• White Facebook Icon
  • White LinkedIn Icon
  • White Twitter Icon
  • White Instagram Icon

© 2013 Mark Yi-Cheon Yim.  All rights reserved

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

Office 978-934-2909, eMail:

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 at the University of Massachusetts Lowell and my teaching foci are on Digital Marketing, e-tailing, and Luxury branding.


My previous work experiences have consistently focused on the development of innovative marketing strategies using new technologies.  Before coming to the United States, 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. In addition, I 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.  My recent research, supported by prominent companies such as CJ Powercast and Pavonine Korea, identified how effectively stereoscopic 3-D technology and retail digital signage can be used as an innovative marketing communication tool.  In addition, I have conducted research on shopper behavior in a retail store, using an advanced qualitative observation method known as video ethnography where a mini-wireless camera was mounted on participants' heads and recorded what the shoppers observed during their in-store shopping trip.  It allowed our research team to identify shoppers' buying behavior from behavioral and psychological perspectives.  I am currently working on some projects regarding digital pricing and interactive iPad ordering system as an innovative marketing communication tool in restaurants.  My work has appeared or will appear in the Journal of the Academy of Marketing Science, the Journal of Interactive Marketing, the Journal of Business ResearchInternational Marketing Review, the Journal of Advertising, and the Journal of Advertising Research, and the Journal of Consumer Marketing (lead author in all of these publications), among others.





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.