Eun Sook Kwon Headshot

Eun Sook Kwon

Assistant Professor
School of Communication
College of Liberal Arts

585-475-5209
Office Location

Eun Sook Kwon

Assistant 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.

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

Currently Teaching

COMM-703
3 Credits
An introduction to and overview of the methods and ethics of scientific, scholarly communication research including quantitative and qualitative approaches. The course focuses on methods of locating, critically analyzing, and conducting communication research, and leads to the development of a research proposal suitable for a thesis or project.
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.
COMM-709
3 Credits
A review of the theory and practice of interactive advertising. Topics include digital interactive media used for advertising purposes, interactive advertising theories and models, and the strategies and tactics for developing effective ad campaigns using interactive media, including the internet, virtual communities, video games, and mobile phones.
COMM-211
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
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.

Select Scholarship

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 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.
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 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 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 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 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
Kim, Eunice, et al. "Brand Word-of-mouth on Twitter." Advertising and Consumer Psychology Conference. Society for Consumer Psychology. San Diego, CA. 13-15 Dec. 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 Dec. 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 Dec. 2011. Conference Presentation.