Areas of Expertise

International Business, Global Marketing, Digital Platforms, Digital Entrepreneurship

Teaching Interests

Marketing, Strategic Management, International Business, Digital Business

Research

Hoik Kim’s recent research examines how individuals and firms leverage digital platforms and emerging technologies for entrepreneurial and international growth, with particular attention to online identity, platform strategies, and consumer responses.

Representative Publications

Kim, H., & Kim, H. M. (2025). Understanding user acceptance and engagement in the Metaverse: A Dual experimental approach to advertising strategy. Journal of Retailing and Consumer Services, 87, 104389.

Shaheer, N., Chen, Y., Kim, H., & Li, S. (2024). Disguise or disclose? How identities of individual entrepreneurs on digital platforms influence their international success. Journal of International Management, 30(2), 101132.

KIM, H., LI, S., CHEN, L., & SIDDIQUI, N. A. S. (2023). Growing on YouTube: Eric Kim’s story, SMU

Education

Ph.D. in International Business, Darla Moore School of Business, University of South Carolina, 2025

Combined M.S/Ph.D. in Marketing, Graduate School of Business, Sungkyunkwan University, 2025