Eun Sook Kwon Headshot

Eun Sook Kwon

Associate Professor

School of Communication
College of Liberal Arts
exkgpt@rit.edu
585-475-5209
Office Location
EAS-3182

Eun Sook Kwon

Associate Professor

School of Communication
College of Liberal Arts

Education

BA, Hannam University (Korea); MA, University of Texas at Austin; Ph.D., University of Georgia

Bio

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.

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exkgpt@rit.edu
585-475-5209

Select Scholarship

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.
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.
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National/International Competition Award Winner
Kwon, Eun Sook, et al. Advertising Research Foundation. Great Mind Awards. New York, New York, 2020.
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.
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.
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.
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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.
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.
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.
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Currently Teaching

COMM-211
Principles of Advertising
3 Credits
An introduction to principles and practices of advertising. Topics include advertising theories, ethics, regulation, consumer research, media planning, message strategy, and campaign planning strategy.
COMM-401
Quantitative Research Methods
3 Credits
An introduction to the methods and ethics of scientific, scholarly communication research including methods of locating, analyzing, critiquing, and conducting communication research. The course focuses on empirical research methods and leads to the development of a research project proposal suitable for implementation in senior thesis in communication. This course should be taken during the student's third year.
COMM-702
Communication Theories
3 Credits
Over the course of this term we will cover mass communication theory from its inception as a field of study, to major trends, followed by current applications of previous paradigms, and finally into the development of new theoretical frameworks. While the main focus of this course is the integration of current mass communication theory with an individual and organizational online presence, we will also focus on how digital platforms can inform the future of theoretical research and vice versa. From a practical perspective, students will be able to apply these theories to their integrative approaches in creative digital communication and design.
COMM-720
Thesis Preparation Seminar
0 Credits
An introduction to graduate study and research in communication including the theoretical, conceptual, and methodological parameters of communication and its sub-disciplines. Participants will interact with the faculty teaching required and elective communication courses. Attention will be drawn to scholarly writing and research design. When possible, the course is organized in conjunction with the department’s colloquium series.
COMM-800
Communication Thesis/Project
1 - 6 Credits
A guided research project that focuses on designing, conducting, and completing a research project. The project culminates in a public presentation and defense.
COMM-890
Continuation of Thesis/Project
0 Credits
A guided research study culminating in an original, systematic, and scholarly study of a significant communication problem. Focuses on designing, conducting, and completing an independent research project. The progress of each project is publicly defended.

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