Eun Sook Kwon

Eun Sook Kwon

Assistant Professor
585-475-5209
3182 Eastman Hall

Dr. Kwon has a B.A. in English Language and Literature from Hannam University in South Korea, an M.A. in Advertising from the University of Texas at Austin, and a Ph.D. in Mass Communication (advertising concentration) from the University of Georgia.

Dr. Kwon primarily teaches advertising and quantitative research methods in the School of Communication. Her research investigates consumer engagement in brand communications in social media, media engagement in advertising, advertising message engagement, and replication in marketing/advertising research. Her recent research examined the impact of the surrounding media context on advertising effectiveness (a.k.a. media engagement) by systematically reviewing more than 50 years of media engagement research articles and conducting a meta-analysis. Her research has been published in peer-reviewed journals such as Asian Journal of Communication, European Journal of Marketing, International Journal of Advertising, Journal of Advertising Research, Journal of Business Research, and Journal of Marketing Communication.

Degrees: 
Ph.D. University of Georgia
Publications: 

Refereed Journal Publications:

Kwon, Eun Sook, Karen W. King, Greg Nyilasy, and Leonard N. Reid (in print), “Impact of Media Context on Advertising Memory: A Meta-Analysis,” Journal of Advertising Research. (SSCI Journal 2016 impact factor: 2.034)

Kim, Jooyoung, Eun Sook Kwon, and Bong-chul Kim (2018), “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), 93-113. (SSCI Journal 2016 impact factor: 0.638)

Kim, Jooyoung, Sun Joo Ahn, Eun Sook Kwon, and Leonard N. Reid (2017), “TV Advertising Engagement as a State of Immersion and Presence,” Journal of Business Research, 76, 67-76. (SSCI Journal 2016 impact factor: 3.354)

Kwon, Eun Sook, Yan Shan, Joong Suk Lee, and Leonard N. Reid (2017), “Replicative Research in Leading Marketing Journals: A Longitudinal Analysis of Inter-Study and Intra-Study Replications,” European Journal of Marketing, 51 (1), 257–278. (SSCI Journal 2016 impact factor: 1.333)

Kim, Dong Hoo, Eun Sook Kwon, Young-A Song, and Yongjun Sung (2015), “Connecting to the Elusive Sports Fan: NFL And MLB Teams’ Fan Relationship Management on Facebook,” Journal of Advertising and Promotion Research, 4 (1), 77–108.

Um, Nam-Hyun, Kyung-Ok Kim, Eun Sook Kwon, and David Wilcox (2015), “Symbols or Icons in Gay-Themed Ads: How to Target Gay Audience,” Journal of Marketing Communication, 21 (6), 393–407.

Kwon, Eun Sook, Eunice Kim, Yongjun Sung, and Chan Yun Yoo (2014), “Brand Followers: Consumer Motivation and Attitude toward Brand Communications on Twitter,” International Journal of Advertising, 33 (4), 657–680. (Journal impact factor: 1.169)

Kwon, Eun Sook, and Yongjun Sung (2011), “Follow Me! Global Marketer’s Twitter Use,” Journal of Interactive Advertising, 12 (1), 4–16.

 

Conference Proceedings and Presentations:

Kwon, Eun Sook, Karen W. King, Greg Nyilasy, and Leonard N. Reid (2017), “A Meta-Analysis of the Impact of Media Context on Ad Attitudes,” abstract in Proceedings of the 2017 Global Conference of the American Academy of Advertising, 148.

Kim, Jooyoung, Hyejin Bang, and Eun Sook Kwon (2015), “Brand Awe: A Key for Luxury and Premium Brand Marketing,” abstract in Proceedings of the 2015 Conference of the American Academy of Advertising, 104.

Kim, Jooyoung, Sun Joo Ahn, and Eun Sook Kwon (2014), “Dimensions of Advertising Engagement,” abstract in Proceedings of the 2014 Conference of the American Academy of Advertising, 86.

Kwon, Eun Sook, and Jooyoung Kim (2013), “Personality Dimensions of Brands on Social Networking Sites: Evidence of Brand Humanization in Social Media,” abstract in Proceedings of the 2013 Conference of the American Academy of Advertising, 162.

Kwon, Eun Sook, Yan Shan, Joong Suk Lee, Jason Furst, and Leonard N. Reid (2013), “Replication Trends in Marketing Journals: An Update,” abstract in 2013 annual Winter Marketing Educators' Conference Proceedings, 24, 31–32.

Kwon, Eun Sook, Jooyoung Kim, and Bong-chul Kim (2013), “Personality Dimensions of Brands on Social Networking Sites: A Study of Brand Personality Structures,” abstract in Proceedings of the 2013 Global Conference of the American Academy of Advertising, 7.

Kim, Eunice, Eun Sook Kwon, Yongjun Sung, and Hamsu Kang, “Brand Word-of-mouth on Twitter,” Advertising and Consumer Psychology Conference, San Diego, CA, June 13-15, 2013.

Kwon, Eun Sook, “An Examination of Social Network Theory,” Association for Education in Journalism and Mass Communication Annual Conference, Chicago, IL, August 9-12, 2012.

Kwon, Eun Sook, Eunice Kim, Yongjun Sung, and Chan Yun Yoo (2012), “Motivations for Following Brands and Attitudes toward Brand Communications on Twitter,” abstract in Proceedings of the 2012 Conference of the American Academy of Advertising, 60.

Kim, Dong Hoo, Eun Sook Kwon, Young-A Sung, and Yongjun Sung, “Connecting to the Elusive Sports Fan: A Content Analysis of Official Facebook Fan Pages of NFL and MLB Teams,” Global Marketing Conference, Seoul, South Korea, July 19-22, 2012.

Kim, Dong Hoo, Eun Sook Kwon, and Young-A Sung, “Defense! Or You Will Lose Your Fans! NFL and MLB Teams’ Fan Relationship Management on Facebook,” Association for Education in Journalism and Mass Communication Annual Conference, Chicago, IL, August 9-12, 2012.

Um, Nam-Hyun, Kyung-Ok Kim, and Eun Sook Kwon (2012), “Symbols or Icons in Gay-themed Ads: How to Target Gay Audience,” abstract in Proceedings of the 2012 Conference of the American Academy of Advertising, 172.

Kim, Eunice, Eun Sook Kwon, and Yongjun Sung, “Antecedents of Consumer Attitudes Toward Brand Communications on Twitter: A Consumer Socialization Framework,” Global Marketing Conference, Seoul, South Korea, July 19-22, 2012.

Kwon, Eun Sook, and Yongjun Sung (2011), “Follow Me, We Will Be Your Best Friends! A Content Analysis of Global Brands’ Twitter Use in South Korea,” abstract in Proceedings of the 2011 Asia-Pacific Conference of the American Academy of Advertising, 79.

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, St. Louis, MO, August 10-13, 2011.

Um, Nam-Hyun, So-Jung Kim, Eun Sook Kwon, and Ji-Won Choi (2011), “Creative Characteristics of Celebrity Endorsement in Korean and U.S. Prime Time TV Commercials,” abstract in Proceedings of the 2011 Asia-Pacific Conference of the American Academy of Advertising, 20.