Faculty and Staff

Dr. Jiyoung Hwang is Associate Professor of Marketing at Bryan School of Business & Economics, University of North Carolina at Greensboro. Prior to join UNCG, Dr. Hwang served her post-doc fellow position at Warrington College Business School at University of Florida. Dr. Hwang served visiting scholar at Aalto University (previously Helsinki School of Economics) in Finland and visiting scholar at Korea University in Korea, both of which are one of the top business schools in the country.

She holds her Ph.D. in retailing from Ohio State University and M.S. in international retailing from Michigan State University. Her research interests include AI-based services, the impact of conscious capitalism on traditional business and consumers, and branding and consumer experiences in the digital era. She has published articles in Journal of Business Research, European Journal of Marketing,International Marketing Review, Journal of Small Business Management, Journal of Services Marketing among others.

At UNCG, Dr. Hwang has taught marketing research (both face-to-face and online), promotion management, and retailing, along with digital marketing analytics to MBA students (from spring 2021). She also has advised students not only on marketing areas but also broader areas including e-sports sponsorship and older consumers’ behaviors and psychological well-being.

Her passion for research and teaching has been recognized with awards including 2017-2018 UNCG Alumni Teaching Award (University Level Award), Margaret Van Hoy Hill Dean’s Notable Scholar (two terms: 2016-2018, 2019-2021), 2017 Junior Faculty Research Excellence Award and 2017 Junior Faculty Teaching Excellence Award, among others honors from UNCG. Her past and current industry experiences include positions as a marketer, business consultant, columnist, and market analyst for various global companies such as Samsung Tesco and Kia Motors.

Dr. Hwang has written 150+ business columns on various cutting-edge business trends for Retail Magazine for 15 years since 2007 and MediaSR since 2017, and other media such as Dong-a Business Review(DBR). Her three single-authored books, “The Future of Retail Business” (2019), “Re:Store: 8 Strategies of Physical Stores in the Era of Digital Age” (2020), and “Who Designs Future of Shopping?” (2021), were published and received great attention from the practitioners at global companies and the Media in Korea.

Dr. Hwang is an internationally invited speaker for companies and governmental organizations including Hmart (a global retailer in the U.S.), Samsung, LG International, GS Retail, Amazon Korea, The Ministry of Agriculture, Food and Rural Affairs, World Food Forum, and Korean Chainstores Association to name a few. Dr. Hwang has also appeared on TV news and other U.S. media such as CNBC and MBC in the US and Korea for her expertise.