콘텐츠학회 논문지, 2017, v.17 no.12, 339~356
    KCI dColl.
  • 디지털 미디어 환경에서 옥외 광고의 새로운 정의와 범위에 대한 연구: 광고학과 법학적 관점의 종합 광고연구, 2017, v.1 no.112, 199~237
    KCI dColl.
  • Contextual advertising in games: Impacts of game context on a player’s memory and evaluation of brands in video games Journal of Marketing Communications, 2016 , 1-18
    Scopus dColl.
  • Sadvertising in Thailand: A study on the characteristics and values shown in sad viral video ads 글로벌문화콘텐츠, 2016, no.25, 99
    KCI dColl.
  • 도로변 디지털 빌보드 매체의 국내도입에 대한 탐색적 연구광고 전문가들의 관점을 중심으로 한국광고홍보학보, 2016, v.18 no.4, 284~322
    KCI dColl.
  • 한국 디지털 사이니지 연구의 어제와 오늘: 연구 추세와 미래 연구 제안 한국콘텐츠학회 논문지, 2016, v.16 no.10, 745~757
    KCI dColl.
  • Effects of violent television programmes on advertising effectiveness among young children Findings from a field experiment of kindergarten samples in South Korea INTERNATIONAL JOURNAL OF ADVERTISING, 2014, v.33 no.3, 557-578
    SSCI Scopus dColl.
  • Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2014, v.42 no.5, 528-544
    SSCI Scopus dColl.
  • Under Pressure: Avatar Appearance and Cognitive Load Effects on Attitudes, Trustworthiness, Bidding, and Interpersonal Distance in a Virtual Store PRESENCE-TELEOPERATORS AND VIRTUAL ENVIRONMENTS, 2014, v.23 no.1, 18-32
    SCIE Scopus dColl.
  • [학술지논문] 데이터로 읽는 대한민국 공익광고 44년 사회사: 사회적 담론의 변천과 공공성의 재구성을 중심으로 광고PR실학연구, 2026, v.19 no.1 , 59-84
    KCI
  • [학술지논문] A Multilayered Analysis of Digital Signage Expansion and Light Pollution Discourse : Media Data Text Mining and Comparative Policy Implications OOH광고학연구, 2026, v.23 no.1 , 33-54
    KCI
  • [학술지논문] A Study on Advertising Effectiveness of Emerging Mobile Messaging Formats: Focusing on Differences in Consumer Perceptions of SMS Advertising and Kakao Brand Messages 광고학연구, 2026, v.37 no.1 , 175-206
    KCI
  • [학술지논문] Advertising Regulation in the AI Era: Research Landscape and Future Directions via Text Mining and Topic Modeling 미디어 경제와 문화, 2026, v.24 no.1 , 147-188
    KCI
  • [학술지논문] 증강현실 구매접점 광고의 메시지 조절초점 설득 효과 연구: 주관적 분주함과 처리 유창성을 중심으로 유통연구, 2026, v.31 no.1 , 55-84
    KCI
  • [학술지논문] Discourse Transformation in 44 Years of Public Service Advertising in South Korea: A Comparative Study for Data-Driven Policy 한국광고홍보학보, 2026, v.28 no.1 , 166-206
    KCI
  • [학술지논문] Advertising Together for Our K-Pop Idol: The Roles of Trust, Loyalty, and Perceived Value in K-Pop Crowdfunding for Outdoor Advertising JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH, 2025, v.20 no.1 , 44-44
    SSCI
  • [학술지논문] 미래 푸드 커뮤니케이터 육성: 시즈오카 광고 캠페인 PBL 프로그램이 참가 학생들의 진로 의향과 지역 참여에 미치는 영향 한국광고홍보학보, 2025, v.27 no.4 , 182-223
    KCI
  • [학술지논문] Exploring the Motivation for Media Consumption and Attitudes Toward Advertisement in Transition to Ad-Supported OTT Plans: Evidence from South Korea JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH, 2025, v.20 no.3 , 198-198
    SSCI
  • [학술지논문] From Culinary Storytelling to Regional Growth: A Comparative Study of Food Mediatization in Japan and the Basque Country The International Journal of Advanced Smart Convergence, 2025, v.14 no.2 , 279-287
    KCI
  • [학술지논문] Harnessing Earned Media: A Comparative Analysis of Landmark Digital Signage Impact on Social Media Journal of Contemporary Eastern Asia, 2025, v.24 no.2 , 1-25
    Scopus
  • [학술지논문] K-Pop Demon Hunters and Digital Cultural Diplomacy: Measuring Brand Identity-Image Convergence in Animated K-Content Tourism and Hospitality, 2025, v.6 no.5 , 236-236
    Scopus
  • [학술지논문] Kim Yo-jong's Strategic Rhetoric: A Semantic Network Analysis of North Korea's Diplomatic and Strategic Communication KOREAN JOURNAL OF DEFENSE ANALYSIS, 2025, v.37 no.2 , 295-329
    SCIE
  • [학술지논문] Posing on the Korean War border: selfie representations of the tourist experience at a dark heritage site Journal of Heritage Tourism, 2025, v.20 no.3 , 430-449
    Scopus
  • [학술지논문] Promotion vs. Prevention: Evaluating TikTok’s User-Generated Anti-Drinking Messages and Their Psychological Effects The International Journal of Advanced Smart Convergence, 2025, v.14 no.2 , 288-296
    KCI
  • [학술지논문] SNS캐릭터의 소비자 가치와 사용자의 친밀감 동기가 캐릭터 만족, 공유 및 구매의도에 미치는 영향: X에서 가나디 캐릭터 사용자를 중심으로 광고PR실학연구, 2025, v.18 no.3 , 207-233
    KCI
  • [학술지논문] Strategic Information Patterns in Advertising: A Computational Analysis of Industry-Specific Message Strategies Using the FCB Grid Framework Information Switzerland, 2025, v.16 no.8 , 642-642
    Scopus
  • [학술지논문] Study on the Academic and Cultural Adaptation of Chinese International Students in Korea: Focusing on Interview with Female Media Studies Students The International Journal of Advanced Smart Convergence, 2025, v.14 no.3 , 489-497
    KCI
  • [학술지논문] 팝업스토어 OOH광고학연구, 2025, v.22 no.1 , 59-95
    KCI
  • [학술지논문] Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions Information (Switzerland), 2025, v.16 no.1 , 44-44
    Scopus
  • [학술지논문] Visual Narratives and Digital Engagement: Decoding Seoul and Tokyo’s Tourism Identity Through Instagram Analytics Tourism and Hospitality, 2025, v.6 no.3 , 149-149
    Scopus
  • [학술지논문] 광고기반 OTT와 FAST 서비스가 광고 시장에 미치는 영향에 대한 탐색적 연구: 전문가 인터뷰를 중심으로 광고연구, 2025, v.1 no.144 , 224-250
    KCI
  • [학술지논문] Research on Marketing through Random Polaroid Giveaway Events in Musical Performances: Focusing on the Effects of Enthusiastic Audience Perceived Exchange Value and Community Loyalty on Ticket Purchase Intention OOH광고학연구, 2025, v.22 no.3 , 35-61
    KCI
  • [학술지논문] Research Trends in the Representation of Older Adults in Korean Commercial Advertising: A Bibliometric and Topic Modeling Analysis 한국노년학연구, 2025, v.34 no.3 , 253-280
    KCI
  • [학술지논문] Emoji advertising in social media and its effects The International Journal of Advanced Smart Convergence, 2024, v.13 no.1 , 129-139
    KCI
  • [학술지논문] 이미지 분석을 통한 관광 마케팅 JOURNAL OF VACATION MARKETING, 2024, v.1 no.1 , 1-1
    SSCI
  • [학술지논문] Finding tourism niche on image-based social media: Integrating computational methods JOURNAL OF VACATION MARKETING, 2024, v.30 no.4 , 874-889
    SSCI
  • [학술지논문] Flower of Capitalism: South Korean Advertising at a Crossroads INTERNATIONAL JOURNAL OF ASIAN STUDIES, 2024, v.21 no.2 , 407-410
    AHCI
  • [학술지논문] 모바일 광고 기술을 통한 전통시장 마케팅 : 수원 시구매탄 시장 사례를 중심으로 OOH광고학연구, 2024, v.21 no.1 , 31-51
    KCI
  • [학술지논문] Influencer Attachment and Consumer Response to Product Links in Native Video Ads The International Journal of Advanced Smart Convergence, 2024, v.13 no.1 , 140-151
    KCI
  • [학술지논문] 샤오홍슈 건기식 구매 The International Journal of Advanced Smart Convergence, 2024, v.13 no.3 , 287-299
    KCI
  • [학술지논문] 테슬라 대 샤오미 The International Journal of Advanced Smart Convergence, 2024, v.13 no.4 , 280-293
    KCI
  • [학술지논문] Revolutionizing Elderly Care in Korea: A Deep Dive into the 'Nomad Silver' Generation's Hospital Needs The International Journal of Advanced Smart Convergence, 2024, v.13 no.1 , 122-128
    KCI
  • [학술지논문] 브랜드콜라보레이션 The International Journal of Advanced Smart Convergence, 2024, v.13 no.3 , 214-226
    KCI
  • [학술지논문] 디지털 옥외광고와 도시 관광 증진 International Journal of Tourism Cities, 2024, v.1 no.1 , 1-1
    Scopus
  • [학술지논문] Assessing the Authenticity and Verification of OTT Media-Advertising Data : Insights from Expert Interviews 방송통신연구, 2024, v.1 no.125 , 43-73
    KCI
  • [학술지논문] Challenges and Strategies of Outdoor Advertising for Fund-raising in the Era of Digital Transformation 광고연구, 2024, v.1 no.143 , 5-28
    KCI
  • [학술지논문] outdoor advertising OOH광고학연구, 2024, v.21 no.4 , 5-25
    KCI
  • [학술지논문] dark pattern 미디어 경제와 문화, 2024, v.22 no.2 , 109-143
    KCI
  • [학술지논문] A Study on Urban Regeneration through Revitalization of Historical and Cultural Contents: Focusing on social big data analysis and expert interviews 글로벌문화콘텐츠, 2024, v.1 no.59 , 53-74
    KCI
  • [학술지논문] Augmented reality and nonprofit marketing during the COVID-19 pandemic: AR factors that influence community participation and willingness to contribute to causes NONPROFIT MANAGEMENT & LEADERSHIP, 2023, v.34 no.1 , 81-106
    SSCI
  • [학술지논문] OTT 미디어-광고 데이터 인/검증 The International Journal of Advanced Smart Convergence, 2023, v.12 no.1 , 140-148
    KCI
  • [학술지논문] 여성 기업가 정신 제고를 위한 PBL 학습 Journal of Entrepreneurship, Management and Innovation, 2023, v.19 no.3 , 229-260
    Scopus
  • [학술지논문] 광고사기에 대한 정책방향 The International Journal of Advanced Culture Technology, 2023, v.11 no.1 , 306-311
    KCI
  • [학술지논문] 생성형 인공지능 마케팅 The International Journal of Advanced Smart Convergence, 2023, v.12 no.3 , 175-185
    KCI
  • [학술지논문] 신문광고윤리강령 The International Journal of Internet, Broadcasting and Communication, 2023, v.15 no.3 , 135-148
    KCI
  • [학술지논문] 증강현실 핵심요인 연구 SN Computer Science, 2023, v.4 no.5 , 0-0
    Scopus
  • [학술지논문] What Should Be Done for the Innovative Growth of the Advertising Industry? : Ad Industry Policy Recommendations through Topic Modeling for Innovative Growth 미디어 경제와 문화, 2023, v.21 no.3 , 7-49
    KCI
  • [학술지논문] plastic surgery ads 의료경영학연구, 2023, v.17 no.1 , 1-13
    KCI
  • [학술지논문] A Study on the Effect of the Image of Korean Educational Tourism on Online Word-of-mouth Intention : Focusing on the Moderation Effect of Chinese Tourists' Conspicuous Self-presentation and Self-Image Consistency 문화기술의 융합, 2023, v.9 no.4 , 283-290
    KCI
  • [학술지논문] Digital Outdoor Advertising Tecoration for the Metaverse Smart City The International Journal of Advanced Culture Technology, 2022, v.10 no.1 , 196-203
    KCI
  • [학술지논문] 메타버스 미디어 공간으로서 스마트시티 그리고 디지털 사이니지 테코레이션 방송과 미디어 , 2022, v.24 no.4 , 79-90
    KCI
  • [학술지논문] A Study to Develop the Establishment of a Domestic Specialized Institution to Enhance the Reliability of Media-Advertising Data: Using In-depth Stakeholder Interviews and Surveys Utilizing AHP and IPA 미디어 경제와 문화, 2022, v.20 no.2 , 121-159
    KCI
  • [학술지논문] Factors Influencing the Adoption of Smart Hospital Healthcare Services: An Online Survey of Chinese Consumers 의료경영학연구, 2022, v.16 no.1 , 49-61
    KCI
  • [학술지논문] sulbang media 미디어 경제와 문화, 2022, v.20 no.2 , 43-91
    KCI
  • [학술지논문] outdoor billboard OOH광고학연구, 2021, v.18 no.4 , 59-83
    KCI
  • [학술지논문] 브랜드 액티비즘 The International Journal of Advanced Culture Technology, 2021, v.9 no.1 , 64-69
    KCI
  • [학술지논문] 광고 대행사의 진화 The International Journal of Internet, Broadcasting and Communication, 2021, v.13 no.2 , 267-275
    KCI
  • [학술지논문] The intervention effect of a nursing-media studies convergence problem-based learning (PBL) program to improve nurses' public image: Changed perceptions of program participants and students attended a PBL presentation 한국간호교육학회지, 2021, v.27 no.1 , 59-67
    Scopus
  • [학술지논문] “Tecoration” Using Digital Outdoor Advertising: A Case Study of the Three Leading Global Smart Cities Review of International Geographical Education Online, 2021, v.11 no.8 , 1-13
    Scopus
  • [학술지논문] 드라마 PPL을 통한 장소성 형성에 대한 연구 : 뉴스기사 내용분석을 중심으로 Entertainment Review, 2021, v.6 no.1 , 61-74
    KCI
  • [학술지논문] 밀키트 선택속성이 소비자 만족, 구매의도 및 추천의도에 미치는 영향 광고PR실학연구, 2021, v.14 no.3 , 124-154
    KCI
  • [학술지논문] Why do People Watch ‘Sulbang’?: An Exploratory Study of Social Media Sulbang Watching Motivation and Content Attitude 사회과학연구, 2021, v.60 no.2 , 407-454
    KCI
  • [학술지논문] 인공지능 의료 챗봇 상담의 서비스 가치가 이용의도에 미치는 영향: 산부인과 챗봇 상담 이용목적에 따른 차이를 중심으로 의료경영학연구, 2021, v.15 no.3 , 41-59
    KCI
  • [학술지논문] 신한류 콘텐츠를 활용한 중국 소비자 대상 광고 전략 The International Journal of Advanced Smart Convergence, 2020, v.9 no.3 , 105-117
    KCI
  • [학술지논문] 디지털사이니지 미래 발전 방향에 대한 연구 The International Journal of Advanced Culture Technology, 2020, v.8 no.1 , 120-127
    KCI
  • [학술지논문] Exploring the power of multimodal features for predicting the popularity of social media image in a tourist destination Multimodal Technologies and Interaction, 2020, v.4 no.3 , 1-23
    Scopus
  • [학술지논문] A Study on the Influence of Fanship on Advertising Attitude and Intention to Visit Seoul: Focusing on Chinese BTS Fan’s Self-Image Congruity 영상문화콘텐츠연구, 2020, v.1 no.21 , 379-420
    KCI
  • [학술지논문] 증강현실 활용 가상 제주 관광 ISPRS INTERNATIONAL JOURNAL OF GEO-INFORMATION, 2020, v.9 no.6 , 367-367
    SCIE
  • [학술지논문] 말미토 증강현실 - 증강현실 활용 역사재현 ISPRS INTERNATIONAL JOURNAL OF GEO-INFORMATION, 2020, v.9 no.2 , 75-75
    SCIE
  • [학술지논문] Tourism Marketing using VR 360 Advertising: Focusing on Content Format and Type, Novelty-Seeking Tendency, and Viewing Satisfaction 사회과학연구, 2020, v.59 no.1 , 731-761
    KCI
  • [학술지논문] Project Based Learning for University-Led Urban Regeneration: A Case Study on the Strategic Communication Campaign Class for the Sinchon Regeneration Project 문화기술의 융합, 2020, v.6 no.2 , 207-215
    KCI
  • [학술지논문] A Study on the Future Growth Strategies for Digital Signage Advertising/PR in Korea MDS and IPA Matrix Analysis Approach 홍보학연구, 2020, v.24 no.5 , 1-29
    KCI
  • [학술지논문] A study on the extraction of necessary government support policy to establish of a strategy for overseas expansion of Korean smart signage companies : Focusing on China, Thailand and Vietnam strategic countries OOH광고학연구, 2020, v.17 no.4 , 51-76
    KCI
  • [학술지논문] The Effects of In-store Augmented Reality Virtual Fitting Digital Signage on Shoppers : Focusing on VMD Production Components and Types of Advertised Product 한국광고홍보학보, 2019, v.21 no.4 , 135-167
    KCI
  • [학술지논문] Building an Understanding of Major Advertising Strategies for Location-Based Digital Signage: A Study of Korean Marketing Practitioners’ Practice Test Engineering and Management, 2019, v.81 no.19 , 2522-2533
    Scopus
  • [학술지논문] Novel Image Processing Method for Detecting Strep Throat (Streptococcal Pharyngitis) Using Smartphone SENSORS, 2019, v.19 no.15 , 3307-3307
    SCIE
  • [학술지논문] 계절에 따른 기부 연구 The International Journal of Advanced Smart Convergence, 2019, v.8 no.3 , 102-114
    KCI
  • [학술지논문] A Study on the Success Conditions of Location-basedCultural Contents Business 미디어 경제와 문화, 2019, v.17 no.2 , 81-116
    KCI
  • [학술지논문] Research on the Development of the University’s Advertising/PR Curriculum for Sustainable Management of Youth Start-Ups 광고PR실학연구, 2019, v.12 no.2 , 59-85
    KCI
  • [학술지논문] Visual Image-based Social Media 광고연구, 2019, v.0 no.120 , 5-48
    KCI
  • [학술지논문] 디지털 사이니지 미디어 크리에이티브: 매체 유형화와 광고 크리에이티브 전략 광고학연구, 2018, v.29 no.6 , 81-108
    KCI
  • [학술지논문] Systematization and Proposal of Future Policy Tasks for the Proper Use of Facial Recognition Digital Signage Focused on Consumer Privacy and Industry Promotion 한국광고홍보학보, 2018, v.20 no.4 , 180-230
    KCI
  • [학술지논문] Designing Health Games for Anti-Smoking Advertising Targeting College Students: The Impact of Message Types and Voice-Over INTERNATIONAL JOURNAL OF CONTENTS, 2017, v.13 no.3 , 17-24
    KCI
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    KCI
  • [학술지논문] 디지털 미디어 환경에서 옥외 광고의 새로운 정의와 범위에 대한 연구: 광고학과 법학적 관점의 종합 광고연구, 2017, v.1 no.112 , 199-237
    KCI
  • [학술지논문] Sadvertising in Thailand: A study on the characteristics and values shown in sad viral video ads 글로벌문화콘텐츠, 2016, v.1 no.25 , 99-120
    KCI
  • [학술지논문] Research on the Application of Roadside Digital Billboard Media in South Korea Focused on the Perspective of the Advertising Experts 한국광고홍보학보, 2016, v.18 no.4 , 284-322
    KCI
  • [학술지논문] The State and Trend of Digital Signage Research in Korea 한국콘텐츠학회 논문지, 2016, v.16 no.10 , 745-757
    KCI
  • [학술지논문] An Exploratory Study of Successful Advertising Internships: A Survey Based on Paired Data of Interns and Employers Journal of Advertising Education, 2015, v.19 no.1 , 5-16
  • [학술지논문] Virtual shopping and unconscious persuasion: The priming effects of avatar age and consumers' age discrimination on purchasing and prosocial behaviors COMPUTERS IN HUMAN BEHAVIOR, 2015, v.48 no.1 , 62-71
    SSCI
  • [학술지논문] Effects of violent television programmes on advertising effectiveness among young children Findings from a field experiment of kindergarten samples in South Korea INTERNATIONAL JOURNAL OF ADVERTISING, 2014, v.33 no.3 , 557-578
    SSCI
  • [학술지논문] Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2014, v.42 no.5 , 528-544
    SSCI
  • [학술지논문] Under Pressure: Avatar Appearance and Cognitive Load Effects on Attitudes, Trustworthiness, Bidding, and Interpersonal Distance in a Virtual Store PRESENCE-TELEOPERATORS AND VIRTUAL ENVIRONMENTS, 2014, v.23 no.1 , 18-32
    SCI
  • [학술지논문] Do Violent Video Games Impair The Effectiveness of In-Game Advertisements? The Impact of Gaming Environment on Brand Recall, Brand Attitude, and Purchase Intention CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING, 2011, v.14 no.7-8 , 439-446
    SCI
  • [학술지논문] In-Store Video Advertising Effectiveness Three New Studies Provide In-Market Field Data JOURNAL OF ADVERTISING RESEARCH, 2010, v.50 no.4 , 386-402
    SCI
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  • [저역서] medical communication 학지사, 2022, 600
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  • [저역서] 미래병원 병원 브랜딩 그리고 커뮤니케이션 학지사, 2021, 415
  • [저역서] 언택트 시대의 광고 크리에이티브 학지사, 2021, 312
  • [저역서] tecoration 학지사, 2021, 360
  • [저역서] Brand Story that Works: Creating Branded Stories in the Era of Social Content Amelia Bella Publishing, 2020, 305
  • [저역서] Branded Stories for Content Marketing 퍼플[교보문고], 2020, 216
  • [저역서] advertising media 학지사, 2020, 328
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  • [저역서] Native Advertising 커뮤니케이션북스, 2016, 94
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  • [학술발표] Food Brand 대한지역사회 영양학회 추계 학술대회 , 대한민국, 전주, 2024-10-31 대한지역사회 영양학회, 2024, 24-24
  • [학술발표] Communication Media 한국광고홍보학회 봄철 정기학술대회, 대한민국, 경주, 2024-05-24 한국광고홍보학회 , 2024, 66-70
  • [학술발표] Civil War Battlefield Experience: Historical event simulation using Augmented Reality Technology 2019 IEEE International Conference on Artificial Intelligence and Virtual Reality (AIVR), 미국, San Diego, 2019-12-11 2019 IEEE International Conference on Artificial Intelligence and Virtual Reality (AIVR), 2019, 294-297
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Courses
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Academic Background

University of Texas at Austin Ph.D.(Advertising)

University of Texas at Austin M.A.(Advertising)

Work Experience

Loyola University Chicago 2012-08-15 ~ 2015-02-28

Division Chair, Division of Communication and Media 2023-08-01 ~ 2025-07-31

Director, Communication & Media Research Center 2026-02-01 ~ 2028-01-31

2023-03-01 ~

2023-03-01 ~

List