Hyoryung (Hannah) Nam

Hyoryung Nam joins the Marketing department in the Wittman School of Management as a tenure-track assistant professor of Marketing in fall 2020.

Prior to joining Syracuse University, Nam was an assistant professor at the University of Washington, Bothell (2015-2020) and Erasmus University Rotterdam, the Netherlands (2012-2015), where she taught various classes on social media, social media analytics, digital marketing, and marketing research. She advised student teams for Google Online Marketing Challenge (GOMC) and one of her student teams was elected as the semi-finalist of GOMC.

Nam’s research focuses on digital marketing strategy in a data-rich environment, such as the informational value of User-Generated-Content (UGC), online promotion and targeting, and crowd-powered innovation. Nam’s doctoral dissertation and two publications in the Journal of Marketing focus on understanding the informational value of user-generated hashtags. Her publication, Informational Value of Social Tagging Networks” was elected as the winner of the prestigious MSI/H. Paul Root Award (2015) and the finalist of the Sheth Foundation/Journal of Marketing Award (2019). Another stream of her research looks at creativity and innovation in a social setting. Her publication in the Journal of Marketing, “Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity,” explores the drivers and consequences of customer engagement in the crowdsourcing innovation platform.

Nam was a recipient of the Marie Curie International Incoming Fellowship granted by the European Union (Approximately $241,084). Nam serves as a member of the Editorial Review Board of the International Journal of Research in Marketing (IJRM) and as an ad-hoc reviewer of the Journal of Marketing, Journal of Marketing Research, Production and Operations Management Society (POMS), and Journal of Interactive Marketing.

Nam earned her Ph.D. in Marketing from the University of Maryland, College Park, M.S. in Management Engineering from Korea Advanced Institute of Science and Technology (KAIST), and B.S. in Political Science and International Relations from Korea University.

Research Topics

• Online Marketplace
• Crowd-driven Innovation
• Quasi Experiment
• Field Experiment

Substantive areas: Online Marketplace, Social Media Marketing, Crowd-driven Innovation, Marketing-Finance Interface, Brand Equity, Marketing Metrics
Methods: Field Experiment, Quasi Experiment, Difference in Difference (DID), Text Mining, Natural Language Processing

Selected Publications

• "Opening the OTC Drug Market: The Effect of Deregulation on Retail Pharmacy’s Performance", International Journal of Research in Marketing, 2022 (with Jo, W., Choi, J.)
• "Buyer-Supplier Matching in Online B2B Marketplace: An Empirical Study of Small- and Medium-sized Enterprises (SMEs)", Industrial Marketing Management, 93(Feb), 90-100, 2021 (with Yoon, Y., Yoon, Y., Choi, J.)
• "Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys", Journal of International Marketing, 28(1), 28-47, 2020 (with Kannan, P.)
• "Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity", Journal of Marketing, 83(2), 138-59, 2019 (with Camacho, N., Kannan, P., Stremersch, S.)
• "Harvesting Brand Information from Social Tags", Journal of Marketing, 81(4), 88-108, 2017 (with Joshi, Y., Kannan, P.)
• "Informational Value of Social Tagging Networks", Journal of Marketing, 78(4), 21-40, 2014 (with Kannan, P.)