BYUN Kate Jeonghee
Ph.D. Marketing
Marketing
Ph.D. Marketing
Dr. Kate Jeonghee Byun is an Assistant Professor of Marketing at NEOMA Business School. Her research investigates how consumers engage with AI in contemporary digital environments. Kate's work centers on the dynamics of consumer-AI interactions, with a particular focus on AI agents, social media, and computer-mediated communication platforms. At the core of her research is a curiosity about how we can deepen our understanding of consumer behavior toward AI - and how, in turn, we can shape AI to foster more relational, ethical, and sustainable consumer futures.
Dr. Byun's work has been published in international journals such as the European Journal of Marketing, Journal of Retailing and Consumer Services, and Journal of Interactive Advertising. She has presented her work at international conferences, including the European Marketing Academy (EMAC) and Association for Consumer Research (ACR). She also serves as an ad hoc reviewer for leading journals, including the Journal of the Academy of Marketing Science, Journal of Retailing and Consumer Services, the Journal of Interactive Advertising, and the European Journal of Marketing.
Before entering academia, Kate spent over a decade in marketing leading roles within the luxury and retail industries at renowned global companies, with a strong focus on digital marketing, e-commerce, and brand strategy. This industry background provides her with a grounded perspective that bridges academic research and real-world relevance.
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
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BYUN, K., S. YOO, "Does overconfidence of CEOs increase startup performance? The role of marketing capability", European Journal of Marketing, April 2025
DOI : 10.1108/EJM-01-2024-0085 -
BYUN, J. (., "Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal proximity on consumer purchase decisions", European Journal of Marketing, October 2024, vol. 58, no. 11, pp. 2426-2444
DOI : 10.1108/EJM-08-2023-0633 - 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
Article
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BYUN, K., S. YOO, "Does overconfidence of CEOs increase startup performance? The role of marketing capability", European Journal of Marketing, April 2025
DOI : 10.1108/EJM-01-2024-0085 -
BYUN, J. (., "Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal proximity on consumer purchase decisions", European Journal of Marketing, October 2024, vol. 58, no. 11, pp. 2426-2444
DOI : 10.1108/EJM-08-2023-0633 -
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