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 Associate 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.

Previously, 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 experience 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 the effectiveness of AI-based marketing communications.  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, the Journal of Advertising ResearchInternational Journal of Advertising, among others.

 

HONORS & AWARDS

Faculty Award for Teaching Excellence, Department of Marketing, Entrepreneurship and Innovation, May 2022

The Recognition as the Most Influential Article in 2020, selected by the JCIRA editor

  • Park, S., & Yim, M.Y. (2020), "Do celebrity endorsements benefit familiar luxury brands? A perspective from social adaptation theory," Journal of Current Issues & Research in Advertising, 41 (1), 20-35.

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 Advertising, 2022-present

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

Selected Ad Hoc Reviewer 2017-present

  • Electronic Commerce Research and Applications

  • European Journal of Marketing

  • IEEE Access

  • Information & Management

  • Information Technology & People

  • International Journal of Information Management

  • International Journal of Urban Sciences

  • Journal of Advertising

  • Journal of Advertising and Promotion Research

  • Journal of Business Research

  • Journal of Consumer Marketing

  • Journal of Current Issues & Research in Advertising

  • Journal of Electronic Commerce Research

  • Journal of Interactive Marketing

  • Journal of Management Information Systems

  • Journal of Marketing

  • Journal of Marketing Communications

  • Journal of Marketing Management

  • Journal of Product & Brand Management

  • Journal of Research in Interactive Marketing

  • PLOS ONE

  • Telematics and Informatics