HWANG, SERIM
Major: Marketing
Assistant Professor
CONTACT INFORMATION
- tel +82-2-740-1841
- mail serimh@skku.edu
-
location
International Hall 3F 90334
Publications
- Hwang, S. (2024). Should your brand hire a virtual influencer? Harvard Business Review, 103(5–6).
Research Summary
- [Marketing] Serim Hwang - Should Your Brand Hire a Virtual Influencer?
- SKK GSB Professor Hwang Se-rim's paper, which reveals the effectiveness of AI influencers, has been published in the May-June issue of Harvard Business Review (HBR), a prestigious business journal. Professor Hwang, along with Assistant Professor Shunyuan Zhang of Harvard University, Associate Professor Xiao Liu of New York University, and Professor Kannan Srinivasan of Carnegie Mellon University, analyzed over a million pieces of content over six years.<br /> <br /> <br /> <br /> Abstract<br /> Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity.
virtual influencers , influencer , aI , aI influencer , marketing , brand
Awards & Honors
No awards registered.
ADDITIONAL INFOMATION
AREAS OF INTEREST
- Influencer marketing
- Generative AI
- Digital platforms
- Technological innovation
- Conspicuous consumption
- Public policy and marketing
- Unstructured data
- Causal inference
- Natural experiments
- Multimodal (voice/image/text) analytics
- Deep learning
- Econometrics
- Empirical IO