Jun Heo

Associate Professor, F. Walker Lockett, Jr. Distinguished Professor
251 Hodges | 225-578-2095 | [email protected] | CV

Biography

Jun Heo is an associate professor at the Manship School of Mass Communication. He
earned his doctorate in mass communication from the University of Florida with an
emphasis in advertising. He holds a master’s degree in advertising from Michigan State
University. His research area encompasses emerging advertising media, media audiences,
media effects, and advertising industry. His research appears in peer-reviewed journals
such as Journal of Advertising Research, Journal of Interactive Advertising, Computers
in Human Behavior, Journal of Marketing Communications, Asian Journal of Communication,
International Journal of Mobile Communications, etc. He presents his work regularly
at the national conferences of the Association for Education in Journalism and Mass
Communication and the American Academy of Advertising. He teaches advertising courses,
including advertising campaign, advertising industry and society, advertising problems,
and quantitative audience analysis. He also teaches graduate courses such as multicultural
strategic communication and advanced research methods. Before joining the academic
world, he worked as a media director and planner in multiple global advertising agencies,
such as Dentsu Young & Rubicam, Ogilvy & Mather and Universal McCann. 

Recent Publications

Jung, A., & Heo, J. (in press). Mirror, mirror, who is thinner?: A direct effect moderation model of the
model-viewer body gap. Journal of Marketing Communications, DOI: 10.1080/13527266.2018.1553058.

Heo, J., & Muralidharan, S. (2019). What triggers young millennials to purchase eco-friendly
products?: the interrelationships among knowledge, perceived consumer effectiveness,
and environmental concern. Journal of Marketing Communications, 25(4), 421-437.

Jung, A., & Heo. J. (2019). Ad disclosure vs. ad recognition: How persuasion knowledge influences native
advertising evaluation. Journal of Interactive Advertising, 19(1), 1-14.

Heo, J., & Chang, C-W. (2018). Factors influencing intention to use location-based mobile
advertising among young mobile user segments: A social exchange perspective. International Journal of Mobile Communications, 16(6), 607-623.

Chang, C-W., Heo, J., Yeh, S-C., Han, H., & Li, M. (2108). The Effects of immersion and interactivity
on college students’ acceptance of a novel VR-supported educational technology for
mental rotation. IEEE Access (SCI-indexed). DOI: 10.1109/ACCESS.2018.2878270.

Windels, K., Heo, J., Jeong, Y., Porter, L., Jung, A., & Wang, R. (2018). My friend likes this brand:
Do ads with social context attract more attention on social networking sites? Computers in Human Behavior, 84, 420-429.

Kim, D., Walker, M., Heo, J., & Koo, G. (2017). Sport league website: An effective marketing communication tool
for corporate sponsors. International Journal of Sports Marketing and Sponsorship, 18(3), 314-327.

Lee, S., Cho, M., & Heo, J. (2016). Understanding user adoption and behavior of smartphones: An extension of
the technology acceptance model. Entertainment Review, 1(1), 25-44.

Lee, S., & Heo, J. (2016). The moderating role of cultural orientation in explaining temporal orientation
of self-referencing. Asian Journal of Communication, 26(4), 333-349.

Heo, J., & Sutherland, J. C. (2015). Why marketers should be more transparent with the ad
agencies they hire. Journal of Advertising Research, 55(4), 380-389.

Chang, C-W., & Heo, J. (2014). Visiting theories that predict college students’ self-disclosure on Facebook.
Computers in Human Behavior, 30(1), 79-86.