Kacy Kim is an Assistant Professor of Marketing at Bryant University. Previously she was an assistant professor at Elon University, a visiting scholar at Harvard University, Virginia Tech University, and McCann New York. She has focused on the fields of marketing and social science research, including economics and psychology. She has Big Data analytical expertise and has developed social media predictive models to assess the effectiveness of marketing for business. Her recent research interest includes marketing analytics, consumer behavior, and marketing communication on digital platforms.
Ph D, The University of Texas at Austin
MA, The University of Texas at Austin
MA, Sungkyunkwan University
BA, Chung-Ang University
Choi, Y.,Yoon, S.,Kim, K.,Kim, Y., Text versus Picture in Advertising: Effects of Psychological Distance and Product Type, International Journal of Advertising, 2019.
Kim, K.,Gravier, M.,Yoon, S.,Oh, S., Active Bidders versus Smart Bidders: Do Participation Intensity and Shopping Goals Affect the Winner’s Joy in Online Bidding?, European Journal of Marketing, 2019.
Kim, K.,Kim, S.,Corner, G.,Yoon, S., Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals, Journal of Promotion Management, 2019.
Kim, K.,Park, C.,Yoon, S.,Choi , Y.,Oh, S.,Lee, J., Luxury Branded Entertainment: How Public Star Ratings and Awareness of Surroundings Affect Word-of-Mouth Among Men and Women, Journal of Consumer Behaviour, 2019.
Kim, K.,Yoon, S.,Choi, Y., The Effects of eWOM Volume and Valence on Product Sales — An empirical Examination of the Movie Industry, International Journal of Advertising, 2019.
Lee, Y.,Yoon, S.,Chun, S.,Park, C.,Kim, K., How Liberals and Conservatives Respond to Feasibility and Desirability Appeals in Anti-Tobacco Campaigns, Asian Journal of Communication, 2019.
Venmahavong, T.,Yoon, S.,Kim, K.,Yoo, C., Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects, Journal of Advertising , 2019.
Yoon, S.,Kim, K.,Beltis, A.,Logan, J.,Subramanian, G., Red Sox versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance, Journal of Global Sport Management, 2019.
Kim, K., Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing., Springer International Publishing , 2016.
Kim, K.,Williams, J. D.,Wilcox, G. B., ‘Kid tested, mother approved’: the relationship between advertising expenditures and ‘most-loved’ brands, International Journal of Advertising, 2016.
Kim, K.,Williams, J.,Wilcox, G. B., Kid Tested, Mother Approved: The Relationship between Advertising Expenditures and “Most-Loved” Brands, Routledge, 2016.
Yoo, J.,Swan, W. B.,Kim, K., The Influence of Identity Fusion on Patriotic Consumption a Cross-Cultural Comparison of Korea and the U.S., The Korean Journal of Advertising, 2014.
Yoon, S.,Oh, S.,Song, S.,Kim, K.,Kim, Y., Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value, Journal of Business Research, 2014.
Um, N.,Kim, K.,Kwon, E.,Wilcox, D., Symbols or Icons in Gay-Themed Ads: How to Target a Gay Audience, Journal of Marketing Communications , 2013.
Wilcox, G. B.,Kim, K., Multivariate Time Series Use for the Measurement of Social Media Effects, Marketing Management Journal, 2012.
Wilcox, G. B.,Kim, K.,Schulz, H. M., Liquor Advertising and Consumption in the United States: 1971-2008, International Journal of Advertising, 2012.
Wilcox, G. B.,Williams, J.,Kamal, S.,Kim, K., The Role of Advertising on Attitudes and Consumption of Food and Beverage Products, Springer, 2012.
Outstanding IB Research Award , 2019
Rising Scholar Award, 2015
Best Conference Paper Award, 2014
ESCP Europe Best paper Award, 2014
Jesse Jones Fellowship Award, 2013
University Continuing Fellowship Award, 2012
Research Grant with Williams, J and Wilcox, G., 2011
University Continuing Fellowship Award, 2011
Brain Korea 21 Scholarship, 2001
Marketing Analytics, Visual Analytics, Digital Marketing Analytics, Marketing Research
Marketing Analytics with Big Data, Digital Marketing, Marketing Communications
Academy of Marketing Science
American Marketing Association
American Academy of Advertising
Association of Consumer Research