Hyoryung Nam

Assistant Professor of Marketing
Hyoryung
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Hyoryung Nam joined the Department of Marketing at the Martin J. Whitman School of Management as a tenure-track assistant professor in fall 2020. Before joining Syracuse, she held faculty positions at the University of Washington Bothell and Erasmus University Rotterdam in the Netherlands, where she taught digital marketing, social media analytics, and marketing research.

Her research examines how firms and policymakers can use digital technologies to create value for customers, organizations, and society. She studies this question across social media, digital brand platforms, crowdfunding, crowdsourcing, and B2B marketplaces. Her current work explores artificial intelligence and immersive technologies, including conversational AI, AI-generated review summaries, and augmented and virtual reality. She also studies how platform policies and engagement strategies influence user participation and marketplace performance. Across these projects, she combines experiments and causal inference with natural language processing and analyses of large-scale behavioral and transaction data.

Her research has been published in the Journal of Marketing, Journal of International Business Studies, International Journal of Research in Marketing, Journal of Service Research, Industrial Marketing Management, and Journal of International Marketing. Her article “The Informational Value of Social Tagging Networks” received the 2014 MSI/H. Paul Root Award and was a finalist for the 2019 Sheth Foundation/Journal of Marketing Award. Her article “Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys” was a finalist for the 2020 S. Tamer Cavusgil Award. She also received a Marie Curie International Incoming Fellowship from the European Union.

At Whitman, she teaches Digital Marketing and Digital Marketing Analytics. Her courses combine digital strategy, analytics, experimentation, and emerging technologies with hands-on exercises and consulting projects. Earlier in her teaching career, she advised student teams participating in the Google Online Marketing Challenge, including one team selected as a global semifinalist.

Nam serves on the Editorial Review Board of the International Journal of Research in Marketing (IJRM) and was named an Outstanding Editorial Review Board Member in 2022. She also reviews for leading journals in marketing, operations management, and international business.

She earned her Ph.D. in Marketing from the University of Maryland, College Park, her M.S. in Management Engineering from the Korea Advanced Institute of Science and Technology (KAIST), and her B.S. in Political Science and International Relations from Korea University.
Ph.D., Marketing, University of Maryland M.S., Management Engineering, Korea Advanced Institute of Science and Technology B.S., Political Science and International Relations, Korea University
Digital Marketing, Digital Marketing Analytics, Marketing Research Methods, Marketing Analytics, Social Media Marketing, International Marketing, Marketing Management
Substantive areas: Artificial Intelligence (AI), Digital Marketing Strategy, AR/VR, Video Games, Crowdsourcing, Crowdfunding, Public Policy, International Business, Marketing-Finance Interface

Methods: Lab/Field Experiment, Causal Inference, Natural Language Processing

Publications

  • May 01, 2022

    Received - Outstanding Editorial Review Board Member

    International Journal of Research in Marketing
  • Mar 01, 2021

    Nominated - Finalist, S. Tamer Cavusgil Award

    American Marketing Association
  • Jan 01, 2019

    Nominated - Finalist, Sheth Foundation/Journal of Marketing Award

    American Marketing Associations
  • Jan 01, 2015

    Received - Winner, MSI/H. Paul Root Award

    American Marketing Associations and Marketing Science Institute
  • Jan 01, 2013

    Received - Marie Curie International Incoming Fellowship

    European Union

  • 2026 USA TODAY Ad Meter School Spotlight: Syracuse University

    February 01, 2026 USA TODAY

  • A Guide For Using VR, AR Technology in Foreign Markets

    February 01, 2025 Newswise

  • A Guide For Using VR, AR Technology in Foreign Markets

    February 01, 2025 TechXplore

  • Companies Face Double-Edged Reality of Immersive Tech in Foreign Markets

    February 01, 2025 Maryland Today

  • 3 Strategies to Make Innovation Tournaments More Successful

    March 01, 2019 Medium