معرفی
Dr. Kate Jeonghee Byun is an Assistant Professor of Marketing at NEOMA Business School, specializing in Consumer-AI Interaction, Digital Marketing, and Social Media. Her research investigates how AI agents and virtual humans reshape consumer behavior in digital environments.
- Research Themes: Consumer-AI dynamics, ethical AI, virtual influencers, digital platforms.
- Industry Experience: Over a decade in luxury/retail sectors, focusing on e-commerce, digital marketing, and brand strategy.
Her recent work spans AI-driven marketing strategies, payment framing in e-commerce, and pandemic impacts on consumer behavior. Key publications appear in European Journal of Marketing, Journal of Retailing and Consumer Services, and Journal of Interactive Advertising. She has presented at the European Marketing Academy (EMAC) and Association for Consumer Research (ACR).
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