About Minji Kim


I am Minji Kim, a postdoctoral scholar at the Center for Tobacco Control Research and Education (CTCRE) at the University of California, San Francisco.

I research targeted and tailored communication and its effects on persuasion of marketing and counter-marketing messages.

My recent projects examined:

  • the effects of character-audience similarity in anti-smoking PSAs and e-cigarette advertisements using demographic and psychographic targeting strategies,
  • marketing strategies of new tobacco products (including e-cigarettes and heat-not-burns) and its effects on adolescents and young adults,
  • reliable, valid, and efficient message evaluation protocol,
  • systematic review of targeted health campaigns, and
  • systematic review of tobacco-related communication targeting Asian Americans.

I use quantitative (mostly experiments) and qualitative methods to observe how the content and format features in persuasive messages elicit different audience responses.

My research has been published in journals including Human Communication Research, Health Communication, and Tobacco Control, and presented at academic conferences such as International Communication Association and American Public Health Association. A short popular science talk on peer crowd-based targeting in tobacco marketing and counter-marketing communication can be found here (February 2018, UCSF’s “It’s About a Billion Lives” annual symposium)

Current grants and research supports include UCSF’s Resource Allocation Program as a PI (2018-2019, total support $39,263) as well as training support from National Cancer Institute, Food & Drug Administration (Tobacco Centers of Regulatory Science; TCORS), California State’s Tobacco Related Diseases Research Program (TRDRP), and California Breast Center Research Program (CBCRP).

I received a PhD in Communication from the Annenberg School for Communication, University of Pennsylvania, and an MA in Communication from Seoul National University. Prior to my academic life, I worked as an associate consultant at the Boston Consulting Group’s Seoul office.

Also visit: ResearchGate profile; UCSF profile