Dr. Junbum Kwon

Biography

Junbum Kwon is a Senior Lecturer at the Business School of Marketing, University of New South Wales (UNSW). His research interests encompass a diverse range of topics, including content analysis in various forms such as keyword, topic, voice, picture, and video. He focuses on areas such as ad effectiveness, consumer purchase journey, and entrepreneurial marketing, particularly in the context of digital health communication. Methodologically, Kwon employs techniques such as text-mining, topic modeling, and machine learning, among others, to analyze market structures and consumer behavior. His industry interests include high-tech, Internet of Things, wearable technology, media, beauty, smartphones, and television. Kwon's academic qualifications include a Ph.D. in Marketing from the University of Toronto and a Master of Science in Industrial Engineering from Pohang University of Science and Technology. He also holds a Bachelor of Engineering in Industrial Engineering Information Systems and a Bachelor of Business Administration from Ajou University.

Research Interests