Dr Yuri Seo

PhD, MCom (Hons), BCom (Hons)


Dr Yuri Seo is a Senior Lecturer in Marketing at the University of Auckland Business School. His current research examines psychological and sociological approaches to consumer behaviour in the contexts of (1) luxury consumption, (2) digital consumption, (3) prosocial behaviours, and (4) global consumer culture. Yuri’s research has been published in major A/A* business journals (e.g., Journal of Advertising, Journal of Travel Research, Journal of Business Research, Marketing Letters, and Journal of Business Ethics) as well as the leading media and cultural studies journals (e.g., International Journal of Cultural Studies, Journal of Consumer Culture, and The Information Society). He was a recipient of several research awards, including University of Auckland Early Career Research Excellence Award (ECREA) and ANZMAC Emerging Researcher of the Year Award. Yuri is also currently serving as Deputy Head of Department - Research at the Department of Marketing and as Director of Korea Studies Centre at the New Zealand Asia Institute.

Research | Current

  • Selected Publications in Business Journals:​ 

1. Septianto, F., Seo, Y., Errmann, A. (2020). Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands, Journal of Business Ethics, forthcoming (A in ABDC, 3 in ABS, FT50).

2. Septianto, F., Seo, Y., Sung, B., Zhao, F. (2020). Authenticity and Exclusivity Appeals in Luxury Advertising: The Role of Promotion and Prevention Pride, European Journal of Marketing, forthcoming (A* in ABDC, 3 in ABS).

3. Lee, J., Cui, Y., Kim, J., Seo, Y., Chon, H. (2020). Photo Taking Paradox: Contrasting Effects of Photo taking on Travel Satisfaction and Revisit Intention, Journal of Travel Research, forthcoming (A* in ABDC, 4 in ABS).

4. Seo, Y., Ko, D., Kim, J. (2019). It is all in the mind(set)! Matching mindsets and luxury tourism, Journal of Travel Research, DOI: 10.1177/0047287519888280 (A* in ABDC, 4 in ABS).

5. Jung, J., Yu, J., Seo, Y., Ko, E. (2019). Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows, Journal of Business Research, DOI: 10.1016/j.jbusres.2019.10.038 (A in ABDC, 3 in ABS).

6. Cui, Y., Errmann, A., Kim, J., Seo, Y. [equal contribution], Xu, Y., Zhao, F. (2019). Moral effects of physical cleansing and pro-environmental hotel choices, Journal of Travel Research, DOI: 10.1177/0047287519872821 (A* in ABDC, 4 in ABS).

7. Leban, M., Seo, Y., Voyer, B. (2019). Transformational effects of social media lurking practices on luxury consumption, Journal of Business Research, DOI: 10.1016/j.jbusres.2019.09.010 (A in ABDC, 3 in ABS).

8. Fifita, I., Seo, Y., [equal contribution], Ko, E., Conroy, D., Hong, D. (2019). Fashioning organics: Wellbeing, sustainability, and status consumption practices, Journal of Business Research, DOI: 10.1016/j.jbusres.2019.01.005 (A in ABDC, 3 in ABS).

9. Errmann, A., Seo, Y. [equal contribution], Choi, Y., Yoon, S. (2019). Divergent effects of friend recommendations on disclosed social media advertising in the U.S. and Korea, Journal of Advertising, 48(5), 495-511 (A in ABDC, 3 in ABS).

10. Seo, Y., Kim, J., Choi, Y., Li, X. (2019). In ‘likes’ we trust: likes, disclosures, and firm-serving motives on social media, European Journal of Marketing, 53(10), 2173-2192 (A* in ABDC, 3 in ABS).

11. Dolan, R., Seo, Y. [equal contribution], Kemper, J. (2019). Complaining practices on social media in tourism: A value co-creation and co-destruction perspective, Tourism Management, 73, 35-45 (A* in ABDC, 4 in ABS).

12. Kim, J., Seo, Y. ​[equal contribution] (2019). An evolutionary perspective on risk-taking in tourism, Journal of Travel Research, 58(8), 1235-1248 (A* in ABDC, 4 in ABS).

13. Seo, Y., Buchanan-Oliver, M. (2019). Constructing a typology of luxury brand consumption practices, Journal of Business Research, 99, 414-421 (A in ABDC, 3 in ABS).

14. Choi, Y., Seo, Y., Wagner, U., Yoon, S. (2018). Matching luxury brand appeals with attitude functions on social media across cultures, Journal of Business Research, DOI: 10.1016/j.jbusres.2018.10.003 (A in ABDC, 3 in ABS).

15. Seo, Y., Li, X., Choi, Y., Yoon, S. (2018). Narrative transportation and paratextual features of social media in viral advertising, Journal of Advertising, 47(1), 83-95 (A in ABDC, 3 in ABS).

16. Septianto, F., Sung, B., Seo, Y., and Tugiman N. (2018). Proud volunteers: the role of self- and vicarious-pride in promoting volunteering, Marketing Letters, 29 (4), 501-519 (A in ABDC, 3 in ABS).

17. Cruz, A., Seo, Y., Buchanan-Oliver, M. (2018). Religion as a field of transcultural practices in multicultural marketplaces, Journal of Business Research, 91, 317-325 (A in ABDC, 3 in ABS).

18. Han, J., Seo, Y., Ko, E. (2017). Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application, Journal of Business Research, 74, 162-167 (A in ABDC, 3 in ABS).

19. Seo, Y., (2016). Professionalized consumption and identity transformations in the field of eSports, Journal of Business Research, 69(1), 264-272 (A in ABDC, 3 in ABS).

20. Kwon, J., Seo, Y., Ko, D. (2016). Effective luxury-brand advertising: The ES-IF matching model, Journal of Advertising, 45(4), 459-471 (A in ABDC, 3 in ABS).

21. Seo, Y., Buchanan-Oliver, M., Cruz, A. (2015). Rethinking luxury brand markets as confluences of multiple cultural beliefs. International Marketing Review, 32(2), 141-159 (A in ABDC, 3 in ABS).

22. Ko, D., Seo, Y., Jung, S. (2015). Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea. Marketing Letters, 26(3), 377-390 (A in ABDC, 3 in ABS).

23. Akaka, M., Corsaro, D., Kelleher, C., Maglio, P., Seo, Y., Lusch, R., Vargo, S. (2014). The role of symbols in value cocreation, Marketing Theory, 14(3), 311-326 (A in ABDC, 3 in ABS).


  • Selected Publications in Media and Cultural Studies Journals:​ 

24. Seo, Y., Cruz, A. [equal contribution], Fifita, I. (2020). Cultural Globalization and Young Korean Women's Acculturative Labor: K-beauty as Hegemonic Hybridity, International Journal of Cultural Studies, DOI: 10.1177/1367877920907604 (A* in ERA).

25. Cruz, A., Seo, Y. [equal contribution], Binay, I. (2019). Cultural globalization from the periphery: translation practices of English-speaking K-pop fans, Journal of Consumer Culture, DOI: 10.1177/1469540519846215 (A in ERA).

26. Cruz, A., Seo, Y. [equal contribution], Rex, M. (2018). A practice theoretical perspective of trolling in online communities, The Information Society, 34(1), 15-26​ (A in ABDC, 3 in ABS, A in ERA).

27. Seo, Y., Jung, S. (2016). Beyond solitary play in computer games: The social practices of eSports, Journal of Consumer Culture, 16(3), 635-655 (A in ERA).


  • Other Publications in ABDC A-ranked Journals:

28. Choi, Y., Seo, Y., Yoon, S. (2017). E-WOM messaging on social media: Social ties, temporal distance, and message concreteness, Internet Research, 27(3), 495-505 (A in ABDC).

29. Seo, Y., Kelleher, C., Brodie R. (2017). Broadening brand engagement within the service-centric perspective: An intersubjective hermeneutic framework, Journal of Service Theory and Practice, 27(2), 317-335 (A in ABDC).

30. Gosling, M., Richard, J., Seo, Y. (2017). Markets and market boundaries: A social practice approach, Journal of Service Theory and Practice, 27(2), 408-426 (A in ABDC).

31. Seo, Y., Buchanan-Oliver M. (2015). Luxury branding: The industry, trends, and future conceptualizations, Asia Pacific Journal of Marketing and Logistics, 27(1), 82-98 (A in ABDC).

32. Seo, Y. (2013). Electronic sports: a new marketing landscape of the experience economy, Journal of Marketing Management, 29(13-14), 1542-15-60 (A in ABDC).

33. Buchanan-Oliver, M., Seo, Y. (2012). Play as co-created narrative in computer game consumption: the hero’s journey in Warcraft III, Journal of Consumer Behaviour, 11(6), 423-513 (A in ABDC).


  • Editorial and Viewpoint Publications:

34. Seo, Y., Dolan, R., Buchanan-Oliver, M. (2019). Playing games: Advancing research on online and mobile gaming consumption, Internet Research, 29(2), 289-292 (A in ABDC).

35. Seo, Y., Cruz, A, Fam, K. (2015). Food consumption and marketing: Turning toward Asia, Journal of Consumer Marketing, 32(7), 501 - 504 (A in ABDC).

36. Seo, Y., Buchanan-Oliver, M., Fam, K. (2015). Advancing research on computer game consumption: A future research agenda, Journal of Consumer Behaviour, 14(6), 353-356 (A in ABDC).

37. Seo, Y., Gao, H.  (2015). Towards a value-based perspective of consumer multicultural orientation, European Management Journal, 33(1), 30-36 (B in ABDC).

38. Seo, Y., Fam, K. (2015). Researching asian consumer culture in the global marketplace, Qualitative Market Research: An International Journal, 18(4), 386-390 (B in ABDC).

Teaching | Current


  • 2017 - 2020 MKTG705 Advanced Consumer Behaviour

  • 2016 - 2020 MKTG303 Consumer Behaviour

  • 2017 - 2018 MKTG306 Advertising and Promotion

  • 2016 BUS101 Business and Enterprise I

Postgraduate supervision

  • Current PhD:

Amy Errmann - Mindfulness and Consumer Behaviour

Marina Leban (ESCP) - Luxury Consumption and Social Media

Saira Khan  - Anthropomorphism and Emotions in Consumer Behaviour 


  • Current MCom:

Vikki Xiong - Grotesque Advertising and Sustainable Luxury Consumption

Sue Bai - Material and Experiential Luxury Consumption on Social Media

Dayeon Choi (Yonsei) - Luxury Customization and Well-being Consumer Behaviours


Prospective PhD/MCom students must have a keen interest in consumer behaviour concepts and methods. It is advantageous if you can explain how your research ideas might be relevant to my research portfolio (see above). I do not supervise survey, case study, modelling, or marketing strategy research.


  • Research Awards and Honours:

2019 Consumer Culture Theory Conference Best Competitive Paper Award

2019 ANZMAC Best Paper in Consumer Behaviour Track Award

2019 ANZMAC Best Paper in International Marketing Track Award

2018 University of Auckland Early Career Research Excellence Award (ECREA)

2018 Global Marketing Conference Best Paper Excellence Award

2018 Emerald Literati Network Award for Excellence, Highly Commended Paper in Internet Research

2017 ANZMAC Emerging Researcher of the Year Award

2016 Emerald Literati Network Award for Excellence, Winner of the Outstanding Paper in APJML

2016 KSMS International Conference Best Paper Excellence Award

2015 KSMS International Conference Best Paper Premier Award

2014 ANZMAC Best Paper in Services Marketing Track Award

2013 ANZMAC/EMJ Early Career Conference Paper Award


  • Service Awards and Honours:

2019 Global Fashion Management Conference Outstanding Service Award

2018 Invited Speaker for Culture and Design Management Program Special Lecture Series at Yonsei University

2018 Outstanding Reviewer, Journal of Business Research

2017 Global Fashion Management Conference Best Track Chair Award


  • ​Competitive Research Grants and Funding:

2017 - 2019 CUPKS Korea Studies Research Fund (PI)

2016 - 2018 University of Auckland SRT Grant $59,000 (PI)

2016 - 2018 University of Auckland FRDF Grant $17,500 (PI)

2016 - 2018 Amore Pacific Foundation Sponsored Research Agreement $12,000 (PI)

2013 Victoria University DVC Research Establishment Grant $10,000 (PI)


  • ​External Research Visits:

2019 Visiting Professor, Zicklin School of Business, Baruch College, CUNY

2019 Visiting Professor, Korea University Business School

2019 Adjunct Professor, Yonsei University Fashion Marketing Lab

2017 - 2018  Visting Professor, ESCP Europe Business School

2016 Visiting Professor, Yonsei University Culture and Design Management Programme 


  • Internal Responsibilities:

2020 - Present Deputy Head of Department - Research, Department of Marketing

2017 - Present Director of Korea Studies Centre, New Zealand Asia Institue (NZAI)

2018 - 2019 Research Advisor, Department of Marketing

2017 - 2018 Postgraduate Coordinator, Department of Marketing


  • External Responsibilities:

Associate Editor, Internet Research (A in ABDC)

Associate Editor (Fashion Consumer Behavior), Journal of Global Fashion Marketing (B in ABDC)

Editorial Review Board, Journal of Business Research (A in ABDC, 3 in ABS)

Editorial Review Board, Journal of Advertising (A in ABDC, 3 in ABS)

Editorial Review Board, International Journal of Advertising  (A in ABDC)

Editorial Review Board, Australasian Marketing Journal (A in ABDC)

Editorial Review Board, Asia Pacific Journal of Marketing and Logistics (A in ABDC)

Areas of expertise

  • Consumer Mindsets

  • Digital Consumption

  • Luxury Branding

  • Prosocial Behavior

  • Multicultural Marketing

  • Marketing in Asia


Contact details

Primary office location

Level 4, Room 412
New Zealand

Web links