Eunjin (Anna) Kim

My research aims to improve our understanding of how advertising works to persuade better. Within this broad aim, it spans two key areas that advance the field of advertising. Central to my work is the concept of narrative persuasion, which serves as a unifying thread across my research on narrative advertising and disclosure in influencer advertising. First, I focus on enhancing advertising persuasion through storytelling by examining how narrative structures—such as plot and character—affect consumer attitudes and behaviors. My work uncovers the psychological mechanisms behind narrative effectiveness, offering a framework for designing more impactful ads. This investigation extends into the domain of influencer advertising, where influencers operate within networked narratives, allowing me to examine how sponsorship disclosure, interacts with these narratives. By embedding disclosures within these narratives, my research demonstrates how they can be strategically managed to maintain or enhance consumer trust and engagement. Additionally, I extend this framework to virtual influencers, AI-driven digital entities, which offer new opportunities to test narrative theories and disclosure effects.

Methodologically, I approach these topics as a quantitative advertising scholar, leveraging my interdisciplinary background in strategic communication and quantitative psychology. Together, these research streams contribute to a deeper understanding of how narratives and disclosures can be optimized across both traditional and digital advertising contexts to improve outcomes.
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