Photo of Joonghwa Lee

Joonghwa Lee

Ph.D.
  • Associate Professor / Internship Coordinator, Communication Dept
    • Strategic Communication

Contact Info

Office Address

O'Kelly Hall Room 218
221 Centennial Dr Stop 7169
Grand Forks, ND 58202-7169

Websites

Biography

Joonghwa Lee is an Associate Professor in the Department of Communication at the University of North Dakota (UND). He joined UND as an Instructor in fall 2015 and he became an Assistant Professor from fall 2016. He earned his Ph.D. in Journalism (Emphasis: strategic communication) from the University of Missouri and M.A. in Advertising from Michigan State University. Before joining UND, he has been an assistant professor of advertising in the School of Journalism at Middle Tennessee State University for three years, where he has received Ed Kimbrell Excellence in Teaching Award and Faculty Research and Creative Activity Grant.

His primary research interests lie in interactive and non-traditional media as well as consumer behaviors in strategic communication. His research interests have been developed by incorporating a wide range of disciplines, including communication, psychology, advertising, and marketing. His primary line of inquiry is related to the roles of digital and social media (e.g., mobile games and online video) in strategic communication. He also expands his research interest to health communication by integrating the knowledge of interactive media with health communication issues.

His research has been presented at national conferences, including American Academy of Advertising (AAA), International Communication Association (ICA), and the Association for Education in Journalism and Mass Communication (AEJMC). His scholarly work has been recognized in leading peer-reviewed journals, such as New Media and Society, International Journal of Advertising, Cyberpsychology, Behavior, and Social Networking, Journal of Interactive Advertising, Journal of Consumer Behaviour, Communication Research Reports, among others.    

  • COMM 102 Introduction to Communication
  • COMM 374 Principles of Strategic Communication
  • COMM 402 Intercultural/International Communication
  • COMM 404 Advertising and Society
  • COMM 410 Senior Capstone in Communication (Research Methods in Communication)
  • COMM 430 AD/PR Campaigns 
  • COMM 451 Risk and Crisis Communication
  • COMM 517 Research Methodology for Communication Professionals
  • COMM 549 Communication Technologies, Society, & Diversity 

  • Interactive and Non-traditional Media in Strategic Communication
  • Social Media Strategies
  • Integrated Marketing Communications
  • Consumer Behavior (Persuasion, Advertising Psychology)
  • Brand-Consumer Relationship           

Peer-Reviewed Journal Publications

  1. Cavanah, Sarah, Seth Owens, Kaylan Kemink, Collin Riley*, Soojung Kim, Joonghwa Lee, and Susan Ellis-Felege (2023), "Birds of Feather Flock Together: A Longitudinal Study of A Social Media Outreach Effort," Biological Conservation, 281, 109999.
  2. Lee, Joonghwa, Soojung Kim, Chang-Dae Ham, and Ayoung Seok* (2022), “Avoidance and Acceptance of Native Advertising on Social Media: Applications of Consumer Social Intelligence, Persuasion Knowledge, and the Typology of Consumer Responses,” Journal of Interactive Advertising, 22 (2), 141-156.
  3. Lee, Joonghwa, and Soojung Kim (2022), “Social Media Advertising: The Role of Personal and Societal Norms in Page Like Ads on Facebook,” Journal of Marketing Communications, 28 (3), 329-342.
  4. Ham, Chang-Dae, Sann Ryu, Joonghwa Lee, Un-Chae Chung*, Emily Buteau* and Sela Sar (2022), “Intrusive or Relevant? Exploring How Consumers Avoid Native Facebook Ads through Decomposed Persuasion Knowledge,” Journal of Current Issues & Research in Advertising, 43 (1), 68-89.
  5. Buteau, Emily*, and Joonghwa Lee (2021), “Hey Alexa, Why Do We Use Voice Assistants? The Driving Factors of Voice Assistant Technology Use,” Communication Research Reports, 38 (5), 336-345. 
  6. Kim, Soojung, Haseon Park*, and Joonghwa Lee (2021), "Snapchat Usage from the International Perspective: Comparison between the USA and South Korea," International Journal of Mobile Communications, 19 (6), 734-751. 
  7. Park, Haseon*, Soojung Kim, and Joonghwa Lee (2020), “Native Advertising in Mobile Applications: Thinking Styles and Congruency as Moderators,” Journal of Marketing Communications, 26 (6),575-595. [The Lead Article]
  8. Park, Haseon*, and Joonghwa Lee (2019), “Discourse Analysis of Online Product Reviews: A Discussion of Digital Consumerism and Culture,” Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 13 (2), article 4. 
  9. Ham, Chang-Dae, Joonghwa Lee, Jameson Hayes, and Young Han Bae (2019), “Exploring Sharing Behaviors Across Social Media Platforms,” International Journal of Market Research, 61 (2),157-177.
  10. Hwang, Yoori, Joonghwa Lee, Soojung Kim, and Se-Hoon Jeong (2018), “Mobile Game Users’ Evaluations of In-Game Advertising: Role of Multitasking and Persuasion Knowledge,” International Journal of Mobile Communications, 16 (5), 557-572.
  11. Lee, Joonghwa, Mikyoung Kim, Chang-Dae Ham, and Soojung Kim (2017), "Do You Want Me to Watch This Ad on Social Media?: The Effects of Norms on Online Video Ad Watching," Journal of Marketing Communications, 23 (5), 456-472.
  12. Lee, Joonghwa (2017), “Effects of a Personalized Anti-Drinking Mobile Game on College Students' Responses to Binge Drinking: Mediating Roles of Self-Referencing effects and Flow,” Health & New Media Research, 1 (1), 3-23. [The Lead Article]
  13. Yang, Fang, Bruce Vanden Bergh, and Joonghwa Lee (2017), “Do Violent Movies Scare Away Potential Visitors?,” International Journal of Advertising, 36 (2), 314-335.
  14. Lee, Joonghwa, Soojung Kim, and Chang-Dae Ham (2016), "A Double-Edged Sword?: Predicting Consumers’ Attitudes toward and Sharing Intention of Native Advertising on Social Media," American Behavioral Scientist, 60 (12), 1425-1441.
  15. Kim, Soojung, Joonghwa Lee, Yoori Hwang, and Se-Hoon Jeong (2016), “Effects of Prominent In-Game Advertising (IGA) in Mobile Media: Cognitive, Affective, and Behavioural Outcomes and the Moderating Role of Persuasion Knowledge,” International Journal of Mobile Communications, 14 (3), 203 - 225. [The Lead Article]
  16. Schauster, Erin, Joonghwa Lee, Patrick Ferrucci, Seoyeon Kim, and Kim Sheehan (2016), "Get with the Ad Program: Website Content Analysis," International HETL Review, 6 (5).
  17. Kim, Soojung, Joonghwa Lee, and Doyle Yoon (2015), “Norms in Social Media: The Application of Theory of Reasoned Action and Personal Norms in Predicting Interactions with Facebook Page Like Ads,” Communication Research Reports, 32 (4), 322-331. 
  18. Lee, Joonghwa, Hyojung Park, and Kevin Wise (2014), “Brand Interactivity and Its Effects on the Outcomes of Advergame Play,” New Media and Society, 16 (8), 1268-1286.
  19. Ham, Chang-Dae, Joonghwa Lee, and Hyung-Seok Lee (2014), “Understanding Consumers’ Creating Behavior in Social Media: An Application of Uses and Gratification and Theory of Reasoned Action,” International Journal of Internet Marketing and Advertising, 8 (4), 241-263. [The Lead Article]
  20. Sheehan, Kim, and Joonghwa Lee (2014), "What's Cruel about Cruelty Free: An Exploration of Consumers, Moral Heuristics, and Public Policy," Journal of Animal Ethics, 4 (2), 1-15. [The Lead Article]
  21. Kim, Soojung, and Joonghwa Lee (2014), “Perceived Norms and Consumer Responses to Social Media Advertising: A Cross-Cultural Study of Facebook Sponsored Stories among Americans and Koreans,” The Korean Journal of Advertising, 25 (6), 53-81.
  22. Kim, Seoyeon, Hyejin Kim, and Joonghwa Lee (2014), “Effectiveness of Gain- and Loss-Framed Anti-Binge Drinking PSAs on College Students: Measuring Explicit and Implicit Measures of Attitudes,” Asian Communication Research, 11 (1/2), 72-92.
  23. Lee, Joonghwa, Chang-Dae Ham, and Mikyoung Kim (2013), “Why People Pass Along Online Video Ads: From the Perspective of the Theory of Reasoned Action,” Journal of Interactive Advertising, 13 (1), 1-13. [The Lead Article]
  24. Song, Doori, and Joonghwa Lee (2013), “Balancing “We” and “I”: Self-construal and an Alternative Approach to Seeking Uniqueness,” Journal of Consumer Behaviour, 12 (6), 506-516.
  25. Lee, Joonghwa, and Hyunmin Lee (2012), “Canonical Correlation Analysis of Online Video Advertising Viewing Motivations and Access Characteristics,” New Media and Society, 14 (8), 1358-1374.
  26. Lee, Joonghwa, and Mira Lee (2011), “Factors Influencing the Intention to Watch Online Video Advertising,” Cyberpsychology, Behavior, and Social Networking, 14 (10), 619-624.    

Book Chapters

  1. Kim, Soojung, Joonghwa Lee, and Jisu Huh (2019), “Digital Video Advertising,” in Advertising Theory, 2nd Edition, Shelly Rodgers and Esther Thorson, eds., New York, NY: Routledge, 382-403.
  2. Lee, Joonghwa, Chang-Dae Ham, and Esther Thorson (2016), “Knowledge Gap in the Media-Saturated Presidential Election,” in Political Socialization in a Media-Saturated World, Esther Thorson, Mitchell McKinney, and Dhavan Shah, eds., New York, NY: Peter Lang Publishing, 87-111.    
  3. Ham, Chang-Dae, Joonghwa Lee, and Esther Thorson (2016), “The Importance of Family Communication Patterns and School Civics Experiences,” in Political Socialization in a Media-Saturated World, Esther Thorson, Mitchell McKinney, and Dhavan Shah, eds., New York, NY: Peter Lang Publishing, 153-179.    
  4. Thorson, Esther, Seoyeon Kim, and Joonghwa Lee (2016), “Measurement of Political Knowledge in American Adolescents,” in Political Socialization in a Media-Saturated World, Esther Thorson, Mitchell McKinney, and Dhavan Shah, eds., New York, NY: Peter Lang Publishing, 289-315.    

Note: * denotes students at the time of submission.

Awards, Grants, & Honors

  • 2024-25 UND CONNECT Fund ($4,787), University of North Dakota (2024)
  • North Dakota Newspaper Association Education Foundation Grant ($21,781), North Dakota Newspaper Association Education Foundation (2023-2024)
  • Itterman Faculty Professional Development Award ($4,000), College of Arts & Sciences, University of North Dakota (2023)
  • American Academy of Advertising Special Recognition for the Seven Years of Service as AAA Newsletter Editor, American Academy of Advertising (2023)
  • Journal of Interactive Advertising Best Article Award ($500), American Academy of Advertising (2023)
  • American Academy of Advertising Research Fellowship ($1,200), American Academy of Advertising (Fall 2023- Spring 2026)
  • 2023 Conference Childcare Grant, American Academy of Advertising (2023)
  • Certificate of Appreciation, Consul General of the Republic of Korea in Chicago (2021)
  • 2021-22 A&S Undergraduate Research/Creative Activity Fund ($5,705), University of North Dakota (2021)
  • Outstanding Student Organization Advisor Award, University of North Dakota (2021)
  • A&S Faculty Travel and Professional Development Award ($650), College of Arts & Sciences, University of North Dakota (2020)
  • 2019-20 A&S Undergraduate Research/Creative Activity Fund ($5,930.06), University of North Dakota (2019)
  • 2017-18 A&S Undergraduate Research/Creative Activity Fund ($3,500), University of North Dakota (2018)
  • Outstanding Student Organization Advisor Award, University of North Dakota (2018)
  • Research Grant for Emerging Scholars in 2017 ($1,000), Korea Advertising Society (2017)
  • Third Place Advertising Division Open Research Paper Award (tied), Association for Education in Journalism and Mass Communication (2017)
  • Outstanding Student Organization Advisor Award, University of North Dakota (2016)
  • Faculty Instructional Development Grant ($1,000), University of North Dakota (2016)
  • Faculty Research and Creative Activity Grant ($5,633), Middle Tennessee State University (2014-2015)
  • Ed Kimbrell Excellence in Teaching Award, Middle Tennessee State University (2014)
  • Curriculum Integration Grant ($1,800), Middle Tennessee State University (2013)
  • Public Service Grant ($1,400), Middle Tennessee State University (2012-2013)

Professional Services

  • Secretary, American Academy of Advertising (AAA) (2024-2025)
  • Newsletter Editor, American Academy of Advertising (AAA) (2016-2023)
  • Editorial Review Board Member, Journal of Current Issues & Research in Advertising (2021-present)
  • Editorial Review Board Member, Journal of Interactive Advertising (2019-present)
  • Editorial Review Board Member, The Korean Journal of Advertising (published by Korean Advertising Society, 2022-2024)
  • Editorial Review Board Member, Advertising Research (published by Korean Association for Advertising and Public Relations, 2015-2022)
  • Secretary, Korean American Communication Association (KACA) (2015-2017)

  • Ph.D., Journalism (Strategic Communication), University of Missouri-Columbia
  • M.A., Advertising, Michigan State University
  • B.A., Advertising/Communication, Kookmin University

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