Position:

Assistant Professor
Programme of Public Relations and Advertising

Office: T2-601-R7
Tel: (756) 3620743
Email: nc.ude.ciu@mikgnuyknow

                 
                                  PRA Dr. Wonkyung Kim 
      
Academic & Professional Qualifications
  • Ph.D. Information & Media (Specialization: Advertising) (Michigan State University, USA)
  • M.A. School of Media and Communication (Specialization: Advertising) (Korea University, Korea)
  • B.A. Department of Public Relations & Advertising (Sookmyung Women’s University, Korea)
Research Interests
  • Electronic word-of-mouth
  • Message and source credibility
  • Affect and emotional tone in persuasive message
Selected Research Project / Grants
  • 2018, Kim, Wonkyung, Principal Investigator, “A Study on eWOM Credibility: Who Do We Trust?”, UIC Research Grant
Selected Publications
  • 2019 (forthcoming), Kononova, Anastasia, Kim, Wonkyung, Joo, Eunsin and Lynch, Christine, Click, Click, Ad: The Proportion of Relevant (vs. Irrelevant) Ads Matters When Advertising Within Paginated Online Content. International Journal of Advertising.
  • 2019, Lou, Chen, Xie, Quan, Yang, Feng and Kim, Wonkyung, Does Non-Hard-Sell Content Really Work? Leveraging the Value of Branded Content Marketing in Brand Building. Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print
  • 2017, Kim, Wonkyung, Lee, Seungmin. (co-first authors), Park, Taiwoo and Peng, Wei, The Psychological Effects of Playing Exergames: A Systematic Review. Cyberpsychology, Behavior, and Social Networking, 20(9), 513-532. doi:10.1089/cyber.2017.0183
  • 2017, Boster, Franklin. J., Liu, Wuyu, Cheng, Ying, Kim, Wonkyung and Shaikh, Sonia, The Suasory Force of Sticky Messages: An Application to the Application of Sunscreen. Communication Studies.
  • 2017, Alhabash, Saleem, Almutairi, Nasser, Lou, Chen and Kim, Wonkyung, Pathways to Virality: Psychophysiological Responses Preceding Likes, Shares, Comments, and Status Updates on Facebook. Media Psychology
  • 2016, Kim, Wonkyung and Park, Taiwoo, Factors Leading to Viral Intention on Exercise Posts. In International Conference on Social Computing and Social Media (pp. 123-129). Springer International Publishing.
  • 2016, Boster, Franklin J., Liu, Wuyu, Thanomwong, P., Ying, Cheng, Kim, Wonkyung, Salmon-Seidmann, N. D. and Salmon and Charles. Taylor, Communicating to Influence Perceptions of Social Stigma: Implications for the Use of Signs by the Homeless as a Means of Soliciting Funds, American Behavioral Scientist. doi:10.1177/0002764216657379
  • 2016, Alhabash, Saleem, McAlister. Anna. R., Kim, Wonkyung, Lou, Chen, Cunningham, Carrie, Quilliam, Elizabeth and Richards, Jeffrey I. Saw it on Facebook, drank it at the bar!  Effects of exposure to Facebook alcohol ads on alcohol consumption, Journal of Interactive Advertising, 16(1), 44-58. doi: 10.1080/15252019.2016.1160330
Selected Peer-reviewed Conference Presentations
  • 2018, Kim, Wonkyung and Rifon, Nora J. How Emotion is Communicated in Online Reviews: The Use of Linguistic, Semantic, and Parasemantic Cues in Negative Word-of-mouth. Paper accepted at the conference for the International Communication Association, Prague, Czech Republic, May 24-28.
  • 2017, Kononova, Anastasia, Kim, Wonkyung, Joo, Eunsin and Lynch, Christine. Wait, it’s not relevant! How the probability of seeing congruent vs. incongruent ads in paginated online stories affects brand recognition and ad clicking intentions. Paper presented at the conference for the American Academy of Advertising, Boston, MA, March 23-26.
  • 2017, Almutairi, Nasser, Kim, Wonkyung and Lou Chen. Psychophysiological Responses Preceding Likes, Shares, Comments, and Status Updates on Facebook. Paper presented at the conference for the International Communication Association, San Diego, CA, May 25-29.
  • 2016, Boster, Franklin J., Liu, W., Cheng, Y., Kim, W., & Shaikh, S. (2016). The Suasory Force of Sticky Messages: An Application to the Application of Sunscreen. Paper presented at the conference for the National Communication Association, Philadelphia, PA, November 10-13.
  • 2016, Kononova, Anastasia, McAlister, Anna R., Oh, Hyunjeong, Kim, Wonkyung, Zahry, Nagwan, Cash, Sean, Qi, Chen, Gao, X., Figueira, L., & Li, X. (2016). Snack Choice Pick a carrot: The Effects of Multitasking with Screen Devices on Snack Food Choices. Paper presented at the interactive poster session at the conference for the International Communication Association, Fukuoka, Japan, June 9-13, 2016.
  • 2016, Boster, Franklin. J., Liu, Wuyu, Cheng, Ying, Kim, Wonkyung and Shaikh, Sonia, The Suasory Force of Sticky Messages: A Case of Asymmetric Message Effects. Paper presented at the paper session at the conference for the International Communication Association, Fukuoka, Japan, June 9-13.
  • 2016, Kim, Wonkyung and Park, Taiwoo. The Role of Tie-strength and Chance of Participation on Responses to Exercise Posts in Social Media. Paper presented at the interactive poster session at the conference for the International Communication Association, Fukuoka, Japan, June 9-13.
  • 2016, Viken, Greg, Kim, Wonkyung, Alhabash, Saleem and Smith, Sandy. An Analysis of Celebratory Drinking and Related Facebook Activity on College Campuses. Paper presented at the poster presentation at the Kentucky Conference on Health Communication, Lexington, KY, USA, April 14-16.
  • 2016, Kim, Wonkyung and Rifon, Nora J. Understanding the Impact of Negative Electronic Word-of-Mouth on Consumer: The Role of Emotional Intensity and Tie-Strength. Paper presented at the conference for the American Academy of Advertising, Seattle, WA, USA, March 17-20.
  • 2015, Al-Riyami, Abdullah, Almutairi, Nasser, Eisele, Morgan, Johnson, E., Kim, Wonkyung, Lou, Chen and Alhabash, Saleem. Psychophysiological Responses to Likes, Shares, Comments, and status updates on Facebook. Paper presented at the annual meeting for the Society for Psychophysiological Research, Seattle, WA, USA, September 30- October 4.
  • 2015, Kim, Wonkyung and Lou, Chen. Friends’ Tagging You on Facebook: Examining How Individual Traits Affect Consumers’ Reaction to Electronic-Word-of-Mouth (eWOM) and Social Media Metrics. Paper presented at the annual conference for the Association for Education in Journalism and Mass Communication, San Francisco, CA, USA, August 6-9.
  • 2015, Kim, Wonkyung, Lou, Chen, Peng, Wei and Tang, Lu. Dual Processing of Information in Social Media: Interaction Effects of Outcome Involvement with Argument Quality and the Group Identity Heuristic. Paper presented at interactive poster session at the conference for the International Communication Association, San Juan, Puerto Rico, May 21-25, 2015.
  • 2015, Alhabash, Saleem, McAlister. Anna. R., Kim, Wonkyung, Lou, Chen, Cunningham, Carrie, Quilliam, Elizabeth and Richards, Jeffrey I. Saw it on Facebook, drank it at the bar!  Effects of exposure to Facebook alcohol ads on alcohol consumption. Paper presented at the conference for the International Communication Association, San Juan, Puerto Rico, May 21-25.
  • 2014, Kim, Wonkyung and Choi, Sejung M. Understanding the Effects of Brand Promotion in Social Network Games: The Role of Congruence and Integration. Paper presented at the conference for the American Academy of Advertising, Atlanta, GA, USA, March 27-30.
  • 2013, Kim, Wonkyung, BinJohari, Hidayatt and Choi, Sejung M. A Study of Mobile Social Network Gamers’ Participation in Brand Promotions. Paper presented at the Spring Conference for Korean Advertising Society, Seoul, Korea, April 5.
  • 2012, Kang, Mihyun, Reeves, William R., Choi, Sejung M. and Kim, Wonkyung. Understanding the Effects of Negative Celebrity Information: The Role of Congruence. Paper presented at the annual conference for the Association for Education in Journalism and Mass Communication, Chicago, IL, USA, August 10-13.
Courses Taught
  • Communication Research
  • Account Planning & Research
  • Integrated Marketing Communication
  • Media Planning
  • Advertising & Society
  • Principles of Advertising
  • Language, Media, & Culture