Professor Chae In-young (Marketing major) of our business school won the Special Award in the Research category at the ‘2025 13th Korea Marketing Awards’. Academic achievements and practical research in various fields such as digital marketing, artificial intelligence (AI) marketing, media marketing, and marketing data analysis were evaluated as the background for this award.

Professor Chae In-young is active as a global scholar, publishing numerous research papers in leading domestic and international marketing journals. It is also noteworthy that he is contributing to academic development by serving as an editorial member of a world-class marketing journal.

We are also continuing to actively collaborate in the field of practice. Through joint research with CNN, Washington Post, Naver, Accor Hotel Group, etc., we have analyzed how AI-based marketing solutions and digital advertising strategies can be applied to actual businesses. In particular, in collaboration with Naver, we verified the effectiveness of AI marketing solutions for small business owners and presented practical utilization guidelines, contributing to domestic digital marketing practices.

Representative research published so far includes ▲ analysis of consumer fatigue with digital advertising ▲ research on hybrid content strategy that combines online and offline content, and has empirically identified the relationship between consumer experience and brand growth based on AI and data.

Professor Chae In-young plans to expand her research area so that AI marketing technology can be practically utilized not only by large corporations but also by small business owners, low-income earners, and local communities. In addition, she plans to continue research activities to expand Korean digital marketing technology globally and strengthen the competitiveness of domestic brands.

Source: Consumer Evaluation, Professor Chae In-young of Sungkyunkwan University, Special Award in Research Sector at the Korea Marketing Awards, 2025.03.21. 09:59, http://www.iconsumer.or.kr/news/articleView.html?idxno=27539