Sukki Yoon

3.5k total citations · 1 hit paper
89 papers, 2.6k citations indexed

About

Sukki Yoon is a scholar working on Marketing, Sociology and Political Science and Social Psychology. According to data from OpenAlex, Sukki Yoon has authored 89 papers receiving a total of 2.6k indexed citations (citations by other indexed papers that have themselves been cited), including 59 papers in Marketing, 46 papers in Sociology and Political Science and 21 papers in Social Psychology. Recurrent topics in Sukki Yoon's work include Consumer Behavior in Brand Consumption and Identification (52 papers), Digital Marketing and Social Media (30 papers) and Media Influence and Health (16 papers). Sukki Yoon is often cited by papers focused on Consumer Behavior in Brand Consumption and Identification (52 papers), Digital Marketing and Social Media (30 papers) and Media Influence and Health (16 papers). Sukki Yoon collaborates with scholars based in United States, South Korea and New Zealand. Sukki Yoon's co-authors include Tae Hyun Baek, Yung Kyun Choi, Yeonshin Kim, Yuri Seo, Lamberto Zollo, Riccardo Rialti, Seeun Kim, Raffaele Filieri, Sujin Song and Marat Bakpayev and has published in prestigious journals such as Journal of Business Research, European Journal of Marketing and Journal of Retailing and Consumer Services.

In The Last Decade

Sukki Yoon

85 papers receiving 2.5k citations

Hit Papers

Unpacking the relationship between social media marketing... 2020 2026 2022 2024 2020 50 100 150 200
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.

  1. Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience
    2020 236 citations Lamberto Zollo, Riccardo Rialti et al. profile →

Peers — A (Enhanced Table)

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

Name h Career Trend Papers Cites
Sukki Yoon United States 31 1.6k 1.4k 428 362 359 89 2.6k
Chun‐Tuan Chang Taiwan 25 1.2k 0.7× 1.5k 1.1× 440 1.0× 297 0.8× 387 1.1× 63 2.7k
Yuri Seo New Zealand 31 1.5k 0.9× 1.8k 1.3× 282 0.7× 215 0.6× 183 0.5× 61 2.8k
Matteo De Angelis Italy 26 1.5k 0.9× 1.2k 0.9× 311 0.7× 244 0.7× 187 0.5× 55 2.4k
Yung Kyun Choi South Korea 28 1.1k 0.7× 1.2k 0.9× 295 0.7× 400 1.1× 175 0.5× 54 2.1k
Curtis P. Haugtvedt United States 18 1.2k 0.7× 1.3k 0.9× 519 1.2× 217 0.6× 437 1.2× 35 2.5k
Gita Venkataramani Johar United States 31 1.7k 1.1× 1.4k 1.0× 414 1.0× 231 0.6× 309 0.9× 89 3.0k
Cristel Antonia Russell United States 26 1.8k 1.1× 1.5k 1.1× 232 0.5× 195 0.5× 209 0.6× 104 3.0k
Tina M. Lowrey United States 27 2.1k 1.3× 1.1k 0.8× 523 1.2× 141 0.4× 239 0.7× 65 3.2k
H. Rao Unnava United States 26 2.3k 1.4× 1.7k 1.2× 605 1.4× 290 0.8× 389 1.1× 48 3.5k
Pankaj Aggarwal Canada 13 1.5k 0.9× 1.4k 1.0× 644 1.5× 220 0.6× 212 0.6× 22 2.6k

Countries citing papers authored by Sukki Yoon

Since Specialization
Citations

This map shows the geographic impact of Sukki Yoon'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 Sukki Yoon with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites Sukki Yoon more than expected).

Fields of papers citing papers by Sukki Yoon

Since Specialization
Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by Sukki Yoon. 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 Sukki Yoon. The network helps show where Sukki Yoon may publish in the future.

Co-authorship network of co-authors of Sukki Yoon

This figure shows the co-authorship network connecting the top 25 collaborators of Sukki Yoon. A scholar is included among the top collaborators of Sukki Yoon 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 Sukki Yoon. Sukki Yoon is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

20 of 20 papers shown
1.
Baek, Tae Hyun, Sukki Yoon, & Seeun Kim. (2025). The Baby Animal Effect in Wildlife Conservation Advertising. Journal of Advertising Research. 65(4). 500–519.
2.
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.
3.
Ryoo, Yuhosua, et al.. (2025). High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising. International Journal of Advertising. 45(1). 48–80. 9 indexed citations
4.
Rialti, Riccardo, et al.. (2024). Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth. Psychology and Marketing. 41(12). 3041–3059. 5 indexed citations
5.
Baek, Tae Hyun, Jungkeun Kim, Sukki Yoon, Yung Kyun Choi, & Charles R. Taylor. (2023). The COVID‐19 threat and luxury advertising. Journal of Consumer Behaviour. 22(3). 582–596. 11 indexed citations
6.
Yoon, Sukki. (2022). Introduction to the special issue on the future of advertising. International Journal of Advertising. 41(5). 823–826. 4 indexed citations
7.
Kim, Jungkeun, Seongseop Kim, Benjamin G. Voyer, et al.. (2021). The impact of COVID‐19 on consumer evaluation of authentic advertising messages. Psychology and Marketing. 39(1). 76–89. 49 indexed citations
8.
Lim, Dongjae, Tae Hyun Baek, Sukki Yoon, & Yeonshin Kim. (2020). Colour effects in green advertising. International Journal of Consumer Studies. 44(6). 552–562. 58 indexed citations
9.
Kim, Sujin, Sukki Yoon, Tae Hyun Baek, Yeonshin Kim, & Yung Kyun Choi. (2020). Temporal and social scarcities: effects on ad evaluations. International Journal of Advertising. 40(7). 1115–1134. 10 indexed citations
10.
Baek, Tae Hyun & Sukki Yoon. (2020). Death imagery in antipoaching advertising. Psychology and Marketing. 37(12). 1684–1695. 14 indexed citations
11.
Bakpayev, Marat, Tae Hyun Baek, Patrick van Esch, & Sukki Yoon. (2020). Programmatic creative: AI can think but it cannot feel. Australasian Marketing Journal (AMJ). 30(1). 90–95. 75 indexed citations
12.
Yoon, Sukki, Virginia Vannucci, Lamberto Zollo, & Riccardo Rialti. (2019). MATERIALISM OR MORALITY IN SOCIAL MEDIA, WHICH MATTERS THE MOST? INSIGHTS FROM MILLENNIALS LUXURY CONSUMPTION. Global Fashion Management Conference. 2019. 626–626. 1 indexed citations
13.
Zollo, Lamberto, Sukki Yoon, Riccardo Rialti, & Cristiano Ciappei. (2017). SOCIAL MEDIA MARKETING AND CONSUMERBASED BRAND EQUITY THE ROLE OF BRAND EXPERIENCE AMONG MILLENNIALS IN ONLINE FASHION COMMUNITIES. Global Fashion Management Conference. 2017. 79–80. 2 indexed citations
14.
Baek, Tae Hyun, Chan Yun Yoo, & Sukki Yoon. (2016). Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses. International Journal of Advertising. 37(3). 421–439. 92 indexed citations
15.
Yoon, Sukki, et al.. (2016). Introduction to the special issue on social and environmental issues in advertising. International Journal of Advertising. 35(1). 1–3. 21 indexed citations
16.
Yoon, Sukki. (2013). Do Negative Consumption Experiences Hurt Manufacturers or Retailer. Psychology and Marketing. 6 indexed citations
17.
Yoon, Sukki, Yung Kyun Choi, & Sujin Song. (2011). When Intrusive Can Be Likable: Product Placement Effects on Multitasking Consumers. Journal of Advertising. 30 indexed citations
18.
Yoon, Sukki & Patrick Vargas. (2011). No More Leads to Want More, but No Less Leads to Want Less: counterfactual thinking when faced with point-of-purchase discounts. Journal of Consumer Behaviour. 2 indexed citations
19.
Han, Sangpil, et al.. (2010). Advertising Creativity in Korea: Scale Development and Validation. Journal of Advertising. 8 indexed citations
20.
Yoon, Sukki, Ashok K. Lalwani, & Patrick Vargas. (2008). Not Me Or Not Them?: the Role of Culture in Discrepant Effects of Health Communication on Self and Others. ACR North American Advances. 1 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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