Eun Sook Kwon
Associate Professor
School of Communication
College of Liberal Arts
Program Director- Communication MS
585-475-5209
Office Location
Eun Sook Kwon
Associate Professor
School of Communication
College of Liberal Arts
Program Director- Communication MS
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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-421
Media Planning
3 Credits
An introduction to developing, executing, and managing media plans for advertising and public relations. This course covers the characteristics and uses of advertising media, media terms and calculations, media strategies and tactics, and media plan development and implementation.
COMM-717
Artificial Intelligence and Communication
3 Credits
Communication has been impacted by automation and advances in information technology, and now artificial intelligence is changing how we interact with socio-technical systems. In this course, we will explore historical, ethical, computational, and cultural perspectives to understand the implications of algorithmic processes on communication and society. During the course, students will learn how to analyze various digital products and identify the potential consequences of algorithmic systems on various demographics.
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.