Personal profile
Education
(Ph.D.) University of Georgia, USA
(M.A.) University of Georgia, USA
(Ph.D.) 조지아 대학교 University of Georgia, USA
(M.A.) 조지아 대학교 University of Georgia, USA
Professional Experience
Associate Professor, University of Kentucky, USA
Assistant Professor, University of Kentucky, USA
Associate Editor, Journal of Current Issues and Research in Advertising
Editorial Review Board, Journal of Advertising
Editorial Review Board, International Journal of Advertising
Editorial Review Board, The Korean Journal of Advertising
Associate Professor (Tenured), University of Kentucky, USA
Assistant Professor, University of Kentucky, USA
부편집위원장 Associate Editor, Journal of Advertising Research
부편집위원장 Associate Editor, Journal of Current Issues and Research in Advertising
편집위원 Editorial Review Board, Journal of Advertising
편집위원 Editorial Review Board, International Journal of Advertising
편집위원, 광고학 연구 (The Korean Journal of Advertising)
Awards
International Journal of Advertising's Best Reviewer Award, 2024
Runners-up for the 2018 Best Article Award, Journal of Advertising
Finalist for the 2017 Best Article Award, Journal of Advertising
Faculty Research Award, College of Communication and Information, University of Kentucky, 2017
Best Conference Paper Award, American Collegiate Retailing Association, Secaucus, NJ, 2016
Best Conference Paper Award, American Academy of Advertising, Chicago, IL, 2015
Best Conference Paper Award, American Academy of Advertising, Minneapolis, MN, 2010
Fingerprint
- 1 Similar Profiles
Collaborations and top research areas from the last five years
-
Disruptive but costly: How upside-down logos backfire in consumer responses to brands
Baek, T. H., Yim, M. Y. C., Park, J. & Cho, A., Jan 2026, In: Journal of Retailing and Consumer Services. 88, 104500.Research output: Contribution to journal › Article › peer-review
1 Link opens in a new tab Scopus citations -
Effect of disclosing AI-generated content on prosocial advertising evaluation
Baek, T. H., Kim, J. & Kim, J. H., 2026, In: International Journal of Advertising. 45, 1, p. 171-192 22 p.Research output: Contribution to journal › Article › peer-review
Open Access43 Link opens in a new tab Scopus citations -
Evolution, challenges, and opportunities of AI-generated advertising
Baek, T. H., Pantano, E., Plangger, K. & Kim, J., 2026, In: International Journal of Advertising. 45, 1, p. 1-5 5 p.Research output: Contribution to journal › Editorial
-
Meme advertising for luxury brands: effects on perceived funniness and sharing intention
Baek, T. H., Park, J. & Kim, J. S., 2026, In: International Journal of Advertising. 45, 2, p. 266-297 32 p.Research output: Contribution to journal › Article › peer-review
5 Link opens in a new tab Scopus citations -
When Brands Are Trending on Social Media: A Comparative Study of Consumer Responses to Branded Memes on TikTok Versus Facebook
Kim, M. & Baek, T. H., 2026, (Accepted/In press) In: Journal of Current Issues and Research in Advertising.Research output: Contribution to journal › Article › peer-review
Press/Media
-
The Power of Figurative Language: Enhancing the Effectiveness of AI-Generated Travel Recommendations
15/04/25
1 Media contribution
Press/Media
-
Proposal of Social Media donation message strategy in consideration of psychological traits ‘pride and gratitude’
11/04/22
1 Media contribution
Press/Media