Faculty Research Profile
Molan Kim
학력
Ph.D., Marketing, Terry College of Business, University of Georgia
M.S., Marketing, Korea University
B.B.A., Business Administration, Korea University
경영학 학사, 고려대학교 경영대학
경영학 석사 (마케팅), 고려대학교 경영대학
경영학 박사 (마케팅), University of Georgia
주요 경력
(現) 유니스트 교수 (UNIST, Ulsan)
(前) 뉴욕주립대학교 교수 (State University of New York, NP, NY)
(前) 고려대학교 Visiting Scholar (Korea University, Seoul)
기업 자문 및 특강: SKT AI포럼, 카카오, SK AI Summit, 현대자동차, 현대중공업, SK이노베이션, CJ AI 센터, 삼성금융 네트웍스, BC카드, 산업은행, 신한금융, 한화 투자증권, BNK 금융, 동아비즈니스리뷰, 한국마케팅협회 브랜드대상, 매일경제 MK Speaker, MBI 경영연구원, KMA 디지털CEO과정
저서: Strong Brand, Strong Relationships (Routledge Publication); 마케팅의 미래 (B&M Books); 마케팅원론 ABC(AI, Big Data, Customer Value) (학지사)
수상/학회/외부활동
한국마케팅학회 상임이사
한국경영학회 이사/디지털위원회 부위원장
한국정보통신정책학회 학술이사
한국기업경영학회 상임이사
한국소비자학회 이사
한국마케팅관리학회 이사
Asia Marketing Journal AE 편집위원
ICAMA AMJ Special Issue, 게스트 에디터
ICAMA APJML Special Issue, 게스트 에디터
BNK금융그룹 디지털트랜스포메이션(DT)자문교수
벽소학술상 우수논문상
한국마케팅학회 ICAMA 우수논문상
Journal of Services Marketing 우수논문상
디지털/빅데이터/AI 마케팅
Digital/Big Data/AI Marketing
디지털 시대의 도래와 함께, 온라인 상에서 소비자들은 자유롭게 그들의 상품 관련 지식, 아이디어, 경험을 공유하게 되었다. 본 연구실은, 하루가 다르게 쏟아져 나오는 방대한 양의 소비자와 마켓에 대한 데이터를 정확하게 분석하고 이를 기업의 마케팅 전략에 활용하는 방법을 연구한다.
With the rise of social media, consumers are increasingly interacting with their peer consumers in virtual environments. As this online consumer collective environment becomes more important in terms of customer relationship management, marketing strategy, and marketing communication, marketers are struggling with the question of how, where, and whether they should attempt to participate in this online C2C environment to interact with the consumer collectives. Using the advanced analytical techniques including text analytics, web analytics, and more, Dr. Kim’s lab suggests the answers for the above questions.
With the rise of social media, consumers are increasingly interacting with their peer consumers in virtual environments. As this online consumer collective environment becomes more important in terms of customer relationship management, marketing strategy, and marketing communication, marketers are struggling with the question of how, where, and whether they should attempt to participate in this online C2C environment to interact with the consumer collectives. Using the advanced analytical techniques including text analytics, web analytics, and more, Dr. Kim’s lab suggests the answers for the above questions.
연구분야
Digital Marketing, Omnichannel Marketing, Social Influence, Marketing Analytics
연구 희망분야
AI Marketing, Human-Computer Interactions, Brand Strategy, Corporate Social Responsibility, ESG
연구주제
- 디지털 마케팅 전략 Digital Marketing Strategy
- 소셜 미디어 마케팅 전략 Social Media Marketing
- 옴니채널 마케팅 Omni Channel Marketing
- 고객과 시장에 대한 빅데이터를 활용한 마케팅 분석 Marketing Analytics
- 인공지능을 활용한 마케팅 AI Marketing/HCI
- CSR, ESG
- Digital Marketing Strategy
- Social Media Marketing
- Omni Channel Marketing
- Big Data Marketing
- Marketing Analytics
- AI Marketing
- Automated Marketing/HCI
논문
Molan Kim, Seung Min Lee, Sanghak Choi, and Sang Yong Kim (2021), “Impact of Visual Information on Online Consumer Review Behavior: Evidence from a Hotel Booking Website,” Journal of Retailing and Consumer Services, 60, 102494.
Scott A. Thompson, Molan Kim, James Loveland, Russell Lacey, and Iana Castro (2017), “Consumer Communities Do Well, But Will They Do Good? A Study of Participation in Distributed Computing Projects” Journal of Interactive Marketing, 37, 32–43.
Scott A. Thompson, Molan Kim, and Keith Smith (2016), “Community Participation and Consumer to Consumer Helping: Does Participation in Third-Party Hosted Communities Reduce the Likelihood to Help?”Journal of Marketing Research, 53(2), 280-295.