Dr. Wooyang Kim’s New Research Paper Published in a Leading International Marketing Journal
In collaboration with Dr. Paul Hong, Distinguished University Professor at the University of Toledo, Dr. Wooyang Kim, Professor of Marketing at the Paseka School of Business (PSB), has recently published a research paper in the Journal of International Consumer Marketing, a leading international marketing journal (CiteScore: Q1, Scimago: Q2, ABDC: B, Acceptance rate: 5%).
The study title is “A Scope–Scale Framework of Phygital Experience Design: Culturally Situated Identity and Symbolic Engagement Among Gen Z Consumers.” This study aims to develop a theory-informed framework explaining how hybrid platform scope (integration intensity) and marketing coverage scale (implementation breadth) shape phygital consumer experiences among culturally situated Gen Z consumers. The proposed scope–scale framework contributes by bridging phygital ecosystem design with cultural logic and symbolic meaning, offering a typological lens for juxtaposing hybrid marketing strategies and guiding practitioners on when to privilege immersion versus symbolism, as well as local adaptation versus global reach. Within this research project, Dr. Kim served as the corresponding author.
The first 50 free eprints provided by Taylor & Francis are available at the link HERE.