Tae Hyun Baek

tae.baek@uky.edu

859-218-3745

McVey 128B

Integrated Strategic Communication

Tae Hyun Baek Website

Associate Professor

Full Membership

Ph.D., University of Georgia (2011)
M.A., University of Georgia (2007)
B.A., Hanyang University, Korea (2005)
PDF icon Curriculum Vitae_Tae Hyun Baek_02052020.pdf
Personal Website

Bio

Tae Hyun Baek (Ph.D., University of Georgia) is an Associate Professor in the Department of Integrated Strategic Communication at the University of Kentucky. He has been teaching Digital Strategies, Integrated Strategic Media Management, and Quantitative Methods in Communication Research courses. His scholarly interests lie at the intersection of digital media, consumer-brand relationships and consumer psychology, with an emphasis on examining how digital media transform the persuasive processes and effects of strategic brand communication. Another research stream focuses on why and how consumers respond to advertising and other strategic communications that promote socially responsible behavior. He is dedicated to pursuing the psychological models of consumer motivation and emotion that underlie persuasive communication. At present, he has presented several papers (three best conference paper awards) at national academic conferences, including the American Academy of Advertising (AAA), Association for Education in Journalism and Mass Communication (AEJMC), American Marketing Association (AMA), Academy of Marketing Science (AMS), and American Collegiate Retailing Association (ACRA), His work has been published in book chapters, and leading journals such as the Journal of Advertising, International Journal of Advertising, Psychology & Marketing, Journal of Services Marketing, Journal of Research in Interactive Marketing, Journalism and Mass Communication Quarterly, Review of Communication, Asian Journal of Communication, Journal of Health Communication, and Health Communication. Before entering academia, he worked for Calson Marketing World Wide Korea in Seoul and for Franceschi Advertising & PR agency in Tallahassee, Florida.

Primary Communication Interest(s):

Specialty Areas:

Recent Publications

Yoon, S., Kim, Y., & Baek, T. H. (2016). Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea. International Journal of Advertising, 35(1), 93-105. 

Baek, T. H., Yoo, C. Y., & Yoon, S. (forthcoming). Augment yourself through virtual mirror: The impact of self-viewing and narcissism on consumer responses. International Journal of Advertising. [Impact Factor = 2.451, Thomson Reuters]

Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47 (1), 70-82 [Impact Factor = 2.896, Thomson Reuters]

Yim, M. Y., Baek, T. H., & Sauer, P. (forthcoming). I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing. 

Kim, S., & Baek, T. H. (2018). Examining the antecedents and consequences of mobile app engagement. Telematics and Informatics, 35 (1), 148-158 [Impact Factor = 3.398, Thomson Reuters]

Baek, T. H. & Yoon, S. (2017). Guilt and shame: Environmental message framing effects. Journal of Advertising. 46 (3), 440-453 [Impact Factor = 2.896, Thomson Reuters] 

Kim, Y., Baek, T. H., Yoon, S., Oh, S., & Choi, Y. K. (2017). Assertive environmental advertising and reactance: Differences between Koreans and Americans. Journal of Advertising, 46 (4), 550-564 [Impact Factor = 2.896, Thomson Reuters] 

Baek, T. H., Yoon, S., Kim, S., & Kim, Y. (in press). Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising. Marketing Letters.

Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47 (1), 70-82.

Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). Augment yourself through virtual mirror: The impact of self-viewing and narcissism on consumer responses. International Journal of Advertising. 37 (3), 421-439.

Yim, M. Y., Baek, T. H., & Sauer, P. (2018). I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing, 44, 122-139.