Research

Publications

Welden, Roman, Kelly Hewett, Kiwoong Yoo, Michael Haenlein, Keith Marion Smith, Koen Pauwels, P.K. Kannan, and John Hulland, “Leveling up retail: How retailers and brands thrive in the video game ecosystem,” Journal of Retailing, (forthcoming). (equal contributions)

Yoo, Kiwoong, Michael Haenlein, and Kelly Hewett (2025), “A Whole New World, A New Fantastic Point of View: Charting Unexplored Territories in Consumer Research with Generative Artificial Intelligence,” Journal of the Academy of Marketing Science, 53, 723–759.

Blyth, Paul Andrew, Christopher Kulis, A. Peter McGraw, Michael Haenlein, Kelly Hewett, Kiwoong Yoo, Stacy Wood, Vicki G. Morwitz, and Joel Huber (2025), “Comments on “AI and the Advent of the Cyborg Behavioral Scientist”,” Journal of Consumer Psychology, 35, 316–328. (commentary article)

Yoo, Kiwoong, Roman Welden, Kelly Hewett, and Michael Haenlein (2023), "The Merchants of Meta: A Research Agenda to Understand the Future of Retailing in the Metaverse," Journal of Retailing, 99 (2), 173-192.

Research In Progress

Yoo, Kiwoong, Kelly Hewett, Katrijn Gielens, and Youngtak Kim, “Philanthropy Amidst Peril: Unraveling the Brand Impact of Corporate Disaster Philanthropy,” data analysis in progress, targeting the Journal of Marketing.

Yoo, Kiwoong, Nandini Nim, Anita Pansari, Brianna Paulich, and Kelly Hewett, “Does Green Mean Growth? How Sustainability Communication Drives New Venture Funding,” data collection in progress, targeting the Journal of Marketing Research.

Hewett, Kelly, Satish Jayachandran, Alexander Krasnikov, and Kiwoong Yoo, “The Impact of Disruption from Trade Wars on Firms’ Use of International Strategic Alliances for Value Creation and Appropriation,” revising for resubmission to the Journal of Marketing (received a reject and resubmit decision).

Yoo, Boonghee, Kiwoong Yoo, Lan Anh Ton, and Heeyoung Yoo, “Consumer Animosity,” revising for resubmission to the Journal of Marketing (received a reject and resubmit decision).

Nim, Nandini, Anita Pansari, Brianna Paulich, Kelly Hewett, and Kiwoong Yoo, “The Role of Marketing in the Success of Unicorn Firms,” data analysis in progress, targeting the Journal of Marketing Research.