Tae Hyun Baek

tae.baek@uky.edu

859-218-3745

144 Grehan Building

Assistant Professor

Associate Membership

Ph.D., University of Georgia (2011)
M.A., University of Georgia (2007)
B.A., Hanyang University, Korea (2005)

Bio

Tae Hyun Baek (Ph.D., University of Georgia) is an Assistant Professor in the Department of Integrated Strategic Communication at the University of Kentucky. He has been teaching Digital Strategies, Integrated Strategic Media Management, and Quantitative Methods in Communication Research courses. His scholarly interests lie at the intersection of digital media, consumer-brand relationships and consumer psychology, with an emphasis on examining how digital media transform the persuasive processes and effects of strategic brand communication. Another research stream focuses on why and how consumers respond to advertising and other strategic communications that promote socially responsible behavior. He is dedicated to pursuing the psychological models of consumer motivation and emotion that underlie persuasive communication. At present, he has presented several papers (three best conference paper awards) at national academic conferences, including the American Academy of Advertising (AAA), Association for Education in Journalism and Mass Communication (AEJMC), American Marketing Association (AMA), Academy of Marketing Science (AMS), and American Collegiate Retailing Association (ACRA), His work has been published in book chapters, and leading journals such as the Journal of Advertising, International Journal of Advertising, Psychology & Marketing, Journal of Services Marketing, Journal of Research in Interactive Marketing, Journalism and Mass Communication Quarterly, Review of Communication, Asian Journal of Communication, Journal of Health Communication, and Health Communication. Before entering academia, he worked for Calson Marketing World Wide Korea in Seoul and for Franceschi Advertising & PR agency in Tallahassee, Florida.