Welden, Roman, Kelly Hewett, Kiwoong Yoo, Michael Haenlein, Keith Marion Smith, Koen Pauwels, P.K. Kannan, and John Hulland (2025), “Leveling up retail: How retailers and brands thrive in the video game ecosystem,” Journal of Retailing, 101 (4), 583–600. (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 (3), 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 (2), 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.
Hewett, Kelly and Kiwoong Yoo. (2026), “A New Frontier of Understanding: Where Generative AI Adds Real Value in Consumer Research,” NIM Marketing Intelligence Review, 18 (1), 17–23.