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Dr Junbum Kwon

Dr Junbum Kwon

Senior Lecturer
Business School
School of Marketing

Research Interests:

Substantive: Content (Keyword, Topic, Voice, Picture, Video) analysis in mass & social media, ad, and product review, Ad effectiveness: social-issue and comparative ad, Product segmentation, Consumer purchase journey, Internet & Mobile search, Entrepreneurial marketing, Digital health communication

Methodological: Text-mining, Topic model, Machine learning, Deep learning, Econometrics, Structure model, Market-structure analysis, Network analysis, Topological data analysis, Bayesian analysis, Empirical industrial organization, Quasi-experiment, Cognitive science

Industry: IT, High-tech, Internet-of-Things, Wearable, Media, Beauty, Smartphone, TV

 

Qualifications:

PhD, Marketing, University of Toronto

MS Industrial Engineering, Pohang University of Science and Technology

B. Engineering, Industrial Engineering and Information Systems, B. Business Administration, Ajou University

 

 

 
E-mail
junbum.kwon@unsw.edu.au
  • Book Chapters | 2022
    Kwon J; Park E; Wong R; Chu V, 2022, 'Anchoring-and-Adjustment to Improve the Quality of Significant Features', in Zhang W; Zou L; Maamar Z; Chen L (ed.), International Conference on Web Information Systems Engineering, WISE 2021: Web Information Systems Engineering – WISE 2021, Springer, Cham, http://dx.doi.org/10.1007/978-3-030-90888-1_15
    Book Chapters | 2021
    Park E; Wong RK; Kwon J; Chu VW, 2021, 'Anchoring-and-Adjustment to Improve the Quality of Significant Features', in , pp. 189 - 197, http://dx.doi.org/10.1007/978-3-030-90888-1_15
    Book Chapters | 2021
    Park E; Wong RK; Kwon J; Chu VW, 2021, 'Maximizing Explainability with SF-Lasso and Selective Inference for Video and Picture Ads', in Advances in Knowledge Discovery and Data Mining, Springer International Publishing, pp. 566 - 577, http://dx.doi.org/10.1007/978-3-030-75762-5_45
  • Journal articles | 2024
    Park E; Wong RK; Kwon J; Chu VW, 2024, 'A stable model for maximizing the number of significant features', International Journal of Data Science and Analytics, 17, pp. 443 - 460, http://dx.doi.org/10.1007/s41060-023-00494-6
    Journal articles | 2024
    Pu W; Wang Y; Ibello GD; Chakraborty R; Yang M; Chan KW; Chowdhury R; Septianto F; Kwon J, 2024, 'Effective Awe-Inspiring Visual Content Strategy for Social Media Engagement with Ethical Fashion Brands: The Mediating Role of Deontological Ethical Beliefs', Journal of Business Ethics, http://dx.doi.org/10.1007/s10551-024-05872-z
    Journal articles | 2023
    Chan KW; Septianto F; Kwon J; Kamal RS, 2023, 'Color effects on AI influencers’ product recommendations', European Journal of Marketing, 57, pp. 2290 - 2315, http://dx.doi.org/10.1108/EJM-03-2022-0185
    Journal articles | 2023
    Gu W; Chan KW; Kwon J; Dhaoui C; Septianto F, 2023, 'Informational vs. emotional B2B firm-generated-content on social media engagement: Computerized visual and textual content analysis', Industrial Marketing Management, 112, pp. 98 - 112, http://dx.doi.org/10.1016/j.indmarman.2023.04.012
    Journal articles | 2022
    Abdul-Ghani E; Kim J; Kwon J; Hyde KF; Cui Y, 2022, 'Love or like: gender effects in emotional expression in online reviews', European Journal of Marketing, 56, pp. 3592 - 3616, http://dx.doi.org/10.1108/EJM-01-2021-0064
    Journal articles | 2022
    Al-Qershi OM; Kwon J; Zhao S; Li Z, 2022, 'Predicting crowdfunding success with visuals and speech in video ads and text ads', European Journal of Marketing, 56, pp. 1610 - 1649, http://dx.doi.org/10.1108/EJM-01-2020-0029
    Journal articles | 2022
    Kim J; Kim Y; Kwon J, 2022, 'When a Good Thing Becomes a Better Thing: The Role of Lateral Display in Upcycled Product Advertisements', Journal of Advertising, 51, pp. 502 - 514, http://dx.doi.org/10.1080/00913367.2021.1913265
    Journal articles | 2022
    Kwon J; Chan KW; Gu W; Septianto F, 2022, 'The role of cool versus warm colors in B2B versus B2C firm-generated content for boosting positive eWOM', Industrial Marketing Management, 104, pp. 212 - 225, http://dx.doi.org/10.1016/j.indmarman.2022.03.011
    Journal articles | 2022
    Kwon J; Lin H; Deng L; Dellicompagni T; Kang MY, 2022, 'Computerized emotional content analysis: empirical findings based on charity social media advertisements', International Journal of Advertising, 41, pp. 1314 - 1337, http://dx.doi.org/10.1080/02650487.2021.2012070
    Journal articles | 2022
    Septianto F; Kemper JA; Quang HP; Li S; Kwon J, 2022, 'The impact of social media visual features on acceptance of meat substitute', International Journal of Market Research, 64, pp. 756 - 772, http://dx.doi.org/10.1177/14707853221107309
    Journal articles | 2022
    Septianto F; Kwon J, 2022, 'Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions', International Journal of Research in Marketing, 39, pp. 1108 - 1126, http://dx.doi.org/10.1016/j.ijresmar.2021.12.006
    Journal articles | 2005
    Kwon J; Lee JS; Lee SH; Jun CH; Kim KJ, 2005, 'Multiresponse Optimization through a Loss Function Considering Process Parameter Fluctuation', Journal of the Korean Institute of Industrial Engineers, 31, pp. 164 - 172
  • Conference Presentations | 2023
    Ma X; Chan KW; Gu W; Septianto F; Liu H; Kwon J, 2023, 'Does Pre-Call Help or Hurt? Effects of Multimodal Marketing on Customer Community Building', presented at China Marketing International Conference 2023, 26 June 2023
    Conference Presentations | 2023
    Ma X; Gu W; Septianto F; Liu H; Kwon J; Chan KW, 2023, 'Does Pre-Call Help or Hurt? Effects of Multimodal Marketing on Customer Community Building', presented at 45th INFORMS Marketing Science Conference, 08 June 2023
    Conference Presentations | 2022
    Li S; Quang H; Kwon J; Septianto F, 2022, 'Negative Imagery Framing for Advertising Climate Change on Social Media', presented at 44th INFORMS Marketing Science Conference, University of Chicago, 16 June 2022 - 18 June 2022
    Conference Abstracts | 2022
    Liang Y; Wang Z; Liu Y; Chan KW; Kwon J; Septianto F, 2022, 'Visual Luxury Appeals: The Role of Extended-self and Hedonism for Social Media Engagement', in Proceedings of the 44th INFORMS Marketing Science Conference, presented at 44th INFORMS Marketing Science Conference
    Conference Presentations | 2022
    Liang Y; Wang Z; Liu Y; Chan W; Kwon J; Septianto F, 2022, 'Visual Luxury Appeals: The Role of Extended-Self and Hedonism for Social Media Engagement', presented at 44th INFORMS Marketing Science Conference, University of Chicago, 16 June 2022 - 18 June 2022
    Conference Presentations | 2021
    Abdussalam F; Han-Chen D; Kwon J; Al-Qershi O; Kim J; Choi J, 2021, 'Detecting SKU-level Product Image in Social Media and Product Sales', presented at 43rd INFORMS Marketing Science Conference, University of Rochester, 03 June 2021 - 05 June 2021
    Conference Presentations | 2021
    Chan W; Srinivasan S; Kwon J; Septianto F, 2021, 'Bittersweet in Visual Narratives: How Mixed Emotional Content Amplifies Consumer’s Digital Engagement Behavior', presented at 43rd INFORMS Marketing Science Conference, University of Rochester, 03 June 2021 - 05 June 2021
    Conference Presentations | 2021
    Kwon J; Chan W; Gu W; Septianto F, 2021, 'Cool and dark appeals to business customers? The role of color features in boosting Word-of-Mouth for B2B vs. B2C Firm-Generated-Content on social media', presented at 43rd INFORMS Marketing Science Conference, University of Rochester, 03 June 2021 - 05 June 2021
    Conference Papers | 2021
    Kwon J; Navajas C; Liu H; Trinh E; Oppewal H, 2021, 'Text Message Screen Positions in Video Advertising', in Proceedings of ANZMAC Conference, University of Melbourne, presented at ANZMAC Conference, University of Melbourne, 01 December 2021 - 03 December 2021
    Conference Presentations | 2021
    Navajas CL; Kwon J; Oppewal H; Liu F; Trinh E, 2021, 'Effective Relative Location of Text Message in Video Ad using Eye-tracker', presented at 43rd INFORMS Marketing Science Conference, University of Rochester, 03 June 2021 - 05 June 2021
    Conference Presentations | 2021
    Park E; Wong R; Kwon J; Chu V, 2021, 'Video Ads Content Analysis using Significant Features (SF) Lasso', presented at 43rd INFORMS Marketing Science Conference, University of Rochester, 03 June 2021 - 05 June 2021
    Conference Papers | 2021
    Septianto F; Kwon J, 2021, 'Too Cute to be Bad? How Cute Brand Logo Can Reduce Brand Punishment', University of Melbourne, presented at ANZMAC Conference, University of Melbourne, 01 December 2021 - 03 December 2021
    Conference Presentations | 2020
    Kwon J; Lin H; Deng L; Dellicompagni T; Kang MY, 2020, 'Computerized Emotional Content Analysis: Empirical Findings Based on Charity Advertisements', presented at ICAMA-KAS Conference, 31 October 2020 - 31 October 2020
    Conference Presentations | 2020
    Kwon J; Shin D; Lee G; Hwang S; An J, 2020, 'The Effect and Drivers of Trustworthy Face in Online Job Market Platform', presented at Conference on Artificial Intelligence, Machine Learning, and Business Analytics, Temple-CMU-New York University, 10 December 2020 - 11 December 2020
    Conference Presentations | 2020
    Kwon J; Trinh E; Liu F, 2020, 'Is Centre the Best Location? An Eye-Tracking Study of Text Message Location Strategies in Video Advertising', presented at Marketing Analytics Symposium – Sydney (MASS) Conference, Sydney, 03 February 2020 - 04 February 2020