BYUN Jeonghee (Kate)
Ph.D. Marketing
Ph.D. Marketing
Dr. Kate Jeonghee Byun is an Assistant Professor of Marketing at NEOMA Business School in France.
Kate’s primary research interests lie at the intersection of marketing and artificial intelligence (AI). Specifically, she focuses on the dynamics of consumer-AI interactions in the context of virtual influencers and social media. She aims to investigate timely and pertinent research questions that hold significant relevance for consumers, marketers, and decision-makers, positioning her work at the forefront of interdisciplinary methodology and contemporary marketing challenges.
Her research has been published in international journals in the field (e.g., Journal of Retailing and Consumer Services, Journal of Interactive Advertising), and presented at the European Marketing Academy (EMAC). She has also served as an ad hoc reviewer for the Journal of Retailing and Consumer Services, the Journal of Interactive Advertising, and the European Journal of Marketing. Her industry experience spans over a decade in marketing within the luxury and retail industries at renowned global companies, with a strong focus on digital marketing, e-commerce, brand-level marketing strategy, and the adoption of computer-mediated services.
Areas of research
- The Dynamics of Human-Artificial Intelligence (AI) Collaboration in the Context of Virtual Influencers and Social Media
- The Impact of Information Modalities (i.e., text, image) for AI on Consumer Decisions
- Methodology: Causal Inference, Theory-based Text Analyses, Online Field Experiments
Recent academic contributions
- BYUN, J. (., "When to Deliver Personalized Offers? Let Them Be Endorsed by Less Human-Like Virtual Influencers" in Association for Consumer Research Conference, 2024, Paris
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BYUN, J. (., J. PARK, S. YOO, M. CHO, "Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?", Journal of Retailing and Consumer Services, September 2023, vol. 74
DOI : 10.1016/j.jretconser.2023.103411 -
BYUN, J. (., S. J. AHN, "A Systematic Review of Virtual Influencers: Similarities and Differences between Human and Virtual Influencers in Interactive Advertising", Journal of Interactive Advertising, August 2023, vol. 23, no. 4, pp. 293-306
Article
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BYUN, J. (., J. PARK, S. YOO, M. CHO, "Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?", Journal of Retailing and Consumer Services, September 2023, vol. 74
DOI : 10.1016/j.jretconser.2023.103411 -
BYUN, J. (., S. J. AHN, "A Systematic Review of Virtual Influencers: Similarities and Differences between Human and Virtual Influencers in Interactive Advertising", Journal of Interactive Advertising, August 2023, vol. 23, no. 4, pp. 293-306
Academic conferences
- BYUN, J. (., "When to Deliver Personalized Offers? Let Them Be Endorsed by Less Human-Like Virtual Influencers" in Association for Consumer Research Conference, 2024, Paris