Education Background: 
B.S. 2005, Korea University
Master of Advertising 2010, University of Florida
Ph.D. 2015, University of Florida
Specialty Areas: 
Digital / interactive / social media
Advertising / Integrated strategic communication strategies
Corporate social responsibility (CSR) / Cause-related marketing
Health communication / Health promotion campaign / Social marketing
PDF icon Curriculum Vitae (262.63 KB)

Jihye Kim is an Assistant Professor in the Department of Integrated Strategic Communication. She received her Ph.D. in 2015 from the University of Florida. Her research focuses on advertising and public relations strategies, digital communication, cause-related marketing, and health communication. Her primary research interest has focused on how different communication strategies can influence individuals' behaviors and evaluations of a campaign and a brand and how individuals cognitively and effectively process the promotional message. Her interests are digital communication in terms of the audience engagement, social interaction, and promotion strategies within digital/social media regarding different advertising, health, and political campaigns. She has researched the area of the merger of the goals for non-profit organizations and corporations such as cause-related marketing campaigns and the impact of corporate social responsibility. She has articles published in peer-reviewed journals, including the Journal of Interactive Advertising, Management Decision, Journal of Marketing Communications, Journal of Promotion Management, and others. She won the 2015 American Academy of Advertising Doctoral Dissertation Award, the 2015 UF Graduate School Doctoral Dissertation Award, and best paper awards at the Association for Education in Journalism and Mass Communication.

Recent Publications

Kim, M. & Kim. J. (2018). Linking Marketing Mix Elements to Passion-driven Behavior toward a Brand: Evidence from the Foodservice Industry. International Journal of Contemporary Hospitality Management, 30(10), 3040-3058.

Kim, M. & Kim. J. (2018). The Effects of Perceived Online Justice on Relational Bonds and Engagement Intention: Evidence from an Online Game Community. Computers in Human Behavior, 84(July), 410-419.

Kim, J., Lee, J., & Chung, Y. (2017). Product Type and Spokespersons in Native Advertising–The Role of Congruency and Acceptance. Journal of Interactive Advertising, 17(2), 109-123.

Kim, J., Lee, J., & Kim, S. (2017). The Efficacy of Cause-related Marketing within a Social Network: The Effects of Congruency, Corporate Credibility, Familiarity of Cause Brands, and Perceived Altruistic Motive. Journal of Marketing Communications, 23(5), 429-455.

Kim, S., Kim, J., & Kim, E. (2017). The Effects of Visual Metaphor in Advertising on Attitude Changes: Based on the Level of Involvement. Journal of Promotion Management, 23(5), 654-672.

Lee, J. & Kim, J. (2016). The Effect of Consume Characteristics on the Cause-related Marketing Campaign: The Role of Personal Life Value. International Journal of Business and Management, 11(9), 82-95.

Ju, I., Kim, J., Chang, M.J., & Bluck, S. (2016). Nostalgic Marketing, Perceived Self-continuity, and Consumer Decisions. Management Decision, 54(8), 2063-2083.

Jung, W. S., Rhee, E. S., & Kim, J. (2012). The Influence of Message Framing and Message Familiarity on Direct-to-Consumer Advertising. Journal of Communication in Healthcare, 5(1), 23-31.

Awards received: 

Graduate School Doctoral Dissertation Award, University of Florida, $6,746 (2015)

American Academy of Advertising Dissertation Competition Award, $2,500 (2015)

Outstanding International Graduate Student, University of Florida (2014)

Best Student Paper 2013 Award, International Journal of Advertising (2013)

Top Student Paper, Advertising Division, Association for Education in Journalism and Mass Communication (AEJMC) (2013)

Top Student Paper, Graduate Education Interest Group, Association for Education in Journalism and Mass Communication (AEJMC) (2011)

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