I am a Ph.D. candidate in Information Systems at Goizueta Business School of Emory University.  My advisor is Dr. Vilma Todri.  

My primary research objective is to deepen our understanding of online user behaviors and the strategic challenges companies encounter in adapting to emerging technologies, with the goal of improving the online user experience. My current research agenda has been inspired by the intricate dynamics of ad-blocking technologies within the digital advertising ecosystem. Specifically, I explore the reasons behind the adoption of ad-blocking technologies and their implications, considering the diverse perspectives of various stakeholders, including consumers, advertisers, and online platforms. My methodological approach is characterized by the rigorous application of empirical methods, encompassing econometrics, survival analysis, and experimental designs, augmented by machine learning paradigms when appropriate. 

• Research Focus: Online User Behavior; Ad-blocking Technologies; Digital Strategy; Online Advertising 

• Research Methods: Empirical Methods; Econometrics; Machine Learning

Prior to joining the program, I co-founded a tech start-up company that offers user behavioral analytics. I earned a Master's degree in Management Engineering from KAIST in South Korea and a Bachelor's degree in Industrial Engineering from Yonsei University in South Korea.