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 Advertising, International 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), Journal of Interactive Marketing, 2021-present
Editorial Review Board (ERB), Journal of Current Issues & Research in Advertising, 2021-present
Editorial Review Board (ERB), International Journal of Advertising, 2018-present
Editorial Review Board (ERB), Journal of Interactive Advertising, 2018-present
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
European Journal of Marketing
Journal of Research in Interactive Marketing
Journal of Management Information Systems
Journal of Marketing Communications
Journal of Consumer Marketing
Journal of Current Issues & Research in Advertising
Telematics and Informatics