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Nam‐Hyun Um

Observed names: Nam-Hyun Um, Namhyun Um, Um Nam-Hyun, 홍익대학교 광고홍보학부 교수, 홍익대학교 광고홍보학부 부교수, 홍익대학교 광고홍보학부 조교수
Institution: Hongik University
OpenAlex ID: A5076868603
An Exploration of the Effects of Negative Political Advertising on Political Decision Making
2002 · Bruce E. Pinkleton, Nam-Hyun Um, et al. · Journal of Advertising · 161
Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor
2013 · Nam‐Hyun Um · Psychology and Marketing · 93
Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites
2018 · Nam-Hyun Um · Journal of Promotion Management · 63
Does gay-themed advertising haunt your brand?
2014 · Nam-Hyun Um · International Journal of Advertising · 60
Predictors Affecting Effects of Virtual Influencer Advertising among College Students
2023 · Namhyun Um · Sustainability · 59
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Determinants for Effects of Celebrity Negative Information: When to Terminate a Relationship with a Celebrity Endorser in Trouble?
2016 · Nam‐Hyun Um, Sojung Kim · Psychology and Marketing · 54
Seeking the holy grail through gay and lesbian consumers: An exploratory content analysis of ads with gay/lesbian-specific content
2010 · Nam-Hyun Um · Journal of Marketing Communications · 41
What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution
2017 · Nam-Hyun Um · Journal of Marketing Communications · 34
Consumers' Responses to Implicit and Explicit Gay-Themed Advertising in Gay vs. Mainstream Media
2016 · Nam-Hyun Um · Journal of Promotion Management · 33
Impact of Parasocial Interaction, Perceived Ad Message Authenticity, and Match-Up between Brand and Celebrity in Evaluation of Instagram Celebrity-Based Brand Endorsement
2022 · Namhyun Um · Sustainability · 23
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Korean Advertising Practitioners’ Perspectives on Celebrity Endorsement
2015 · Nam-Hyun Um, Wei-Na Lee · Journal of Promotion Management · 22
Symbols or icons in gay-themed ads: How to target gay audience
2013 · Nam-Hyun Um, Kyung-Ok Kim, et al. · Journal of Marketing Communications · 21
Recognition in social media for supporting a cause: Involvement and self-efficacy as moderators
2016 · Sojung Kim, Nam-Hyun Um · Social Behavior and Personality An International Journal · 20
Antecedents and consequences of college students' satisfaction with online learning
2021 · Nam-Hyun Um, Ahnlee Jang · Social Behavior and Personality An International Journal · 18
The Role of Culture in Creative Execution in Celebrity Endorsement: The Cross-Cultural Study
2013 · Nam-Hyun Um · Journal of Global Marketing · 18
Practitioners’ Perspectives on Branded Entertainment in The United States
2014 · Nam-Hyun Um, Sojung Kim · Journal of Promotion Management · 17
Exploring the Effects of Single vs. Multiple Products and Multiple Celebrity Endorsements
2008 · Nam‐Hyun Um · RePEc: Research Papers in Economics · 16
Free tumbler in Snapchat vs coffee tasting ticket in Instagram: the impact of gift type and message type on B2C gift-giving on different social media platforms
2022 · Dong Hoo Kim, So Young Lee, et al. · European Journal of Marketing · 15
Does culture influence how consumers process negative celebrity information? Impact of culture in evaluation of negative celebrity information
2014 · Nam-Hyun Um, Wei-Na Lee · Asian Journal of Communication · 14
Korean Consumers’ Responses to Nike’s “Women’s Just Do It” Femvertising Campaign
2021 · Nam-Hyun Um · Journal of Promotion Management · 13
Impact of celebrity endorsement type on consumers' brand and advertisement perception and purchase intention
2020 · Nam-Hyun Um, Ahnlee Jang · Social Behavior and Personality An International Journal · 13
Antecedents and consequences of consumers' attribution style: Measuring the impact of negative celebrity information
2013 · Nam-Hyun Um · Journal of Marketing Communications · 12
Predictors of the effectiveness of celebrity endorsement on Facebook
2016 · Nam-Hyun Um · Social Behavior and Personality An International Journal · 11
Actual Dove versus ideal L’Oréal: Impact of self-related brand image on advertising persuasiveness
2019 · Dong Hoo Kim, Yoon Hi Sung, et al. · Journal of Marketing Communications · 9
Effectiveness of Celebrity Endorsement Of Political Candidates
2018 · Nam-Hyun Um · Social Behavior and Personality An International Journal · 9
Works count: 68
Citation count: 907
H-index: 16
I10-index: 23
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