Education Background: 
B.A. 2005, Hanyang University, Korea
M.A. 2007, University of Georgia
Ph.D. 2011, University of Georgia
Specialty Areas: 
Digital/Mobile/Social Media Strategies
Advertising Persuasion
Consumer Psychology
Motivation and Emotion
Prosocial Behavior
PDF icon Curriculum Vitae (334.22 KB)

Dr. Baek's primary research focuses on the role of digital/mobile/social media in building consumer-brand relationships. Another research stream focuses on why and how consumers respond to advertising and other strategic communications that promote socially and environmentally responsible behaviors. He is dedicated to pursuing the psychological models of consumer motivation and emotion that underlie integrated strategic communication campaigns. He has published his research in leading academic journals including the Journal of Advertising, International Journal of Advertising, Psychology & Marketing, Journal of Services Marketing, and Journalism & Mass Communication Quarterly. He teaches Digital Strategies, Media and Database Management (Digital/Social Media Analytics), Integrated Strategic Media Management, and Quantitative Methods in Communication Research (designed for graduate students) courses. Before entering academia, he worked for Calson Marketing World Wide Korea in Seoul and for Franceschi Advertising & PR Agency in Tallahassee, Florida.

Recent Publications


  1. Baek, T. H., Yoon, S., Kim, S., & Kim, Y. (in press). Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising. Marketing Letters.
  2. Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47 (1), 70-82. 
  3. Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). Augment yourself through virtual mirror: The impact of self-viewing and narcissism on consumer responses. International Journal of Advertising. 37 (3), 421-439. 
  4. Yim, M. Y., Baek, T. H., & Sauer, P. (2018). I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing, 44, 122-139. 
  5. Kim, S., & Baek, T. H. (2018). Examining the antecedents and consequences of mobile app engagement. Telematics and Informatics, 35 (1), 148-158. 
  6. Joo, S., Choi, N., & Baek, T. H. (2018). Library marketing via social media: The relationships between Facebook content and user engagement in public libraries. Online Information Review, 42 (6), 940-955.[SSCI Impact Factor = 1.534, Thomson Reuters]
  7. Baek, T. H. & Yoon, S. (2017). Guilt and shame: Environmental message framing effects. Journal of Advertising. 46 (3), 440-453.
    *Finalist for the 2017 Journal of Advertising’s Best Article Award.
  8. Kim, Y., Baek, T. H., Yoon, S., Oh, S., & Choi, Y. K. (2017). Assertive environmental advertising and reactance: Differences between Koreans and Americans. Journal of Advertising, 46 (4), 550-564.
    *Finalist for the 2017 Journal of Advertising’s Best Article Award.
  9. Baek, T. H. (2017). The value of the third-person effect in theory building. Review of Communication, 17 (2), 74-86. 
  10. Mayer, J. M. & Baek, T. H. (2017). The moderating effect of appearance self-esteem on females’ identification of and reaction to sexually-themed advertising. Journal of Business Diversity, 17(1), 10-20.
  11. Yoon, S., Kim, Y., & Baek, T. H. (2016). Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea. International Journal of Advertising, 35 (1), 93-105. 
  12. Kim, S., Baek, T. H., Kim, Y-K., & Yoo, K. (2016). Factors affecting stickiness and word of mouth in mobile applications. Journal of Research in Interactive Marketing, 10 (3), 177-192. 
  13. Baek, T. H., Yoon, S., & Kim, S. (2015). When environmental messages should be assertive: Examining the moderating role of effort investment. International Journal of Advertising, 34 (1), 135-157. 
  14. Baek, T. H., & King, K. W. (2015). When comparative valence frame affects brand extension evaluations: The moderating role of parent-extension fit. International Journal of Advertising, 34 (2), 382-401. 
  15. Kim, S., Lim, C. M., Baek, T. H., & Kim, Y-K. (2015). The impact of image congruence on brand attachment and loyalty: The moderating role of product type. Journal of Advertising and Promotion Research, 4 (1), 43-76.
  16. Baek, T. H., & Reid, L. N. (2013). The interplay of mood and regulatory focus in influencing altruistic behavior. Psychology & Marketing, 30 (8), 635-646[SSCI Impact Factor = 2.023, Thomson Reuters]
  17. Baek, T. H., Shen, L., & Reid, L. N. (2013). Effects of message framing in anti-binge drinking PSAs: The moderating role of counterfactual thinking. Journal of Health Communication, 18 (4), 442-458.
  18. Choi, H., Yoo, K., Baek, T. H., Reid, L. N., & Macias, W. (2013). Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements. International Journal of Advertising, 32 (4), 587-616. 
  19. Baek, T. H., & Morimoto, M. (2012) Stay away from me: Examining the determinants of consumer avoidance to personalized advertising. Journal of Advertising, 41 (1), 59-76.     
  20. Kim, J., Baek, T. H., & Kim, D. (2011). Quality of work and team spirit as drivers of student peer evaluation on advertising group project performance. Journal of Advertising Education, 15 (2), 14-24.
  21. Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25 (4), 260-272. 
  22. Baek, T. H., Kim, J., & Yu, H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27 (7), 662-678.           
  23. Baek, T. H., Kim, J., & Martin, H. J. (2010). Dimensions of news media brand personality. Journalism & Mass Communication Quarterly, 87 (1), 119-136.
  24. Baek, T. H., and Mayer, J. M. (2010). Sexual imagery in cigarette advertising before and after the Master Settlement Agreement. Health Communication, 25 (8), 747-757. 
  25. Macias, W., Lewis, L. S., & Baek, T. H. (2010). The changing face of direct-to-consumer print advertising. Pharmaceutical Medicine, 24 (3), 165-177.
  26. Yu, H., Jeong, Y., Baek, T. H., & Ju, I. (2010). How many plastic surgeons’ websites contain information recommended by the ASPS advertising code of ethics? The Internet Journal of Law, Healthcare and Ethics,6 (2)
  27. Baek, T. H., & Yu, H. (2009). Online health promotion strategies and appeals in the United States and South Korea: A content analysis of weight-loss web sites. Asian Journal of Communication, 19 (1), 18-38. 


  1. Yoo, C. Y., & Baek, T. H. (2017). Assessing the financial value of digital advertising: An event study approach. In Rodgers, S. & Thorson, E. (3rd Eds.) Digital Advertising: Theory and Research. New York/London: Routledge, Taylor and Francis Group, 222-242. 
  2. Yoon, S., Kim, Y., & Baek, T. H. (2017). Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea. Reprinted in Yoon, S. & Oh, S. (Eds.) Social and Environmental Issues in Advertising. New York/London: Routledge, Taylor and Francis Group, 93-105.
  3. Mayer, J. M., & Baek, T. H. (2016). The efficacy of sexualized female models in young adult-male oriented cigarette advertising. In Obal, M. W., Krey, N. & Bushardt, C. (Eds.), Let's Get Engaged! Crossing the Threshold of Marketing's Engagement Era. New York: Springer, 753-766.

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