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Won-Ki Moon

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Won-Ki Moon Offers Information on Classroom Best Practices at 2025 UF Quest Day

Friday March 28, 2025

Won-Ki Moon, University of Florida College of Journalism and Communications Advertising assistant professor, was one of five faculty members speaking on best practices in the classroom at 2025 UF …
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Personalized Ads: Friend, Foe or Creepy Stalker?

Tuesday January 28, 2025

Personalized ads based on data gathered online are becoming the norm. Does being upfront about data collection make people more comfortable with online behavioral advertising, or does it just remind them of how much they’re being tracked?

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Study: Transparent Messages and Algorithmic Awareness Can Shape Advertising Effectiveness

Monday December 16, 2024

A new study emphasizes the nuanced interplay between transparency messages and algorithmic awareness in shaping advertising effectiveness. The findings by University of Florida College of Journalism …
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“Don’t Believe Everything You Read Online”: How AI Fact-Checking Could Challenge Political Bias in Science Information Processing

Thursday December 12, 2024

As social media has grown into many people’s primary news source, so has its potential for misinformation. Facebook and X have both launched fact-checking tools to combat so-called fake news. Yet many users dismiss the fact-check itself as false, especially when it challenges their preexisting views. Could an AI fact-checker seem more objective and help change minds?

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Can Virtual Humans Combat Climate Change Misinformation?

Thursday April 18, 2024

Virtual (or artificial) humans, such as virtual human influencers, have become increasingly valuable to brands and marketers worldwide. But what about their effectiveness in tackling big societal issues? Could computer-generated characters effectively influence human behavior for the greater good?

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How Partisanship and Political Fandom Affect the Spread of Misinformation

Tuesday January 30, 2024

As the nation faces another contentious election cycle, the spread of misinformation continues to be rampant. Scholars wanted to explore the predictability of whether or not people would seek and share misinformation without first fact-checking it.

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Study: Virtual Humans Can Be Used as Pro-Social Campaign Endorsers

Monday January 29, 2024

A new study has revealed the innate ability of virtual humans within video content to persuade humans to engage in stopping misinformation and seeking scientific information about climate change. The …
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Study: Political Fandom Can Moderate the Effect of Partisanship on Biased Information Seeking and Sharing

Tuesday November 21, 2023

A new study has found that political fandom moderates the effects of partisanship on biased information seeking and sharing. The findings by Won-Ki Moon, University of Florida College of Journalism …
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An Interdisciplinary Approach to Defining Ethical AI

Thursday November 9, 2023

As the capabilities of artificial intelligence continue to increase, how are companies using AI to make decisions and drive business? As AI evolves, how can communicators continue its use in an ethical manner?

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Using Alternative Sources to Decrease Partisan Biases in the Fact-Checking Process

Friday September 29, 2023

Fact-checking that was presented as being generated by AI or through crowdsourcing resulted in significantly reduced levels of “motivated reasoning” compared to using human experts.

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Study: AI and Crowdsourcing Labels Can Minimize Biases in the Fact-Checking Process

Monday September 18, 2023

A new study has found that artificial intelligence (AI) and crowdsourcing labels can minimize biased perspectives in fact-checking processes. The findings by Won-Ki Moon, University of Florida …
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UFCJC Faculty, Doctoral Student and Alumna Receive 2023 Page/Johnson Legacy Scholar Research Grants

Thursday April 20, 2023

Linjuan Rita Men, University of Florida College of Journalism and Communications (UFCJC) Public Relations professor and director of Internal Communication Research, Won-Ki Moon, Advertising assistant …
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Research Fridays: Rise of Non-Human Agents in (Strategic) Communication

Wednesday April 19, 2023

Research Fridays features faculty and graduate students from CJC presenting current research to their colleagues. On April 7, 2023, Advertising Assistant Professor Won-Ki Moon presented “Rise of Non-Human Agents in (Strategic) Communication.”

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Won-Ki Moon is the Co-Recipient of a 2023 KACA-KOICE Research Grant

Tuesday March 21, 2023

Won-Ki Moon, University of Florida College of Journalism and Communications Advertising assistant professor, and Jiyoung Lee, an assistant professor at Sungkyunkwan University in South Korea, are the …
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Kim Walsh-Childers, Won-Ki Moon and Eric Cooks to Serve on Panel Focusing on Mass Media Effects on Health

Tuesday October 18, 2022

University of Florida College of Journalism and Communications (UFCJC) Journalism Professor Kim Walsh-Childers, UFCJC Advertising Assistant Professor Won-Ki Moon and Eric Cooks, STEM Translational …
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When the Machine Learns from Users, is it Helping or Snooping?

Thursday October 13, 2022

Most consumers today are confronted with algorithmic-based recommendations based on their past usage or buying history. But how do consumers actually feel about machines recommending media or goods they might like?

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Study: AI Systems That Are Perceived to Be Helpful Lower User Frustration and Improve Trust

Tuesday October 11, 2022

A new study has found that when users perceive an artificial Intelligence (AI) system to be a helper, their frustration level lowers and their trust in the system increases. The findings by Won-Ki …
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Won-Ki Moon to Join CJC as an Assistant Professor in Advertising

Wednesday March 2, 2022

The University of Florida College of Journalism and Communications today announced that Won-Ki Moon will be joining the faculty in fall 2022 as an assistant professor in the Department of …