Kyongseok Kim

Assistant Professor

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Contact Information

Stephens Annex, 140


Ph.D., University of Georgia, 2013

Areas of Expertise

Information processing & motivation
New media & interactive advertising
Cross-cultural advertising
Advertising scholarship
Health communication


Dr. Kim's primary area of research is advertising with an emphasis on consumer information processing and motivation, particularly as it relates to advertising effectiveness and health communication. Dr. Kim has co-authored several academic papers that were published or are accepted for publication in advertising- and communication-centric journals including Journal of Advertising, Journal of Interactive Marketing, Psychology & Marketing, Computers in Human Behavior, Journal of Health Communication, and Health Communication. Dr. Kim teaches MCOM 323 Advertising Media Planning, MCOM 390 Mass Communication Research, MCOM 443 International Advertising & Public Relations, and MCOM 631 Quantitative Research Methods in Communication.


Selected Publications

  • Kim, Kyongseok and Sun Joo (Grace) Ahn (forthcoming), “The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program,” Journal of Interactive Marketing.
  • Kim, Kyongseok, Jooyoung Kim, and Karen W. King (forthcoming), “Processing Contradictory Brand Information from Advertising and Social Media: An Application of the Multiple-Motive Heuristic-Systematic Model,” Journal of Marketing Communications
  • Kim, Kyongseok and Sun Joo (Grace) Ahn (in-press), “Rewards That Undermine Customer Loyalty? A Motivational Approach to Loyalty Programs,” Psychology & Marketing.
  • Kim, Kyongseok and Hyang-Sook Kim (in-press), “Time Matters: Framing Anti-Smoking Messages Using Current Smokers’ Preexisting Perceptions of Temporal Distance to Smoking-Related Health Risks,” Health Communication
  • Kim, Kyongseok, Jooyoung Kim, and Leonard N. Reid (2017), “Experiencing Motivational Conflict on Social Media in a Crisis Situation: The Case of the Chick-fil-A Same-Sex Marriage Controversy,” Computers in Human Behavior, 71, 32-41.
  • Avant, J. Adam, Kyongseok Kim, and James L. Hayes (2017), “Thirty Years of Advertising Research in Leading Communication and Marketing Journals: Learning from the Parent Disciplines,” Journal of Current Issues & Research in Advertising, 38, 44-64.