Eun Sook Kwon

College of Art and Design College of Engineering Technology College of Health Sciences and Technology College of Liberal Arts College of Science Golisano College of Computing and Information Sciences Golisano Institute for Sustainability International Campuses Kate Gleason College of Engineering National Technical Institute for the Deaf Saunders College of Business

Eun Sook Kwon

Associate Professor
College of Liberal Arts
School of Communication

2022 Submissions

Journal Paper

Kwon, Eun Sook and Jooyoung Kim. "Exploring Brand Humanisation on SNSs: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Behavioural Engagement." International Journal of Internet Marketing and Advertising. (2022): forthcoming. Web. «

2021 Submissions

Journal Paper

Nikolinakou, Angela, Joe Phua, and Eun Sook Kwon. "What Drives Loyal Fans of Brand Pages to Take Action? The Effects of Self‑Expansion and Flow on Loyal Page Fans’ Sharing and Creation Activities." Journal of Brand Management 28. (2021): 559-577. Web. «

Kwon, Eun Sook, et al. "Putting Things into Context: A Meta-Analysis of Media Context Effects on Attitudinal Outcomes." Journal of Advertising 50. 3 (2021): 330–347 (SSCI Journal 2019 impact factor: 6.302). Print. «

2020 Submissions

Journal Paper

Kwon, Eun Sook, Eunice Kim, and Yoo Jin Chung. "Social Break Up: Why Consumers Hide and Unlike Brands on Facebook." International Journal of Internet Marketing and Advertising 14. 3 (2020): 299–317. Web. «

Invited Keynote/Presentation

Kwon, Eun Sook,. "Impact of Media Context on Advertising Memory: A Meta-Analysis." ARF Insights Studio. Advertising Research Foundation. New York, New York. 9 Dec. 2020. Conference Presentation.

National/International Competition Award Winner

Kwon, Eun Sook, et al. Advertising Research Foundation. Great Mind Awards. New York, New York, 2020.

2018 Submissions

Journal Paper

Kim, Jooyoung, Eun Sook Kwon, and Bong-chul Kim. "Personality Structure of Brands on Social Networking Sites and Its Effects on Brand Affect and Trust: Evidence of Brand Anthropomorphization." Asian Journal of Communication 28. 1 (2018): 93-113. (SSCI Journal 2019 impact factor: 0.743; Cited by 20 articles). Print. «

Kwon, Eun Sook, et al. "Impact of Media Context on Advertising Memory: A Meta-Analysis." Journal of Advertising Research 59. 1 (2019): 99-128. (SSCI Journal 2019 impact factor: 2.169; Cited by 32 articles). Print. «

2017 Submissions

Journal Paper

Kwon, Eun Sook, et al. "Inter-study and intra-study replications in leading marketing journals: a longitudinal analysis." European Journal of Marketing 51. 1 (2017): 257-278. (SSCI Journal 2019 impact factor: 2.4135; Cited by 15 articles). Print. «

Kim, Jooyoung, et al. "TV Advertising Engagement as a State of Immersion and Presence." Journal of Business Research 76. (2017): 67-76. (SSCI Journal 2019 impact factor: 4.874; Cited by 47 articles). Print. «

Published Conference Proceedings

Kwon, Eun Sook, et al. "A Meta-Analysis of the Impact of Media Context on Ad Attitudes." Proceedings of the 2017 Global Conference of the American Academy of Advertising. Ed. Jisu Huh. Minneapolis, MN: n.p., Web. *

2015 Submissions

Journal Paper

Um, Nam-Hyun, et al. "Symbols or Icons in Gay-Themed Ads: How to Target Gay Audience." Journal of Marketing Communication 21. 6 (2015): 393–407. Web. «

Kim, Dong Hoo, et al. "Connecting to the Elusive Sports Fan: NFL and MLB Teams’ Fan Relationship Management on Facebook." Journal of Advertising and Promotion Research 4. 1 (2015): 77–108. Web. «

Published Conference Proceedings

Kim, Jooyoung, Hyejin Bang, and Eun Sook Kwon. "Brand Awe: A Key for Luxury and Premium Brand Marketing." Proceedings of the 2015 Conference of the American Academy of Advertising, March 26-29, Chicago, IL. Ed. Michelle Renee Nelson. Champaign, IL: n.p., 2015. Web. «

2014 Submissions

Journal Paper

Kwon, Eun Sook, et al. "Brand Followers: Consumer Motivation and Attitude toward Brand Communications on Twitter." International Journal of Advertising 33. 4 (2014): 657–680. (SSCI Journal 2019 impact factor: 3.606; Cited by 128 articles). Print. «

Published Conference Proceedings

Kim, Jooyoung, Sun Joo Ahn, and Eun Sook Kwon. "Dimensions of Advertising Engagement." Proceedings of the 2014 Conference of the American Academy of Advertising, March 27-30, Atlanta, GA. Ed. Jisu Huh. Minneapolis, MN: n.p., 2014. Web. «

2013 Submissions

Published Conference Proceedings

Kwon, Eun Sook, Jooyoung Kim, and Bong-chul Kim. "Personality Dimensions of Brands on Social Networking Sites: A Study of Brand Personality Structures." Proceedings of the 2013 Global Conference of the American Academy of Advertising, May 31-June 2, Honolulu, HI. Ed. Shu-Chuan Chu. Chicago, IL: n.p., 2013. Web. «

Invited Keynote/Presentation

Kim, Eunice, et al. "Brand Word-of-mouth on Twitter." Advertising and Consumer Psychology Conference. Society for Consumer Psychology. San Diego, CA. 13-15 Jun. 2013. Conference Presentation. «

2012 Submissions

Published Conference Proceedings

Um, Nam-Hyun, Kyung-Ok Kim, and Eun Sook Kwon. "Symbols or Icons in Gay-themed Ads: How to Target Gay Audience." Proceedings of the 2012 Conference of the American Academy of Advertising, March 15-18 in Myrtle Beach, SC. Ed. Margaret Morrison. Knoxville, TN: n.p., 2012. Web. «

Kwon, Eun Sook, et al. "Motivations for Following Brands and Attitudes toward Brand Communications on Twitter." Proceedings of the 2012 Conference of the American Academy of Advertising. Ed. Margaret Morrison. Knoxville, TN: n.p., 2012. Web. «

Invited Keynote/Presentation

Kwon, Eun Sook. "An Examination of Social Network Theory." Association for Education in Journalism and Mass Communication Annual Conference. AEJMC. Chicago, IL. 9-12 Aug. 2012. Conference Presentation. «

2011 Submissions

Journal Paper

Kwon, Eun Sook and Yongjun Sung. "Follow Me! Global Marketer’s Twitter Use." Journal of Interactive Advertising 12. 1 (2011): 4–16. (Cited by 279 articles). Web. «

Published Conference Proceedings

Um, Nam-Hyun, et al. "Creative Characteristics of Celebrity Endorsement in Korean and U.S. Prime Time TV Commercials." Proceedings of the 2011 Asia-Pacific Conference of the American Academy of Advertising, June 8-10, Brisbane, Australia. Ed. Carrie La Ferle and Gayle Kerr. Dallas, TX: n.p., 2011. Web. «

Kwon, Eun Sook and Yongjun Sung. "Follow Me, We Will Be Your Best Friends! A Content Analysis of Global Brands’ Twitter Use in South Korea." Proceedings of the 2011 Asia-Pacific Conference of the American Academy of Advertising, June 8-10, Brisbane, Australia. Ed. Carrie La Ferle and Gayle Kerr. Dallas, TX: n.p., 2011. Web. «

Invited Keynote/Presentation

Um, Nam-Hyun, Kyung-Ok Kim, and Eun Sook Kwon. "Use of Culturally Meaningful Symbols or Iconographies in Gay-Themed Ads." Association for Education in Journalism and Mass Communication Annual Conference. AEJMC. St. Louis, MO. 10-13 Aug. 2011. Conference Presentation. «