Yoon-Joo Lee

Yoon-Joo Lee serves as Associate Professor and Assistant Chair of Strategic Communication at Washington State University's Edward R. Murrow College of Communication, where she contributes to both undergraduate and graduate education as a Graduate Faculty member.

Her academic foundation includes a Ph.D. and Master's in Communication and Information with an Advertising emphasis from the University of Tennessee-Knoxville, complemented by a Business Administration minor focusing on Marketing.

Professor Lee's research investigates how consumers process advertising messages, with specialized expertise in corporate social responsibility (CSR) advertising, mental health communication, and race/ethnicity dynamics in health contexts. Her work examines cultural value orientations, generational differences in CSR responses, and the effectiveness of social media platforms like Twitter and Snapchat for advocacy campaigns, revealing critical insights about model race cues and consumer skepticism.

Her publication portfolio demonstrates consistent output in top-tier advertising and communication journals since 2017, with a pronounced focus on digital/social media advertising (Snapchat, Twitter), cross-cultural consumer behavior, and health communication applications. Recent work explores generational CSR responses, Twitter campaign engagement, and Snapchat advertising receptivity among youth.

Her scientific recognition includes:

• Third Place Paper, Special Topics Paper Award – Advertising Division, AEJMC (2020)
• Top Paper in Advertising Division (Special Session), AEJMC, Washington D.C. (2018)
• Top presentation award at World Communication Association, Seoul, South Korea (2013)
• Top-Paper Award in Business Communication, National Communication Association (2012)

Professor Lee teaches undergraduate courses in Media Planning and Consumer Insights and Branding, alongside the graduate-level Advertising and Society course. While her Graduate Faculty status indicates mentorship responsibilities, specific student advisement details aren't documented. The Murrow College's research ecosystem—including the Digital Media and Society Lab and Media Literacy and Health Promotion initiatives—provides contextual alignment with her work on health communication and digital advertising, though direct lab affiliations aren't specified.