Hyunsun Yoon

About

Hyunsun Yoon is a Senior Lecturer in Strategic Communications at City, University of London. With a MA in Journalism and Ph.D. in Advertising from Cardiff University, she has written widely on the subjects of advertising, media and communications, and older consumers. As a Senior Fellow at Higher Education Academy, she has extensive experience in teaching and researching advertising, media and marketing communications, while engaging with knowledge exchange activities internationally such as the United Nations Economic and Social Commission for Asia and the Pacific (ESCAP) on digital divide among older persons. She has also written a book, Branded Entertainment in Korea, addressing critical issues around new marketing strategy; branded entertainment. Her recent research/consultancy projects include the impact analysis of the Korean Cultural Centre UK events (2018-19) and digital vulnerability and empowerment among older consumers, funded by the DM Trust (2019-21), and minority ethnic older adults' perception about the COVID-19 health campaigns (2021-23). Hyunsun Yoon is passionate about enhancing student experience and employability; pedagogy and advertising education, teaching-led research and research-led teaching; and raising awareness about vulnerable consumers via academic research as well as consultancy. She supervises a PhD student on sensory marketing and is interested in working with PhD students on the topics of theory and practice of advertising, promotional culture (especially the Korean wave, K-pop related fandom and marketing) and consumer behaviour (especially older consumers).

Publications