Dr Jun Chul Kim
Lecturer in Digital Business

Research area(s)

My research is method-led. I combine text analytics (NLP, LLM-based and aspect-based sentiment analysis), social network analysis, controlled experiments and econometric models (hurdle models, mediation) to answer marketing and innovation questions. My work falls into two areas.

Marketing Analytics

• Consumer perception from unstructured data. Using large-scale review and social-media data, I study how consumers form expectations, emotions and judgements. Hospitality and tourism serve as data-rich testbeds.
• Human–AI decision-making. Through pre-registered experiments, I examine when and why people over-rely on AI advice under time pressure. I also study whether LLMs can act as research participants.

Innovation Policy

• Innovation networks and policy. Using CORDIS data on FP7, Horizon 2020 and Horizon Europe, I analyse participation, brokerage, coordination and IP outcomes across organisation types, and the effects of widening policy.
• Innovation governance. Through temporal analysis of ESG reports, I study how Korean telecom operators govern and report on innovation over time.

Research Interests

Current research projects and working papers

Marketing Analytics

• How Aspect-Level Sentiment Asymmetrically Shapes Consumer Expectations: The Moderating Role of Spatial Distance in Online Restaurant Reviews — with C. Koo and others; under revision at International Journal of Hospitality Management.
• AI overreliance under time urgency: a dual-process account — manuscript being finalised (targeting Annals of Tourism Research).
• The Non-Linear Impact of Prior Knowledge on Tourist Emotional Experience — manuscript being finalised (targeting Journal of Travel Research).
• Visiting the Wrong Place: How Overtourism Destinations Shape Perceptions of Visitors' Environmental Consciousness — working paper (targeting Tourism Management).
• LLMs as research participants — in progress.

Innovation Policy

• Widening in the EU Framework Programmes: A Four-Channel Test across FP7, Horizon 2020 and Horizon Europe — in progress (targeting Research Policy).
• Innovation governance in Korean telecoms: a temporal analysis of ESG reports — under development.