HyunKyung Lee

Hyunkyung is a PhD Candidate in Information Systems and Operations Management at Goizueta Business School of Emory University. She is interested in the areas related to online user behavior, ad-blocking technologies, digital strategy, and online advertising.

Her research objective is to deepen our understanding of online user behaviors and the strategic challenges companies encounter in adapting to emerging technologies, with the goal of improving the online user experience. Her current research agenda has been inspired by the intricate dynamics of ad-blocking technologies within the digital advertising ecosystem. Specifically, she explores the reasons behind the adoption of ad-blocking technologies and their implications, considering the diverse perspectives of various stakeholders, including consumers, advertisers, and online platforms. Her methodological approach is characterized by the rigorous application of empirical methods, encompassing econometrics, survival analysis, and experimental designs, augmented by machine learning paradigms when appropriate.

Prior to joining the program, she co-founded a tech start-up company that offers user behavioral analytics. She earned a Master's degree in Management Engineering from KAIST in South Korea and a Bachelor's degree in Industrial Engineering from Yonsei University in South Korea.