Tae Hyun Baek

Associate Professor

Sungkyunkwan University

South Korea

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Dr. Tae Hyun Baek is an Associate Professor at Sungkyunkwan University in South Korea (country code: 82). His research interests encompass the impact of artificial intelligence in marketing and communication, including the roles of AI in news content generation and user experience enhancement through chatbots. Recent publications explore themes such as brand engagement through social media and the implications of AI-generated content on advertising effectiveness.

Articles (18)

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2025

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2020

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2020

Collaborators (3)

Changju Kim

Professor

Ritsumeikan University

JAPAN

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Hyoje Jay Kim

University Of Strathclyde

UNITED KINGDOM

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Jeong Hyun Kim

Research Professor

Kyunghee University

SOUTH KOREA

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Tae Hyun Baek

Research Interests

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About

Articles (18)

ChatGPT personalized and humorous recommendations

AI-generated recommendations: Roles of language style, perceived AI human-likeness, and recommendation agent

AI-Generated News Content: The Impact of AI Writer Identity and Perceived AI Human-Likeness

The Baby Animal Effect in Wildlife Conservation Advertising

Fostering brand love through branded memes on social media

Enhancing User Experience With a Generative AI Chatbot

Expertise and Playfulness of Social Media Influencers

Effect of disclosing AI-generated content on prosocial advertising evaluation

Motivational determinants of continuance usage intention for generative AI: an investment model approach for ChatGPT users in the United States

Are Virtual Influencers Friends or Foes? Uncovering the Perceived Creepiness and Authenticity of Virtual Influencers in Social Media Marketing in the United States

Message assertiveness and price discount in prosocial advertising: differences between Americans and Koreans

Colour effects in green advertising

Death imagery in antipoaching advertising

Leveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style

Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps

Programmatic creative: AI can think but it cannot feel

Temporal and social scarcities: effects on ad evaluations

The effect of 360-degree rotatable product images on purchase intention

Collaborators (3)

Changju Kim

Hyoje Jay Kim

Jeong Hyun Kim

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