Dr Yuri Seo

PhD, MCom (Hons), BCom (Hons)


Dr Yuri Seo is a Senior Lecturer in Marketing at the University of Auckland Business School, and Director of Korea Studies Centre at the New Zealand Asia Institute. In his research, Yuri focuses on how postmodern consumers acquire, utilise, cross-fertilise, and transform cultural resources for their personal and/or broader social needs. Currently, this encompasses three distinct streams of research: (1) digital consumer culture and behaviour, (2) luxury consumption and cultural branding, and (3) multicultural marketplaces. Yuri’s research has been published in leading academic journals, such as Journal of Advertising, Journal of Business Research, Marketing Letters, International Marketing Review, and Journal of Consumer Culture, among others. He was a recipient of several awards, including Emerald Literati Network Award for Excellence and ANZMAC/EMJ Early Career Research Award. Prior to (re-)joining the University of Auckland in 2016, Yuri held the positions of Senior Lecturer and Postgraduate Director in Marketing at Victoria University of Wellington.

Research | Current

  • Selected Publications:​ 

Seo, Y., Buchanan-Oliver, M. (2017). Constructing a typology of luxury brand consumption practices, Journal of Business Research, DOI: 10.​1016/​j.​jbusres.​2017.​09.​019

Cruz, A., Seo, Y., Buchanan-Oliver, M. (2017). Religion as a field of transcultural practices in multicultural marketplaces, Journal of Business Research, DOI: 10.1016/j.jbusres.2017.07.022.

Cruz, A., Seo, Y. [equal contribution], Rex, M. (2017). A practice theoretical perspective of trolling in online communities, The Information Society (forthcoming).

Han, J., Seo, Y., Ko, E. (2017). Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application. Journal of Business Research, 74, 162-167.

Seo, Y., (2016). Professionalized consumption and identity transformations in the field of eSports, Journal of Business Research, 69(1), 264-272.

Kwon, J., Seo, Y., Ko, D. (2016). Effective luxury-brand advertising: The ES-IF matching model, Journal of Advertising, 45(4), 459-471.

Seo, Y., Jung, S. (2016). Beyond solitary play in computer games: the social practices of eSports, Journal of Consumer Culture, 16(3), 635-655.

Seo, Y., Buchanan-Oliver, M., Cruz, A. (2015). Rethinking luxury brand markets as confluences of multiple cultural beliefs. International Marketing Review, 32(2), 141-159.

Ko, D., Seo, Y., Jung, S. (2015). Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea. Marketing Letters, 26(3), 377-390.


  • Additional Publications:

Choi, Y., Seo, Y., Yoon, S. (2017). E-WOM messaging on social media: social ties, temporal distance, and message concreteness. Internet Research, 27(3), 495-505.

Seo, Y., Kelleher, C., Brodie R. (2017). Broadening brand engagement within the service-centric perspective: an intersubjective hermeneutic framework. Journal of Service Theory and Practice, 27(2), 317-335.

Gosling, M., Richard, J., Seo, Y. (2017). Markets and market boundaries: a social practice approach, Journal of Service Theory and Practice, 27(2), 408-426.

Seo, Y., Gao, H.  (2015). Towards a value-based perspective of consumer multicultural orientation. European Management Journal, 33(1), 30-36.

Akaka, M., Corsaro, D., Kelleher, C., Maglio, P., Seo, Y., Lusch, R., Vargo, S. (2014). The role of symbols in value cocreation. Marketing Theory, 14(3), 311-326.

Seo, Y. (2013). Electronic sports: a new marketing landscape of the experience economy. Journal of Marketing Management, 29(13-14), 1542-15-60.

Buchanan-Oliver, M., Seo, Y. (2012). Play as co-created narrative in computer game consumption: the hero’s journey in Warcraft III. Journal of Consumer Behaviour, 11(6), 423-513.


  • Invited and Viewpoint Publications:

Seo, Y., Buchanan-Oliver M. (2015). Luxury branding: the industry, trends, and future conceptualizations. Asia Pacific Journal of Marketing and Logistics, 27(1), 82-98.

Seo, Y., Fam, K. (2015). Researching asian consumer culture in the global marketplace. Qualitative Market Research: An International Journal, 18(4), 386-390.

Seo, Y., Cruz, A, Fam, K. (2015). Food consumption and marketing: turning toward Asia. Journal of Consumer Marketing, 32(7), 501 - 504.

Seo, Y., Buchanan-Oliver, M., Fam, K. (2015). Advancing research on computer game consumption: a future research agenda. Journal of Consumer Behaviour, 14(6), 353-356.


Teaching | Current

  • 2017 MTKG705 Advanced Consumer Behaviour

  • 2017 MKTG303 Consumer Behaviour

  • 2017 MKTG306 Advertising and Promotions

  • 2016 MKTG303 Consumer Behaviour

  • 2016 BUS101 Business and Enterprise I

  • 2016 Visiting Professorship, Yonsei University


  • Research Awards and Honours:

2016 Emerald Literati Network Award for Excellence, Winner of the Outstanding Paper in APJML

2016 KSMS International Conference Best Paper Excellence Award

2015 KSMS International Conference Best Paper Premier Award

2014 The Royal Society of New Zealand ECR

2014 ANZMAC Best Paper in Services Marketing Track Award

2013 ANZMAC/EMJ Early Career Conference Paper Award


  • Service Awards and Honours:

2017 Global Fashion Management Conference Best Track Chair Award


  • ​Competitive Research Grants and Funding:

2017 CUPKS Korea Studies Research Fund $5,500 (PI)

2016 University of Auckland SRT Grant $59,000 (PI)

2016 University of Auckland FRDF Grant $17,500 (PI)

2016 Amore Pacific Foundation Sponsored Research Agreement $12,000 (PI)

2013 Victoria University DVC Research Establishment Grant $10,000 (PI)


Areas of expertise

  • Cultural Branding

  • Digital Consumer Culture

  • Luxury Fashion and Branding

  • Multicultural Marketing

  • Marketing in Asia