Kenneth Kim
Associate Professor / ISU Advertising Federation Club Advisor
Office: Frazier Hall 416
kennethkim@isu.edu adclub@isu.edu
Education
BA, Mass Communication, Korea University; MA, Communication, Korea University; PhD, Mass Communication (advertising emphasis), University of Florida
Emphasis
Advertising, Strategic Communications, Framing
Courses Taught
CMP 2203: Media Literacy; CMP 2261: Introduction to Advertising; CMP3365: Advertising Strategy and Copywriting; CMP 3367: Media Analytics, CMP 4406: National Student Advertising Competition
Dr. Kim teaches advertising subjects at ISU. His research focuses on the cognitive effects of various advertising tactics, with an emphasis on strategic message use and its impact on persuasiveness in health promotion and political advertising. Dr. Kim's scholarship has been recognized with the Best Paper Award from the International Journal of Advertising, as well as top paper awards from the Association for Education in Journalism and Mass Communication, and the Alumni Fellowship Award from the University of Florida.
Selected Publications
Kim, K. E. (2025). The Super Bowl as a Platform for Political Advertising: An Experimental Investigation of Third-person Perception Among Partisan Viewers. Media Watch,16(3), 323-340. https://doi.org/10.
Kim, K. E. (2025) Health Communication: Vaccination Messaging. In D. R. Holtzhausen, J. Fullerton, & B. Lewis, (Eds.), Principles of Strategic Communication (2nd ed. pp. 14-15). NY: Routledge. https://doi.org/10.
Kim, K. E. (2024). The Super Bowl as a platform for political advertising: An experimental investigation of partisan viewers’ third-person perception [Conference abstract]. In ICORIA 2024: 22nd International Conference on Research in Advertising, Thessaloniki, Greece, June 27–29, 2024 – Proceedings (p. 9). European Advertising Academy.
Kim, K. E., & McKinnon, L. M. (2023). An Experimental Study of the Effectiveness of Negative Campaign Messaging: Will Outcome Framing Work for Partisans in Polarized Politics? Journal of Creative Communications,18(1), 26-39. https://doi.org/10.
Kim, K. E. (2021). Free Flu Shots vs. Herd Immunity in Flu Vaccination Advertising: The Interaction of Attribute Type and Message Sidedness on Flu Vaccination Judgment. International Journal of Pharmaceutical and Healthcare Marketing, 15(2), 298-311. https://doi.org/10.
Kim, K. E., & Patnode, R. (2021). Sports Media versus News Media: Perceptions of Media Bias in Coverage of the NFL National Anthem Protest in 2017. Journal of Sports Media, 16(1), 1-19. https://dx.doi.org/10.
Kim, K. E., & McKinnon, L. M. (2020). Framing financial advertising: message effectiveness in intertemporal choice. Journal of Marketing Communications, 26(3). 328-342. https://doi.org/10.
Kim, K. E. (2020). Stealing Thunder in Negative Political Advertising: The Persuasive Impact of One-sided and Two-sided Negative Messages on Partisan Individuals. Journal of Creative Communications, 15(1), 7-18. https://doi.org/10.1177/
Kim, K. E. (2019). The hostile media phenomenon: Testing the effect of news framing on perceptions of media bias. Communication Research Reports, 34(1), 35-44. https://doi.org/10.
Awards & Honors
College of Business Research Grant, Murray State University (2022)
Research Sabbatical Award, Xavier University (2019-2020)
Top Paper Awards: The Association for Education in Journalism & Mass Communication (AEJMC) (2018/2012/2011)