Keonyoung Park 朴瑾詠

Assistant Professor

Dr. Keonyoung Park (Ph.D., Syracuse University) is an assistant professor in public relations in the Department of Communication Studies at Hong Kong Baptist University.

Dr. Park’s research has explored diverse topics under the umbrella of corporate communications and advocacy communications in the era of new media. Specific topics in which Dr. Park is particularly interested include corporate social responsibility (CSR), corporate social advocacy (CSA), technology application in activism, and social media advocacy ethics. Her research triangulates interdisciplinary theories from public relations, social psychology, and business management. Dr. Park’s work has been published in International Journal of Business Communication, Journal of Marketing Communications, Journal of Promotion Management, Telematics & Informatics, Social Media and Society, International Journal of Nonprofit and Voluntary Sector Marketing, and Journal of Korean Society for Journalism & Communication Studies.

Research Interests

Corporate social responsibility (CSR)

Corporate social advocacy (CSA)

Consumer-company identification

Technology application in activism

Social media advocacy ethics

Publications

Park, K. (2021). The Mediating Role of Skepticism: The Way Corporate Social Advocacy Builds Quality Relationships with Publics. Journal of Marketing Communications. In Press

Park, K. & Jiang, H. (2020). Signaling, Verification, and Identification: The Way Corporate Social Advocacy (CSA) Generates Brand Loyalty on Social Media. International Journal of Business Communication. In Press

Park, K., Kim, H., & Rim, H. (2020). Exploring Variations in Corporations’ Communication after a CA Versus CSR Crisis: A Semantic Network Analysis of Sustainability Reports. International Journal of Business Communication. In Press

Park, K. & Rim, H. (2020). “Click First!” The Effects of Instant Activism via a Hoax on Social Media. Social Media and Society. 6(2), 1-13

Park, K., & Rim, H. (2019). Social Media Hoaxes, Political Ideology, and the Role of Issue Confidence. Telematics and Informatics. 36, 1-11.

Kim, H., Park, K., & Eighmey, J. (2019). Proposing Social Cues as a New Social Media Ad Tactic for Unfamiliar Product Adoption. Journal of Promotion Management, 25(4), 541-569.

Kim, J., Park, K., & Rim, H. (2019). Does the Engaged Public’s Evaluation of Networking Practices Matter? The Effects of Polarized Attitudes and the Reputation of Networking on Individuals’ WOM Behaviors. International Journal of Nonprofit and Voluntary Sector Marketing, 23(4). 1-8.

Park, K., & Choi, Y. J. (2014). A Comparison between Agreement and Disagreement in Online Public Spheres. Journal of Korean Society for Journalism & Communication Studies, 58(1), 39-69.

Park, K., Choi, Y. J., & Lee, J. H. (2013). Differentiation of Internet Discussion Public and Its Predictors. Journal of Korean Society for Journalism & Communication Studies, 57(3), 58-86.

Awards/Grants/Honors

Graduate Dean’s Award for Excellence in Research, Syracuse University, March 2021

Top Student Paper (1st place), Public Relations Division, International Communication Association (ICA), May 2020

Catherine L. Covert Research Award, Syracuse University, April 2020

Dissertation Competition Award, Graduate School of Syracuse University, April 2020

Top Student Paper (1st place), Public Relations Division, International Communication Association (ICA), May 2019

Catherine L. Covert Research Award, Syracuse University, April 2019

Peter Debreceny Corporate Communication Award, International Public Relations Research Conference (IPRRC), March 2019

Moeller Student Paper Award, Mass Communication and Society Division, Association for Education in Journalism and Mass Communication (AEJMC), August 2016