Euejung Hwang

Euejung Hwang is a Lecturer in Marketing at the University of Edinburgh Business School. Her research focuses on consumer behavior, health-related marketing, and digital activism, with specific expertise in nutrition labeling effects, emotional responses in online environments, and customer participation dynamics.

• Key Research Areas:
  • Health Star Ratings and consumer education
  • Negativity bias in digital campaigns
  • Perceived risk in technology-based services
  • Visual information entropy on social media
• Scientific Recognition:
  • Best Conference Paper Award (2022) - Korean Scholars of Marketing Science
  • Best Paper Award, Services/Retailing Track (2023) - ANZMAC
• Collaborative Work:
  • Active collaborations with researchers across Food Science, Psychology, and Digital Marketing
  • Currently involved in projects analyzing interpretive nutrition labels