UMass Boston

Social marketing and corporate social responsibility, Health communication campaigns, Celebrity endorsement, Social media analytics 

PhD (Mass Communication), 2012, University of Florida
MA (Advertising), 2008, The University of Texas at Austin
BA (French Culture, American Culture, and Mass Communications), 2004, Sogang University

• Park, S.-Y., & Loo, B. T. (2022). The use of crowdfunding and social media platforms in strategic start-up communication: A big-data analysis. International Journal of Strategic Communication, 16(2), 313-331.
• Quintero Johnson, J. M., Sangalang, A., & Park, S.-Y. (2021). First-person, third-person, or bystander? Exploring the persuasive influence of perspective in mental health narratives. Journal of Health Communication, 26, 225-238.
• Park, S.-Y. (2020). The moderating role of descriptive norms on construal-level fit: An examination in the context of “less plastic” campaigns. Environmental Communication. Published online 28 October 2020.
• Cho, M., Park, S.-Y., & Kim, S. (2020). Comparing for-profits and nonprofits’ sustainability communication: The role of expectancy violation and attribution process. Public Relations Review. Published online 2 June 2020.
• Park, S.-Y., Sohn, H., Lee, J., & Go, E. (2020). Moderating effects of social norms and alcohol consumption on message framing in responsible drinking campaigns: Value from deviance regulation theory. Health Communication, 35(7), 793-803.
• Park, S.-Y., Kim, E., & Moon, M. J. (2020) Designing public information campaign as an effective policy tool: Construal-level fit effects and evidence from vignette-based experiment. Journal of Comparative Policy Analysis. Published online 14 January 2020.
• Park, S.-Y., & Yim, M. Y. (2020). Do celebrity endorsements benefit familiar luxury branding? A perspective from social adaption theory. Journal of Current Issues & Research in Advertising, 41(1), 20-35.
• Wu, L., Park, S.-Y., & Ju, I. (2019). Process or outcome focus? Understanding the impact of future time perspective on advertising effectiveness. Journal of Current Issues & Research in Advertising. Published online 14 November 2019.
• Park, S.-Y., Cho, M., & Kim, S. (2019). The effect of CSR expectancy violation: Value from expectancy violation theory and confirmation bias. Journal of Marketing Communications. Published online 2 October 2019.
• Yim, M. Y., & Park, S.-Y. (2019). I am not satisfied with my body, so I like augmented reality (AR)”: Consumer responses to AR-based product presentations. Journal of Business Research, 100, 581-589.
• Park, S.-Y., & Song, D. (2019). The “just-right feeling” and conservation behaviors: The role of regulatory focus, self-construal and involvement. Journal of Nonprofit & Public Sector Marketing. Published online 28 August 2019.
• Kim, S., & Park. S.-Y. (2019). The reciprocal impact of both visual and verbal metaphors in advertisements: The moderating role of need for cognition. Journal of Visual Literacy. Published online. Journal of Visual Literacy, 38(4), 305-323.
• Yim, M. Y., Abdourazakou, Y., Sauer, P. L., & Park, S.-Y. (2018). Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games. International Journal of Advertising, 37(6), 958-983.
• Kim, Y., & Park, S.-Y. (2018). Promoting public health or underlying business interests? The effectiveness (or ineffectiveness) of responsible drinking social causes by the alcohol industry versus nonprofits. Journal of Promotion Management, 24(6), 774-797.
• Kim, B., Johnson, K., & Park, S.-Y. (2017). Lessons from the five data breaches: Analyzing framed crisis response strategies and crisis severity. Cogent Business & Management, 4.
• Park, S.-Y. (2017). Celebrity endorsement for nonprofit organizations: The role of experience-based fit between celebrity and cause. International Business Research, 10(1), 8-21.
• Park, S.-Y., & Go, E. (2016). Health information seeking on the internet: The role of involvement in searching for and assessing online health information. Health Marketing Quarterly, 33(4), 327-341.
• Park, S.-Y., & Morton, C. (2015). The role of regulatory focus, social distance, and involvement in anti-high-risk drinking advertising: A construal-level theory perspective. Journal of Advertising, 44(4), 338-348.
• Park, S.-Y., & Cho, M. (2015). Celebrity endorsement for nonprofit organizations: The role of celebrity motive attribution and spontaneous judgment of celebrity–cause incongruence. Journal of Promotion Management, 21(2), 224-245.
• Park, S.-Y. (2012). The effects of message framing and risk perceptions for HPV vaccine campaigns: Focus on the role of regulatory fit. Health Marketing Quarterly, 29(4), 283-302.
• Kim, H., Park, S.-Y., & Bozeman, I. (2011). Online health information search and evaluation: Observations and in-depth interviews with college students and maternal health experts. Health Information and Libraries Journal, 28(3), 188-199.
• Yim, M. Y., & Park, S.-Y. (2010). Consumer-behavior research in major advertising and marketing journals: 1997 through 2006. Social Science Review, 22(2), 251-282.

Sun-Young Park (PhD, University of Florida) is an associate professor of communication at the University of Massachusetts Boston. Her scholarly interests involve strategic communication campaigns which help promote healthy and pro-social behaviors. Specifically, based on consumer/social psychology theories and experimental research methods, she is interested in examining the effects of advertising campaigns in promoting healthy behaviors (e.g., anti-binge drinking, HPV vaccination) and pro-social behaviors (e.g., recycling). Her research also measures the effectiveness of corporate social responsibility (CSR) activities (e.g., supporting responsible drinking, fair labor practices, and sustainability development communication) and celebrity endorsement for both nonprofit and for-profit sectors. Recently, she conducts collaborative research exploring data-driven and social psychology models that advance our fundamental understanding of how early stage high-tech startups form and evolve via social media. She won the 2012 American Academy of Advertising (AAA) Doctoral Dissertation Award, and has presented numerous peer-reviewed papers at national and international conferences.

She has taught various courses in the field of advertising and public relations, including principles, research and strategy, and campaigns, and integrated marketing communications, and served as a faculty advisor for American Advertising Federation (AAF) National Student Advertising Competition (NSAC). Before joining academia, she worked as an account executive at Innocean Worldwide, an in-house advertising agency of Hyundai Kia Automotive Group.