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- Assistant Professor
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Serim Hwang
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- 02-740-1841
- serimh@skku.edu
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Marketing
Education
- Ph.D.: Carnegie Mellon University
- M.S.: University of Michigan, Ann Arbor, MI
- B.A.: University of Seoul
Office
- International Hall 90334
Research Interests
Substantive: Influencer business, AI/AR/VR, technological innovation. technology for art, fintech, unstructured data.
Methodology: Causal inference in ML, voice/image analytics, deep learning, structural model, econometrics, empirical IO, Bayesian choice modeling.
Dr. Serim Hwang is an assistant professor of Marketing at SKK GSB, Sungkyunkwan University. She studies the economic impact of influencers on social media (e.g., Instagram) that has growing potential powered by the rise of AI virtual influencers and virtual reality. In her research, she has examined online beauty influencers’ strategic vocal content delivery in brand-sponsored videos, the role of AI-powered virtual influencers in Instagram marketing as either substitutes or complements to human influencers, and the impact of human-like qualities on social media engagements. She employs various techniques including convolutional neural networks, NLP, autoencoder and generative models such as GAN, and causal inference frameworks.
At SKK GSB, Serim teaches courses on New Product Development and Customer Experience Management for the MBA programs. Her teaching interests encompass marketing analytics, statistical/econometric methodologies, and social media digital marketing.