Dr. Hye Jin Yoon
About: Hye Jin Yoon is an Associate Professor in the Department of Advertising and Public Relations at the University of Georgia. Her research expertise is in humor advertising and humor psychology, with growing interest in sustainable marketing and advertising.
Ph.D., Mass Communication, University of Georgia
M.A., Mass Communication, University of Georgia
B.A., Mass Communication, Korea University
Research Interests and Activities
Yoon’s primary research interests are humor effects and schema incongruity processing in advertising. Other research interests include health and environmental issues in advertising and their impact on consumers and society, digital and social media advertising, and network and sentiment analysis. Her work has been published in the Journal of Advertising, Journal of Business Research, International Journal of Advertising, Journal of Health Communication, Health Communication, and Journal of Current Issues & Research in Advertising, among others.
Paper to be presented to American Advertising Academy (AAA) conference, San Diego, CA. Abstract: Given the prevalent use of social media in disseminating public service announcements (PSAs) encouraging healthy behavior, investigating the effects of user-generated comments alongside health messages became an important pursuit in the advertising and marketing scholarship. With this in mind, Facebook user-generated […]Read More
Dr. Yoon’s teaching interests including media planning, digital media, international advertising, consumer psychology, and quantitative research methods.
Prior to coming to UGA, Dr. Yoon has worked at SMU as a professor for nine years.