Chunsik  Lee

Assistant Professor

Communication • College of Arts & Sciences

Areas of Expertise

Education

• Ph.D., Mass Communication, University of Florida Aug, 2011
• M.A., Communication, University of Minnesota Aug, 2007
• M.A., Communication, Seoul National University, Seoul, Korea Aug, 2002
• B.A., Communication, Seoul National University, Seoul, Korea Feb, 2000
 

Biography

Chunsik holds PhD in Mass Communications from University of Florida, and is an assistant professor in Communication at University of North Florida. He specialized in uses and applications of new media technologies in marketing communications. His work on social media and new communication technologies has been published in a number of publications. Before coming back to academia, he has traveled around the world to conduct a number of consumer research project. 

Awards

• University of Florida Graduate Alumni Fellow, Fall 2007- Summer 2011
• Outstanding International Student Award, College of Journalism and Communications, University of Florida, Fall 2009,
• Outstanding International Student Award, International Center, University of Florida, Fall 2007, Spring 2008
• University of Minnesota Alumni Fellow, Fall 2005
• Seoul National University Merit-based scholarship 2000 – 2001
 

Affiliations

• Member of American Academy of Advertising, 2007 – present
• Member of Association for Education in Journalism and Mass Communication, 2008 – present
 

Grants and Contracts Awarded

Hyojin Kim, Jorge Villegas, and Chunsik Lee (2009), “The Role of Emotions and Endorser Characteristics in Consumer Responses to DTC Advertising,” $2,750 granted for the 2009 American Academy of Advertising Research Fellowship. 

Publications & Presentations

PEER-REVIEWED JOURNAL PUBLICATIONS 

  1. Kim, Hyojin, and Chunsik Lee (IN PRESS), “Presumed Influence of Endorsers and Fear Appeal in DTC Prescription Drug Advertising: Are They Overpowering Consumers’ Judgments?” Journal of Medical Marketing.
  2. Kim, Hyojin, and Chunsik Lee (2012), “Differential Effects of Fear-Eliciting DTCA on Elaboration, Perceived Endorser Credibility, and Attitudes,” International Journal of Pharmaceutical and Healthcare Marketing, 6 (1), 4-22.
  3. Lee, Chunsik, Junga Kim, and Sylvia Chan-Olmsted (2011), “Online Branded Product Information Search Behavior: Brand Trust and Credibility of Online Information Sources Sought,” Journal of Marketing Communications, 17 (5), 355-374.
  4. Lee, Chunsik, and Jisu Huh (2010), “Website Trust Evaluation as Cognitive Information Processing and the Moderating Role of Involvement and Knowledge,” International Journal of Internet Marketing and Advertising, 6 (2), 168-198.

PROCEEDINGS PUBLICATIONS

  1. Lee, Chunsik, Vilma Jarvinen, and John Sutherland (2011), “Profiling Social Networking Site Users: Who Are the Most Responsive to Marketing Strategies,” Proceedings of the 2011 Conference of the American Academy of Advertising, Steven M. Edwards, ed., Dallas, TX: Southern Methodist University, 59-68.
  2. Shim, Sung-Wook, Chunsik Lee, and Dae-Hee Kim (2011), “The Antecedents of Attitude Toward IPTV Advertising: The Role of Interactivity and Advertising Value,” Proceedings of the 2011 Conference of the American Academy of Advertising, Steven M. Edwards, ed., Dallas, TX: Southern Methodist University, 156*. 
  3. Lee, Chunsik, and Jon Morris (2010), “Why Do Consumers Tolerate Online Video Advertising? Factors Influencing Attitudes Toward and Avoidance of Online Video Advertising,” Proceedings of the 2010 Conference of the American Academy of Advertising, Wei-Na Lee, ed., Austin, TX: University of Texas, 76*.
  4. Lee, Chunsik, and Chang-Hoan Cho (2009), “The Ineffectiveness of Keyword Search Advertising,” Proceedings of the 2009 Conference of the American Academy of Advertising, Glen Nowak, ed., Atlanta, GA: Centers for Disease Control and Prevention, 9*.
  5. Lee, Chunsik, and Jisu Huh (2008), “Website Trust Evaluation as Cognitive Information Processing and the Role of Involvement and Knowledge,” Proceedings of the 2008 Conference of the American Academy of Advertising, Shelly Rodgers, ed., Columbia, MO: University of Missouri, 258-260**.
  6. Lee, Chunsik, and Jisu Huh (2007), “The Impact of Offline Advertising on Initial Trust Formation of Dot-com Websites,” Proceedings of the 2007 Conference of the American Academy of Advertising, Kim Bartel Sheehan, ed., Eugene, OR: University of Oregon, 195-196**.

 CONFERENCE PRESENTATIONS

  1. Kim, Junga, and Chunsik Lee (2012), “Why Are Social Media Users Willing to Share Information on Social Networking Sites? Applying the Knowledge Sharing Model to Social Networking Sites” presented at the 2012 American Academy of Advertising Conference, March 16-18, Myrtle Beach, South Carolina.
  2. Lee, Hyung-Seok, Chunsik Lee, and Jae-Hee Park (2012), “The Pairing Effects of the Personality of Sporting Events and Brands on Consumer Responses,” presented at the 2012 American Academy of Advertising Conference, March 16-18, Myrtle Beach, South Carolina.
  3. Lee, Chunsik, Vilma Jarvinen, and John Sutherland (2011), “Profiling Social Networking Site Users: Who Are the Most Responsive to Marketing Strategies,” presented at the 2011 American Academy of Advertising Conference, Mesa, Arizona, April 7-10, 2011.
  4. Shim, Sung-Wook, Chunsik Lee, and Dae-Hee Kim (2011), “The Antecedents of Attitude Toward IPTV Advertising: The Role of Interactivity and Advertising Value,” presented at the 2011 American Academy of Advertising Conference, Mesa, Arizona, April 7-10, 2011.
  5. Lee, Chunsik, and Jon Morris (2010), “Why Do Consumers Tolerate Online Video Advertising? Factors Influencing Attitudes Toward and Avoidance of Online Video Advertising,” presented at the 2010 American Academy of Advertising Conference, Minneapolis, MN, March 18-21, 2010.
  6. Lee, Chunsik, Junga Kim, and Sylvia Chan-Olmsted (2009), “Online Branded Product Information Search Behavior: Brand Trust and Credibility of Online Information Sources Sought,” Presented to the Advertising Division at the Annual Conference of the Association for Education in Journalism and Mass Communication, Boston, August 5-8, 2009.
  7. Guo, Miao, and Chunsik Lee (2009), “Stealing Television’s Eyeball Share? The Impact of Alternative Video Distribution Platforms on Television Viewing,” Presented to the Communication Technology Division at the Annual Conference of the Association for Education in Journalism and Mass Communication, Boston, August 5-8, 2009.
  8. Lee, Chunsik (2009), “Signaling Effects of Offline Advertising on Consumer Trust in Online Advertisers,” presented to the Graduate Education Interest Group at the Annual Conference of the Association for Education in Journalism and Mass Communication, Boston, August 5-8, 2009.
  9. Lee, Chunsik, and Chang-Hoan Cho (2009), “The Ineffectiveness of Keyword Search Advertising,” Presented at the 2009 American Academy of Advertising Conference, Cincinnati, OH, March 26-29, 2009.
  10. Roberts, Marilyn S., Eun-Soo Rhee, Chunsik Lee, and Jinsoo Kim (2008), “Uses and Gratifications Among Korean Cyworld Social Network Users,” Presented to Communication Technology Division at the Annual Conference of the Association for Education in Journalism and Mass Communication, Chicago, August 6-9, 2008.
  11. Lee, Chunsik, and Jisu Huh (2008), “Website Trust Evaluation as Cognitive Information Processing and the Role of Involvement and Knowledge,” Presented at the 2008 American Academy of Advertising Conference, San Mateo, CA, March 27-30, 2008.
  12. Lee, Chunsik, and Jisu Huh (2007), “The Impact of Offline Advertising on Initial Trust Formation of Dot-com Websites,” Presented at the 2007 American Academy of Advertising Conference, Burlington, VT, April 12-15, 2007.
  13. Lee, Chunsik (2007), “A Discourse of Mixed-Blood Around the Hines Ward Event: From ‘Contaminated by Other blood’ to ‘Shared by the Same Blood’” Presented at the Annual SJMC Graduate Student Organization Conference, University of Minnesota, March 1, 2007.
  14. Lee, Chunsik (2006). “The Effect of Exposure to Advertisements in Offline Media on Perceived Trust in Online Shopping Websites,” Presented at poster session: An Interdisciplinary Conference on New Media and Internet Studies, University of Minnesota, September 15-17, 2006.
  15. Lee, Chunsik, and Stephen Mass (2006), “How Does Relational Thinking Influence Celebrity Advertisement Processing?: An Extension of the Match-Up Hypothesis,” Presented at the Annual SJMC Graduate Student Organization Conference, University of Minnesota, March 22, 2006.

LeeContact Information

(904) 620-2650

chunsik.lee@unf.edu