Research 

My primary research focuses on the role of digital/mobile/social media in building consumer-brand relationships. Another research stream focuses on why and how consumers respond to advertising and other strategic communications that promote socially and environmentally responsible behaviors. I am dedicated to pursuing the psychological models of consumer motivation and emotion that underlie integrated strategic communication campaigns. 

My passion for research is rooted in the mindful inquiry that challenges myself in new ways.  

Research foci

Branding

Digital Marketing

     Consumer 

    Psychology

© 2015 Tae Hyun Baek. All rights reserved