Eunice Kim

• PhD
• Professor (Assistant) at Ewha Womans University

This research investigated the interplay between mood, disclosure language, and ad skepticism on consumers' recognition and evaluation of native advertising. During two online experiments, participants first received a mood manipulation and then read an article-style native advertisement. Results from both studies indicated that participants were m...

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest pe...

Despite the increasing interest in celebrity influencers as a marketing communication tool, much remains to be explored to understand how influencer credibility combined with brand credibility affects consumers’ perception toward the influencer promotional post. Moreover, there are growing concerns around whether sponsorship disclosure on influence...

This study examined the role of emotional responses to experiencing age-morphed images in promoting individuals’ attitudes toward seniors and behavioral intentions to support senior-related issues. We investigated whether temporal status (i.e., current vs. future) manipulated by using age-morphing technology and the subject of images (i.e., self vs...

Incorporating the theory of limited cognitive capacity and persuasion knowledge model, this article examines the interaction effect between cognitive load and disclosure language on the activation of persuasion knowledge and perceived manipulativeness of native advertising. Two experimental studies suggested that individuals with varied levels of c...

Visual social networking sites, such as Instagram, have become increasingly attractive for engaging consumers and building brand relationships. Despite this growing popularity, little is known about how visuals help consumers build brand relationships. Therefore, this study examines how consumers' perceptions of brand engagement on Instagram influe...

Marketing scholars and consumer psychologists are turning their attention to the increasing proliferation of selfies. This study investigates a new type of electronic word-of-mouth, namely, selfies with brands/products (‘brand-selfies’), on social networking sites, and considers three factors as predictive of brand-selfie posting behaviour: narciss...

One of advertisers' favorite communication techniques is the visual metaphor. In fact, metaphor usage perennially increases in ad images. This study, which looks at consumers with varying levels of brand familiarity and product involvement, investigates how their attitudes and purchase intentions of are influenced by the persuasive effects of visua...

An important component of the consuming experience is a consumer’s sense of belonging or relatedness. This is true not only in traditional shopping contexts but also in a social media environment. Nonetheless, little empirical research has addressed how the sense of belonging that consumers experience during their brand-related activities in social...

Over the past few years, a notable trend has emerged in social networking sites (SNSs). With the growing popularity of image-based SNSs such as Instagram, users increasingly communicate and present themselves by posting photographs they take of themselves (“selfies”). As the phenomenon of selfies becomes widespread across a range of SNSs as a uniqu...

Photo sharing on various social networking sites (SNSs) has become an important part of the online social experience. SNS users utilize various types of pictures, particularly selfies (pictures one takes of oneself), to display their personalities, lifestyles, and preferences. In this study, we identified the motivations that drive selfie-posting b...

Video games are now a venue for branded messages. Hence, game players may be exposed to brands in and outside game environments. This study focuses on the latter, that is, external brand placement. Drawing upon the literature on involvement and on the limited capacity model (LCM) of information processing, this study explores the mechanism by which...

Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites. By surveying 400 brand followers on Twitter, this study provides a baseline understanding of both motivations and relationships between identified motivations and key consumer–brand relationship...

Twitter, the popular microblogging site, has received increasing attention as a unique communication tool that facilitates electronic word-of-mouth (eWOM). To gain greater insight into this potential, this study investigates how consumers’ relationships with brands influence their engagement in retweeting brand messages on Twitter. Data from a surv...

This study investigates how, in a virtual store environment, an avatar-mediated interaction with a salesperson and a peer consumer influences a consumer's shopping experience and brand evaluation. The study examines the effects of a consumer's interaction with the salesperson and peer consumer avatars and how these interactions affect the consumer'...

With the rapid growth of smartphone and smartphone application users, mobile apps have attracted an increasing amount of attention as an engaging platform for marketing communication. A content analysis of 106 branded apps of global brands found that most global brands incorporate into their apps important engagement attributes that this study exam...

Half of the pregnancies in the United States are unplanned and the highest rate of these unplanned pregnancies occurs in young women aged 18-24y. Serious birth defects, such as those that affect the neural tube, occur early in pregnancy, most of the time before a woman knows she is pregnant. These neural tube defects can be reduced by 50-72% with a...

Despite the growing numbers of advertising on online video sites, there has been little effort to examine advertising avoidance on such sites. Drawn from literature on advertising value, avoidance in both traditional and online media contexts (Ducoffe 1995; 1996; Pasadeos; 1990), the present study identified five antecedents of advertising avoidanc...