Soonkwan Hong

Soonkwan Hong is an Associate Professor of Marketing at the College of Business, Michigan Technological University, and serves as the IPEC Associate Director. He holds a PhD in Marketing from the University of Texas-Pan American. Dr. Hong specializes in sociocultural and ideological aspects of consumption, emphasizing consumer identity, sustainable lifestyles, and algorithmic consumer culture. His research bridges postcolonialism, globalization, and alternative food systems, exploring how technology reshapes consumption practices.

He teaches courses on consumer behavior, global marketing, branding, and marketing ethics. Dr. Hong’s work appears in journals like Journal of Marketing Management and Marketing Theory, and he actively contributes to academic communities such as the Consumer Culture Theory Consortium. His teaching philosophy centers on 'edutainment,' leveraging innovative technologies to engage learners.

Key research themes include the polysemic nature of consumer-market dynamics, consumers as self-emancipating agents, and the role of technology in transforming food systems. His recent publications address prosumption, degrowth transitions, and algorithmic culture. Dr. Hong’s interdisciplinary approach integrates cultural studies, technology, and sustainability to advance marketing scholarship.