Ho Kim. (Last update: July 2012) Website:

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1 Ho Kim (Last update: July 2012) Office: 110 Westwood Plaza B401 Los Angeles, CA , USA Home: 2209 Whitney Dr. Alhambra, CA 91803, USA Cell: Website: EDUCATION Ph.D. in Marketing, 2013 (expected), Los Angeles, CA, USA Dissertation Committee: Dominique M. Hanssens (Chair), Randolph E. Bucklin, Andrew Ainslie, Jorge Silva-Risso (UC Riverside) M.S. in Management Engineering, 1999 Korea Advanced Institute of Science and Technology, Seoul, South Korea B.B.A. in Business Administration, 1997 Yonsei University, Seoul, South Korea RESEARCH INTERESTS Interaction Between Online and Offline Worlds, Consumer Actions on the Internet (Online WOM, Online Search, and Website Visit), Long-term Dynamic Effectiveness of Marketing Activities, Econometric Modeling, Marketing Strategy TEACHING INTERESTS Marketing Research, New-Product Marketing, Social Media and Internet Marketing, Marketing Strategy HONORS AND AWARDS 47 th AMA Sheth Foundation Doctoral Consortium Fellow, 2012 INFORMS Society of Marketing Science Doctoral Consortium Fellow,

2 Columbia-Duke-UCLA Workshop on Quantitative Marketing and Structural Econometrics Fellow, 2010 UCLA Anderson Doctoral Fellowship, KAIST Business School Graduate Student Fellowship, KAIST Doctoral Conference Award for Excellent Research (Proposal Session), 2007 KAIST Business School Graduate Student Fellowship, DISSERTATION Title: Online Consumer Actions and Their Marketing Implications Through the three essays of my dissertation, I investigate online consumer actions such as online search, opinion posting, and website visit to understand their unique roles in marketing and to provide implications on the effects of various marketing activities. Essay 1: The Differential Impact of Consumer Search, Blogging and Advertising on New- Product Demand (Under review, Job-talk paper if requested) Consumer online activity around new products generally appears in two distinct forms: reading (searching) and writing (opinion posting or blogging). Research to date has not systematically examined their differences and their impact on market outcomes. Based on hypotheses about consumer motivation for searching and blogging, we develop a system of simultaneous equations that describes the dynamic relationship between advertising, blogging, searching, and revenue. We apply it to a movie panel data set of 159 movies and 71 weeks (60 weeks of pre-launch and 11 weeks of post-launch). We find several differences in the behavior and impact of blogging and searching, suggesting that each has its own unique role in the marketing of new products. Notably, we find that the effects of search volume behave like that of a sales promotion, i.e. high contemporaneous effect with negative carryover (a forward buying effect), while blogging volume behaves like advertising, i.e. lower contemporaneous effect with positive carryover (a distributed lag effect). The paper derives several managerial implications of these results, in terms of effective pre-launch advertising allocation and movie revenue prediction. Essay 2: Prelaunch-Advertising Effectiveness: Empirical Evidence from the U.S. Movie Industry (Main job-talk paper) Essay 2, motive by Essay 1, examines the effectiveness of prelaunch advertising on new-product sales. To model the time-varying effectiveness, we consider unique features of prelaunch advertising for new products as well as various known aspects of dynamic advertising effectiveness. These aspects are incorporated in an empirical Nerlove-Arrow model framework which is applied to the advertising practice of the U.S. movie industry. Because sales are not observed before release, keyword search volume is used to measure consumer response to prelaunch advertising. We find that (1) advertising effectiveness decreases over time since the first advertising but this natural deterioration of advertising effectiveness becomes less severe as the movie release approaches; (2) past advertising efforts reduce the effectiveness of current period advertising, and this substitutive relationship becomes worse as the movie release approaches; (3) the advertising carry-over effect increases up to the eighth week before release and it makes a downturn at the seventh week before release; (4) more than half of online search volume in the 2

3 release week is generated by non-advertising external factors; (5) the non-advertising external factors have a synergistic relationship with commercial advertising; (6) prelaunch advertising increases sales of new products, but only for the first several weeks. Essay 3: The Effects of Paywalls on Website Visits (In progress) Essay 3 examines the long-term effects of a major strategic movement on market outcome, by use of readily available online consumer data (i.e., website visit and stay). Specifically, this study examines how the introduction of online paywalls influences various aspects of website traffic, in particular, (1) the baseline level of visitors, (2) additional visitors attracted by random significant news, (3) the revisit rate of previous visitors, and (4) the usage depth of visitors (i.e., average page views per visitor). Because paywalls may have different impacts on the visitors with different needs, I decompose aggregate website traffic into three categories: traffic generated by global or national level news, traffic generated by local news, and traffic generated by unique features of each newspaper (e.g., opinions, columns, and editorials). The hierarchical factor model is used for this purpose. Then I examine how the online paywalls affect each aspect of the three categories of traffic. Since changes in traffic are likely to result from online users switching from the charging website to competing websites, I examine the role of print newspaper characteristics (e.g. political leaning) in moderating switching behaviors in the online realm. I develop a time-varying parameter model that can trace the effect of paywalls over a long-term horizon. The model is applied to a data set that consists of the daily number of visitors and page views per visitor of multiple newspaper websites. WORKING PAPERS Shijin Yoo, Dominique M. Hanssens, and Ho Kim, Marketing and the Evolution of Customer Equity of Frequently Purchased Brands The customer equity paradigm is readily implemented in relationship businesses where the distinction between a prospect and an existing customer is unambiguous. That enables firms in such industries to be customer and long-term focused in the allocation of their marketing resources. This is not the case in frequently purchased product categories, where customers may switch back and forth between competing brands, and even consume multiple brands in the same time period. However, by using stochastic models for purchase quantity and purchase frequency, we demonstrate that measures of customer equity may still be obtained in such categories, using readily available scanner panel data. We illustrate our approach for the leading national and private-label brands in two CPG categories and show that the brands sources of customer equity and the impact of their marketing activities are different. As a result, the brands customer equity levels may be evolving in different directions that are not readily apparent from their revenue or market share positions. We discuss the managerial implications of our findings and offer several areas for future research. Ho Kim and Dominique M. Hanssens, The Differential Impact of Consumer Search, Blogging and Advertising on New-Product Demand Essay 1 of the dissertation, under review, job-talk paper if requested 3

4 Ho Kim, Prelaunch-Advertising Effectiveness: Empirical Evidence from the U.S. Movie Industry Essay 2 of the dissertation, main job-talk paper RESEARCH IN PROGRESS The Effects of Online Paywalls on Website Visits Essay 3 of the dissertation Synergy vs. Cannibalization: The Long-Term Time-Varying Effects of Co-Promotion Co-promotion is a promotion strategy under which two or more product lines of a same brand are promoted at the same time. It influences the sales of co-promoted products in various ways: synergic and/or cannibalistic effects due to joint promotion; sales trough after promotion; and purchase reinforcement, for a few examples. Moreover, such effects may change over the different phase of the life cycles of co-promoted products. In this study, I examine the long-term time-varying effects of copromotion on the sales of co-promoted products. I develop a time-varying vector error correction model (VECM) in which various time-varying effects of co-promotion are parsimoniously included and the long-term effects. In so doing, I incorporate feature-based similarities between co-promoted products to investigate its moderating role in determining the realization of synergic vs. cannibalistic effects. CONFERENCE PRESENTATIONS The Dynamics of Commercial Media, Social Media, and Market Outcomes - 34 th INFORMS Marketing Science Conference, Boston, MA, June 2012 Priming vs. Wearout: Early Prelaunch Advertising, Online Buzz, and New-Product Sales - 33 rd INFORMS Marketing Science Conference, Houston, TX, June th Annual UH Doctoral Symposium, C.T. Bauer College of Business, University of Houston, April 2011 PUBLICATIONS Moon-soo Kim and Ho Kim (2007), Is There Early Take-off Phenomenon in Diffusion of IP- Based Telecommunications Services?, Omega, 35 (6), Moon-soo Kim and Ho Kim (2004), Innovation Diffusion of Telecommunications: General Patterns, Diffusion Clusters and Differences by Technological Attributes, International Journal of Innovation Management, 8 (2),

5 WORK EXPERIENCE Graduate Research Assistant, Korea Advanced Institute of Science and Technology, Job: Graduate Student Researcher and Teaching Assistant Researcher, Electronics and Telecommunications Research Institute, Job: Marketing Strategy Consultant for Korea Telecom s Telecommunications Services Assistant Manager, KT Infotech (now Pivotec), Job: Developing Customer Information Systems for Korea Telecom Graduate Research Assistant, Korea Advanced Institute of Science and Technology, Job: Graduate Student Researcher TEACHING EXPERIENCE Teaching Assistant, Marketing Strategy and Planning, Winter 2012, MBA/FEMBA Program Teaching Assistant, Marketing Strategy and Resource Allocation, Summer 2011, FEMBA Program Teaching Assistant, Customer Information Strategy, Fall 2010, EMBA Program Teaching Assistant, Marketing Strategy and Planning, Spring 2010, MBA Program Teaching Assistant, Marketing Strategy and Planning, Spring 2009, MBA Program PH.D. LEVEL COURSEWORK Area Course Instructor Behavioral Research in Marketing Preference Measurement and New Product Development Shi Zhang Ely Dahan Marketing Bayesian Statistics and Internet Marketing Andrew Ainslie/Randolph E. Bucklin Quantitative Research in Marketing: Choice Models Raphael Thomadsen Research in Marketing Management Behavioral Decision Theory Dominique M. Hanssens Sanjay Sood Economics Econometrics Microeconomic Theory Game Theory Industrial Organization (Empirical IO) Probability and Statistics for Econometrics Introduction to Econometrics: Single Equation Models Introduction to Econometrics: Systems Models Econometrics: Single Equation Models Econometrics Panel Data Analysis Economic and Financial Time Series Ichiro Obara Christian Hellwig/John Riley Daniel Ackerberg/Connan Snider Rosa L. Matzkin Jinyong Hahn Patrik Guggenberger Rosa L. Matzkin Jinyong Hahn Hashem. M. Pesaran (USC) 5

6 Statistics Multivariate Statistics Monte Carlo Methods for Optimization Applied Bayesian Analysis Advanced Modeling and Inference (Bayesian Statistics) Donald Morrison Chiara Sabatti Robert Weiss Quing Zhou REFERENCES Dominique M. Hanssens Bud Knapp Professor of Marketing Phone: Randolph E. Bucklin Peter W. Mullin Professor of Marketing Phone: Andrew Ainslie Associate Professor of Marketing Phone: