College Directory

Eunice Kim, Ph.D.

Assistant Professor - Department of Advertising

Office: 2084 Weimer Phone: 352-392-5059 Email: eunicekim@jou.ufl.edu

Education

Ph.D., Advertising, “Consumer Engagement and Relationship Building in Social Media: The Effects of Consumer Self – determination and Social Relatedness,” University of Texas at Austin, 2014
M.A., Advertising, University of Texas at Austin, 2010
B.C., Mass Communication, Yonsei University, Seoul, Korea, 2008
B.A., History, Yonsei University, Seoul, Korea, 2008

News

Publications

Kim, S., Kim, J., & Kim, E. (in press). Metaphor as visual thinking in advertising and its effects: Focus on brand familiarity and product involvement. Journal of Promotion Management.

Kim, E. & Drumwright, M. (2016). Engaging consumers and building relationships in social media: How social relatedness influences intrinsic vs. extrinsic consumer motivation. Computers in Human Behavior, 63, 970-979.

Kim, E., Lee, J., Sung, Y., & Choi, S. M. (2016). Predicting selfie-posting behaviors on social networking sites: An extension of theory of planned behavior. Computers in Human Behavior, 62, 116-123.

Sung, Y., Lee, J., Kim, E., & Choi, S. M (2016). Why we selfie: Understanding motivations for posting pictures of oneself. Personality and Individual Differences. 97, 260-265.

Kim, E. & Eastin, M. S. (2015). External brand placement: The effects on game players’ processing of an in-game brand. Journal of Promotion Management, 21(3), 391-411.

Peña, J. F. & Kim, E. (2014). Increasing exergame physical activity through self and opponent avatar appearance. Computers in Human Behavior, 41, 262-267.

Kwon, E. S., Kim, E., Sung, Y. & Yoo C. Y. (2014). Brand followers: Consumer motivations and attitudes toward brand communications on Twitter. International Journal of Advertising, 33(4), 657-680.

Kim, E., Sung, Y., & Kang, H. S. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships affect brand electronic word-of-mouth. Computers in Human Behavior, 37, 18-25.

Kim, E., Lin, J. S., & Sung, Y. (2013). To app or not to app: Engaging consumers via branded mobile apps. Journal of Interactive Advertising, 13(1), 53-65.

Moon, J., Kim, E., Choi, S. M., & Sung, Y. (2013). Keep the social in social media: The role of social interaction in avatar-based virtual shopping. Journal of Interactive Advertising, 13(1), 14-26.

Kim, E., Choi, S. M., Kim, S., & Yeh, Y. H. (2013). Factors affecting advertising avoidance on online video sites. Journal of Advertising and Promotion Research, 2(1), 89-123.

Referred Book Chapters

Mackert, M., Kim, E., Guadagno, M., & Donovan-Kicken, E. (2012). Using Twitter for prenatal health promotion: Encouraging a multivitamin habit among college-aged females. Studies in health technology and informatics, 182 (pp. 93-103), Smith, A. C., Armfield, N. R., & Eikelboom, R, H. (eds.), IOS Press.

Refereed Conference Presentations

Chung, Y. J. & Kim, E. (2016). Consumer socialization through social media: Antecedents of consumer acceptance of native advertising on social networking sites. The 2016 Conference of the Association for Education in Journalism and Mass Communication, August 4-7, Minneapolis, MN.

Wu, Di & Kim, E. (2016). Understanding motivations and engagement outcomes of social TV participation: A case study of the Super Bowl 2016. The 2016 Conference of the Association for Education in Journalism and Mass Communication, August 4-7, Minneapolis, MN.

Yim, M. Y. C., Kim, E., Ahn, H., & Yoo C. Y. (2016). Understand the impact of body size of models: How guilt and shame influence consumer purchase intention. The 2016 Summer American Marketing Association, August 5-7, Atlanta, GA.

Sung, Y., Lee, J., Choi, S. M., & Kim, E (2016). #Me and brand: Understanding the brand-selfie posters on social networking sites. The 2016 Global Marketing Conference, July 21-24, Hong Kong, China. *Best Conference Paper Award

Kim, E., Lee, J., Choi, S. M., & Sung, Y. (2016). Understanding the antecedents of selfie-posting on social networking sites. The 2016 Conference of the International Communication Association, June 9-13, Fukuoka, Japan.

Kim, E. (2016). Exploring consumer self-determination in social media and its effects. The 2016 American Academy of Advertising Conference, March 17-20, Seattle, WA.

Kim, E. (2015). How consumer self-determination influences engagement and future intention: The moderating role of relatedness. The 2015 Association for Consumer Research Conference, October 1-4, New Orleans, LA.

Kim, E. (2015). Cross-cultural examination of consumers’ product categorization and perceptions about green products. The 2015 Convention of the American Psychological Association, August 6-9, Toronto, Canada.

Kang, J., Kim, E., Sung, Y. S., & Ahn, J. Y. (2015). Seeing differently: A cross-cultural difference in consumer attention. The 2015 Association for Consumer Research Asia-Pacific Conference, June 19-21, Hong Kong, China.

Kim, E. & Sung, Y. (2015). Brand relationships and brand electronic word-of-mouth on Twitter. The 2015 Korean Society for Consumer Advertising Psychology Conference, May 29, Seoul, Korea.

Kim, E. (2015). A motivational approach to consumer engagement in social media. The 2015 American Academy of Advertising Conference, March 26-29, Chicago, IL.

Peña, J. F. & Kim, E. (2014). Increasing physical activity in exergames through self and opponent avatar appearance. The 2014 National Communication Association Annual Convention, November 20-23, Chicago, IL.

Kim, E., Kwon, E. S., Sung, Y., & Kang, H. S. (2013). Brand word-of-mouth (WOM) on Twitter. The 2013 Advertising and Consumer Psychology Conference, June 13-15, San Diego, CA.

Mackert, M., Kim, E., Guadagno, M., & Donovan-Kicken, E. (2012). Using Twitter for prenatal health promotion: encouraging a multivitamin habit among college-aged females. The 2012 International Conference on Global Telehealth, November 26-28, Sydney, Australia.

Kim, E. (2012). Interactivity in branded mobile apps: A conceptual framework. The 2012 Direct/Interactive Marketing Research Summit, October 13-14, Las Vegas, NV.

Kim, E. (2012). To green or not to green: A cross-cultural study of the impact of product-green claim congruity. The 2012 Conference of the Association for Education in Journalism and Mass Communication, August 9-12, Chicago, IL.

Kwon, E. S., Kim, E., & Choi S. M. (2012). I “unlike” you! Reasons for unliking brand pages on Facebook. The 2012 Conference of the Association for Education in Journalism and Mass Communication, August 9-12, Chicago, IL.

Kim, E. (2012). Cross-selling brand placement effects: Situation involvement effects on brand-image transfer. The 2012 Convention of the American Psychological Association, August 2-5, Orlando, FL.

Kim, E., Kwon, E. S., & Sung, Y. (2012). Antecedents of consumer attitudes toward brand communications on Twitter: A consumer socialization framework. The 2012 Global Marketing Conference, July 19-22, Seoul, Korea.

Kim, E., Lin, J. S., & Sung, Y. (2012). To app or not to app: Engaging consumers via branded mobile apps. The 2012 American Academy of Advertising Conference, March 15-18, Myrtle Beach, SC.

Kwon, E. S., Kim, E., Sung, Y. & Yoo C. Y. (2012). Motivations for following brands and attitudes toward brand communications on Twitter. The 2012 American Academy of Advertising Conference, March 15-18, Myrtle Beach, SC.

Kim, E. & Eastin, M. S. (2012). The role of hedonic goals in post impulsive buying product evaluation. The 2012 Winter Conference of Society of Consumer Psychology, February 16-18, Las Vegas, NV.

Kim, E. & Eastin, M. S. (2011). Exploring the effects of external brand placement on game players’ processing of an in-game brand. The 2011 Conference of the Association for Education in Journalism and Mass Communication, August 10-13, St. Louis, MO.

Kim, E., Kim, S., Yeh, Y. H., & Choi, S. M. (2011). Exploring the antecedents of advertising avoidance on online video sites. The 2011 American Academy of Advertising Conference, April 7-10, Mesa, AZ.

Research

Dr. Kim’s research focuses on marketing and persuasive communications in digital and social media environments, consumer-brand relationships, consumer psychology, and media psychology. She is interested in exploring the psychological mechanisms focused on the effects of consumers’ digital media experience. Her recent research has examined the role of social media in engaging and building brand relationships with consumers, with a focus on motivation, affect, and personality. She is also interested in exploring the use of social media as a tool for self-presentation and impression management as it helps us understand how individuals construct their online identities as well as provides implications for consumer behavior and marketing communication research (e.g., electronic word-of-mouth). Kim has had articles published in a number of peer-reviewed journals, including International Journal of Advertising, Computers in Human Behavior, Personality and Individual DifferencesJournal of Interactive Advertising, and Journal of Promotion Management. She is the recipient of the 2015 American Academy of Advertising Research Fellowship Award, Best Conference Paper Award at the 2016 Global Marketing Conference, the Difference’s Research Grant from Korean Advertising Society and HS Ad, and Graham Professional Development Health/Science Communication Research Award from the College of Journalism and Communications.

Research Keywords

Digital/Social Media Marketing Communications, Consumer-Brand Relationships, Consumer Psychology, Media Psychology, Cross-Cultural Consumer Psychology.

Courses

Syllabi from the current and three previous semesters: