Eun Sook Kwon Headshot

Eun Sook Kwon

Assistant Professor

School of Communication
College of Liberal Arts
Program Director- Communication MS

585-475-5209
Office Location

Eun Sook Kwon

Assistant 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 Humanization on Social Networking Sites: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Engagement." International Journal of Internet Marketing and Advertising. (2020): (accpeted for pubication in May 2020). 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 2017 impact factor: 0.574). 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 2017 impact factor: 2.328). 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 2017 impact factor: 1.497). 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 2017 impact factor: 2.509). 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 2017 impact factor: 2.494; Cited by 42 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 181 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-702
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-800
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
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.
COMM-401
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-720
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-421
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.