Haseon Park
Assistant Professor in the Hubbard School of Journalism and Mass Communication, the University of Minnesota.
- I dive deeper into examining how consumers build sustainable relationships with brands in the long term, overcoming the limitation of instant consumer-brand interaction.
- I learn more about integrating computational methods, such as web scraping through Beautiful Soup library in Python, social media data mining (mainly Twitter data through Twitter API), and NLP (natural language processing) techniques to extend the scope of my research.
- I believe in the value experimental methods can bring in to understand causal relationships between advertising tactics and consumer responses.
My work has been published in the Journal of Marketing Communications, Computers in Human Behavior, International Journal of Advertising, Journal of Interactive Advertising, Cyberpsychology: Journal of Psychosocial Research on Cyberspace, and International Journal of Mobile Communications.
Research Highlights by Topic Areas
Influencer Advertising
"Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers"
Journal of Interactive Advertising (Britt, Hayes, Britt, & Park, 2020)
Native Advertising
"Native Advertising in Mobile Applications: Thinking Styles and Congruency as Moderators"
Journal of Marketing Communications (Park, Kim, & Lee, 2018)
Information Diffusion
"Do Messages Spread Widely Also Diffuse Fast? Examining the Effects of Message Characteristics on Information Diffusion"
Computers in Human Behavior (Zhu, Kim, & Park, 2020)
Online Product Reviews
"Discourse Analysis of Online Product Reviews: A Discussion of Digital Consumerism and Culture"
Cyberpsychology: Journal of Psychosocial Research on Cyberspace (Park & Lee, 2019)
Emerging Media Usage
"Snapchat Usage from the International Perspective: Comparison between the United States and South Korea"
International Journal of Mobile Communications (Kim, Park, & Lee, 2021)
Curriculum Vitae
317 Murphy Hall, Minneapolis, MN 55455, USA | park1@umn.edu | Last Updated: 8/15/2022 |
Education
Ph.D. in Communication and Information Sciences
2022, The University of Alabama, Tuscaloosa, AL
Doctoral Committee Members: Dr. Jameson Hayes (Chair), Dr. Joseph Phelps, Dr. Michael Parrott, Dr. Brian Britt, and Dr. Gregory Bott
Dissertation: Towards Sustainable Consumer-Brand Relationship Building within Hashtag-Based Online Brand Communities
Master of Arts in Communication
2016 - 2018, University of North Dakota, Grand Forks, ND
Scholarships, Grants, & Honors
Best Paper Award
Jun 2022, ICORIA 2022 Annual Conference
Conference and Research Funding Award ($1000)
Mar 2022, The University of Alabama
Conference and Research Funding Award ($600)
Sep 2021, The University of Alabama
AEJMC Advertising Division Graduate Student Research Grant ($650)
Aug 2021, AEJMC 2021 Annual Conference
Graduate Council Fellowship ($52,041)
Fall 2021 - Spring 2022, The University of Alabama
AAA Graduate Student Scholarship ($100)
Jan 2021, American Academy of Advertising
Semifinalist for the 2021 C&IS Award for Outstanding Research by a Doctoral Student
Mar 2020, The University of Alabama
Lillian Elsinga Outstanding Student Leader Award
Apr 2018, University of North Dakota
AAA Graduate Student Travel Award ($500)
Mar 2018, American Academy of Advertising
Top 30 Finalists in the GRAD Day Research Competition
Mar 2018, 2019, University of North Dakota
Doctoral Student Travel Grant ($500)
Feb 2018, University of North Dakota
Third Place Winner in the GSIG Research Competition
Aug 2017, AEJMC 2017 Annual Conference
Research Experience
Journal of Advertising Student Reviewer Trainee
Fall 2020 - Spring 2021, Journal of Advertising
- Selected as a student reviewer participating in Student Reviewer Training (SRT) program hosted by the Journal of Advertising.
- Involved in a peer-review process of an original article submitted to the Journal of Advertising under the guidance of Dr. Jameson Hayes.
Editorial Assistant
Spring 2020, International Journal of Advertising
- Assisted editorial work for the International Journal of Advertising Special Issue on Advertising & Social Responsibility.
Research Assistant to Dr. Jameson Hayes
Fall 2019 - present, The University of Alabama
- Assisted in scraping and sorting Twitter data collected from Crimson Hexagon.
- Assisted in leading coder training for a content analysis project.
- Participated as a coder for a content analysis project.
Research Assistant to Dr. Nancy Brinson
Fall 2019, The University of Alabama
- Assisted in collecting data with a lab experiment for testing the influence of personalized television advertising on parents and children.
- Collected and summarized previous literature related to persuasion knowledge, personalized and addressable television advertising.
Research Lab Coordinator
Fall 2016 - Spring 2019, University of North Dakota
- Served as a lab coordinator for the Strategic Media & Advertising Research Team's Lab.
- Involved in several projects, including Twitter Big Data project, Super Bowl Advertising Project, Online Project Review Project.
Peer-Reviewed Journal Publications
Corporate Social Responsibility & The Advertising Strategic Planning Process: A Literature Review & Research Agenda
Jameson Hayes, Steven Holiday, and Haseon Park (2022)
International Journal of Advertising
Snapchat Usage from the International Perspective: Comparison between the United States and South Korea
Kim, Soojung, Haseon Park, Joonghwa Lee (2021)
International Journal of Mobile Communications
Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers
Britt, Rebecca, Jameson Hayes, Brian Britt, and Haseon Park (2020)
Journal of Interactive Advertising
Do Messages Spread Widely Also Diffuse Fast? Examining the Effects of Message Characteristics on Information Diffusion
Zhu, Xun, Youllee Kim, and Haseon Park (2020)
Computers in Human Behavior
Discourse Analysis of Online Product Reviews: A Discussion of Digital Consumerism and Culture
Park, Haseon and Joonghwa Lee (2019)
Cyberpsychology: Journal of Psychosocial Research on Cyberspace
Native Advertising in Mobile Applications: Thinking Styles and Congruency as Moderators
Park, Haseon, Soojung Kim, and Joonghwa Lee (2018)
Journal of Marketing Communications
Peer-Reviewed Journal Publications Under Review
Title Blinded
Holiday, Steven, Jameson Hayes, Haseon Park, Yuanwei Lyu, and Yang Zhou
under review in the Journal of Interactive Marketing (revise & resubmit)
Title Blinded
Brinson, Nancy, Steven Holiday, Haseon Park, and Yuanwei Lyu
under review in the International Journal of Advertising (revise & resubmit)
Peer-Reviewed Conference Papers
Broadening the Horizons of Advertising Research: An Analysis of Advertising Research Trends in Other Disciplines from 2011 through 2020
Hayes, Jameson, Jihoon Kim, Haseon Park, and Yuanwei Lyu (2022)
presented at the International Conference on Research in Advertising (ICORIA) 2022 Annual Conference, Jun 23-25, Prague, Czech Republic
Consumer-Brand Engagement and Social Media Influencers: A Discrete Emotion Perspective on Influencer Marketing Strategy Using Facial Expression and Linguistic Analysis
Holiday, Steven, Jameson Hayes, Haseon Park, Yuanwei Lyu, and Yang Zhou (2022)
presented at the International Conference on Research in Advertising (ICORIA) 2022 Annual Conference, Jun 23-25, Prague, Czech Republic
Connecting or Concerning: Mechanisms of the Perceived and Actual Influence of Addressable TV Advertising on Children and Their Parents
Brinson, Nancy, Steven Holiday, Haseon Park, and Yuanwei Lyu (2021)
presented at the American Academy of Advertising 2022 Annual Conference, Mar 24-27, St. Petersburg, FL
The Role of Twitter Usage Motivations in Influencing Brand, Influencer, Peer User Impacts on Native Ad Brand Outcomes
Park, Haseon, Jameson Hayes, Guy Golan, and Janelle Applequist (2020)
presented at the American Academy of Advertising 2021 Annual Conference, Mar 18-21, Virtual
Effectiveness of Social Media Influencer Advertising: Attachment to Social Media as a Key to Positive Consumer Engagement
Haseon Park (2020)
presented at the Association for Education in Journalism and Mass Communication 2020 Annual Conference, Aug 6-9, Virtual
Exploring Twitter Conversations around Four Brand Categories: A Computational Approach to Identify Dominant Topics and Content Characteristics
Haseon Park (2020)
presented at the Association for Education in Journalism and Mass Communication 2020 Annual Conference, Aug 6-9, Virtual
What is Engagement in Influencer Advertising on Social Media?: An Investigation of Psychological and Behavioral Aspects
Haseon Park (2020)
presented at the 2020 Association for Education in Journalism and Mass Communication Southeast Colloquium, Virtual
An Exploratory Study of Brand Communication on Twitter: Testing a Computational Approach to Identify Topic Dominance and Content Characteristics of Different Brand Categories
Haseon Park (2020)
presented at the 2020 Association for Education in Journalism and Mass Communication Southeast Colloquium, Virtual
Nobody Else But You: Understanding the Influence of Children's Personalized Advertising on Parents' Purchase Intentions in the Age of Addressable Television
Brinson, Nancy, Steven Holiday, Haseon Park, and Yuenwei Lui (2020)
presented at the International Communication Association 2020 Annual Conference, May 21-25, Virtual
Effects of Cultural, Social, and Technological Influences on Snapchat Usage: A Cross-Cultural Study Comparing United States, Germany, and South Korea
Park, Haseon, Joonghwa Lee, and Soojung Kim (2019)
presented at the Association for Education in Journalism and Mass Communication 2019 Annual Conference, Aug 7-10, Toronto, Canada
A Comprehensive Picture of Super Bowl Ads: Content Analysis of Super Bowl Ads from 1965s to 2015s
Lee, Joonghwa, Haseon Park, Emily Gibbens, and Soojung Kim (2019)
presented at the American Academy of Advertising 2019 Annual Conference, Mar 28-31, Dallas, TX
Snapchat Usage from the International Perspectives: Comparison between the United States and South Korea
Park, Haseon, Soojung Kim, and Joonghwa Lee (2018)
presented at the Association for Eduacation in Journalism and Mass Communication 2018 Annual Conference, Aug 6-9, Washington, DC
Discourse Analysis of Online Product Reviews in Online Shopping Websites in the Aspect of Digital Consumerism and Culture
Park, Haseon, and Joonghwa Lee (2018)
presented at the American Academy of Advertising 2018 Annual Conference, Mar 22-25, New York, NY
Effects of Brand Placement in Mobile Applications on Consumer Responses
Haseon Park (2017)
presented at the Association for Education in Journalism and Mass Communication 2017 Annual Conference, Aug 9-12, Chicago, IL (Third Place Winner in the GSIG Research Competition)
Other Research Presentations
Graduate Student Professional Development and Network Building
Haseon Park (2022)
presented in PF&R Panel session hosted by Advertising Division at the AEJMC 2022 Annual Conference, Aug 4, 2022, Detroit, MI
Navigating Data Collection Collaborations between Academia and Social Media Companies
Haseon Park (2022)
presented in PF&R Panel session hosted by Communication Technology and Mass Communication and Society Divisions at the AEJMC 2022 Annual Conference, Aug 3, 2022, Detroit, MI
Doctoral Students on Being a Doctoral Student: Research Examples from Current Doctoral Students
Haseon Park (2021)
presented in Panel 7 at the 2021 AAA Graduate Student Symposium, Sep 10, 2021, Virtual
50 Years of Super Bowl Ads: A Content Analysis from 1967 to 2018
Lee, Joonghwa, Haseon Park, Emily Gibbens, and Soojung Kim (2019)
presented at the 2019 GRAD day Research Competition, Mar 7, 2019 University of North Dakota (Top 30 Finalists)
Native Advertising: Is It Worth the Money?
Haseon Park (2019)
presented at the 3MT (3 Minute Thesis) Research Communication Competition, Jan 23, 2019, University of North Dakota, ND
Online Consumer Power in Online Product Reviews of E-Commerce Websites: Comparison between the United States and South Korea
Park, Haseon, and Joonghwa Lee (2018)
presented at the 2018 GRAD Day Research Competition, Mar 6, 2019 University of North Dakota (Top 30 Finalists)
Effects of Brand Placement in Mobile Applications on Consumer Responses
Park, Haseon, Soojung Kim, and Joonghwa Lee (2017)
presented at the 2017 GRAD Day Research Competition, Mar 3, 2017 University of North Dakota
Interpersonal Communication Strategies in a Situation of Crisis: Crisis Communication Perspective
Haseon Park (2017)
presented at the Graduate Colloquium held by the Department of Communication, Jan 31, 2017, University of North Dakota
Teaching Experience
Assistant Professor
Fall 2022, University of Minnesota
- JOUR 3004 Information for Mass Communication
Instructor of Record
Summmer 2021, The University of Alabama
- Led APR 422 Channel Planning class as an independent instructor.
- Guided students to learn overall media planning process with several softwares including Nielsen's Commspoint Influence, Ad$pender, MRI Simmons, Simply Analytics, etc.
Teaching Assistant
Fall 2020 - Spring 2021, The University of Alabama
- Taught four lab sections of APR 422 (Fall 2020, Spring 2021): Channel Planning, and guided students on how to use media analysis tools, such as Commspoint Influence, Ad$pender, MRI Simmons, and Simply Analytics.
- Assisted Dr. Nancy Brinson with course management of APR 522 (Spring 2021): Media Strategy & Analytics.
Instructor of Record
Fall 2016 - Spring 2019, University of North Dakota
- Led COMM 110 Fundamentals of Public Speaking class as an independent instructor.
- Taught 2 sections of COMM 110 class (Fall 2016 - Spring 2017).
- Taught 3 sections of COMM 110 class (Fall 2017 - Spring 2019).
Guest Lecturer
Nov 20, 2018, University of North Dakota
- Led a session of COMM 410: Research Methods in Communication class as a guest lecturer.
- Session topic: Introduction to Big Data
Guest Lecturer
Oct 18, 23, 2018, University of North Dakota
- Led a session of COMM 374: Principles of Strategic Communication class as a guest lecturer.
- Session topic: Promotional Writing
Guest Lecturer
Aug 27, 2018, University of North Dakota
- Led a session of COMM 402: International and Intercultural Communication class as a guest lecturer.
- Session topic: Introducing Cultural Characteristics of South Korea
Teaching Assistant
Fall 2016 - Spring 2017, University of North Dakota
- COMM 410: Research Methods in Communication (Spring 2017)
- COMM 402: International and Intercultural Communication (Fall 2016)
- COMM 212: Interpersonal Communication (Fall 2016)
Tutor
Fall 2016, University of North Dakota
- Participated in tutoring for language exchange program of Korean Language School held by Korean Culture Exchange Club.
Teaching Volunteer
Feb 2013 - Sep 2014, Seoul Salvation Army Child Care Center, Seoul, Korea
- Volunteered as a teacher for children at the Seoul Salvation Army Child Care Center as a member of the volunteering club "ARAM".
Professional Experience & Service
Faculty Success Program
Fall 2022, National Center for Faculty Development & Diversity
- Participating in the University-funded faculty success program hosted by NCFDD to increase research and writing productivity while maintaining a work-life balance.
AAA/AEF Future Visiting Professor Program
Jun 2021, American Academy of Advertising
- Selected to participate in the industry immersion sessions to learn practical insights from industry leaders of marketing and advertising.
- Executives from McCann, Ogilvy, R/GA, IBM, and Wavemaker participated.
Undergraduate Research & Creative Activity Conference
Mar 2021, The University of Alabama
- Served as a judge for evaluating undergraduate students' research presentations.
AAA Graduate Student Committee
Spring 2021 - present, American Academy of Advertising
- Served as a committee member of AAA Graduate Student Ad-hoc Committee to organize future conference events oriented toward enhancing graduate students' experiences at the annual AAA conferences.
- Organized 2021 AAA Graduate Student Symposium and served as the moderator of panel 3
Marketing Intern
Fall 2020, The University of Alabama
- Served as a marketing intern at the University of Alabama Marketing Department.
- Analyzed undergraduate student recruiting email campaign data and provided interpretations and suggestions for the future campaigns.
Weber Shandwick Media Genius Fellow
Jun 2020 - July 2020, Weber Shandwick, NY
- Selected for inaugural Media Genius Master Class Fellowship.
- Participated in 5-week sessions of industrial deep-dive workshop to sharpen media skills by exploring discussion topics, such as the impact of misinformation and disinformation, emerging media formats and content canvas, shifting influencer landscape, and its impact on society.
AAA Annual Conference Registration Student Volunteer
Mar 2017, 2018, 2019, American Academy of Advertising
- Provided information about the AAA 2017, 2018, 2019 annual conference.
- Assisted Patricia Rose and Betty Djerf with greeting attendees and helping them complete registration for the conference (AAA 2017).
- Assisted on-site registration process (AAA 2018, 2019).
Korean Culture Exchange Club
Fall 2016 - Fall 2018, University of North Dakota
- Vice President (Fall 2017 - Fall 2018).
- President (Fall 2016 - Spring 2017).
- Developed Korean Language School (KLS) program and hosted Korean Culture Night.
Sales Associate
Feb 2016 - Jun 2016, Olive Young, Seoul, Korea
- Served customers by providing product information and special offers.
- Managed products and acquired knowledge about distributin and sale of products.
Editor
Feb 2013 - Sep 2014, Seoul Salvation Army Child Care Center, Seoul, Korea
- Published an annual report featuring students' activities.
- Collected articles from members and sorted information into relevant sections.
Professional Memberships
American Academy of Advertising
Mar 2017 - present
Association for Eduacation in Journalism and Mass Communication (AEJMC)
Aug 2016 - present
Public Opinion Lab
Various research projects I have been working on are utilizing resources and softwares available from the courtesy of Public Opinion Lab in the College of Communication and Information Sciences at the University of Alabama.
Visit POL WebsiteResearch
Broad area of my research interests encompasses four key agenda:
(1) Computational advertising, (2) Consumer-brand relationship building in emergent media, (3) Influencer advertising, and (4) Native advertising.
- All
- Publications
- Conferences
- Other Presentations
International Journal of Mobile Communications
Snapchat Usage from the International Perspective: Comparison between the United States and South Korea
Kim, Park, and Lee (forthcoming)
2019 GRAD Day Research Competition
50 Years of Super Bowl Ads: A Content Analysis from 1967 to 2018
3MT (3 Minute Thesis) Research Communication Competition
Native Advertising: Is It Worth the Money?
Teaching
Ranging from instructor of record to teaching assistants, I have taught several courses in the broad realm of Communication. More specific to advertising, I have had an opportunity to teach APR 422: Channel Planning course as an independent instructor by leading students to learn the overall media planning processes as well as to operate Nielsen's Commspoint Influence tool, Ad$pender, MRI Simmons, Simply Analytics, etc.
APR 422: Channel Planning
Instructor of Record, The University of Alabama
- Led class as an independent instructor, teaching students to learn how to plan effective media strategies for client, Total Wine & More.
- Instructional format: Online synchronous
APR 422: Channel Planning
Teaching Assistant, The University of Alabama
- Taught four lab sections and guided students on how to use media analysis tools, such as Nielsen's Commspoint Influence, Ad$pender, MRI Simmons, and Simply Analytics.
- Helped students to interpret market data to plan for strategic media buy.
- Instructional format: Face-to-face
COMM 410: Research Methods in Communication
Guest Lecturer, University of North Dakota
- Topic: Introduction to Big Data
- Led a session as a guest lecturer to introduce how big data is being used in the advertising industry and the potential impact of it.
COMM 374: Principles of Strategic Communication
Guest Lecturer, University of North Dakota
- Topic: Promotional Writing
- Led a session as a guest lecturer to overview copywriting in advertising and public relations.
Professional Experience
As a young scholar starting to develop research program focusing on consumer-brand relationship building on emerging media platforms, I have been lucky to gain deeper practical insights from several fellowship and internship opportunities. From university to industry-leading firm, professional experience has led me to grow even more as a researcher who can conduct advertising research that may inform both academics as well as advertising practitioners.
AAA-AEF Future Visiting Professor
Jun 2021, American Academy of AdvertisingSelected to participate in the industry immersion program to learn practical insights from industry leaders in marketing and advertising firms, such as McCann, Ogilvy, R/GA, IBM, and Wavemaker.
Weber Shandwick Fellow
Jun 2020, Weber ShandwickSelected for inaugural Media Genius Master Class Fellowship and participated in 5-week industrial deep-dive workshop sessions to sharpen media skills by exploring timely topics, such as the impact of misinformation, emerging media formats and content canvas, influencer landscape.
Marketing Intern
Fall 2020, The University of AlabamaServed as a marketing intern at the Marketing Department of the University of Alabama to analyze campaign data of undergraduate student recruiting.
Contact
If you want to learn more about what I do, please feel free to contact me.
Work Address
317 Murphy Hall, Minneapolis, MN 55455
Email Me
park1@umn.edu
Call Me
+1 612 624 1064