Won-Ki Moon

As the nation faces another contentious election cycle, the spread of misinformation continues to be rampant. Scholars wanted to explore the predictability of whether or not people would seek and share misinformation without first fact-checking it. In the realm of politics, two distinct layers often twine together: political partisanship and…

A new study has revealed the innate ability of virtual humans within video content to persuade humans to engage in stopping misinformation and seeking scientific information about climate change. The findings by Won Ki-Moon, University of Florida College of Journalism and Communications Advertising assistant professor, University of Texas at Austin…

A new study has found that political fandom moderates the effects of partisanship on biased information seeking and sharing. The findings by Won-Ki Moon, University of Florida College of Journalism and Communications Advertising assistant professor, and Soobyn Lee from Incheon National University in Korea are featured in “Who Seeks and…

This article, written by Jonathan McVerry at the Penn State Donald P. Bellisario College of Communications, originally appeared on The Arthur W. Page Center website on Oct. 6, 2023. Reposted with permission.  As the capabilities of artificial intelligence continue to increase, corporate use of AI and its ability to analyze…

Misinformation – false information that is unintentionally presented as fact – is a major issue in modern society. The current media landscape, dominated as it is by social media, allows information of all kinds to spread widely and rapidly. While this can be hugely beneficial when it comes to providing…

A new study has found that artificial intelligence (AI) and crowdsourcing labels can minimize biased perspectives in fact-checking processes. The findings by Won-Ki Moon, University of Florida College of Journalism and Communications Advertising assistant professor, and Northeastern University Journalism Assistant Professor Muojong Chung were featured in “AI as an Apolitical…

Linjuan Rita Men, University of Florida College of Journalism and Communications (UFCJC) Public Relations professor and director of Internal Communication Research, Won-Ki Moon, Advertising assistant professor, and Haoran “Chris” Chu, Public Relations assistant professor, and doctoral student Jie Jin, are the recipients of four of the 19 2023 Page/Johnson Legacy…

Research Fridays features faculty and graduate students from the University of Florida College of Journalism and Communications presenting current research to their colleagues. On April 7, 2023, Advertising Assistant Professor Won-Ki Moon presented “Rise of Non-Human Agents in (Strategic) Communication.”

Won-Ki Moon, University of Florida College of Journalism and Communications Advertising assistant professor, and Jiyoung Lee, an assistant professor at Sungkyunkwan University in South Korea, are the co-recipients of a 2023 Korean American Communication Association (KACA)-Korean Foundation for International Cultural Exchange (KOFICE) Research Grant for their study “Virtual Influencers for…

Assistant Professor, Department of Advertising What are you teaching? For spring semester, I will be teaching Media Planning (ADV 4300) What is your area of expertise? My expertise is in consumer behavior and information processing. In terms of methodology, I am most familiar with experimental design, although I also use…

University of Florida College of Journalism and Communications (UFCJC) Journalism Professor Kim Walsh-Childers, UFCJC Advertising Assistant Professor Won-Ki Moon and Eric Cooks, STEM Translational Communications Center communication scientist, will be panelists for “Mass Media Effects on Health” at Turlington Hall on the UF campus on Nov. 1 at 6 p.m.…

Most consumers today are confronted with algorithmic-based recommendations based on their past usage or buying history. But how do consumers actually feel about machines recommending media or goods they might like? A new study by Won-Ki Moon, University of Florida College of Journalism and Communications Advertising assistant professor, and colleagues…