Sungha Jang, Ph.D.

Associate Professor
SCI 352
(415) 338-1325
Office Hours: 
SP 21: W12:30-2:30 and by appointment
Advising Duties & Hours: 

The primary goal of Dr. Jang's research is to examine the fundamental mechanisms of marketing phenomena and develop quantitative models applicable to general situations. Specifically, he is interested in consumers’ search behavior, choice decisions, and firms’ targeting strategies in various industries. His methodology includes Bayesian estimation to quantify complicated decision processes and text mining to understand market situations from unstructured data. His recent research topic is keyword search advertisement.


Ph.D., Marketing, University of Texas at Dallas, 2011
M.S., Marketing, Korea University, Korea, 2001
B.S., Statistics, Korea University, Korea, 1998
Research Interests: 

1) Research Topics

  • Consumer search behavior and choice decision
  • Keyword search advertising
  • Financial services marketing
  • Bayesian estimation and text mining analysis methods


2) Publications

Singh, Sonika and Sungha Jang (2020), “Search, purchase, and satisfaction in a multiple-channel environment: How have mobile devices changed consumer behaviors?” Journal of Retailing and Consumer Services, Available online 14 July 2020.

Kim, Alex Jiyoung, Sungha Jang, Hyun S. Shin (2019), “How Should Retail Advertisers Manage Multiple Keywords in Paid Search Advertising?” Journal of Business Research, Available online 10 December 2019.

Son, Junghwa, Ji Hye Kang, Sungha Jang (2019), “The Effects of Out-of-Stock, Return, and Cancellation Amounts on Order Amounts of an Online Retailer,” Journal of Retailing and Consumer Services, 51 November, 421-427. 

Song, Chanho, Sungha Jang, Jennifer Wiggins, and Ed Nowlin (2019), “Does Haste Always Make Waste? Service quantity, Service quality, and Incentives in Speed-intensive Service Firms,” Service Business, 13 (2), 289-304.

Zhen, Xueping, Gangshu (George) Cai, Reo Song, and Sungha Jang (2019), “The Effects of Herding and Word of Mouth in a Two-Period Advertising Signaling Model,” European Journal of Operational Research, 275 (1), 361-373.

Kim, Jungkeun, Yuanyuan (Gina) Cui, Sungha Jang, Mark T. Spence, Jongwon Park (2019), “Response to Thoemmes and Lemmer (2019) regarding Mediation Analysis Revisited,” Australasian Marketing Journal, 27 (2), 126-128.

Jang, Sungha, Jinsoo Kim, Reo Song, and Ho Kim (2018), “Advertising Strategy and Its Effectiveness on Consumer Online Search in a Defaming Product-Harm Crisis,” Asia Pacific Journal of Marketing and Logistics, 30 (3), 705-724.

  • Winner of Outstanding Paper in the 2019 Emerald Literati Awards

Kim, Jungkeun, Euejung Hwang, Megan Phillips, Sungha Jang, Jae-Eun Kim, Mark T. Spence, and Jongwon Park (2018), “Mediation Analysis Revisited: Practical Suggestions for Addressing Common Deficiencies,” Australasian Marketing Journal, 26 (1), 59-64.

Jang, Sungha, Tian Liu, Ji Hye Kang, and Huichen Yang (2018), “Understanding Important Hotel Attributes from the Consumer Perspective over Time,” Australasian Marketing Journal, 26 (1), 23-30.

Kang, Ji Hye, Su Yeon Kim, Sungha Jang, and Ae-Ran Koh (2018), “Can College Students’ Global Competence Be Enhanced in the Classroom? The Impact of Cross- and Inter-Cultural Online Projects,” Innovations in Education and Teaching International, 55 (6), 683-693.

Song, Reo, Ho Kim, Gene Lee, and Sungha Jang (2017), “Does Deceptive Marketing Pay? The Evolution of Consumer Sentiment Surrounding a Pseudo-Product-Harm Crisis,” Journal of Business Ethics, Published online: 26 October 2017, 1-19.

Jang, Sungha, Ashutosh Prasad, and Brian T. Ratchford (2017), “Consumer Search of Multiple Information Sources and Its Impact on Consumer Price Satisfaction,” Journal of Interactive Marketing, 40 (November), 24–40.

Jang, Sungha, Ji Hye Kang, and Junghwa Son (2017), “Promotion Effectiveness of Coupons and Reward Points by Fashion Product Categories at an Online Retailer,” Journal of Channel and Retailing, 22 (3), 1–17.

Jang, Sungha, Ashutosh Prasad, and Brian T. Ratchford (2016), “Consumer Spending Patterns Across Firms and Categories: Application to the Size and Share of Wallet,” International Journal of Research in Marketing, 33 (1), 123–139.

Song, Reo, Sungha Jang, and Gangshu (George) Cai (2016), “Does Advertising Indicate Product Quality? Evidence from Prelaunch and Postlaunch Advertising in the Movie Industry,” Marketing Letters, 27 (4), 791–804.

Jang, Sungha, Ashutosh Prasad, and Brian T. Ratchford (2012), “How Consumers Use Product Reviews in the Purchase Decision Process,” Marketing Letters, 23 (3), 825–838.


3) Book Chapters

  • Kang, Ji Hye, Sowon Hahn, Sungha Jang, and Junghwa Son (2017). “South Korea.” In Jaya Halepete and Shubhapriya Bennur (Eds.), Retailing in Emerging Markets (2nd ed.). New York, NY: Fairchild Books.
  • Jang, Sungha (2017). “How to Become a Business Analytics Expert” (in Korean). In Jaejun Jang, Onkyung Hwang, and Wonkyu Hwang (Eds.), The Fourth Industrial Revolution: What We Should Prepare. Seoul, Korea: Hanbit Biz.


Honors and Awards: 
  • Discipline-based Research Funding Award, Lam Family College of Business Administration, San Francisco State University, 2019
  • Winner of Outstanding Paper in the 2019 Emerald Literati Awards, 2019
  • CBA Summer Grant (1/9th of annual salary), College of Business Administration, Kansas State University, 2016
  • CBA Summer Grant ($7,500), College of Business Administration, Kansas State University, 2015
  • Developing Scholar Award, College of Business Administration, Kansas State University, December 2013
  • Doctoral Student Teaching Excellence Award, Naveen Jindal School of Management, University of Texas at Dallas, 2011
  • Graduate Fellowship, University of Texas at Dallas, 2005–2011
  • AMA Sheth Foundation Doctoral Consortium Fellow, Texas Christian University, 2010
  • Annual University of Houston Doctoral Symposium Presenter, 2009
  • INFORMS Doctoral Consortium Fellow, University of British Columbia, 2008
  • Annual University of Houston Doctoral Symposium Fellow, 2008


Professional Associations: 
1) Professional Position                                                        
  • Mirae Credit Information (allied with Experian UK)          November 2000–July 2005
     – Senior Business Consultant (Department of Credit Risk Management)
     – Developed credit risk management systems for financial institutions in South Korea
     – Built long-term relationships with the clients
     – Major clients: Woori Bank, LG Fire & Marine Insurance Co., Ltd., Shinhan Card Co., Ltd., Kookmin Bank
2) Consulting Activities                                                        
  • (effectiveness of keyword search advertisement during the Covid-19 pandemic, 2020)
  • (keyword search advertisement strategy development focusing on keyword selection, 2020)
  • (simulation study on the four different types of payment methods of keyword search advertisement, 2019)
  • (provided the efficient keyword search advertisement strategy based on empirical analysis, 2019)
  • (compared the three keyword search advertisement auction mechanisms for the largest portal website in Korea, 2018)
  • Centralized Supply Chain Services (advising on price forecasting models and customer management, 2016)
  • Purple Wave (developed prediction models, 2016–2017)
  • Boys and Girls Club of Manhattan (provided marketing research consulting in support of teaching, 2015)
  • Greater Manhattan Community Foundation (provided marketing research consulting in support of teaching, 2014)
  • McCANN Worldgroup Korea (proposed an advertising effectiveness analysis, 2014)
  • H&R Block (provided preliminary analysis for profit models, 2013)


3) Supervising MSBA student capstone projects at SFSU

  • KitNipBox (developing churn prediction models, 2020)
  • KitNipBox (measuring marketing impact focusing on advertisement on Facebook, 2020)
  • John Muir Land Trust (comparing donation prediction models using different data sources, 2020)
  • John Muir Land Trust (developing a donation prediction model, 2020)