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스포츠미디어, 스포츠/헬스 커뮤니케이션, 스포츠 광고/홍보


스포츠미디어, 체조, 스키


서울대학교 체육교육과 학사 
University of Missouri-Columbia, 언론학(Journalism) 석사
The University of Texas at Austin, 광고학(Advertising) 박사


現 (사) 한국스포츠산업경영학회 부회장
現 서울대학교 글로벌사회공헌단 부단장
前 Middle Tennessee State University, 언론학부 조교수
前 University of Hartford, 커뮤니케이션 학부 조교수


[국제 학술지]


Ryu, Yoonji, Kihan Kim, Jongwon Paik and Yunjae Cheong* (2019), “Determinants of Audience Demand for the Televised Professional Baseball Matches in Korea: An Analysis of the Post-Season Matches from 2008 to 2016,” International Journal of Sports Marketing and Sponsorship, 20(1), 184-202.


Cheong, Yunjae, Kihan Kim* and Federico de Gregorio (2017), "Viewer Perceptions of Television Commercials: A Conceptual Replication," Journal of Consumer Marketing, 34(7), 612-623,


Kim, Kihan, Yunjae Cheong and Hyuk Soo Kim (2017), “User-Generated Product Reviews on the Internet: The Drivers and Outcome of the Perceived Usefulness of Product Reviews,” International Journal of Advertising, 36(2), 227-245.


Kim, Kihan, Yunjae Cheong and Hyucksoo Kim (2016), “Competition and Coexistence of Sports Media: The Case of Watching the 2014 Sochi Winter Olympic Games,” Asian Journal of Communication, 26(5, July), 485-503.


Lim, Choong Hoon, Kihan KIm* and Yunjae Cheong (2016), “Factors Affecting Sportswear Buying Behavior: A Comparative Analysis of Luxury vs. Regular Brands of Sportswear,” Journal of Business Research, 69(12), 5793-5800.


Kim, Kihan, Yunjae Cheong and Hyuck Soo Kim (2016), “The Influences of Sports Viewing Conditions on Enjoyment from Watching Televised Sports: An Analysis of the FIFA World Cup Audiences in Theater vs. Home,” Journal of Broadcasting and Electronic Media, 60(3), 389-409.


Cheong, Yunjae, Kihan Kim* and Justin Coombs (2016), “Advertising Agency Operating Efficiency,” Journal of Marketing Communications, 22(1), 83-99.


Kim, Kihan, Yunjae Cheong & Joon Soo Lim (2015), “Choosing the Right Message for the Right Cause in Social Cause Advertising: Types of Social Cause Message, Perceived Company-Cause Fit and the Persuasiveness of Communication,” International Journal of Advertising, 34(3), 473-494.


Cheong, Yunjae, Federico de Gregorio and Kihan Kim (2014), “Advertising Spending Efficiency Among Top US Advertisers from 1985 to 21012: Overspending or Smart Managing?” Journal of Advertising, 43(4), 344-358.


Cheong, Yunjae and Kihan Kim* (2014), “An Assessment of Direct-To-Consumer (DTC) Pharmaceutical Advertising Spending,” International Journal of Advertising, 33(1), 91-112.


Kim, Kihan and Jeffrey James (2013), “Sport Marketing and Media Research: Contributions from the Global Network of Scholars in Sport Management,” Journal of Global Scholars of Marketing Science, 23(1), 1-7.


Ahn, Dohyun, Yunjae Cheong and Kihan Kim* (2013), “Exploring the Influence of Television Sport on Consumers’ Attitudes Toward Program-embedded Advertising Using Motivational Responses Generated by the Game,” International Journal of Sports Marketing & Sponsorship, 14(4), 326-342 .


Cheong, Yunjae, Kihan Kim* and Hyuksoo Kim (2013), “Advertising and Promotion Budgeting During Volatile Economic Conditions: Factors Influencing the Level of Decentralization in Budgeting and Its Relations to Budget Size and Allocation,” International Journal of Advertising, 32(2), 143-162.


de Gregorio, Yunjae Cheong, and Kihan Kim (2012), “Intraorganizational Conflict Within Advertising Agencies: Antecedents and Outcomes,” Journal of Advertising, 41(3), 19-34.


Kim, Kihan, Patricia Stout and Yunjae Cheong (2012), “Image Management Function of Sponsorship: A General Theoretical Framework,” International Journal of Advertising, 31(1), 85-112.


Kim, Kihan, Yunjae Cheong and Hyuksoo Kim (2012), “Information Content of Super Bowl Commercials 2001-2009,” Journal of Marketing Communications, 18(4), 249-264.


Cheong, Yunjae and Kihan Kim* (2012), “The State of Media Planning Research: A 16-Year Assessment, 1992-2007,” Journal of Current Issues and Research in Advertising, accepted for publication at the Journal of Current Issues and Research in Advertising, 33(2), 227-247.


Kim, Kihan and Yunjae Cheong (2011), “Creative Strategies of the Super Bowl Commercials 2001-2009: An Analysis of the Message Strategies,” International Journal of Sports Marketing & Sponsorship, 13(October), 7-22.


Cheong, Yunjae, Lu Zheng and Kihan Kim* (2011), “Product Global Reach, Advertising Standardization, and Cultural Values: An Analysis of 2008 Beijing Olympic TV Commercials,” Asian Journal of Communication, 21(3), 279-300.


Kim, Kihan and Yunjae Cheong (2011), “The Effects of Athlete-Endorsed Advertising: The Moderating Role of the Athlete-Audience Ethnicity Match,” Journal of Sport Management, 25(2; March), 143-155.


Cheong, Yunjae and Kihan Kim* (2011), “The Interplay Between Advertising Claims and Product Categories in Food Advertising: A Schema Congruity Perspective,” Journal of Applied Communication Research, 39(1), 55-74.


Kim, Kihan and Yunjae Cheong (2011), “Latent Factors of Executional Elements Influencing Commercial Likeability: An Exploratory Study of Super Bowl Commercials,” Journal of Global Academy of Marketing Science, 21(2), 83-92.


Cheong, Yunjae, Federico de Gregorio and Kihan Kim* (2010), “The Power of Reach and Frequency in the Age of Digital Advertising: Offline and Online Media Demand Different Metrics,” Journal of Advertising Research, 50 (December), 403-415.


Cheong, Yunjae, Kihan Kim* and Lu Zheng (2010), “Advertising Appeals as a Reflection of Culture: A Cross-Cultural Analysis of Food Advertising Appeals in China and the U.S.,” Asian Journal of Communication, 20(1), 1-16.


Kim, Kihan and Yunjae Cheong (2009), “A Frontier Analysis for Advertising Budgeting: Benchmarking Efficient Advertisers,” Journal of Current Issues and Research in Advertising, 31(fall), 91-104.


Kim, Kihan, Yunjae Cheong and Lu Zheng (2009), “The Current Practice of Food Advertising: The Usage and Effectiveness of Different Advertising Claims,” International Journal of Advertising, 28(3), 527-553.


Kim, Kihan and Maxwell McCombs (2007), “News Story Descriptions and the Public's Opinions of Political Candidates,” Journalism & Mass Communication Quarterly, 84(summer), 299-314.


Yoo, Chan Yun and Kihan Kim (2005), “Processing of Animation in Online Banner Advertising: The Roles of Cognitive and Emotional Responses,” Journal of Interactive Marketing, 19(4), 18-34.


Daugherty, Terry, Wei-Na Lee, Harsha Gangadharbatla, Kihan Kim and Southaly Outhavong (2005), “Organizational Virtual Communities: Exploring Motivations Behind Online Panel Participation,” Journal of Computer Mediated Communication, 10(4),


Yoo, Chan Yun, Kihan Kim and Patricia A. Stout (2004), “Assessing the Effects of Animation in Online Banner Advertising: Hierarchy of Effects Model,” Journal of Interactive Advertising, 4(2), 49-60,


Kim, Kihan and Jongmin Park (2001), "Kicking off the New Millennium: News Frame Analysis on Korea and Japan's Co-Hosting of World Cup 2002," Sungkok Journalism Review, 11(winter), 25-47.



[국내 학술지]


이주호 김기한 (2019), “스포츠용품 브랜드 SNS 광고의 크리에이티브 전략에 대한 효과 분석 Facebook 광고를 중심으로,” 한국광고홍보학보, 21(1), 69-102,; Juho Lee and Kiha Kim (2019), “A Study on Effect of Creative Strategy for SNS Advertisement of Sporting Goods Brand Focusing on Facebook Advertisement,” The Korean Journal of Advertising and Public Relations, 21(1), 69-102.


김기한 노예영* 류윤지 (2016), “공익성에 기여하는 스포츠방송 프로그램의 사회적 효용: 개념 제시와 척도 개발,” 한국방송학보, 30(6), 5-38; Kim, Kihan, Yaeyoung Noh & Yoonji Ryu (2016), “Measuring Social Values of Sports Broadcasting: Concept Identification and Scale Development,” Korean Journal of Broadcasting and Telecommunication Studies, 30(6), 5-38.


김기한 박윤희* (2016), “평창 동계올림픽 개최에 대한 이해당사자 간 갈등 구조: 사회연결망 분석을 중심으로,” 한국체육정책학회지, 14(4), 81-113; Kim, Kihan & Carolyn Yoonhee Park (2016), “Stakeholder Conflicts on the PyeongChang 2018 Winter Olympics Co-hosting Issue: Social Network Analysis,” Journal of Korean Society of Sport Policy, 14(4), 81-113.


김기한 류윤지* (2016), “스포츠 참여에 영향을 미치는 개인 수준 요인과 지역 수준 체육시설 요인: 다층모형분석을 중심으로,” 한국체육학회지-인문사회과학, 55(4), 317-332; Kim, Kihan & Yoonji Ryu (2016), “The Impacts of Individual and Structural Sport Facility Factors on Sport Participation: A Multilevel Analysis Approach,” The Korean Journal of Physical Education 55(4), 317-332.


김경열 김기한* (2016), “프로스포츠 구단과 사회적 책임 활동의 적합성이 구단에 대한 태도, 신뢰도에 미치는 영향,” 광고연구, 가을 110호, 34-59; Kim, Kyung-Yeol & Kihan Kim (2016), “The Impacts of the Fit Between a Professional Sport Team and Its Corporate Social Responsibility Activities on Consumers’ Attitudes and Credibility Toward the Sport Team,” Advertising Research, Autumn (No. 10), 34-59.


김기한 노예영* (2016), “수용자 파편화와 분극화 현상 분석을 통한 스포츠방송 콘텐츠의 사회통합 기능 검증: 네트워크 분석을 중심으로,” 미디어 경제와 문화, 14(1), 7-38; Kim, Kihan & Yeayoung Noh (2016), “The Impact of Olympic Broadcasting on Audience Fragmentation and Polarization: An Examination of the Social Integration Function of Sports Broadcasting Through Network Analysis,” Journal of Media Economics & Culture, 14(1), 7-38.


노예영 김기한* (2014), “국제스포츠 이벤트 방송이 시청률에 미치는 영향: SBS의 2010 FIFA 월드컵 중계방송 분석을 중심으로,” 미디어 경제와 문화, 12(4), 45-83; Noh, Yeayoung & Kihan Kim (2014), “The Influence of Televising Mega Sports Events on the Host Broadcaster’s Television Ratings: The Case of 2010 FIFA World Cup South Africa,” Journal of Media Economics & Culture, 12(4), 45-83.


김기한 이예훈* 김영석 (2014), “지상파 방송 3사의 공동순차방송 방식에 의한 2012 런던올림픽 방송에 대한 시청자 인식조사,” 한국방송학보, 28(1), 43-88; Kim, Kihan, Ye Hoon Lee, and Young-seok Kim (2014), “Audience Perceptions of the Joint Broadcasting of the 2012 London Olympic Game by the Three Major Terrestrial Broadcasting Stations in Korea,” Korean Journal of Broadcasting and Telecommunication Studies, 28(1), 43-88.


김인준 방신웅* 김기한 (2014), “스포츠 비디오게임 경험이 스포츠팬덤과 스포츠 소비행동에 미치는 영향: 이용정도, 이용충족도, 실재감의 관점에서,” 한국스포츠산업경영학회지, 19(2), 37-52; Kim, Injun, Shinwoong Bang, and Kihan Kim (2014), “Consumer Experience of Sport Video Game and Its Impact on Sport Fandom and Consumption Behavior,” Korean Journal of Sport Management, 19(2), 37-52.


권기성 강봉수 이수지 김기한* (2014), “사회인 야구대회 개최를 통하여 온라인 소매업체가 적용한 관계마케팅 전략의 효과성 검증,” 체육과학연구, 25(1), 48-64; Kwon, Kisung, Bongsu Kang, Suji Lee, and Kihan Kim (2014), “The Examining the Effectiveness of the Relationship Marketing Strategy Applied to Amateur Baseball Tournament Hosted by Online Shopping Mall Company,” Korean Journal of Sport Science, 25(1), 48-64.


방신웅 김기한* (2013), “스포츠 조직의 위기의 개념과 위기유형 분류체계 개발,” 한국스포츠산업경영학회지,18(4), 85-99; Bang, Shin-woong and Kihan Kim (2013), “Conceptualization of Crisis and Development of Its Classification Scheme in Sport Organizations,” Korean Journal of Sport Management, 18(4), 85-99.


김기한 노예영* (2013), “실업팀 운영의 문제점 분석 및 실업팀 활성화를 위한 스포츠 생태계 구축 방안,” 한국스포츠산업경영학회지, 18(4), 35-54; Kim, Kihan and Yea Young Noh (2013), “Improving Semi-professional Sport Teams and Policy Suggestions to Build Effective Sport Ecosystem,” Korean Journal of Sport Management, 18(4), 35-54.


김기한 (2013), “스포츠 방송의 수용자 복지 관점에서 바라본 2012 런던 하계 올림픽 방송 방식,” 한국스포츠산업경영학회지, 18(2), 1-16; Kim, Kihan (2013), “Joint Broadcast Methods of the 2012 London Olympic Games: An Audience Welfare Perspective,” Korean Journal of Sport Management, 18(2), 1-16.


김기한 윤리라 방신웅* (2012), “스포츠 전문 채널의 방송편성에 관한 연구: 프로그램 유형과 종목에 따른 방송 비중, 편성의 다양성, 시청률 분석을 중심으로,” 한국스포츠산업경영학회지, 17(5), 49-66; Kim, Kihan, Lira Yun and Shin-woong Bang (2012), “An Analysis of the Broadcast Time, Television Ratings and Program Diversity of the Three Major Sport Cable Television Channels in Korea,” Korean Journal of Sport Management, 17(5), 49-66.


김기한 김인준 방신웅* (2012), “건강운동 참여 증대를 위한 효과적인 헬스 커뮤니케이션 전략에 관한 연구: 조절초점과 메시지 프레이밍 이론을 중심으로,” 체육과학연구, 23(3), 586-597; Kim, Kihan, Injun Kim and Shin-woong Bang (2012), “Health Communication Strategies to Promote the Public’s Participation in Physical Activities: The Effects of Message Framing and Audience Regulatory Fit,” Korean Journal of Sport Science, 23(3), 586-597.


김기한 김인준* 정지규 (2012), “SBS의 2010 FIFA 월드컵 단독중계를 둘러싼 사회적 쟁점사항에 관한 연구” 한국방송학보, 26(3), 9-51; Kim, Kihan, Injune Kim and Ji-Gyu Chung (2012), “SBS’s Exclusive Broadcasting of 2010 FIFA World Cup in Korea and Audiences’ Perceptions and Behavior Regarding the Broadcast Channel,” Korean Journal of Broadcasting and Telecommunication Studies, 26(3), 9-51.


김기한 정지규*(2011),“스포츠이벤트방송의직간접적가치에관한연구:시청률조사를중심으로,”광고연구,88호(봄),161-183;Kim, Kihan and Ji-Gyu Chung (2011), “Direct and Indirect Impacts of Sport Broadcasting on Television Ratings,” Advertising Research, 88(Spring), 161-183.


김기한 방신웅*(2010),“스포츠이벤트개최가개최도시에대한개인의신념에미치는영향:이벤트규모와개최도시친밀도의상호작용을중심으로,”한국스포츠산업경영학회지,15(6,December),47-65;Kim, Kihan and Shin-woong Bang (2010), “The Influence of Hosting a Sporting Event on the Individual's’ Beliefs about the Event-hosting City and Intention to Visit: The Moderating Role of City Familiarity,” Korean Journal of Sport Management, 15(6), 47-65.


김기한 인상우* (2009), “미디어스포츠 관람과 즐거움: 커뮤니케이션 이론의 관점에서,” 스포츠과학리뷰, 3(2), 1-10; Kim, Kihan and Sangwoo In (2009), “Media Sport and Enjoyment: A Communication Perspective on Studies of Mediated Sport Consumption,” Sport Science Review, 3(2), 1-10.



Kim, Kihan and Yeayoung Noh (2019), “Sports and the Media: A Constantly Evolving Relationship,” in Harry Hyungil Kwon (Ed.), Sport Marketing, Seoul, Korea: Epress.


Kim, Kihan and Kimoon Lee (2014), “The Sports Broadcasting Market in Korea,” in Young Hoon Lee and Rodney Fort (Eds.), The Sports Business in The Pacific Rim: Economics and Policy (pp 83-102), Springer.


Kim, Kihan and Lira Yun (2013), "Enjoyment from Watching Mediated Sports: Four Conceptual Frameworks to Understand the Enjoyment Construct," in P.M. Pedersen (Eds), Handbook of Sport Communication, Chapter 31 (pp. 310-318), New York, NY: Routledge.



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