Jeongmin Ham

Read Jeongmin Ham’s hiring announcement.

What are you teaching this semester?

I am teaching Principles of Advertising and Media Planning.

What is your area of expertise?

I’m fascinated by how we interact with machines, virtual agents, and new media such as AI and extended reality. I dive into these topics using computational, experimental, and survey methods to explore why and how people engage with and are influenced by innovative advertising technologies. In today’s rapidly evolving digital landscape, the blend of virtual personas with our online lives has given rise to a unique phenomenon: virtual humans and digital brand endorsers, including virtual and AI influencers. This is where my research thrives, exploring the intriguing dynamics of these virtual beings and their impact on our digital experiences.

What research are you working on?

Currently, I’m working on some really exciting research projects:

• I’m investigating the effect of branded AI agents and customer service reps in virtual reality environments on brand affinity and consumer behavior, particularly when players interact with these AI agents in a game setting.
• I’m exploring how digital storytelling strategies impact social media campaigns, especially when a virtual influencer is involved.
• I’m evaluating what “authenticity” means in the context of virtual influencers through a cross-cultural study, looking at how different cultural norms and trends shape people’s perceptions and attitudes toward these digital figures.

What excites you most about coming to Gainesville?

I’m thrilled to return to the city and university where my career journey began. The passionate professors at the University of Florida were instrumental in inspiring and challenging me to reach new heights, and now, I’m excited to join the faculty and help students grow just as they helped me. Coming back to the Gator Nation and its strong, supportive community feels like coming home. I can’t wait to be part of this vibrant environment again!

What accomplishments, personal or professional, are you most proud of?

I’m proud that one of my research papers received the Top Special Topic Paper Award in the Advertising Division at the AEJMC 2024 Conference. This accomplishment is especially meaningful to me as it marked the grand finale of my Ph.D. journey. It’s a memory I’ll always cherish, not just for the recognition but also for the amazing research team that made it possible.

What three things don’t we know about you?

1. The advertisement that inspired me to major in Advertising during undergrad was Toshiba’s “With 10 Years of Life” for its LED lighting. I was captivated by the storytelling in that commercial.
2. I once received 2nd place in an art contest I didn’t even know I was participating in! As a student, I thought I was just joining a fun event to draw according to a theme. It turned out to be a contest, and I placed 2nd out of 300 contestants.
3. I’ve moved around quite a bit and have lived in five cities. I was born in Urbana-Champaign, Illinois, lived in Philadelphia, Tallahassee, Florida, Gainesville, Austin, Texas.