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SEUL LEE seul_lee@baylor.edu │ 227B Castellaw, Baylor University │ (254) 710-1469

EDUCATION University of Florida, Gainesville, FL, USA Ph.D. in Journalism and Communications May 2016 Concentration: Advertising (GPA: 3.86/ 4.0) Dissertation: The Effects of Media-Bound Factors on Cause-Related Marketing (CRM) Audiences’ Attitudes and Behavioral Intention Dissertation Committee: Dr. Cynthia R. Morton (Advisor), Dr. Amy J. Coffey, Dr. Jon D. Morris, & Dr. Christopher A. Janiszewski University of Georgia, Athens, GA, USA Master of Arts in Journalism & Mass Communication Aug 2009 Concentration: Advertising (GPA: 3.84/ 4.0) Thesis: The impact of the presence of label, consumers' social responsibility, and message framing on a consumer's attitude and behavior in fair trade advertising Thesis Committee: Dr. Spencer F. Tinkham (Chair), Dr. Jooyoung Kim, & Dr. Ruthann W. Lariscy Chung-Ang University, Seoul, South Korea Bachelor of Arts in Advertising and Public Relations Accelerated graduation (GPA: 4.10/ 4.5) Graduated with high honors (2/67)

Feb 2004

ACADEMIC APPOINTMENT Baylor University, Waco, TX, USA Assistant Professor, Department of Journalism, Public Relations and New Media Aug 2016 - Present Lecturer, Department of Journalism, Public Relations and New Media Aug 2015-July 2016 Hanyang University—Erica, Ansan, South Korea Lecturer, Department of Advertising & Public Relations

Mar 2018-June 2018

RESEARCH PUBLICATIONS Peer-Reviewed Publications Lee, Seul & Kim, S. (2016). The buffering effect of industry-wide crisis history during crisis. Journal of Communication Management, 20(4), pp. 347 - 362 Lee, Seul & Cude, B. (2012). Consumer complaint channel choice in online and offline purchases, International Journal of Consumer Studies, 36(1), pp. 90-96. Cited by 46 times.


Seul Lee │ 2 / 6 Manuscripts Under Review Lee, Seul & Morton, C. The Effects of Media-Bound Factors on Cause-Related Marketing (CRM) Audiences’ Attitudes and Behavioral Intention. Jun, Jong Woo, Lee, S., & Ju. I. Effects of Corporate Social Responsibility (CSR) on Brand Equity of Disney: From Perspective of Korea, Chinese, and Japanese Consumers. Jun, Jong Woo, Lee, S., Ju. I. & Won, J. Y. Effects of Popularity Information, Product Categories, and Social Norms on Emotional Responses of Consumers. Lee, Seul. The relationships among Hofstede’s cultural dimensions, attitude towards Cause-Related Marketing, and behavioral intention: Comparisons between the United States and South Korea. Academic Conference Presentations Jun, Jong Woo, Lee, S., Ju. I. & Won, J. Y. Effects of Popularity Information, Product Categories, and Social Norms on Emotional Responses of Consumers. Presented at the 2018 annual conference of the Korea Advertising Society (KAS). Lee, Seul & Morton, C. The Effects of Media-Bound Factors on Cause-Related Marketing (CRM) Audiences’ Attitudes and Behavioral Intention. Presented at the 2017 annual conference of the American Academy of Advertising Conference (AAA). Jun, Jong Woo, Lee, S., & Ju. I. Effects of Corporate Social Responsibility (CSR) on Brand Equity of Disney: From Perspective of Korea, Chinese, and Japanese Consumers. Presented at the 2017 annual conference of the Association for Education in Journalism and Mass Communication (AEJMC) Southeast Colloquium. Lee, Seul & Kim, S. The buffering effect of industry-wide crisis history during crisis. Presented at the 2013 annual conference of the Association for Education in Journalism and Mass Communication (AEJMC). Lee, Seul, Kang, E. & Ferguson, M. A. Corporate social responsibility communication on the Internet: A content analysis of Fortune 100 companies. Presented at the 2012 annual conference of the Association for Education in Journalism and Mass Communication (AEJMC). Lee, Seul. The relationships among Hofstede’s cultural dimensions, attitude towards Cause-Related Marketing, and behavioral intention: Comparisons between the United States and South Korea. Presented at the 2012 annual conference of the International Communication Association (ICA). Lee, Seul. The effects of the Fair Trade certified label, consumers' social responsibility, and message framing on consumers' attitudes and behavior. Presented at the 2011 annual conference of the Association for Education in Journalism and Mass Communication (AEJMC). Lee, Seul & Cude, B. Consumer complaint channel choice in online and offline purchase environments. Presented at the 2009 annual conference of the Marketing & Public Policy.

TEACHING EXPERIENCE Courses Taught Hanyang University—Erica, Lecturer APR 3039 Crisis Communication Management Spring 2018 ▪ An advanced course to help students develop the various skills needed to produce or supervise public relations materials in preparation for and communication during a crisis ▪ An English-only course


Seul Lee │ 3 / 6 Baylor University, Assistant Professor & Lecturer JOU4371 Public Relations Media Programming Fall 2015-2017 ▪ A capstone course to develop a comprehensive PR campaign proposal which brings together everything students have learned through the coursework JOU3321 Advertising Copywriting Spring 2015-2017 ▪ An intermediate course to develop effective advertising copy for mass media, including concept generation, research, copy testing, advertising execution, media placement and assessment JOU4310 Media Management Fall 2015, 2016 ▪ An advanced course to understand the fundamentals of media planning and to apply the knowledge into the group project developing a media plan which incorporates traditional and new media strategies JOU5310 Research Methods in Mass Communication Spring 2015-2017 ▪ A graduate course to learn about the research process, approaches to mass communication research, data analysis, applications of mass communication research, and social issues University of Florida, Instructor of Record (full responsibility) ADV3500 Advertising Research Spring 2013 ▪ Taught an intermediate course on how to design and conduct research in advertising and guided students for group projects to conduct secondary, qualitative, and quantitative research ADV4300 Advertising Media Planning Fall 2012 ▪ Taught an advanced course of media planning on topics ranging from choosing media to purchasing advertising space and time effectively and economically in mass media (45 students) University of Florida, Teaching Assistant ADV4300 Media Planning, Dr. Lu Zheng Summer 2013 ▪ Helped students to understand media terminologies and formulas and assisted them to develop strategic media planning for their group project ADV3203 Advertising Design & Graphics, Dr. Troy Elias Fall 2011, Spring 2012 ▪ Instructed student to develop weekly assignments and three design projects utilizing Adobe Photoshop and InDesign program (90 students) ADV3008 Principles of Advertising, Dr. Michael Weigold Fall 2010 ▪ Assisted the professor in grading for a large lecture class (200 students) and helped students to comprehend basic concepts in advertising Master’s Thesis Committees ▪ Member, Master’s Thesis Committee, Spencer, E. A., “What Does it All Meme?: A Look into Gender Stereotypes and Traits in the 2016 Presidential Primary Campaign,” Directed by Dr. Mia Moody-Ramirez, 2016-2017. Guest Lecturer ▪ “Below the line (BTL) Communication and Design,” Advertising Design & Graphics (Dr. Troy Elias), University of Florida November 21, 2011 ▪ “Going below the line (BTL),” Advertising and Brand Management (Dr. Jongsuk Choi), Korea University, Seoul, South Korea June 11, 2010


Seul Lee │ 4 / 6

RESEARCH EXPERIENCE Research Assistant, University of Florida Texting and Driving, Dr. Cynthia Morton ▪ Assisted with literature review and research design Transportation Theory, Dr. Lu Zheng ▪ Assisted with related literature search and secondary research Media Usage of Class of 2015, Dr. Sylvia Chan-Olmsted ▪ Coordinated focus group interviews as a preliminary study granted by Arbitron Healthy Eating, Dr. Moon Lee ▪ Worked on literature reviews, survey questionnaire and data collecting ▪ Assisted in writing a grant proposal Computer-Mediated-Communication, Dr. Moon Lee ▪ Worked on literature review and managed bi-weekly research meetings Intercultural Climate Survey at the University of Florida, Dr. Michael Leslie ▪ Analyzed survey data and reported the results Teen Dating Violence, Dr. Cynthia Morton ▪ Worked in partnership with Peaceful Paths Domestic Abuse Network

Summer 2013 Spring 2012 Fall 2011 Summer 2011

Spring 2011 Spring 2011 Fall 2010

Research Assistant, The Southern Center for Communication, Health and Poverty (SCCHP) Research Grant, Dr. Hye-Jin Paek Summer 2008 ▪ Developed coding scheme for a content analysis and assisted with preliminary data analysis

GRANTS, AWARDS, AND HONORS Summer Faculty Institute Academy for Teaching and Learning, Baylor University Doctoral Dissertation Research Fund College of Journalism and Communications, University of Florida Grinter Fellowship Award College of Journalism and Communications, University of Florida Department Honor Scholarship for Academic Excellence Department of Advertising and Public Relations, Chung-Ang University

Summer 2017 Oct 2013 Fall 2010-Spring 2013 Spring 2000-Fall 2002

PROFESSIONAL EXPERIENCE Cheil Worldwide, Seoul, South Korea Project Manager, Event marketing team June 2009-June 2010 ▪ PR manager of Seoul Design Olympiad 2009, the annual comprehensive $2 billion design festival composed of a total of 67 programs including conferences, exhibitions, competitions, and festival events; Developed strategic PR key messages and executed holistic PR strategies putting all integrated marketing communication (IMC) tools ▪ Project manager of annual Eco-camp for 50 middle school students sponsored by Dong-a Pharmaceutical and co-organized by Green Korea United, a green NGO; Planned and conducted target-friendly educational lectures and experiential programs to enhance the green awareness of teenagers


Seul Lee │ 5 / 6 ▪ ▪

Project manager of Nikon camera’s IMC promotional events; Organized an integrated photo exhibition “My Beloved” to attract newly-targeted single women in their 20s Project manager of Yoplait Binggrae’s corporate social responsibility (CSR) activities; Executed interactive experimental activities for the Pink Ribbon Campaign in South Korea to raise breast cancer awareness and funding for breast cancer research Project manager of multiple awards, gala, and hospitality events; Executed a Samsung Journalism Awards Ceremony sponsored by Samsung Press Foundation, a Samsung Prize for Filial Conduct Awards Ceremony sponsored by Samsung Life Public Welfare Foundation, a hospitality program for scholarship students by Samsung Scholarship Foundation, and a Gala of Ho-Am Prize to celebrate Ho-Am Prize winners sponsored by Ho-Am Foundation

COEX, Seoul, South Korea Assistant Manager, Exhibition planning team Jan 2007-April 2007 ▪ Performed research on trends in the convention and exhibition industry and developed advisory reports on in-house exhibitions ▪ Managed corporate advertising including planning and dealing with international magazines and webpages as well as publishing a bimonthly e-newsletter Assistant Manager, Strategic planning part, Planning and Accounting team Jan 2004-Dec 2006 ▪ Planned corporate culture renewal campaign "COEXist with you" which consolidated several piecemeal customer satisfaction programs into an integrated service, ensuring customer satisfaction and company-wide quality control. (COEXist with Customer, Community and Security) ▪ Administered team’s performance of CSF (Critical Success Factor) evaluation to ensure compliance with overall company strategic goal of being the "Asian Leader of Conventions and Exhibitions" ▪ Organized board of administration events, meetings with stockholders, and prepared performance reports for company shareholders ▪ Managed International Organization for Standardization (ISO) implementation to standardize processes and raise productivity efficiency ▪ Participated in the Knowledge Management Task Force Team to create a structured company knowledge map and information system accessible through the company intranet ▪ Appointed to Young Board; a think tank formed to encourage in-house communication and improved working procedures

PROFESSIONAL SERVICE Reviewer, for Journal of Current Issues & Research in Advertising. Vice president, Korean Students Association in College of Journalism and Communications, University of Florida Aug 2011-Aug 2012 Administrator, Online Community "Shall We PT?," South Korea Sep 2003-Aug 2007 Vice President, Student Council of Department of Advertising and Public Relations, Chung-Ang University May 2002-Feb 2003


Seul Lee │ 6 / 6

COMMUNITY AND CHURCH SERVICE Autumn Rains Presbyterian Church, Gwangju, South Korea Dec 2018-Present Korean Church of Texas A&M, College Station, TX Oct 2016-Dec 2018 Korean United Methodist Church, Waco, TX Aug 2015-Sep 2016 ▪ Singer, Praise Team Korean Baptist Church in Gainesville, Gainesville, FL Aug 2010-July2015 ▪ Served as a cell group leader to guide a small group Bible study ▪ Singer, Praise team ▪ Church Choir Korean Presbyterian Church in Athens, Member, Athens, GA Aug 2007-May 2009 ▪ Church Choir Samil Church, Member, Seoul, South Korea Jan 2006-July 2007 ▪ Volunteered as an English-Korean translator for a medical mission team; visited biweekly Ansan Foreign Workers’ Center

ACADEMIC AND PROFESSIONAL AFFILIATIONS Association for Education in Journalism and Mass Communication (AEJMC) American Academy of Advertising (AAA) International Communication Association (ICA) Korean American Communication Association (KACA) Korean Advertising Society (KAS)

Annotated cv seul lee 20180510  
Annotated cv seul lee 20180510  
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