Photo of Eunjin (Anna) Kim

Eunjin (Anna)
Kim

Assistant Professor of Journalism
A quantitative advertising scholar and digital media enthusiast, Anna Kim is a recipient of the Mary Alice Shaver Promising Professor Award and expert on storytelling advertising, brand communication, and quantitative research methods.
Photo of Eunjin (Anna) Kim
A quantitative advertising scholar and digital media enthusiast, Anna Kim is a recipient of the Mary Alice Shaver Promising Professor Award and expert on storytelling advertising, brand communication, and quantitative research methods.
Expertise: 
Advertising, Digital Media, Marketing, Social Media
Research and Practice Areas: 
Health
Persuasion and Politics
Science, Technology and Innovation
Center Affiliation: 

Eunjin (Anna)
Kim

Assistant Professor of Journalism

Tabs

Anna Kim is an assistant professor at USC Annenberg. She is primarily interested in the persuasive power of storytelling in advertising. Other research interests include branding and message strategy, persuasion knowledge and digital media effects. Her work has been published in the Journal of Advertising, International Journal of Advertising, Journal of Advertising Research, Psychology and Marketing, Marketing Letters, Health Communication, Cyberpsychology, Behavior, and Social Networking, Mobile Media & Communication, among others. She has been recognized several times for her quality research from the Journal of Advertising, the American Academy of Advertising, the American Marketing Association, and D.C. Health Communication Conference.

She serves on the editorial review board of the International Journal of Advertising and the Journal of Interactive Advertising. She is a member of the American Academy of Advertising, the International Communication Association, the Association for Education in Journalism and Mass Communication, and the Association for Consumer Research.

She received her PhD from the University of Missouri School of Journalism with an emphasis on strategic communication and a minor in psychological statistics. Prior to joining USC, she was an assistant professor of advertising at Southern Methodist University. At SMU, she received two teaching awards, the Classroom Innovator Award (2017) and the Teaching and Learning Innovator Award (2016). She taught digital media strategy, consumer insight and persuasion, strategic brand management, topics in digital media, and media analytics.

Read more about Anna’s work on ResearchGate.

Awards and honors:

Mary Alice Shaver Promising Professor Award, American Academy of Advertising (2019)
Runner-Up for the 2017 Best Article, Journal of Advertising (2018)
Best Paper Award (Track: Advertising, Promotion, & Marketing Communication), American Marketing Association (2017)
Doctoral Dissertation Competition Award, American Academy of Advertising (2014)
Best Conference Paper Award, American Academy of Advertising (2014)

Journal Articles

“Covid-19 Advertising: Exploring Perceived Brand Message Authenticity and Potential Psychological Reactance,” (2021, Journal of Advertising).

“Under the Influence: Social Media Influencer’s Impact on Corporate Reputation Advertising” (2021, Journal of Advertising).

The Role of Empathy and Efficacy in Public Service Announcements: Using Narratives to Induce Bystander Intervention in Domestic Violence,” (2019, Journal of Advertising Research).

#Being Real about Instagram Ad Models: The Effects of Perceived Authenticity,” (2019, Journal of Advertising Research).

Can Empathy Offset Low Bystander Efficacy? Effectiveness of Domestic Violence Prevention Narratives in India,” (2019, Health Communication).

Product Placement as Leveraged Marketing Communications: The Role of Wishful Identification and Fictional Character traits on Buying Behaviors,” (2019, International Journal of Advertising).

Using Guilt and Shame Appeals in Narratives to Promote Bystander Intervention: A Study of Mitigating Domestic Violence in India,” (2019, Journal of Advertising).

Why Narrative Ads Work: An Integrated Process Explanation,” (2017, Journal of Advertising).

Fall 2021

PR 463: Strategic Public Relations Research, Analysis and Insights
PR 490: Directed Research
PR 590: Directed Research