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Journal Articles

The SSCI impact factor was obtained from the 2022 Journal Citation Reports (Clarivate).

1.  Baek, T. H. (2023). Digital advertising in the age of generative AI. Journal of Current Issues & Research in Advertising, 44(3), 249-251 [IF = 3.4]


2. Baek, T. H. & Kim, M. (2023). Is ChatGPT scary good? How user motivations affect creepiness and trust in generative artificial intelligence. Telematics and Informatics. [IF = 8.5]

3. Kim, M. & Baek, T. H. (2023). Are virtual influencers friends or foes? Uncovering the perceived creepiness and authenticity of virtual influencers in social media marketing in the United States. International Journal of Human–Computer Interaction. [IF = 4.7]

4. Kim, Y., & Baek, T. H. (2023). Morality on the road: How moral norms impact the persuasiveness of message framing in public service advertising. Journal of Corporation and Innovation, 46(2), 151-170. [KCI IF = 1.07]


5. Baek, T. H., & Kim, M. (2023). AI robo-advisor anthropomorphism: The impact of anthropomorphic appeals and regulatory focus on investment behaviors. Journal of Business Research, 164, 114039 [IF= 11.3]

6. Choi, D., Bang, H., Yoon, S., & Baek, T. H. (2023). Message assertiveness and price discounts: Differences between hedonic and utilitarian consumption. International Journal of Advertising.

[IF = 6.7]

7. Baek, T. H., Kim, J., Yoon, S., Choi, Y. K., & Taylor, C. R. (2023). The COVID-19 threat and luxury advertising. Journal of Consumer Behaviour [IF = 4.3]

8. Kim, S., Childs, M., & Baek, T. H. (2013). Awe and guilt: The role of construal level in social media green campaigns. Journal of Consumer Behaviour, 22 (2), 314-328. [IF = 4.3]

9. Kim, M., & Baek, T. H. (2022). I’ll follow the fun: The extended investment model of social media influencers. Telematics and Informatics [IF = 8.5] [Download here]

10. Baek, T. H., Bakpayev, M., Yoon, S., & Kim, S. (2022). Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving. International Journal of Advertising, 41(5), 850-867. [IF = 6.7] [Download here]

11. Baek, T. H. & Yoon, S. (2022). Pride and gratitude: Egoistic versus altruistic appeals in social media advertising.

Journal of Business Research, 142, 499-511. [IF = 11.3] [Download here

12. Bakpayev, M., Baek, T. H., Van Each, P., & Yoon, S., (2022). Programmatic creative: AI can think but it cannot feel. Australasian Marketing Journal, 30(1), 90 -95. [IF = 6.0] [Download here]

13. Baek, T. H., Kim, S., Yoon, S., Choi, Y. K., Choi, D., & Bang, H. (2022). Emojis and assertive environmental messages in social media campaigns. Internet Research. 32(3), 988-1002. [IF = 5.9] [Download here]

14. Bang, H., Choi, D., Yoon, S., Baek, T. H., & Kim, Y. (2021). Message assertiveness and price discount in prosocial advertising: Differences between Americans and Koreans. European Journal of Marketing, 55 (6), 1780-1802.[IF =  4.4] [Download here]

15. Kim, S., Yoon, S., Baek, T. H., Kim, Y., & Choi, Y. K. (2021). Temporal and social scarcities: Effects on ad evaluations. International Journal of Advertising. 40 (7), 1115-1134. [IF = 6.7] [Download here]

16. Baek, T. H., & Yoon, S. (2020). Death imagery in antipoaching advertising. Psychology & Marketing. 37(12), 1684-1695. [IF= 6.7] [Download here]

17. Lim, D., Baek, T. H., Yoon, S., & Kim, Y. (2020). Colour effects in green advertising. International Journal of Consumer Studies [IF = 9.9] [Download here]

18. Baek, T. H. & Yoon, S. (2020). Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps. Journal of Retailing and Consumer Services, 54, 1-11. 

[IF = 10.4] [Download here]

19. Kim, S., Baek, T. H., & Yoon, S. (2020). The effect of 360-degree rotatable product images on purchase intention. Journal of Retailing and Consumer Services, 55, 1-10. [IF = 10.4] [Download here]

20. Bang, H., Choi, D., Baek, T. H., Oh, S., & Kim, Y. (2019). Leveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style. International Journal of Advertising, 39(4), 466-485. [IF = 6.7] [Download here]

21. Han, N. R., Baek, T. H., Yoon, S., & Kim, Y. (2019). Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising. Journal of Retailing and Consumer Services, 51, 352-361 [IF = 10.4] [Download here]

22. Mayer, J. M. Baek, T. H., Mayer, A., & Peev, P. (2019). A retrospective examination of female model portrayals in male youth-targeted cigarette advertising through the lens of objectification theory. Journal of Business Diversity, 19 (4), 41-52. [Download here]

23.  Baek, T. H., Yoon, S., Kim, S., & Kim, Y. (2019). Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising. Marketing Letters, 30 (1), 75-90 [IF = 3.6]  [Download here]

24. Yim, M. Y., Baek, T. H., & Sauer, P. (2018). I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing, 44, 122-139 [IF =11.8[Download here]

25. Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty.

Journal of Advertising, 47 (1), 70-82. [Impact Factor = 5.7] [Download here]

26. Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). Augment yourself through virtual mirror: The impact of self-viewing and narcissism on consumer responses. International Journal of Advertising, 37 (3), 421-439. [IF = 6.7] [Download here​]

27. Kim, S., & Baek, T. H. (2018). Examining the antecedents and consequences of mobile app engagement. Telematics and Informatics, 35 (1), 148-158. [IF = 8.5] [Download here]

28. Joo, S., Choi, N., & Baek, T. H. (2018). Library marketing via social media: The relationships between Facebook content and user engagement in public libraries. Online Information Review, 42 (6), 940-955 [IF = 3.1] [Download here​]

29. Baek, T. H. & Yoon, S. (2017). Guilt and shame: Environmental message framing effects. Journal of Advertising, 46(3), 440-453.

[IF = 5.7] [Download here]

30. Kim, Y., Baek, T. H., Yoon, S., Oh, S., & Choi, Y. K. (2017). Assertive environmental advertising and reactance: Differences between Koreans and Americans. Journal of Advertising, 46 (4), 550-564 [IF = 5.7] [Download here​​]

31. Baek, T. H. (2017). The value of the third-person effect in theory building. Review of Communication, 17 (2), 74-86  

[CiteScore = 1.4] [Download here]

32. Mayer, J. M. & Baek, T. H. (2017). The moderating effect of appearance self-esteem on females’ identification of and reaction to sexually-themed advertising. Journal of Business Diversity, 17 (1), 10-20. [Download here]

33. Yoon, S., Kim, Y., & Baek, T. H. (2016). Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea. International Journal of Advertising, 35 (1), 93-105. [IF = 6.7] [Download here]

34. Kim, S., Baek, T. H., Kim, Y-K., & Yoo, K. (2016). Factors affecting stickiness and word of mouth in mobile applications. Journal of Research in Interactive Marketing, 10 (3), 177-192. [IF = 8.2] [Download here]

35. Baek, T. H., Yoon, S., & Kim, S. (2015). When environmental messages should be assertive: Examining the moderating role of effort investment. International Journal of Advertising, 34 (1), 135-157. [IF =  6.7] [Download here​]

36. Baek, T. H., & King, K. W. (2015). When comparative valence frame affects brand extension evaluations: The moderating role of parent-extension fit. International Journal of Advertising, 34 (2), 382-401. [IF = 6.7] [Download here​​]

37. Kim, S., Lim, C. M., Baek, T. H., & Kim, Y-K. (2015). The impact of image congruence on brand attachment and loyalty: The moderating role of product type. Journal of Advertising and Promotion Research, 4 (1), 43-76. [Download here​​]

38. Baek, T. H., & Reid, L. N. (2013). The interplay of mood and regulatory focus in influencing altruistic behavior.

Psychology & Marketing, 30 (8), 635-646. [IF = 6.7] [Download here​​​]

39. Baek, T. H., Shen, L., & Reid, L. N. (2013). Effects of message framing in anti-binge drinking PSAs: The moderating role of counterfactual thinking. Journal of Health Communication, 18 (4), 442-458. [IF = 4.4][Download here​​​

40. Choi, H., Yoo, K., Baek, T. H., Reid, L. N., & Macias, W. (2013). Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements. International Journal of Advertising, 32 (4), 587-616. [IF = 6.7] [Download here​​​

41. Baek, T. H., & Morimoto, M. (2012) Stay away from me: Examining the determinants of consumer avoidance to personalized advertising. Journal of Advertising, 41 (1), 59-76. [IF = 5.7] [Download here​​​] 

42. Kim, J., Baek, T. H., & Kim, D. (2011). Quality of work and team spirit as drivers of student peer evaluation on advertising group project performance. Journal of Advertising Education, 15 (2), 14-24. [CiteScore = 0.2] [Download here​​​] 

43. Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25 (4), 260-272. [IF = 3.9] [Download here​​​] 

44. Baek, T. H., Kim, J., & Yu, H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27 (7), 662-678. [IF =6.7] [Download here​​​​]    

45. Baek, T. H., Kim, J., & Martin, H. J. (2010). Dimensions of news media brand personality. Journalism & Mass Communication Quarterly, 87 (1), 119-136. [IF = 3.6] [Download here​​​​]    

46. Baek, T. H., and Mayer, J. M. (2010). Sexual imagery in cigarette advertising before and after the Master Settlement Agreement. Health Communication, 25 (8), 747-757. [IF = 3.9] [Download here​​​​​]    

47. Macias, W., Lewis, L. S., & Baek, T. H. (2010). The changing face of direct-to-consumer print advertising. Pharmaceutical Medicine, 24 (3), 165-177. [IF = 2.5] [Download here​​​​​]

48. Yu, H., Jeong, Y., Baek, T. H., & Ju, I. (2010). How many plastic surgeons’ websites contain information recommended by the ASPS advertising code of ethics? The Internet Journal of Law, Healthcare and Ethics, 6 (2). [Download here​​​​​]

49. Baek, T. H., & Yu, H. (2009). Online health promotion strategies and appeals in the United States and South Korea: A content analysis of weight-loss web sites. Asian Journal of Communication, 19 (1), 18-38. [IF = 2.6] [Download here​​​​​]

Book Chapters

 50. Yoo, C. Y., & Baek, T. H. (2017). Assessing the financial value of digital advertising: An event study approach. In Rodgers, S.    & Thorson, E. (3rd Eds.) Digital Advertising: Theory and Research. New York/London: Routledge, Taylor and Francis Group, 222-242. [Download here​​​​​]

 51. Yoon, S., Kim, Y., & Baek, T. H. (2017). Effort investment in persuasiveness: A comparative study of environmental advertising in      the United States and Korea. Reprinted in Yoon, S. & Oh, S. (Eds.) Social and Environmental Issues in Advertising. New York/London:      Routledge, Taylor and Francis Group, 93-105.

 52. Mayer, J. M., & Baek, T. H. (2016). The efficacy of sexualized female models in young adult-male oriented cigarette advertising. In  Obal, M. W., Krey, N. & Bushardt, C. (Eds.), Let's Get Engaged! Crossing the Threshold of Marketing's Engagement Era. New York:            Springer, 753-766. [Download here​​]

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