About Myself

Ph.D. in Advertising, the University of Texas at Austin

M.S. in Advertising, the University of Illinois at Urbana-Champaign

B.A. in German Language & Literature, Korea University

 

I am an Assistant Professor of Marketing and I am currently teaching social media marketing and advertising at the Manning School of Business at UMass Lowell, since Fall 2016. Before joining the program, I've worked for Canisius College for five years.

In addition, I worked as an account planner for Cheil Worldwide, Inc., a Samsung in-house agency in Seoul, Korea where I was in charge of consumer analysis, market analysis, and strategic planning. I also have some work experiences at companies in Canada and Germany. 

 

My primary research interests include 1) digital marketing with a focus on innovative technologies, 2) shopper behavior or e-retailing, and 3) luxury branding.  I am currently working on some projects to identify the optimized uses of electronic shelf labels and of mannequins in retail settings.  My work has appeared in the Journal of the Academy of Marketing Science, the Journal of Interactive Marketing, the Journal of Business Research, the International Marketing Review, the Journal of AdvertisingInternational Journal of Advertising, among others.

 

 

HONORS & AWARDS

The Recognition as one of the most read in Applied Cognitive Psychology 2018-2019.

  • Kim, Y. *, & Yim, M.Y.* (2018), “When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers,” Applied Cognitive Psychology, 32 (6), 815-822. (equal authorship)

 

The Recognition as the Highest Number of Peer-Reviewed Publications & Creative Works 2018-2019, Office of UMass Lowell Vice Chancellor for Research & Innovation, Nov. 2019

The UMass Lowell Award for Excellence in Innovative Teaching, University of Massachusetts Lowell, April 2019

 

The Recognition as the Highest Number of Peer-Reviewed Publications & Creative Works 2017-2018, Office of UMass Lowell Vice Chancellor for Research & Innovation, Nov. 2018

 

Outstanding Reviewer Award, Journal of Interactive Advertising, American Academy of Advertising (AAA), March 2018.

 

The Recognition as the Highest Number of Peer-Reviewed Publications & Creative Works 2016-2017, Office of UMass Lowell Vice Chancellor for Research & Innovation, Nov. 2017

 

Best Paper Award (Track: Advertising, Promotion & Marketing Communication), American Marketing Association (AMA), Aug. 2017

  • Yim, M.Y., Rivas, R., Kim, Y., Kim, E., & Ross, S. (Aug. 2017), “That’s me eating the sushi: The influence of consumption visions on attitudes toward the product”

 

Faculty Scholarship Award, the Wehle School of Business at Canisius College, May 2015

 

Emerald Literati Network Awards for Excellence for 2015: Highly Commended Paper Award Winner, International Marketing Review, May 2015

  • Yim, M.Y., Sauer, P., Williams, J., Lee, S., & Macrury, I. (2014), “Drivers of attitudes towards luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness,” International Marketing Review, 31(4), 363-389.

Selected External Service

Editorial Review Board (ERB), International Journal of Advertising, 2018-present

Editorial Review Board (ERB), Journal of Interactive Advertising, 2018-present

Editorial Review Board (ERB), Journal of Current Issues & Research in Advertising, 2021-

Ad Hoc Reviewer 2017-present

  • Journal of Marketing 

  • Journal of Interactive Marketing 

  • Journal of Business Research 

  • Journal of Advertising

  • International Journal of Information Management

  • Journal of Marketing Management

  • IEEE Access

  • European Journal of Marketing

  • Journal of Research in Interactive Marketing

  • Journal of Management Information Systems

  • Journal of Marketing Communications

  • PLOS ONE

  • Journal of Consumer Marketing

  • Journal of Current Issues & Research in Advertising

  • Telematics and Informatics

  • Cyber Communication

BE IN 
TOUCH

72 University Ave. Manning School of Business, Lowell, MA 01854

Office 978-934-2909, eMail: mark_yim@uml.edu

© 2013 Mark Yi-Cheon Yim.  All rights reserved

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