Hayeon Kim

Hayeon Kim’s research explores AI-driven content strategies, consumer decision-making, digital platform dynamics, and personalized marketing, with a focus on user behavior, media consumption, and experimental design.

• Kim, H., & Lee, S. W. (2024). The impact of online gift-giving behavior on social capital: Focusing on network size. Information Society & Media, 25(2), 107-140.
• Kim, H., & Lee, S. W. (2024). SVOD multi-homing users in six countries: Analyzing legacy media usage, demographics, lifestyle, expectations, and usage habits. SAGE Open, 14(3), 2158244024126684.
• Jeong, D., Kim, H., & Lee, S. W. (2023). A Study on User Liking Based on Anthropomorphism of Virtual Humans: Focusing on Social Comparison Experience and Self-Improvement Motivation. Journal of Information Systems Research, 32(4), 163-188.
• Kim, H., Hong, S., & Lee, S. W. (2023). An exploratory study on the characteristics of metaverse creators: Focusing on motivation for creation, platform characteristics, and flow of ZEPETO creators. Innovation Studies, 18(1), 27-61.
• Jeong, D., Kim, H., & Lee, S. W. (2023). Effects of the Visual and Behavioral Anthropomorphism Levels of Virtual Influencers on Viewer Likeability. Business Convergence, 8(3), 77.
• Jeong, D., Kim, H., & Lee, S. W. (2022). Effects of the Personalization Level of Advertising on Ad Acceptance: Focusing on the Privacy Calculus Model. Information Society & Media, 23(2), 220-257.