Texas Showcase -- Kacy Kim

What is your educational background?

Prior to attending UT, my background was in economics and game theory. I have a B.A. and M.A. in Economics, as well as a master’s degree in Advertising from UT. While studying game theory, I found it interesting to build models to address specific areas of economic interest rather than abstract systems of general significance. Applied to consumer behavior and advertising, I am interested in researching the role of communication in strategic situations, and ultimately, in measuring the effectiveness of advertising using mathematical and quantitative tools.

How did you choose UT for your PhD work?

Among the top research institutions in the United States, UT has a very strong reputation in Advertising. I was drawn to UT by the strength of the faculty and also because my research interests match well with several professors here. Also, as a whole, UT provides very well-rounded, comprehensive graduate academic programs. This lets me take a multidisciplinary approach to my studies, where I can draw upon the knowledge and expertise of leading scholars in areas such as business and marketing. UT was the best choice for my master’s degree studies and I had an outstanding experience, so I was eager to stay here for my doctoral work. 

Can you explain what your PhD dissertation is about?

I want to use my background and knowledge to study the efficiency and effectiveness of social media in an advertising context. Related to game theory, one of my interests is in studying the psychology behind making a purchasing decision. I want to combine my interest in consumer psychology with my experience in data modeling, statistical analysis and quantitative research to closely analyze data. My aim is to accurately measure the effectiveness of advertising used in social media from a strategic communications standpoint.

What would you love your future to be like in 5 years?

First, I would like to successfully complete my PhD studies! Eventually, I would like to find a position at a well-regarded research institution to continue my research and teach. I look forward to sharing my knowledge and experience with my colleagues and students. In addition, I want to get my work published in the top journals. My ultimate goal is to be a distinctive scholar.

What's your favorite thing about Austin? about Texas?

Above all, I like the diversity in Austin. Here, I have the flexibility and freedom to express myself. People in Austin are very friendly and accepting of other people from all backgrounds and cultures, so I never feel alienated. Also, I love the eclectic live music scene in Austin. I like Texas because people from Texas are so proud of where they come from and what they have, and it makes me proud to live in Texas and be with Texans.