Kwangmi Kim


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Contact Information

Van Bokkelen, 212


Ph.D., Pennsylvania State University, 1995

Areas of Expertise

International advertising
Globalization and expansion of media industries
Political economy of Mass Communication
Commercialization and representation of gender and race in advertising
Social media and sports


Dr. Kwangmi Kim has been a part of the Towson University community since 2003. Specializing in advertising, she teaches Media Planning, Advertising Campaigns, Principles of Advertising, and International Advertising and Public Relations. Currently, Dr. Kim is the unit coordinator of Advertising and Public Relations in the MCCS department and is taking a leadership role in various department and university affairs. Dr. Kim is also an active scholar by publishing articles in International Journal of Advertising, Asian Journal of Communication, Mass Communication and Society, and Sex Roles. Her scholarly work also appeared as chapters in Commercializing Women (2008), Advances in Advertising Research (2012), The Routledge Companion to Advertising and Promotional Culture (2013), and The Handbook of International Advertising Research (2014). Lately, social media and sports have become her new research agenda, and she is working on the analysis of Twitter at the macro-level by taking interdisciplinary approaches. For the professional community, she continues to work as an Associate Editor of the Asian Journal of Communication since 2008. Dr. Kim received her Ph.D. in 1995 from the College of Communications at Pennsylvania State University.


  • How do we tweet? The comparative analysis of Twitter usage patterns by message types, sources, and device. Journal of Social Media in Society, 6 (1), 189-219.
  • Super Bowl live tweets: The Usage of social media during a sporting event. Proceeding of the 8th International Conference on Social Media & Society in Toronto, Canada, 2017. ACM
  • “Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies,” The Handbook of International Advertising Research. Ed. Hong Cheng, Wiley-Blackwell. 2014, 78-94.
  • “Globalization, Penetration, and Transformation: A Critical Analysis of Transnational Advertising Agencies in Asia,” The Routledge Companion to Advertising and Promotional Culture, Eds. Matthew McAllister and Emily West, Routledge. 2013, 131-145.
  • “Sports and Social Media: Twitter Usage Patterns during the 2013 Super Bowl Broadcast,” International Conference on Communication, Media, Technology and Design Conference Proceedings. Eds. Aguh Gumus, Ali Simsek & Fahme Dabaj, 2014, pp. 250-259.
  • “Twitter Data Collecting Tool with Rule-based Filtering and Analysis Module,” International Journal of Web Information Systems, Vol. 9, No. 3, 2013, pp. 184-203.
  • “The Construction of Masculinity: A Cross-Cultural Analysis of Men’s Lifestyle Magazine Advertisements,” Sex Roles, Vol. 69, 2013, pp. 237-249.
  • "Research on advertising in Asia: A critical analysis of the articles published in major advertising and communication journals, 1990-2009" Asian Journal of Communication, Vol. 20, No. 2, 2010, pp. 248-263.

Service to the Profession

  • Associate Editor of Asian Journal of Communication (December 2008-present)
  • Vice President of the Korean American Communication Association (August 2002-May 2008)