Dr KyuJin Shim (PhD, Syracuse University) is an assistant professor of Media and Communications at IE University in Madrid and Segovia. Before starting her academic journey in the US in 2008, she spent 7 years as a media expert across both digital and traditional media. Her professional experience extends to her research endeavors as to how culture, ethics and politics in various contexts interplay in shaping public opinion in a digitized and interactive media landscape. She has won several research awards including International Communication Association conference, and published more than a dozen research papers in prestigious journals such as Communication Research, Computers in Human Behavior, Public Relations Review, American Behavioral Scientist, etc. Her research program uses principles in normative ethics and attribution processes to better understand factors in persuasion, influencing how dynamic consumers respond to corporate and public issues. In particular, her research explores how corporate ethical endeavors or lapses are received differently based on individual value systems and cultural differences, which thus shapes differential outcomes of marketing and PR campaigns.
