Bio
Seung-Wook Kim is an Assistant Professor of Marketing at Bentley University. He is an empirical modeler interested in marketing analytics, digital marketing, and unstructured data (image and text) analysis with strong technical foundations in machine learning and statistics. His research goal has been to utilize recent advances in machine learning to explore marketing-related problems that cannot be solved through traditional models and provide novel information that generates insights for managers and consumers. He has published articles in Journal of Retailing. He previously taught Marketing Analytics and Statistics for Business at the University of Iowa.
Awards and Honors
FAC Research Grant, Bentley UniversitySummer Research Grant, Bentley UniversityTippie College of Business Research Excellence Grant, University of IowaGraduate College Post-Comprehensive Research Award, University of IowaGraduate College Summer Research Award, University of IowaALLEN T. CRAIG Award for Teaching Excellence, University of IowaScholarly Contributions and Creative Productions
Journal Articles
Moon, S., Kim, S., Iacobucci, D. (2024). Dynamic Relationship Changes between Reviewers and Consumers in Online Product Reviews. Journal of Retailing (Forthcoming)Presentations
Moon, S., Kim, S., Iacobucci, D. (2026). “Why Do Koreans Respond to US Movies Differently from Americans?: The Psychological Distance Discount Phenomenon” Presented at the UNY- New Paltz SeminarKim, D., Galoni, C., Kim, S. (2026). “Influence of Contagious Diseases on Consumers’ Natural Preference” Presented at the 2026 Society for Food Marketing and Retailing ConferenceMoon, S., Kim, S., Iacobucci, D. (2025). “Why Do Koreans Respond to US Movies Differently from Americans?: The Psychological Distance Discount Phenomenon” Presented at the Tippie Ph.D. Alumni ConferenceMoon, S., Kim, S., Iacobucci, D. (2025). “Why Do Koreans Respond to US Movies Differently from Americans?: The Psychological Distance Discount Phenomenon” Presented at the 47th ISMS Marketing Science ConferenceMoon, S., Kim, S., Iacobucci, D. (2025). “Why Do Koreans Respond to US Movies Differently from Americans?: The Psychological Distance Discount Phenomenon” Presented at the Bentley Research Council 11th Annual Poster SymposiumKim, S., Gruca, T., Lee, H. (2024). “Transformative Consumer Research in the Age of Algorithms: Consumer Credit Score Insights from Interpretable Machine Learning” Presented at the Bentley University Bentley Research Council 10th Annual Poster Symposium Waltham, MA Kim, S., Russell, G. (2024). “Uncovering Consumer Heterogeneity in Big Data: A Hybrid Marketing Science - Deep Learning Approach” Presented at the 46th ISMS Marketing Science ConferenceKim, S., Russell, G. (2024). “Uncovering Consumer Heterogeneity in Big Data: A Hybrid Marketing Science - Deep Learning Approach” Presented at the Boston Area Marketing Scholars Research ConferenceKim, S., Russell, G. (2023). “Uncovering Consumer Heterogeneity in Big Data: A Hybrid Marketing Science - Deep Learning Approach” Presented at the SUNY- New Paltz SeminarMoon, S., Kim, S., Iacobucci, D. (2023). “Do the Relationships between Product Reviewers and Consumers Change with Time?: The Evolving Impacts of Reviewers” Presented at the 45th ISMS Marketing Science ConferenceKim, S., Gruca, T., Lee, H. (2023). “Transformative Consumer Research in the Age of Algorithms: Consumer Credit Score Insights from Interpretable Machine Learning” Presented at the Seoul National University SeminarKim, S., Russell, G. (2023). “Uncovering Consumer Heterogeneity in Big Data: A Hybrid Marketing Science - Deep Learning Approach” Presented at the 45th ISMS Marketing Science ConferenceKim, S., Russell, G. (2023). “Uncovering Consumer Heterogeneity in Big Data: A Hybrid Marketing Science - Deep Learning Approach” Presented at the Bentley Research Council 9th Annual Poster Symposium Kim, S., Russell, G. (2022). “Uncovering Consumer Heterogeneity in Big Data: A Hybrid Marketing Science - Deep Learning Approach” Presented at the Seoul National University SeminarKim, S., Gruca, T., Lee, H. (2022). “Transformative Consumer Research in the Age of Algorithms: Consumer Credit Score Insights from Interpretable Machine Learning” Presented at the Boulder Summer Conference on Consumer Financial Decision MakingKim, S., Gruca, T., Lee, H. (2022). “Transformative Consumer Research in the Age of Algorithms: Consumer Credit Score Insights from Interpretable Machine Learning” Presented at the INFORMS Iowa Knowledge WorkshopKim, S., Russell, G. (2022). “Deep Learning Based Choice Model for Market Segmentation” Presented at the Seoul National University SeminarKim, S., Gruca, T., Lee, H. (2021). “Using Interpretable Machine Learning to Understand Consumer Credit Scores” Presented at the 43rd ISMS Marketing Science ConferenceKim, S. (2021). “Application of Machine Learning Algorithms to Marketing Research” Presented at the State University of New York- New Paltz Machine Learning SeminarKim, S., Gruca, T., Lee, H. (2021). “Using interpretable machine learning to understand consumer credit score” Presented at the State University of New York- New Paltz Machine Learning SeminarKim, S., Gruca, T., Lee, H. (2020). “Using Interpretable Machine Learning to Understand Consumer Credit Scores” Presented at the NYU-Temple-CMU Conference on Artificial Intelligence, Machine Learning, and Business AnalyticsService
Service: Department
Committee Member for Marketing Department Research Committee 2023-07-01 - PresentService: Professional
Reviewer for Journal of Retailing and Consumer Services - PresentReviewer for European Journal of Marketing - PresentReviewer for Journal of Retailing 2024-01-01 - 2024-12-31Reviewer for Service Science 2023-08-07 - PresentService: University
Committee Member for Bentley Learning and Teaching Council 2025-08-01 - Present
