Photo: Soojin Kim

Soojin Kim

Assistant Professor
Darlene and Thomas O. Ryder Professor
212 Hodges Hall | 225-578-5042 |


Soojin Kim, Ph.D., is an assistant professor in the Manship School of Mass Communication and teaches visual communication. Soojin Kim received her doctorate from the University of Florida of Mass Communication. She holds M.F.A. in Advertising Design from Ewha Womans’ University (in Seoul, Korea) and M.A. in Advertising from the University of Texas at Austin.   

In addition to her scholarly record, she has about ten years of professional experience in advertising and marketing industry, including two years as CEO of her own marketing-communication company. She worked for advertising agencies such as JWT Korea as an advertising creative designer, and for several marketing agencies as a web designer, an account executive, and marketing director, working with major clients such as Unilever, Kraft Food, Microsoft Korea, Intel Korea, HP Korea, Cisco Systems, and so on.

Her primary research interests include visual communication in Advertising, visual persuasion including cognitive and affective processes, consumer psychology, emotional value, and strategic communication. She is interested in exploring the consumers’ psychological mechanisms of how visual message effects in advertising can help persuade consumers and facilitate engagement with ad messages and the brands. She won several Top Paper awards and two dissertation awards from national and international academic conferences and journals. Her research appeared in several journals including the Journal of Interactive Advertising, Psychology & Marketing, Digital Journalism, and Journal of Marketing Communications as well as academic conferences. 

Selected Publications

Jang, E.W., Kim, S., Kim, H., Chun, J., & Jung, A. (In Press). Role of recommendation sizes and travel involvement in evaluating travel destination recommendation services: Comparison between Artificial Intelligence and travel experts. Journal of Hospitality and Tourism Technology.

Heo, J., Kim, S., & Jung, A. (2022). The effects of contextual cues and visual clarity in sponsorship disclosures on the interpretive process: Processing fluency. Journal of Interactive Advertising, 22(3), 223-237.  

Hwang, J. & Kim, S. (2022). The effects of packaging design of private brands on consumers’ responses. Psychology & Marketing, 39(4), 777-796.   

Jang, E. W., Chun, J., Kim, S., & Kang, Y. (2021). The effects of anthropomorphism on how people evaluate algorithm-written news. Digital Journalism, 1-22.  

Kim, S., Jung, A., & Kim, Y. (2021). The effect of typeface on ad effects considering the congruence of typefaces and communicator’s perceived power. Journal of Marketing Communications, 27(7), 716-741.  

Cho, M., Park, S., & Kim, S. (2021). When an organization violates public expectations: A comparative analysis of sustainability communication for corporate and nonprofit organizations. Public Relations Review, 47(1), 101928.  

Jang, E.W., Kim, J., Kim, S., & Chun, J. (2021). The role of engagement in travel influencer marketing: The perspectives of dual process theory and the source credibility model. Current Issues in Tourism, 24(17), 2416-2420.