Sophia Song

My journey with marketing began in 2021 when I worked as a market researcher for digital therapeutics at BigCare, a health AI startup. I developed a keen interest in the new frontier that is AI, initially due to its scalability, which could help deliver evidence-based mental health therapy or other types of health services through online using AI and AI recommendation services at a lower cost. My experience as a market researcher at a digital healthcare startup sparked my interest in marketing. Through analyzing consumer behavior, market trends, and competitive position, I developed an appreciation for having strategic marketing influence on business growth and user engagement. The intersection of data-driven decision-making, consumer psychology, and brand strategy fueled my enthusiasm for marketing. 

In 2022, I was busy navigating through my first year at the master’s program at Yonsei (UIC) while taking on a project offered by my professor as an HCI & UX research intern. I contributed to business growth by conducting targeted market and competitor research in the APAC digital education sector, with a focus on Indonesia. Through analyzing UX/UI usability, optimizing product localization, and leading stakeholder presentations, I developed a strong understanding of how strategic marketing aligns with business objectives and user needs. Here, I had the opportunity to engage more directly with users of the provided services.

In 2023, in my final year at Yonsei (UIC), I worked as a digital marketing intern at Onoma.AI, a startup using AI technologies in k-Webtoon art creation. I had the opportunity to engage directly with users of the services, gaining firsthand insights into their needs, preferences, and challenges. I was especially intrigued by how these platforms craft immersive narratives that foster deep emotional connections with audiences. This fascination led me to explore the evolving role of AI in Webtoon content creation, particularly how it influences artistic authenticity, creative processes, and audience perceptions. As a result, I chose to write my thesis on Song, S. (2024), Examining people’s attitudes and perspectives towards generative AI technologies in Webtoon content creation at Yonsei University. My research used both quantitative and qualitative approaches to explore how generative AI reshapes artistic production, impacts consumer trust in digital art, and transforms audience engagement in the Webtoon industry. This experience deepened my understanding of how consumer behavior shapes product development and market strategy. Over time, I became increasingly interested in entertainment marketing, particularly within the Webtoon and K-culture industries, as I observed how digital content platforms captivate global audiences through localization and strategic branding.