About
Dr. Jihoon “Jay” Kim is an assistant professor and associate chair of APR who hones in on advertising management, consumer psychology, and emerging media. His research examines how artificial intelligence, human–computer interaction, and immersive technologies such as VR shape brand communication and audience engagement. By studying how consumers perceive, interact with, and respond to intelligent and highly interactive media systems, Kim’s work provides insight into what drives attention, emotion, trust, and persuasion in contemporary communication environments. His research helps advertisers and organizations understand how to design and use AI-driven and immersive tools responsibly and effectively to create meaningful, user-centered, and memorable brand experiences.
Impact Beyond the University
As one of the 2024–2025 THRIVE Faculty Fellows, Kim is recognized for his innovative and forward-looking approach to communication research. His work extends beyond commercial contexts to address broader social and human challenges, including intergenerational communication and mental health among U.S. veterans. Through the use of immersive media such as VR, he examines how mediated experiences can foster empathy, perspective-taking, and meaningful dialogue across generations. This work provides practical insights for organizations, nonprofits, and public institutions seeking to use emerging technologies to support well-being, enhance user experience, and strengthen authentic human connection in digital environments.
A Passion for Teaching and Advancement
His courses emphasize research-driven decision-making, creative problem-solving, and an understanding of how technology shapes communication. Whether guiding students through campaign development or mentoring them on emerging tools like AI and VR, he prepares future professionals to lead with insight, innovation, and a deep understanding of the human side of persuasion.