Professors
최세정 (Choi SeJung)
- Position
- Professor
- Phone Number
- 02-3290-2255
- Research Areas
- Advertising, consumer psychology
- Faculty Office
- Media Hall 302
- Degree
- PhD
- bluemarina73@korea.ac.kr
Profile
-
Professor Choi Se Jung is currently teaching advertising and consumer behavior. The main areas of research are advertising, new media, and consumer psychology. She is interested in how content is produced, distributed, and consumed in a digital-oriented media ecosystem, and how marketing communications should change. Also she studies the role and influence of data, technology, and platforms. Recent research deals with media commerce (content commerce, live commerce, etc.), influencer marketing, programmatic advertising, chatbots, artificial intelligence speakers, and ESG of media companies.
Publications
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1. Kim, Y. & Choi, S. M. (2020). When good becomes bad: the role of corporate crisis and issue congruence, International Journal of Advertising, 39(4), 571-586. 2. Kim. S., & Choi, S. M. (2018). Congruence Effects in Post-crisis CSR Communication: The Mediating Role of Attribution of Corporate Motives, Journal of Business Ethics, 153(2), 447-463. 3. Sung, Y., Kim, E., & Choi, S. M. (2018). #Me and brands: understanding brand-selfie posters on social media, International Journal of Advertising, 37(1), 14-28. 4. Choi, T. R., Sung, Y., Lee, J., & Choi, S. M. (2017). Get behind my selfies: The Big Five traits and social networking behaviors through selfies, Personality and Individual Differences, 109, 98-101. 5. Kim, E., Lee, J. A., Sung, Y., & Choi, S. M. (2016). Predicting selfie-posting behavior on social networking sites: An extension of theory of planned behavior. Computers in Human Behavior, 62, 116-123.