Dr Junbum Kwon

Dr Junbum Kwon

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



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



  • 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 | 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, vol. 51, pp. 502 - 514, http://dx.doi.org/10.1080/00913367.2021.1913265
    Journal articles | 2021
    Kwon J; Lin H; Deng L; Dellicompagni T; Kang MY, 2021, 'Computerized emotional content analysis: empirical findings based on charity social media advertisements', International Journal of Advertising, vol. 41, pp. 1314 - 1337, http://dx.doi.org/10.1080/02650487.2021.2012070
    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, vol. 31, pp. 164 - 172
  • Conference Papers | 2021
    Park E; Wong RK; Kwon J; Chu VW, 2021, 'Anchoring-and-Adjustment to Improve the Quality of Significant Features', in Web Information Systems Engineering – WISE 2021, Springer International Publishing, pp. 189 - 197, http://dx.doi.org/10.1007/978-3-030-90888-1_15