Research & Projects
Research on how connections among brands, people, content, and technologies shape meaning and influence.
Connectism was introduced in a peer-reviewed article in the International Journal of Advertising (2026). Read the article ↗
Current research projects & directions
Measuring connection
Developing ways to observe and measure the 5Cs in real brand and media environments, and testing whether the structure of connections explains outcomes that exposure and reach alone do not.
Connection in AI-mediated environments
Examining how AI systems shape which connections form – what people see, what they trust, and how brands are found and recommended.
Talks
Recent talks and presentations on Connectism and connection.
Understanding Advertising & Communication in the Connection Era
Babeș-Bolyai University, Cluj-Napoca, Romania
Connectism: Understanding Advertising and Communication in the Connection Era (in Korean)
Invited lecture, Ewha Womans University, South Korea (virtual)
AI and Advertising: A New Era of Connection
Invited talk, Asian Leadership Conference, Seoul, South Korea
Media in the Age of AI: Reimagining Trust, Business, and Audience Connectivity
Session organizer and moderator, Asian Leadership Conference, Seoul, South Korea
Connectism: A New Advertising Paradigm in the Age of Connection
Korean Association of Advertising and Public Relations Spring Conference, South Korea
Connection Structures of Consumer Reviews and Decision-Making: The Integrated Value of Numerical Metrics and Qualitative Content
Korean Association of Advertising and Public Relations Spring Conference, South Korea
Connection Dynamics Behind the Rise of the K-Food Wave
Society for Food Marketing and Retailing Conference, Bryant University
Communication in the Connected World
Invited talk, Korea University, Seoul, South Korea
Communication Technologies and Connection
Invited talk, Kyung Hee University Global Campus, South Korea