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Chang-Won Choi

Assistant Professor of Integrated Marketing Communications

Chang-Won Choi

Chang-Won Choi, Ph.D., is an assistant professor of integrated marketing communications.

Research Interests

Dr. Choi conducts research on viral advertising—specifically, the causes, conditions, and mediators that drive online video ad sharing behaviors. His research interests also include corporate social responsibility (CSR) campaigns. Specifically, his research focuses on company-cause fit. Dr. Choi is also interested in computational methods (e.g., supervised machine learning algorithms) for digital advertising research.

Biography

Dr. Choi earned two doctorates in mass communications: one from the University of South Carolina in 2022 and another from Hankuk University of Foreign Studies in South Korea in 2010. His dissertation at the University of South Carolina focused on how emotional intensity affects online video ad sharing.

Dr. Choi is an advertising researcher who combines theories, research methods, and practice.

His research interests include viral advertising, digital advertising, and corporate social responsibility (CSR) campaigns. He is also interested in computational methods for advertising research. His research has appeared in peer-reviewed journals, such as Journalism & Mass Communication Quarterly, International Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of Promotion Management, and Journal of Global Scholars of Marketing Science. He also published books about ‘data analysis and insights’ and ‘understanding brand communication’ in Korea.

Before beginning his second Ph.D. in the U.S., he worked as an account planner and big-data analyst at Innocean Worldwide, the in-house advertising agency of Hyundai Motor Group, for about 10 years. His clients were Hyundai, Kia, Netflix Korea, Google Korea, and various local brands. He was also a brand manager at SK Telecom, the largest wireless telecommunications company in South Korea.

Publications

Increasing Company-Cause Fit: The Effects of a Relational Ad Message and Consumers’ Cause Involvement on Attitude toward the CSR Activity

Feeling Connected to the Cause: The Role of Perceived Social Distance on Cause Involvement and Consumer Response to Csr Communication

Empowering Emotion: The Driving Force of Share and Purchase Intentions in Viral Advertising

The Impacts of Consumer Personality Traits on Online Video Ads Sharing Intention

Courses Taught

Education

M.A. Philosophy, Hankuk University of Foreign Studies (2005)

Ph.D. Mass Communication, University of South Carolina-Columbia (2022)