Jewon Lyu

Education

Research

Consumer responses and behaviors in the context of: 

• Retail innovation and Human-Computer Interactions (HCI)
• Customer experience management in the omnichannel retailing environment 
• Business analytics in relation to e/m/social-commerce
• International retailing 
• VR, AR, XR 

Teaching

Merchandising and Fashion Business-related classes: Fashion Marketing, Seminar in Fashion Merchandising, Case studies, Retail Promotion and Advertising, Multi-channel Retailing, Customer Relationship Management

• Research Methods in Textiles, Merchandising, and Interiors (TXMI 8050)
• Advanced Topics in Retailing (TXMI 8240)
• Retail Analytics and Applications in the Fashion Business (TXMI 5540/7540)
• Retail Planning and Buying (TXMI 3240)  
• Fundamentals of Fashion Merchandising (TXMI 3210)
• SUMMER: Case Studies in Retail Industry (TXMI 5260E) to prepare a Fashion Scholarship Fund or Business Proposal! 

Prior Professional Positions

Editorial Appointments

Service

Current Classes

TXMI 3240: Retail Planning and Buying (FA26)

TXMI 8050: Research Methods in Textiles, Merchandising, and Interiors 

Current Research

Consumer behaviors/psychology in advanced communication channels (e.g., social media) and in various environments (e.g., self-service kiosk); corporate philantrophy in relation to marketing messages

Journal Articles

Selected Referred Journal Publications 

1. Lyu, J., Jiang, Z., and Kumar, A. (2026). From local values to community building: understanding millennial consumers’ motivations in U.S. farmers’ markets. Journal of International Food & Agribusiness Marketing, 1-28.
2. Shin, S., Lyu, J., and Jiang, Z. (2025). Assessing the impact of sustainable fashion opinion leaders on social media: A thematic analysis of #sustainablefashion on Twitter from 2021-2022. International Journal of Strategic Communication,1-29. https://doi.org/10.1080/1553118X.2025.2518295 [Indexed in SCOPUS; 2023 Impact Factor = 3.4].
3. Jiang, Z., Islam, S., and Lyu, J. (2024). Mixed teaching pedagogy on fashion merchandising students: an exploratory investigation on flipped- and lecture- based learning in retail mathematics courses.  International Journal of Fashion Design, Technology and Education, 1-13, https://doi.org/10.1080/17543266.2024.2433661. [Indexed in SJR = 0. 443³; H-Index 28].
4. ^GJiang, Z., and Lyu, J. (2024). The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an SOR framework perspective.  Journal of Product and Brand Management, 33(6), 702-716, https://doi.org/10.1108/JPBM-09-2023-4706. [Indexed in SSCI; 2023 Impact Factor 5.20].
5.  Boyer, S., Jiang, Z., and Lyu, J. (2024). Sustainable style without stigma: Can norms and social reassurance influence secondhand fashion recommendation behavior among Gen Z? Journal of Global Fashion Marketing, 15(3), 1-16, https://doi.org/10.1080/20932685.2024.2317796. [Indexed in ESCI; 2023 Impact Factor = 3.3].
6. Shin, S., Jiang, Z., Lim, R. E., and Lyu, J. (2024). Forecasting the Spread of Sustainability Movement: Computational Analysis on Social Media Messages Promoting Climate Actions. Journal of Current Issues & Research in Advertising, 45 (3), 1-19, https://doi.org/10.1080/10641734.2024.2366173. [Indexed in SCOPUS; 2023 Impact Factor = 5.8].
7. Lyu, J., Hahn, K., and Lee, H. J. (2023). Potential determinants of consumers' intention to purchase 3D printed fashion products. International Journal of Retail & Distribution Management, 51(8), 1027-1044,  https://doi.org/10.1108/IJRDM-09-2021-0437. [Indexed in SSCI; 2023 Impact Factor = 5.50]
8. Hogans, K. and Lyu, J. (2022). Double consciousness of Black Millennial consumers: Their experiences in retail space. Clothing and Textile Journal, 1-16, https://doi.org/10.1177/0887302X221100176. [Indexed in SSCI; 2020 Impact Factor = 1.90].
9. Lyu, J. and Kim-Vick, J. (2022). The effects of media use motivation on consumer retail channel choice: A psychological sense of community approach. Journal of Electronic Commerce Research, 23(3), 190-206. [Indexed in SSCI; 2022 Impact Factor = 3.9].
10. Copeland, L., Lyu, J., and Han, J.H. (2021). Does Familiarity Matter? Examining Model Familiarity in Instagram Advertisements. Journal of Internet Commerce, 1-25, https://doi.org/10.1080/15332861.2021.2011600. [H-Index; 2021 Impact Factor² = 4.1].
11. Lim, H.J., Childs, M., Cuevas, L., and Lyu, J. (2021). Between You and Me: The Effects of Content Ephemerality and the Role of Social Value Orientation in Luxury Brands’ Social Media Communication. Journal of Global Fashion Marketing, 12(2), 120-132, https://doi.org/10.1080/20932685.2021.1881579. [Indexed in ESCI; 2021 Impact Factor = 2.63].
12. Cuevas, L., Lyu. J., and Lim, H.J. (2021). Flow matters: Antecedents and outcomes of flow experience in social search on Instagram Journal of Research in Interactive Marketing,15(1), 49-67,  https://doi.org/10.1108/JRIM-03-2019-004. [Indexed in SSCI; 2021 Impact Factor = 4.69].
13. Lyu, J. and Kim, J. (2020). Antecedents of Social Media-Induced Retail Commerce Activities: Impact of Brand-consumer Relationships and Psychological Sense of Community. Journal of Interactive Advertising, 20(2), 119-132, https://doi.org/10.1080/15252019.2020.1769513. [Indexed in SCOPUS; 2020 Impact Factor = 4.50].
14. Hur, S.E., Lim, H.J., and Lyu, J. (2020). “I” or “She/he”? The effects of visual perspective on consumers’ evaluation of brands’ social media marketing: From imagery fluency perspective, Journal of Global Fashion Marketing, 11(1), 1-17, https://doi.org/10.1080/20932685.2019.1675526. [2020 Impact Factor = 2.63].