Ho Kim, Ph.D.

Ho Kim is an Associate Professor of Digital and Social Media Marketing at the University of Missouri-St. Louis. He completed his Ph.D. in Marketing at UCLA in 2013, and since then, he has been deeply engaged in academia. At UMSL, he teaches a variety of courses, including Digital Marketing Strategies and Measurement (MBA), Marketing and Business Analytics (MBA), Marketing Analysis (Undergraduate), and Statistical Modeling (DBA). His research journey revolves around intriguing areas such as online word-of-mouth, online search behavior, and the intricacies of content analysis, including text mining and LDA topic modeling. Additionally, his interests extend to exploring online product pricing (e.g., paywalls), advertising strategies for experience products, and employing causal inference methods in time-series cross-section data. He employs econometric and statistical models to decode the impact of companies’ marketing endeavors on real-world consumer behavior.

His contributions have found their place in esteemed academic journals within marketing and business. Publications in distinguished platforms like the Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Business Ethics, Journal of Interactive Marketing, and European Journal of Marketing underscore my commitment to advancing knowledge in these fields. Beyond academia, his research has garnered attention and has been featured in notable outlets such as Harvard Business School’s Working Knowledge, Forbes, Huffington Post, and The Globe and Mail. Notably, he was invited by the Maeil Business Newspaper, South Korea’s premier business daily, to present my 2017 Journal of Interactive Marketing paper aimed at practitioners. His dedication to research excellence has been recognized through prestigious awards, including the 2019 Emerald Literati Award, the 2019 Durand Award for Research Excellence, and the 2023 UMSL CoBA Research Excellence Award for Marketing & Entrepreneurship.