Kacy Kim

Assistant Professor of Marketing
Koury Business Center 346F
2075 Campus Box
Elon, NC 27244
kkim3@elon.edu (336) 278-5296

Brief Biography

Kacy Kim is an Assistant Professor of Marketing in the Love School of Business at Elon Univeristy. She has focused on examining econometric models using time series analysis to measure the effectiveness of marketing communication on products over a period of time. Her recent research interest and professional work experience include measuring digital marketing and social media effectiveness. She has Big Data analytical expertise and has developed social media predictive models and ROI models to assess the efficiency and effectiveness of digital marketing for businesses.

Education

Ph.D. in Advertising, University of Texas at Austin, 2014                         
M.A. in Advertising, University of Texas at Austin, 2009                  
M.A. in Economics, SungKyunKwan University, 2004                  
B.A. in Economics, Chung-Ang University, 2001         

Courses Taught

MKT 311: Principles of Marketing

MKT 413: Integrated Marketing Communication

Research

  • Marketing Communication Strategy; Predictive Models of Digital Marketing, Social Media ROI Models
  • Marketing Communication Effectiveness; Advertising-Sales/Brand Effectiveness Models
  • Media Modeling: Reach and Frequency Models
  • Online Consumer Behavior, Evolutionary Consumer Psychology

Publications

Yoon, S., Oh, S., Song, S., Kim, K. & Kim, Y. (2014). Higher Quality or Lower Price? How Value-Increasing Promotions Affect Retailer Reputation via Perceived  Value., Journal of Business Research, 67(10), 2088-2096.

Yoo, J., Swan, B., & Kim, K. (2014). The Influence of Identity Fusion on Patriotic Consumption a Cross-Cultural Comparison of Korea and the U.S., The Korean Journal of Advertising, 25(5), 81-116.

Um, N., Kim, K., Kwon, E.S. & Wilcox, D. (2013). Symbols or Icons in Gay-Themed Ads: How to Target a Gay Audience. Journal of Marketing Communication, 1-15.

Wilcox G.B. & Kim, K. (2012). Multivariate Time Series Use for the Measurement of Social Media Effects. Marketing Management Journal, 22(2).

Wilcox G.B., Kim, K. & Schulz, H. (2012). Liquor Advertising and Consumption in the United States: 1971-2008. International Journal of Advertising, 31(4), 819-834.

 

Presentations

Kim, K., Williams, J., Oh, S. & Wilcox, G.B. (2014). Kid Tested, Mother Approved: The Relationship     between Advertising Expenditures and Brands Most-Loved., Global Marketing Conference, Singapore.

Kim, K., Wilcox, G.B. & Choi, Y.G. (2014). How Social Media Works: B2B vs. B2C., Global Marketing Conference, Singapore.

Kim, K., Choi, J.H., & Choi, T.R. (2014). How Social Media Works-Using Web Analytics., American Marketing Science, Indianapolis, IN.

Kim, K., Choi, J.H., & Kang, E.Y. (2014). Measurement of Social Media Effectiveness Using Web Analytics., The 2014 American Academy of Advertising Conference, Atlanta, GA.

Kim, K. (2014). How Social Media Works in B2B environment: Web Analytics in Social Media., American Marketing Association, Winter Marketing Educators Conference, Orlando, FL.

Kim, K., Yoon, S., Baek, T., Jinnie, Y. & Youyoung, L. (2014). Near-Disaster Experience and Survivor Bonding., The Society for Personality and Social Psychology (SPSP) Conference, Austin, TX.

Kim, K. (2013). Measurement of Social Media Impact on Business Outcomes Using Web Analytics in Business-to-Business. Direct/Interactive Marketing Research Summit, Chicago, IL.

Kim, K. (2013). Measurement of Digital Content Marketing Effectiveness through Social Media. American Marketing Science, Monterey, CA.

Wilcox, G.B. & Kim, K. (2013). Multivariate Time Series Use for the Measurement of Social Media Effect. The 2013 American Academy of Advertising Conference, Albuquerque, NM.

Kim, K. & Wilcox, G.B. (2013). Social Media Measurement and Analysis. American Marketing Association, Winter Marketing Educators Conference, Las Vegas, NV.

Kim, K. (2012). Measurement of Business-to-Business Social Media Effectiveness. The 2012 Institute for the Study of Business Markets (ISBM) Academic Conference, Chicago, IL.

Yoo, J. & Kim, K. (2012). The Influence of Identify Fusion on Patriotic Consumption: A Cross-Cultural Comparison of Korea and the U.S. The 2012 Association for Education in Journalism and Mass Communication (AEJMC) Conference, Chicago, IL.

Kim, K., Williams, J. & Wilcox, G.B. (2012). Analysis of Relationship between Brand Advertising and Most Loved Brands by Children. The 2012 American Academy of Advertising Conference, Myrtle Beach, SC.

Um, N., Kim, K. & Kwon, E.S. (2012). Symbols or Icons in Gay- Themed Ads. The 2012 American Academy of Advertising Conference, Myrtle Beach, SC.

Um, N., Kim, K. & Kwon, E.S. (2011). Examining the Use of Culturally Meaningful Symbols in Gay-Themed Ads. The 2011 Association for Education in Journalism and Mass Communication (AEJMC) Conference, St. Louis. MO.

Wilcox, G.B., Williams, J., & Kim, K. (2011). The Impact of Advertising on Aggregate and Brand Sales. RWJF Communications Research and Childhood Obesity Conference, Princeton, NJ.

Wilcox, G.B. & Kim, K. (2010). Distilled Spirit Advertising and Consumption in the United States: 1971-2007. The 2010 American Academy of Advertising Conference, Minneapolis, MN.

Professional Activities

Professional Academic Service:

  • Reviewer, International Journal of Advertising, 2014-Present

Conference Service:

  • Conference Proceeding Editor, Academy of Marketing Science (AMS) Conference, 2015

Conference Reviewer:

  • The AMA Winter Marketing Educators’ Conference, 2012-Present
  • Academy of Marketing Science (AMS) Conference, 2012-Present
  • Direct/Interactive Marketing Research Summit (DMEF), 2013
  • Global Marketing Conference (GMC), 2012-Present
  • The American Academy of Advertising (AAA) Conference, 2008-Present

Conference Discussant:

  • Academy of Marketing Science (AMS) Conference, 2013

Awards

Best Conference Paper Award, Excellent Award (2nd place), 2014 Global Marketing Conference at Singapore

ESCP Europe Best paper Award, Honorable Mention, 2014 Global Marketing Conference at Singapore