Thank you for stopping by! My name is Kiwoong Yoo, and I'm a Marketing Ph.D. candidate at the University of Tennessee's Haslam College of Business.
My CV can be found here and my research here.
My Resources pages have information for prospective Marketing Ph.D. students and current scholars, including those navigating the marketing academic job market.
Email: kyoo2[at]vols.utk.edu
My overarching research examines how firms can strategically navigate market disruptions such as natural disasters, trade wars, and technological innovation like the metaverse. My work in these areas hopes to provide actionable marketing insights into how firms can withstand and thrive amid these turbulent environments' challenges and opportunities.
In these areas, I rigorously address research questions using econometric and statistical methods, complemented by machine learning, to provide evidence of causal effects.
My research has been published in the Journal of Retailing, which examines retailing strategies in the metaverse from consumer, retailer, and brand perspectives. I also served as the Vice Chair of Communications for the American Marketing Association (AMA) Doctoral Special Interest Group (DocSIG) and was an Ad-hoc reviewer for esteemed journals such as the Journal of Consumer Psychology, International Journal of Research in Marketing, and the Journal of Business Research.
Beyond academia, I am a loyal fan of Arsenal (COYG!), an outdoor enthusiast, and an adventurous foodie (especially if they're spicy dishes).