Research Projects

My research interest is centered on the impact of innovative technologies on fashion consumer experience and psychology, by examining cognitive and affective information processing.

Human-AI Interaction

When AI co-creates art: the influence of AI tasks on consumer emotion and resistance

AI co-created fashion: the artness of luxury and mass fashion interplays with AI on consumer behavior
AI impacts on students' learning process: how students use AI influences students' emotions and learning outcomes

The upcoming articles explore

: Which role of the creative process cannot be replaced by AI

: How AI can be better utilized for consumers, students, and society

Avatars in Virtual Reality

The impact of avatar realism (realistic versus abstract) on consumer perceptions and user-avatar relationship
Avatar customization process enhancing psychological ownership of virtual fashion products
Subjective well-being achieved through metaverse experience
The influence of Virtual Reality on impulsive fashion shopping
Differences between immersive vs. noninmmersive VR enviroment

Kim, D. Y., Lee, H. K.*, & Chung, K. (2023). Avatar-mediated experience in the metaverse: The impact of avatar realism on user-avatar relationship, Journal of Retailing and Consumer Services, 73, 103382. https://doi.org/10.1016/j.jretconser.2023.103382

Kim, D. Y., Choi, D., Yoon, N.*, & Lee, H. K. (2025). The feeling of being together in the metaverse: The positive influence of copresence on subjective well-being, Journal of Research in Interactive Marketing, 19(2), 287-306. https://doi.org/10.1108/JRIM-07-2023-0234

Kim, D. Y. & Jang, J. Y.* (2025). Me, my avatar, and my sneakers: The effect of avatar customization on the psychological ownership of virtual fashion items. Computers in Human Behavior, 168, 108653. https://doi.org/10.1016/j.chb.2025.108653

Kim, D. Y. & Lee, H. K.* (2025). I'm wearing what my avatar is wearing: The effect of avatar realism on mental simulation in the metaverse, Journal of Fashion Marketing and Management, 29(5), 895-914. https://doi.org/10.1108/JFMM-04-2024-0116

Jang, J. Y., & Kim, D. Y. * (2025). How immersive retailing affects consumers’ urge to buy: Impacts of self-imagery, positive emotion, and self-relevance. International Journal of Human-Computer Interaction, 41(8), 4964-4978. https://doi.org/ 10.1080/10447318.2024.2356394

Choi, D., Lee, H. K.*, Kim, D. Y. (2023). Mood management through metaverse enhancing life satisfaction, International Journal of Consumer Studies, 47 (4), 1533-1543. https://doi.org/10.1111/ijcs.12934

Social Media and Influencer Marketing

Social media influencer characteristics building trust, attachment, and consumer relationships
The impact of sponsorship disclosure in influencer advertising on consumer inferences and attitudes
Social media influencers' marketing communication by signaling their social status

Kim, D. Y.*, & Kim, H-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media, Journal of Business Research, 134, 223-232. https://doi.org/10.1016/j.jbusres.2021.05.024

Kim, D. Y., & Kim, H-Y.* (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure, Journal of Business Research, 130, 405-415. https://doi.org/10.1016/j.jbusres.2020.02.020

Kim, D. Y.*, & Kim, H-Y. (2023). Social media influencers as human brands: An interactive marketing perspective, Journal of Research in Interactive Marketing, 17(1), 94-109. https://doi.org/10.1108/JRIM-08-2021-0200

Kim, D. Y.*, Park, M., & Kim, H-Y. (2023). An influencer like me: Examining the impact of the social status of influencers, Journal of Marketing Communications, 29(7), 654-675. https://doi.org/10.1080/13527266.2022.2066153

Jang, J. Y. & Kim, D. Y.* (2024). Social media as acculturation agent: Vietnam consumers’ assimilation into Korean culture, International Journal of Human-Computer Interaction, 40(19), 5664-5674. https://doi.org/10.1080/10447318.2023.2238979

Chen, X., Kim, S.*, & Kim, D. Y. (2026). Integrative Analysis of Antecedents and Consequences of Impulse Buying Behavior on TikTok: Moderating Role of Trust Propensity and Self-congruence. Asia Pacific Journal of Marketing and Logistics, 38(2), 441-457. https://doi.org/10.1108/JFMM-04-2024-0116