Mark Yi‐Cheon Yim

2.0k total citations · 1 hit paper
24 papers, 1.4k citations indexed

About

Mark Yi‐Cheon Yim is a scholar working on Marketing, Sociology and Political Science and Social Psychology. According to data from OpenAlex, Mark Yi‐Cheon Yim has authored 24 papers receiving a total of 1.4k indexed citations (citations by other indexed papers that have themselves been cited), including 19 papers in Marketing, 12 papers in Sociology and Political Science and 4 papers in Social Psychology. Recurrent topics in Mark Yi‐Cheon Yim's work include Consumer Behavior in Brand Consumption and Identification (18 papers), Digital Marketing and Social Media (10 papers) and Consumer Retail Behavior Studies (6 papers). Mark Yi‐Cheon Yim is often cited by papers focused on Consumer Behavior in Brand Consumption and Identification (18 papers), Digital Marketing and Social Media (10 papers) and Consumer Retail Behavior Studies (6 papers). Mark Yi‐Cheon Yim collaborates with scholars based in United States, South Korea and United Kingdom. Mark Yi‐Cheon Yim's co-authors include Paul Sauer, Shu‐Chuan Chu, Sunyoung Park, Minette E. Drumwright, Vincent Cicchirillo, Chan Yun Yoo, eunjin Kim, William J. Reeves, Jerome D. Williams and Sejin Lee and has published in prestigious journals such as Journal of Business Research, Journal of the Academy of Marketing Science and Journal of Retailing and Consumer Services.

In The Last Decade

Mark Yi‐Cheon Yim

21 papers receiving 1.3k citations

Hit Papers

align trajectories sort by overperformance

What are hit papers?

Hit papers significantly outperform the citation benchmark for their cohort. A paper qualifies if it has ≥500 total citations, achieves ≥1.5× the top-1% citation threshold for papers in the same subfield and year (this is the minimum needed to enter the top 1%, not the average within it), or reaches the top citation threshold in at least one of its specific research topics.

Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective

2017 697 citations Mark Yi‐Cheon Yim, Shu‐Chuan Chu et al. Journal of Interactive Marketing profile →

Peers — A (Enhanced Table)

Peers by citation overlap · career bar shows stage (early→late) cites · hero ref

Name	h						Papers	Cites
Mark Yi‐Cheon Yim United States	14	919	593	433	431	201	24	1.4k
Ana Javornik United Kingdom	17	807 0.9×	655 1.1×	447 1.0×	544 1.3×	330 1.6×	28	1.6k
Jonas Heller Netherlands	19	987 1.1×	604 1.0×	501 1.2×	619 1.4×	321 1.6×	40	1.7k
Jungmin Yoo South Korea	14	770 0.8×	491 0.8×	341 0.8×	297 0.7×	105 0.5×	38	1.2k
Tim Hilken Netherlands	16	999 1.1×	613 1.0×	548 1.3×	664 1.5×	351 1.7×	21	1.6k
Kim Willems Belgium	22	803 0.9×	454 0.8×	238 0.5×	394 0.9×	124 0.6×	55	1.5k
Dai‐In Danny Han Netherlands	15	377 0.4×	592 1.0×	250 0.6×	513 1.2×	263 1.3×	26	1.3k
Hyunae Lee South Korea	15	402 0.4×	747 1.3×	332 0.8×	439 1.0×	239 1.2×	32	1.4k
Vanja Bogicevic United States	14	690 0.8×	845 1.4×	218 0.5×	278 0.6×	61 0.3×	22	1.6k
Ingrid Poncin Belgium	19	695 0.8×	793 1.3×	416 1.0×	217 0.5×	47 0.2×	52	1.6k
Tseng‐Lung Huang Taiwan	13	676 0.7×	464 0.8×	377 0.9×	324 0.8×	177 0.9×	22	1.1k

Countries citing papers authored by Mark Yi‐Cheon Yim

Since Specialization

Citations

This map shows the geographic impact of Mark Yi‐Cheon Yim's research. It shows the number of citations coming from papers published by authors working in each country. You can also color the map by specialization and compare the number of citations received by Mark Yi‐Cheon Yim with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites Mark Yi‐Cheon Yim more than expected).

Fields of papers citing papers by Mark Yi‐Cheon Yim

Since Specialization

Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by Mark Yi‐Cheon Yim. Nodes represent research fields, and links connect fields that are likely to share authors. Colored nodes show fields that tend to cite the papers produced by Mark Yi‐Cheon Yim. The network helps show where Mark Yi‐Cheon Yim may publish in the future.

Co-authorship network of co-authors of Mark Yi‐Cheon Yim

This figure shows the co-authorship network connecting the top 25 collaborators of Mark Yi‐Cheon Yim. A scholar is included among the top collaborators of Mark Yi‐Cheon Yim based on the total number of citations received by their joint publications. Widths of edges represent the number of papers authors have co-authored together. Node borders signify the number of papers an author published with Mark Yi‐Cheon Yim. Mark Yi‐Cheon Yim is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

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20 of 20 papers shown

Baek, Tae Hyun, et al.. (2025). Disruptive but costly: How upside-down logos backfire in consumer responses to brands. Journal of Retailing and Consumer Services. 88. 104500–104500.

Yim, Mark Yi‐Cheon & Sukki Yoon. (2025). Enhancing consumer trust in displayed information through digital price tags in retail marketing. Journal of Retailing and Consumer Services. 86. 104340–104340.

Yim, Mark Yi‐Cheon, et al.. (2025). How Does CEO Narcissism Impact the Effectiveness of Advertising on Firm Performance? A Study in the Restaurant Industry Context. Journal of Current Issues & Research in Advertising. 47(1). 136–156. 1 indexed citations

Yim, Mark Yi‐Cheon, et al.. (2024). Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on negative emotions and mental imagery. Journal of Fashion Marketing and Management. 28(6). 1113–1134.

Chu, Shu‐Chuan, Mark Yi‐Cheon Yim, & Juan Mundel. (2024). Artificial intelligence, virtual and augmented reality, social media, online reviews, and influencers: a review of how service businesses use promotional devices and future research directions. International Journal of Advertising. 44(5). 798–828. 15 indexed citations

Yoon, Hye Jin, Yan Huang, & Mark Yi‐Cheon Yim. (2022). Native advertising relevance effects and the moderating role of attitudes toward social networking sites. Journal of Research in Interactive Marketing. 17(2). 215–231. 14 indexed citations

Yim, Mark Yi‐Cheon, et al.. (2021). When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor. International Journal of Advertising. 41(3). 541–562. 7 indexed citations

Kim, Sojung & Mark Yi‐Cheon Yim. (2021). Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China. Journal of Product & Brand Management. 31(1). 56–72. 19 indexed citations

Yim, Mark Yi‐Cheon & Chan Yun Yoo. (2020). Are Digital Menus Really Better than Traditional Menus? The Mediating Role of Consumption Visions and Menu Enjoyment. Journal of Interactive Marketing. 50(1). 65–80. 46 indexed citations

10.

Yim, Mark Yi‐Cheon, et al.. (2020). How to easily facilitate consumers’ mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention. International Journal of Advertising. 40(5). 810–834. 29 indexed citations

11.

Yim, Mark Yi‐Cheon, et al.. (2020). Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective. Journal of Retailing and Consumer Services. 58. 102332–102332. 12 indexed citations

12.

Park, Sunyoung & Mark Yi‐Cheon Yim. (2018). Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory. Journal of Current Issues & Research in Advertising. 41(1). 20–35. 12 indexed citations

13.

Yim, Mark Yi‐Cheon & Sunyoung Park. (2018). “I am not satisfied with my body, so I like augmented reality (AR)”. Journal of Business Research. 100. 581–589. 143 indexed citations

14.

Yim, Mark Yi‐Cheon, et al.. (2018). When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers. Applied Cognitive Psychology. 32(6). 815–822. 11 indexed citations

15.

Yim, Mark Yi‐Cheon, et al.. (2017). Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games. International Journal of Advertising. 37(6). 958–983. 14 indexed citations

16.

Yim, Mark Yi‐Cheon, Shu‐Chuan Chu, & Paul Sauer. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing. 39(1). 89–103. 697 indexed citations breakdown →

17.

Yim, Mark Yi‐Cheon. (2017). When shoppers don’t have enough self-control resources: applying the strength model of self-control. Journal of Consumer Marketing. 34(4). 328–337. 13 indexed citations

18.

Yim, Mark Yi‐Cheon, et al.. (2014). When Highly Curious Consumers Have High Self-Esteem: Maximizing the Effects of Augmented Reality in Brand Communication. ACR North American Advances. 1 indexed citations

19.

Yim, Mark Yi‐Cheon, et al.. (2013). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. Journal of the Academy of Marketing Science. 42(5). 528–544. 135 indexed citations

20.

Yim, Mark Yi‐Cheon, Vincent Cicchirillo, & Minette E. Drumwright. (2012). The Impact of Stereoscopic Three-Dimensional (3-D) Advertising. Journal of Advertising. 41(2). 113–128. 79 indexed citations

Rankless uses publication and citation data sourced from OpenAlex, an open and comprehensive bibliographic database. While OpenAlex provides broad and valuable coverage of the global research landscape, it—like all bibliographic datasets—has inherent limitations. These include incomplete records, variations in author disambiguation, differences in journal indexing, and delays in data updates. As a result, some metrics and network relationships displayed in Rankless may not fully capture the entirety of a scholar's output or impact.

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