College Directory

Won-Ki Moon, Ph.D.

Assistant Professor - Department of Advertising

Office: 3061 Weimer Phone: 352-392-7594 Email:

Bio

Dr. Won-Ki Moon (Ph.D. University of Texas at Austin) is an Assistant Professor in the Department of Advertising in the College of Journalism and Communications at the University of Florida. His research interests stem from his background in consumer psychology and behavior, particularly the role of social psychology in forming information behavior across emerging media.

His current research centers around the idea of “AI for social good,” specifically the use of artificial intelligence in maximizing the benefits of emerging technology, including social media. Dr. Moon has published academic articles in top strategic communication and science journals: Mass Communication & Society, Computers in Human Behavior, Journalism & Mass Communication Quarterly, Energy Policy, Science Communication, Health Communication, Public Relations Review, Journal of Risk Research, International Journal of Human-Computer Interaction, Journal of Responsible Innovation, and more.

Areas of Expertise

Artificial Intelligence (AI), Consumer Psychology, Media Psychology and Media Effects, Science Communication, Social Marketing

Education

Ph.D. in Advertising, University of Texas at Austin
M.A. in Journalism, University of South Carolina
B.A. and M.A. in Mass Communication, Incheon National University in South Korea

News

Publications

Refereed Journal Articles

Lee, S., Moon, W., Lee, J., & Sundar, S. S. (2023). When the Machine Learns from Users, is it Helping or Snooping?. Computers in Human Behavior, 138.

Lee, S., Oh, J., & Moon, W. (2022). Adopting Voice Assistants in Online Shopping: Examining the Role of Social Presence, Performance Risk, and Machine Heuristic. International Journal of Human-Computer Interaction.

Moon, W., Chung, M., & Jones-Jang, M. S. (2022). How can we fight partisan biases in the COVID-19 pandemic? AI source labels on fact-checking messages reduce motivated reasoning. Mass Communication & Society.

Moon, W., & Kahlor, L. (2022). Nanoscientists’ perceptions of serving as ethical leaders within their organization: Implications from ethical leadership for responsible innovation. Journal of Responsible Innovation.

Lim, H., Ciszek, E., & Moon, W. (2022). Perceived Organizational Authenticity in LGBTQ Communication: The scale development and initial empirical findings. Journal of Communication Management, 26(2).

Moon, W., Kahlor, L., Yang, J., & Lim, H. (2022). Political risks and information avoidance. Journal of Risk Research.

Lee, S., & Moon, W. (2021). New public segmentation for political public relations using political fandom: Understanding relationships between individual politicians and fans. Public Relations Review, 47(4).

Wang, W., Kahlor, L., Moon, W., & Olson, H. (2021). Person, place or thing: Individual, community and risk information seeking. Science Communication, 43(3), 307-335.

Moon, W., Atkinson, L., Kahlor, L., Yun, C., & Son, H. (2021). U.S. political partisanship and COVID-19: Risk information seeking and prevention behaviors to the health communication. Health Communication, 37(13), 1671-1681.

Copple, J., Bennett, N., Dudo, A., Moon, W., Newman, T., Besley, J., Leavey, N., Lindenfeld, L., & Volpe, C. (2020). Contribution of training on scientists’ public engagement intentions: A test of indirect effects using parallel multiple mediation. Science Communication, 42(4), 508-537.

Jang, S., Hart, P., Feldman, L., & Moon, W. (2020). Diversifying or reinforcing science communication? Examining the flow of frame contagion across media platforms. Journalism & Mass Communication Quarterly, 97(1), 98-117.

Moon, W., Kahlor, L., & Olson, H. (2020). Understanding public support for carbon capture and storage policy: The roles of social capital, stakeholder perceptions, and perceived risk/benefit of technology. Energy Policy, 139.

Li, J., Kim, J., Overton, H., Bhalla, N., Choi, M., Zhang, N., & Moon, W. (2019). What shapes environmental responsibility perceptions? Measuring value orientations as a predictor of situational motivations and communicative action. International Journal of Strategic Communication, 13(3), 214-232.

Lee, S., & Moon, W. (2017). Social media use and political election campaign: A meta-analysis of current trend research. Journal of Social Sciences, 10(1), 143-168.

Lee, S., & Moon, W. (2017). Videostyle of televised political advertising in Korean presidential elections. Korea Observer, 48(3), 425-451.

Lee, S., & Moon, W. (2016). The effect of political advertising on voter: A meta-analytic assessment. Korean Journal of Advertising and Public Relations, 18(2), 182-212.

Lee, S., Song, M., Moon, W., & Shin, M. (2016). The effects of native advertising on readers' recognition, attitude, and sharing intention. Advertising Research, 111, 68-100.

Lee, S., Moon, W., Song, M., & Shin, M. (2015). A study on the consumer-oriented image compositions for providing information in TV home shopping. Journal of Consumer Policy Studies, 46(1), 1-28.

Kim, E., Jung, S., & Moon, W. (2015). SNS, SNS network type, and political participation: Focusing on comparison of SNS network type (Twitter and Facebook). Social Science Studies, 39(1), 175-200.

Moon, W., & Lee, S. (2015). The influence of social media on political participation: The meta-analysis of current research in Korea. Korean Journal of Journalism and Communication Studies, 59(4), 133-162.

Moon, W., & Kim, E. (2014). The effects of social media service quality of political information on political participation of young voters: Focusing on the relationship between political use of social media and political efficacy. Korean Journal of Journalism and Communication Studies, 58(3), 145-172.

Lee, S., Song, M., Moon, W., & Shin, M. (2014). The influence of PPL’s expression type and audience’s characteristics on advertising effects. Journal of Broadcasting and Telecommunications Research, 87, 75-106.

Moon, W., & Kim, H. (2014). Voter responses to SNS election campaigns of women political candidates: Focusing on the reflection of sex-role stereotypes. Korean Journal of Journalism and Communication Studies, 58(6), 302-328.

Lee, S., & Moon, W. (2013). A study on the SNS-based crisis management communication strategies of political campaign: Focusing on the 18th presidential election in Korea. Election Research, 4, 117-140.

Book Chapters

Bennett, N., Moon, W., Dudo, A., & Besley, J. (2022). Comparing the literature of science, risk, and environmental communication. In The Handbook of International Trends in Environmental Communication. Routledge.

Bowen, S., Moon, W., & Kim, J. K. (2017). Ethics in financial communication and investor relations: Stakeholder expectations, corporate social responsibility, and principle-based analyses. In The Handbook of Financial Communication and Investor Relations (pp. 71-85). Hoboken, NJ: Wiley.

Research

Specialization

Consumer Behavior; Artificial Intelligence; Social Marketing

Grants

Gangwon University, Research grants for new faculties 2022, Kim, H. (PI), & Moon, W., 2022, $8,000.

The Arthur W. Page Center, The Arthur W. Page Center's 2021 Page/Johnson Legacy Scholar Grant, Kim, J. K. (PI), & Moon, W. (Co-PI), 2021, $4,500.

The University of Texas at Austin, The Green Fund Grant, Moon, W. (PI), 2021, $5,000.

The Arthur W. Page Center, The Arthur W. Page Center's 2020 Page/Johnson Legacy Scholar Grant, Lim, S. H. (PI), Moon, W. (Co-PI), & Ciszek, E., 2020, $5,000.