Department of Journalism
Hyuksoo Kim

Hyuksoo (Brandon) Kim

Assistant Professor

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AJ 397   Phone: 765-285-4320  

Department of Journalism
Art and Journalism Building (AJ), room 300
Ball State University
Muncie, IN 47306

Educational Background:
Ph.D.  Mass Communication, University of Alabama, 2013
M.A.   Integrated Marketing Communications, Emerson College, 2007
B.A.    Mass Communication, McMaster University, 2005

Professional Experience:     
Prior to going into academia, he worked as an assistant product manager in marketing function, General Motors Korea. As an assistant product manager, he was involved in the pricing, option packaging, market research, advertising and sales forecasting of Chevrolet Cruze and Spark.   

He began his academic career in 2012 as a faculty member of St. Bonaventure University, where he taught Introduction to Media, Media Planning, Global Marketing Communication and Introduction to Integrated Marketing Communications. He joined the Department of Journalism at Ball State University in 2014.

Research/Creative/Publication Interests: 
In research, his primary area of interest is consumer behavior/psychology with a focus on their use of digital media (e.g., online brand community, mobile & social media). He attempts to explore both theoretical and practical dimensions of digital media. He has mainly used quantitative methodological approaches, including experiment, survey, and content analysis.   

His works have been published by the Journal of Advertising Research, International Journal of Advertising, International Journal of Integrated Marketing Communications, Journal of Marketing Communications, Computers in Human Behavior and CyberPsychology, Behavior & Social Networking.

Professional/Research/Creative/Publication Career Highlights:
Hyuksoo, Kim, Joseph E. Phelps & Doohwang Lee (2013) The Social Cognitive Approach to Consumers’ Engagement Behavior in Online Brand Community. International Journal of Integrated Marketing Communications, 5, 7-22

Cheong, Yunjae, Kihan Kim & Hyuksoo Kim (2013) Advertising and Promotion Budgeting during Volatile Economic Conditions: Factors Influencing the Level of Decentralisation in Budgeting and its Relations to Budget Size and Allocation. International Journal of Advertising, 32, 143-162.

Cheong, Yunjae, Kihan Kim & Hyuksoo Kim (2013) Advertising and Promotion Budgeting during Volatile Economic Conditions: Factors Influencing the Level of Decentralisation in Budgeting and its Relations to Budget Size and Allocation. International Journal of Advertising, 32, 143-162.

Kim, Kihan, Yunjae Cheong & Hyuksoo Kim (2012) Information Content of Super Bowl Commercials 2001-2009. Journal of Marketing Communications, 18, 249-264

Lee, Doohwang, Hyuksoo Kim & Jungkyu Kim (2012) The Role of Self-Construal on Consumers’ Electronic Word of Mouth (eWOM) in Social Networking Sites: A Social Cognitive Approach. Computers in Human Behavior, 28, 1054-1062.

Lee, Doohwang, Hyuksoo Kim & Jungkyu Kim (2011) The Impact of Online Brand Community Type on Consumer’s Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social Networking Web Sites. CyberPsychology, Behavior and Social Networking, 14, 59-63.

Youn, Seounmi & Hyuksoo Kim (2008) Antecedents of Consumer Attitudes toward Cause Marketing. Journal of Advertising Research, 48, 123-137.