Junbum Kwon

Dr. Junbum Kwon is a Senior Lecturer at the School of Marketing within the UNSW Business School at the University of New South Wales. His academic work bridges substantive marketing domains and advanced methodological approaches, with applications across technology, media, and consumer goods industries.

Education:

• PhD in Marketing, University of Toronto
• MS in Industrial Engineering, Pohang University of Science and Technology
• B.Eng in Industrial Engineering/Information Systems & B.BA in Business Administration, Ajou University

Research Focus: Dr. Kwon's interdisciplinary research spans three key dimensions:

• Substantive: Content analysis (text/visual) in advertising/social media, consumer journey mapping, digital health communication, and entrepreneurial marketing
• Methodological: Machine learning, topological data analysis, econometric modeling, Bayesian statistics, and experimental design
• Industrial Applications: IoT, wearable tech, beauty, smartphones, and media industries

Publication Trends: His recent articles (2022-2025) demonstrate strong emphasis on computational analysis of visual/textual content in digital marketing contexts. Key themes include color psychology in advertising, AI influencer effectiveness, ethical fashion branding, and multimodal content strategies for B2B/B2C engagement. Methodologically, works frequently employ machine learning, econometrics, and experimental designs.