Jiyoung Hwang

Biography

Dr. Jiyoung Hwang is an Associate Professor of Marketing at the Bryan School of Business & Economics, University of North Carolina at Greensboro. Prior to joining UNCG, Dr. Hwang completed a post-doc fellow at the Warrington College Business School at the University of Florida. Dr. Hwang has also been a visiting scholar at Aalto University (previously Helsinki School of Economics) in Finland and Korea University in Korea, both top business schools in their respective countries. 

She holds a Ph.D. in Retailing from Ohio State University and an M.S. in International Retailing from Michigan State University. Her research interests include AI-based services, gamification and consumer motivation, and branding and consumer experiences in the digital era. She has published articles in Journal of Business Research, Psychology & Marketing, European Journal of Marketing, Journal of Small Business Management, Journal of Services Marketing, and International Marketing Review among others. Notably. Dr. Hwang was ranked among the Top 2% Most-Cited Researchers Worldwide (2023) by the Standford-Elsevier List (https://www.uncg.edu/campus-weekly/twenty-six-uncg-scientists-among-most-cited/).  

At UNCG, Dr. Hwang teaches marketing research, promotion management in eSports, and retailing (both online and face-to-face), and digital marketing analytics to undergraduate and MBA students. She has advised students not only on marketing areas but also in broader areas including e-sports sponsorship and psychological well-being of older consumers. 

Her passion for research and teaching has been recognized with several awards, including 2017-2018 UNCG Alumni Teaching Award (Most Prestigious Award at the University Level), Margaret Van Hoy Hill Dean’s Notable Scholar (two terms: 2016-2018, 2019-2021), Junior Faculty Research Excellence Award, and Junior Faculty Teaching Excellence Award, among others honors from UNCG. Her industry experiences include roles as a marketer, business consultant, columnist, and market analyst for various global companies such as KIA Motors. 

Dr. Hwang has written over 180 business columns on cutting-edge business and consumer trends for various media outlets, including Retail Magazine (for 17 years since 2007), MediaSR (2017-2019), and other media such as Dong-a Business Review (DBR) (2020~current). Her single-authored books, “The Future of Retail Business” (2019), “Re:Store: 8 Strategies of Physical Stores in the Digital Era” (2020), and “Who Designs the Future of Shopping?” (2021), “Zalpha Generation: Global Marketing Trend (2023)” have garnered significant attention from global companies and the media in Korea. She also served on the Advisory Board for the 2024 NRF Big Show Asia Pacific.  

As an internationally invited speaker, Dr. Hwang has presented for numerous companies and governmental organizations, including Samsung Electronics, LG International, Hmart, Amazon Korea, Nestle Korea, GS Retail, AmorePacific, KIA Motors, Smart Retail Week, and World Food Forum, to name a few. She has also appeared on TV news and other US/Korean media such as CNBC (US), EBS (Korea), and MBC Radio (Korea) for her expertise. 

Education

• B.S., Hanyang University, Seoul, Korea – Major: Fashion Marketing
• M.S., Michigan State University – Major: Retailing (with emphasis on International Retailing)
• Ph.D., The Ohio State University – Major (Minor) Retail and Consumer Studies (Quantitative Psychology Minor)
• PD.B. (Post-Doctoral Bridge Program), University of Florida

Research/Publications

Publications

• Choi, L. and Hwang, J. (2023). What Drives Consumer Perceptions and Adoption of Cannabidiol (CBD) Products? Journal of Marketing Management, 39(15-16), 1417-1450.

• Hwang, J. and Kim, S. (2022). The Effects of Packaging Design of Private Brands on Consumers’ Responses. Psychology & Marketing, 39(4), 777-796.

• Nakata, C. and Hwang, J. (2020). Design Thinking for Innovation: Composition, Contingency, and Consequences for Firms. Journal of Business Research, 118, 117-128.

• Cho, E. and Hwang. J. (2020). Drivers of Consumer-based Brand Equity: A Two-Country Analysis of Perceived Brand Origin and Identity Expressiveness. International Marketing Review, 37(2), 241-259.

• Hwang, J. and Choi, L. (2020). Having Fun while Receiving Rewards?: Exploration of Gamification in Loyalty Programs for Consumer Loyalty. Journal of Business Research, 106, 365-376.

• Hur, C., Hwang, J. and Yeo, C. (2020). The Differential Impact of Consumer’s Thinking Styles on Brand Placement: A Cross-Cultural Study. Journal of Brand Management, 27(3), 300-311.

• Hwang, J. and Chung J-E. (2019). What Drives Consumers to Certain Retailers for Organic Food Purchase: The Role of Fit for Consumers’ Retail Store Preference. Journal of Retailing and Consumer Services, 47, 293-306.

• Choi, L. and Hwang, J. (2019). The Role of Prosocial and Proactive Personality in Customer Citizenship Behaviors. Journal of Consumer Marketing, 36(2), 288-305.

• Hwang, J. (2019). Managing the Innovation Legitimacy of Sharing Economy. International Journal of Quality Innovation, 5(1), 1-21.

Books

• Hwang, J. (2023). Generation Zalpha: Global Marketing Trends, Seoul, Korea: Woongjin.
• Hwang, J. (2021). Who Designs the Future of Shopping?, Seoul, Korea: Humanist.
• Hwang, J. (2020). Re:Store: 8 Strategies of Physical Stores in the Digital Era. Seoul, Korea: Influential.
• Hwang, J. (2019). The Future of Retail Business: How Technology Reshape Consumption. Seoul, Korea: Influential.

CV/Resume