Taemin Kim is a doctoral student (ABD) in the School of Journalism and Mass Communication and is minoring in Business Administration (marketing concentration) in the Carlson School of Management at the University of Minnesota. Inspired by professional experiences and based on the solid theoretical and methodological training in his graduate education, he has developed programmatic research interests focusing on: 1) advertising effects with an emphasis on advertising appeals and corporate responsibilities (CSR) campaigns, 2) how different corporate message strategies in social media impact consumers’ attitude and behavior, and 3) brand building through advertising, particularly warmth and competence perceptions of a brand influenced by advertising. In addition to his research, he worked as a TA for several advertising and mass communication courses. As an instructor, he is teaching Account Planning (JOUR 3253) fall semester in 2015. Prior to pursuing his graduate degree, he spent nine years working in advertising and marketing. Specifically, his professional experience includes serving as an account executive at a global ad agency (Phoenix Communications, a joint venture with Dentsu) and a global brand manager at LG Electronics headquarters.