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Dr. Moon Young Kang
Soongsil University

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0 Marketing Analytics
0 Sustainability
0 big data research
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Sustainability
startup
small and medium enterprise (SME)

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Journal article
Published: 30 March 2021 in Sustainability
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The Republic of Korea is the fastest aging country in the world, and its silver market, which is the market segment broadly defined as senior citizens, began to emerge in 2008 as Korean baby boomers started to retire. Given that the assets of households headed by individuals 55 years of age and over are much higher than those of average Korean households, it is essential for Korean financial institutions targeting elderly consumer groups to understand their credit card usage behavior, as it can be very attractive and provide the potential to lead to sustainable growth for institutions, while the market targeting for this group has not been well developed yet. This study examined elderly Korean consumers’ credit card usage behavior in terms of key demographic variables. In this study, we found that the number of cards owned was negatively related to age and positively related to income level. In addition, those who were not retired owned more credit cards than those who were. Although the average monthly expenditure by credit cards was positively related to income, it was not significantly different in terms of age or retirement status. The findings from this research provide significant implications for marketers of credit card companies when searching for key target groups, particularly elderly consumers.

ACS Style

Kwon Jung; Moon Kang. Understanding Credit Card Usage Behavior of Elderly Korean Consumers for Sustainable Growth: Implications for Korean Credit Card Companies. Sustainability 2021, 13, 3817 .

AMA Style

Kwon Jung, Moon Kang. Understanding Credit Card Usage Behavior of Elderly Korean Consumers for Sustainable Growth: Implications for Korean Credit Card Companies. Sustainability. 2021; 13 (7):3817.

Chicago/Turabian Style

Kwon Jung; Moon Kang. 2021. "Understanding Credit Card Usage Behavior of Elderly Korean Consumers for Sustainable Growth: Implications for Korean Credit Card Companies." Sustainability 13, no. 7: 3817.

Journal article
Published: 20 September 2020 in Sustainability
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Considering that startups greatly contribute to the economic development and survival of a country through economic growth and job creation, it is necessary to investigate the profitability of startups. However, research on this issue has not been developed enough as most previous studies regarding firm profitability were based on large-scale public companies with relatively easy data accessibility, not on startups. In addition, it is meaningful to empirically prove whether venture capital investments and governmental support positively impact on the sustainability of startups as huge discrepancies exist between traditional academic research and recent practices. Findings from this study, based on data analytics, are expected to fill the gap in knowledge as it is not clearly known about firm profitability of startups for their sustainable growth and survival. Focusing on startup profitability, the main objective of this research is to provide significant theoretical contributions and practical guidelines for startup entrepreneurs, investors, and policymakers to avoid unsubstantial growth and find solutions for sustainable growth and survival. To properly and completely analyze the determinants of firm profitability of startups, this research used the 2018 and 2019 Survey of Korean Startups by the Ministry of SMEs and Startups of Korea and Korea Venture Business Association with over 3000 samples.

ACS Style

Moon Kang. Sustainable Profit versus Unsustainable Growth: Are Venture Capital Investments and Governmental Support Medicines or Poisons? Sustainability 2020, 12, 7773 .

AMA Style

Moon Kang. Sustainable Profit versus Unsustainable Growth: Are Venture Capital Investments and Governmental Support Medicines or Poisons? Sustainability. 2020; 12 (18):7773.

Chicago/Turabian Style

Moon Kang. 2020. "Sustainable Profit versus Unsustainable Growth: Are Venture Capital Investments and Governmental Support Medicines or Poisons?" Sustainability 12, no. 18: 7773.

Journal article
Published: 25 July 2020 in Sustainability
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The success of Barack Obama’s 2008 U.S. presidential campaign led politicians and voters all over the world to pay attention to social media. Including Donald Trump for his upcoming 2020 re-election, many politicians around the world have used social media for their political campaigns. While some social media can deliver information in various forms (i.e., video, audio, and interactive content), some popular ones, such as Twitter, are still focused mostly on plain text messaging. With political marketing using simple text messages via social media, there is a need to examine ways of creating messages that ultimately help shape voters’ perception of politicians and eventually win the election. Based on communication science, this study attempts to test the limited capacity model of motivated mediated message processing by examining whether this model can be applied to the simplest form of mediated message, which is plain text. In order to do so, structural features of text messages exchanged on social media engaged in political campaigns, namely linguistic formality and network-mediated human interactivity, are manipulated in an experiment. Findings suggest that linguistic formality and human interaction in plain text messages influence perceived friendliness, truthfulness, and dependability of the message source (politicians), as well as the receivers’ (constituents’) behavioral intent to vote for the message source in an upcoming election. This implies that politicians should pay more attention on sustainable political marketing through appropriate manipulation of structural features in social media messages.

ACS Style

Byungho Park; Moon Kang; Jiwon Lee. Sustainable Political Social Media Marketing: Effects of Structural Features in Plain Text Messages. Sustainability 2020, 12, 5997 .

AMA Style

Byungho Park, Moon Kang, Jiwon Lee. Sustainable Political Social Media Marketing: Effects of Structural Features in Plain Text Messages. Sustainability. 2020; 12 (15):5997.

Chicago/Turabian Style

Byungho Park; Moon Kang; Jiwon Lee. 2020. "Sustainable Political Social Media Marketing: Effects of Structural Features in Plain Text Messages." Sustainability 12, no. 15: 5997.

Journal article
Published: 30 October 2019 in Journal of Consumer Studies
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DB생명은 차별화된 서비스로 소비자 가치를 창출하고 브랜드 이미지를 제고하기 위해 소비자중심경영(CCM)을 도입하였다. 그 결과 2회 연속 공정거래위원회가 주관하는 소비자중심경영 인증을 받았으며, 한국능률협회가 주관하는 한국산업의 서비스품질지수(KSQI) 인증을 취득했다. 시장에서도 좋은 성과를 거두어 흑자 경영을 이어가면서 업계평균 대비 높은 수준의 성장을 기록하고 있다. 본 연구에서는 CCM 평가기준에 입각하여 4가지 영역에서 DB 생명의 소비자중심경영 성공사례를 분석하였다. 첫째, DB생명의 소비자중심경영은 최고경영자가 훌륭한 리더십을 발휘하여 자리를 잡을 수 있었다. 둘째, DB생명은 CCM의 체계적 관리를 위해 최고경영층 직속의 전담조직을 만들었고 명확한 역할과 책임을 부여했다. 셋째, DB생명은 CCM의 운영을 위해 소비자에게 적극적으로 정보를 제공하고 VOC를 관리하는 제도를 구축했고 소비자불만의 예방과 사후관리에 힘쓰고 있다. 넷째, DB생명은 소비자중심 경영을 구호나 선언으로 끝내지 않고 실제 성과를 창출하기 위해 KPI 등을 통해 적절한 성과관리를 하고 있다. 이와 같이 DB생명은 소비자중심경영의 모범적 사례로 성공적인 운영을 해 오고 있으며, 타 기업에 적용 가능한 다양한 활동을 보여 주고 있다. 그뿐 아니라 DB생명의 소비자중심경영은 다양한 사회적 책임 수행으로 이어졌으며, 의료, 교육, 문화, 예술, 기부 및 자원봉사 등 다양한 영역에 걸친 사회 공헌 활동은 소비자중심경영의 진정성을 높여주는 요인이 되고 있다.

ACS Style

Hyun-Jung Yoo; Moon Young Kang; Snag-Hoon Kim. DB Life Insurance’s Company-wide Program of Consumer Centered Management. Journal of Consumer Studies 2019, 30, 125 -142.

AMA Style

Hyun-Jung Yoo, Moon Young Kang, Snag-Hoon Kim. DB Life Insurance’s Company-wide Program of Consumer Centered Management. Journal of Consumer Studies. 2019; 30 (5):125-142.

Chicago/Turabian Style

Hyun-Jung Yoo; Moon Young Kang; Snag-Hoon Kim. 2019. "DB Life Insurance’s Company-wide Program of Consumer Centered Management." Journal of Consumer Studies 30, no. 5: 125-142.

Journal article
Published: 26 September 2019 in Journal of Business Research
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More digital retailers are expanding into offline channels by launching products in partners' stores, despite the mature offline shopping. Despite this extensive phenomenon, little attention is focused on the impact of offline product launches on sales. This paper examines how offline product launches via third-party offline stores affects online and mobile purchases, and extends understanding by investigating the moderating effect of offline store intensity. We analyze data obtained from a digital-first beauty retailer through a difference-in-differences analysis using a bivariate negative binomial distribution model. Empirical results show offline product launches are synergistic with online and mobile purchases, especially with respect to the latter. In addition, offline store intensity weakens the positive effect of offline product launches on online purchases, whereas it does not moderate the effect on mobile purchases. Moreover, we provide insights into developing geo-targeting launch strategies through what-if analyses. Our findings provide critical managerial implications for digital retailing.

ACS Style

Yan Jiang; Jeeyeon Kim; Jeonghye Choi; Moon Young Kang. From clicks to bricks: The impact of product launches in offline stores for digital retailers. Journal of Business Research 2019, 120, 302 -311.

AMA Style

Yan Jiang, Jeeyeon Kim, Jeonghye Choi, Moon Young Kang. From clicks to bricks: The impact of product launches in offline stores for digital retailers. Journal of Business Research. 2019; 120 ():302-311.

Chicago/Turabian Style

Yan Jiang; Jeeyeon Kim; Jeonghye Choi; Moon Young Kang. 2019. "From clicks to bricks: The impact of product launches in offline stores for digital retailers." Journal of Business Research 120, no. : 302-311.

Research article
Published: 17 April 2019 in International Journal of Market Research
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When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar. In particular, the managers need to understand the impact of advertising on different products, media types, and time periods. This study develops a simultaneous model to measure the impact of advertising on product sales using weekly ticket sales data and to capture managers’ decision using the data on advertising budget allocation at a performing arts center. This article provides managerial recommendations for advertising decision in terms of the product, media, and time dimensions.

ACS Style

Moon Young Kang. Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when. International Journal of Market Research 2019, 62, 483 -498.

AMA Style

Moon Young Kang. Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when. International Journal of Market Research. 2019; 62 (4):483-498.

Chicago/Turabian Style

Moon Young Kang. 2019. "Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when." International Journal of Market Research 62, no. 4: 483-498.

Articles
Published: 09 April 2019 in International Journal of Advertising
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Celebrity endorsement has been prevalent as an advertising strategy, and many advertisers invest enormous amounts of money into celebrity endorsements. While previous studies have found that the success and failure of celebrity endorsements are related to their attractiveness, expertise, and trustworthiness, it is not known how and which sources of celebrity endorsements can explain firm value, which is a very important factor for firm sustainability. By text mining and sentiment analysis, this research found that increasing the positive source of the celebrity’s attractiveness and expertise has a positive impact on firm value, whereas the loss of the celebrity’s trustworthiness severely deteriorates firm value. Once a celebrity has lost his/her trustworthiness, the negative impact is almost never recovered, given that the negative interaction effect between the positive impact of celebrity expertise and the loss of his/her trustworthiness is over seven times greater than the positive effects from his/her expertise.

ACS Style

Moon Young Kang; Yonglim Choi; Jeonghye Choi. The effect of celebrity endorsement on sustainable firm value: evidence from the Korean telecommunications industry. International Journal of Advertising 2019, 38, 563 -576.

AMA Style

Moon Young Kang, Yonglim Choi, Jeonghye Choi. The effect of celebrity endorsement on sustainable firm value: evidence from the Korean telecommunications industry. International Journal of Advertising. 2019; 38 (4):563-576.

Chicago/Turabian Style

Moon Young Kang; Yonglim Choi; Jeonghye Choi. 2019. "The effect of celebrity endorsement on sustainable firm value: evidence from the Korean telecommunications industry." International Journal of Advertising 38, no. 4: 563-576.

Journal article
Published: 01 June 2018 in Journal of Product Research
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ACS Style

Moon Young Kang. Co-creation Initiatives: Scale Development. Journal of Product Research 2018, 36, 81 -85.

AMA Style

Moon Young Kang. Co-creation Initiatives: Scale Development. Journal of Product Research. 2018; 36 (3):81-85.

Chicago/Turabian Style

Moon Young Kang. 2018. "Co-creation Initiatives: Scale Development." Journal of Product Research 36, no. 3: 81-85.

Journal article
Published: 13 April 2018 in Sustainability
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Social media has been receiving attention as a cost-effective tool to build corporate brand image and to enrich customer relationships. This phenomenon calls for more attention to developing a model that measures the impact of structural features, used in corporate social media messages. Based on communication science, this study proposes a model to measure the impact of three essential message structural features (interactivity, formality, and immediacy) in corporate social media on customers’ purchase intentions, mediated by brand attitude and corporate trust. Especially, social media platforms are believed to provide a good marketing platform for small and medium enterprises (SMEs) by providing access to huge audiences at a very low cost. The findings from this study based on a structural equation model suggest that brand attitude and corporate trust have larger impacts on purchase intention for SMEs than large firms. This implies that SMEs with little to no presence in the market should pay more attention to building corporate trust and brand attitude for their sustainable growth.

ACS Style

Moon Young Kang; Byungho Park. Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator. Sustainability 2018, 10, 1167 .

AMA Style

Moon Young Kang, Byungho Park. Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator. Sustainability. 2018; 10 (4):1167.

Chicago/Turabian Style

Moon Young Kang; Byungho Park. 2018. "Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator." Sustainability 10, no. 4: 1167.

Journal article
Published: 12 January 2018 in International Journal of Market Research
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Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests. To fill this research void, we choose the grocery shopping setting, where weather influences shoppers’ shopping trip incidence and basket size. We theorize that the weather event (i.e., rain, snow, thunder, and fog) decreases both the shopping trip and the basket size. On the shopping trip, however, the negative weather impact is mitigated for less frequent shoppers because such shoppers have a higher basic shopping need than more frequent shoppers. Similarly, in terms of the basket size, store familiarity lessens such a negative weather impact because shoppers in a familiar environment are more comfortable about unfavorable weather. Besides, when sustained bad weather is expected, shoppers may turn proactive in determining when to go shopping. Our empirical application combines rich scanner panel data and daily weather data to explain both shopping trip and basket size simultaneously in the form of a Type 2 Tobit model. Our analysis results support our weather marketing hypotheses.

ACS Style

Sangkil Moon; Moon Young Kang; Young Han Bae; Charles D Bodkin. Weather sensitivity analysis on grocery shopping. International Journal of Market Research 2018, 60, 380 -393.

AMA Style

Sangkil Moon, Moon Young Kang, Young Han Bae, Charles D Bodkin. Weather sensitivity analysis on grocery shopping. International Journal of Market Research. 2018; 60 (4):380-393.

Chicago/Turabian Style

Sangkil Moon; Moon Young Kang; Young Han Bae; Charles D Bodkin. 2018. "Weather sensitivity analysis on grocery shopping." International Journal of Market Research 60, no. 4: 380-393.

Journal article
Published: 08 January 2018 in Managerial Finance
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Purpose The purpose of this paper is to investigate how the venture capital industry evolves in Korea. The paper also compares the venture capital industry growth of Korea with that of the USA. Design/methodology/approach This paper forecasts the growth of the Korean venture capital industry using the Bass Model. The authors apply the Bass Model to both Korean and US data to compare the model estimates of Korean and US data, and to make use of the US case by taking the “guess by similarity” approach to analyze Korean venture capital industry growth. Findings The authors find that the innovative fund inflows in Korea are stronger than those in the USA, while inertial reinvestments are weak. The study forecasts that new investments in Korea grow at a 5-7 percent rate each year for the next five years, and the growth rate slows down over time. Peak investment is predicted around the year 2030. Practical implications Based on the forecasted venture capital investment schedule each year, this study derives the fundraising schedule and the implications for Korea fund-of-funds management to match the investment schedule. Originality/value The model estimates provide a guideline for forecasting venture capital industry development in countries with brief histories of venture capital, which lack data. The analysis can also be applied to cases when developing countries and emerging financial markets assess the impact of government interventions on venture capital industry growth, especially when they provide fund-of-funds.

ACS Style

Hae Jin Chung; Moon Young Kang; Dont Johnson; Hongbok Lee. Assessing venture capital industry growth in Korea. Managerial Finance 2018, 44, 74 -85.

AMA Style

Hae Jin Chung, Moon Young Kang, Dont Johnson, Hongbok Lee. Assessing venture capital industry growth in Korea. Managerial Finance. 2018; 44 (1):74-85.

Chicago/Turabian Style

Hae Jin Chung; Moon Young Kang; Dont Johnson; Hongbok Lee. 2018. "Assessing venture capital industry growth in Korea." Managerial Finance 44, no. 1: 74-85.

Journal article
Published: 20 December 2016 in Journal of Marketing and Consumer Behaviour in Emerging Markets
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ACS Style

Moon Young Kang; Byungho Park; Sanghak Lee; Jaehwan Kim; Greg Allenby. Economic Analysis of Charitable Donations. Journal of Marketing and Consumer Behaviour in Emerging Markets 2016, 2, 40 -57.

AMA Style

Moon Young Kang, Byungho Park, Sanghak Lee, Jaehwan Kim, Greg Allenby. Economic Analysis of Charitable Donations. Journal of Marketing and Consumer Behaviour in Emerging Markets. 2016; 2 (4):40-57.

Chicago/Turabian Style

Moon Young Kang; Byungho Park; Sanghak Lee; Jaehwan Kim; Greg Allenby. 2016. "Economic Analysis of Charitable Donations." Journal of Marketing and Consumer Behaviour in Emerging Markets 2, no. 4: 40-57.

Research article
Published: 01 September 2016 in Journal of International Marketing
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Existing international product diffusion studies have identified economic and cultural factors that influence consumers’ acceptance of new products, but they have not fully examined these factors’ roles in the international diffusion of global cultural products. The authors examine country-level economic and cultural factors that influence consumers’ acceptance of new global cultural products across countries. Using 846 recent U.S. movies’ box office performances in 48 national markets as the empirical context, the authors obtain the following key novel findings on product sales: (1) an inverse U-shaped impact of economic development status, (2) a positive impact of the cultural compatibility of the product and the market, and (3) a U-shaped impact of intercountry cultural distance in the presence of cultural compatibility and a decreasing linear impact of cultural distance in the absence of cultural compatibility.

ACS Style

Sangkil Moon; Arul Mishra; Himanshu Mishra; Moon Young Kang. Cultural and Economic Impacts on Global Cultural Products: Evidence from U.S. Movies. Journal of International Marketing 2016, 24, 78 -97.

AMA Style

Sangkil Moon, Arul Mishra, Himanshu Mishra, Moon Young Kang. Cultural and Economic Impacts on Global Cultural Products: Evidence from U.S. Movies. Journal of International Marketing. 2016; 24 (3):78-97.

Chicago/Turabian Style

Sangkil Moon; Arul Mishra; Himanshu Mishra; Moon Young Kang. 2016. "Cultural and Economic Impacts on Global Cultural Products: Evidence from U.S. Movies." Journal of International Marketing 24, no. 3: 78-97.

Preprint
Published: 01 March 2013 in SSRN Electronic Journal
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While much has been discussed in marketing about the nature of purchase behaviors in commercial contexts, very little touches upon the intersection of purchase and donation behavior. Our objective in this research is to propose a model of how donation and purchase behavior intersect and to determine the relationship between them in a nonprofit context, where donation is not by default tied to a purchase. Based on theories in social psychology and behavioral economics, we use a Poission/Gamma mixture model by merging purchasing and donation from a performing arts center. We found that various pieces of information presented in the transaction data can function as indicators and proxies of behavioral attitudes: the consumption characteristics associated with customers who are likely to be donors to the organization are different from those who are not likely to become donors.

ACS Style

Moon Young Kang. Exploring the Connection between Purchasing and Donation. SSRN Electronic Journal 2013, 1 .

AMA Style

Moon Young Kang. Exploring the Connection between Purchasing and Donation. SSRN Electronic Journal. 2013; ():1.

Chicago/Turabian Style

Moon Young Kang. 2013. "Exploring the Connection between Purchasing and Donation." SSRN Electronic Journal , no. : 1.

Journal article
Published: 01 January 2010 in Marketing Science
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ACS Style

Anocha Aribarg; Neeraj Arora; Moon Young Kang. Predicting Joint Choice Using Individual Data. Marketing Science 2010, 29, 139 -157.

AMA Style

Anocha Aribarg, Neeraj Arora, Moon Young Kang. Predicting Joint Choice Using Individual Data. Marketing Science. 2010; 29 (1):139-157.

Chicago/Turabian Style

Anocha Aribarg; Neeraj Arora; Moon Young Kang. 2010. "Predicting Joint Choice Using Individual Data." Marketing Science 29, no. 1: 139-157.