Yujin Heo

Advertising/Public Relations

Yujin Heo

Assistant Professor


  • Strategic Communication
  • Emerging Media Technology
  • Media Effects
  • Media Psychology


  • Bachelor’s: Sungkyunkwan University
  • Master’s: Sungkyunkwan University
  • Ph.D.: University of South Carolina



Dr. Yujin Heo is an assistant professor in the Department of Advertising/Public Relations. Her research encompasses strategic communication, media psychology, and media effects. Dr. Heo’s scholarship primarily investigates how the evolving media landscape influences information processing and how message features impact knowledge, attitudes, and behaviors at an individual level. In particular, through her use of quantitative and computational research methods, she focuses on exploring how these informational impacts can be used to address ethical dimensions and foster diversity in media. Dr. Heo’s research has been published in notable journals such as the Journal of Computer-Mediated Communication, Mass Communication and Society, Journalism & Mass Communication Quarterly, International Journal of Public Opinion Research, and Journal of Health Communication. Her works have also been well-recognized nationally and internationally, including receiving a top paper award and a research award from the Association for Education in Journalism and Mass Communication.


Heo, Y., Moon, J. H., Jones-Jang, S. M., & Chung S. (accepted). Why do people underestimate polling effects? Examining the gap between actual and perceived polling effects. Mass Communication and Society.

Kim, S. H., Oh, S. H., Zain, A., Heo, Y., & Jun, J. (2023). Transition from Idealized Science to Culture of Skepticism in South Korea: Micro-Level Evidence for the Two-Culture Model of Public Understanding of Science. International Journal of Public Opinion Research, 35(3), edad026.

Heo, Y., Choi, C. W., Overton, H., Kim, J. K., & Zhang, N. (2022). In-group vs. out-group CSR messages and the effects of gender and cause involvement on brand attitudes and positive Word-of-Mouth intentions. Journalism & Mass Communication Quarterly, 99(1), 213-236.

Jun, J., Kim, S. H., Thrasher, J., Cho, Y. J., & Heo, Y. J. (2022). Heated debates on regulations of heated tobacco products in South Korea: the news valence, source and framing of relative risk/benefit. Tobacco Control, 31, 57-63.

Kim, S. H., Jun, J., Thrasher, J. F., Heo, Y. J., & Cho, Y. J. (2021). News media presentations of Heated Tobacco Products (HTPs): A content analysis of newspaper and television news coverage in South Korea. Journal of Health Communication, 1-13.

Jones-Jang, S. M., Heo, Y. J., McKeever, R., Kim, J., Moscowitz, L., & Moscowitz, D. (2020). Good news! Communication findings may be underestimated: Comparing effect sizes with self-reported and logged smartphone data, Journal of Computer-Mediated Communication, 25(5), 346-363.

Jun, J., Kim, J., Choi, M., & Heo, Y. (2020). Cancer control continuum in Korean American community newspapers: What is the association with source nationality—US vs. Korea?. Journal of Racial and Ethnic Health Disparities, 1-12.

Chung, S., Heo, Y. J., & Moon, J. H. (2018). Perceived versus actual polling effects: Biases in perceptions of election poll effects on candidate evaluations. International Journal of Public Opinion Research, 30(3), 420-442.


Yujin Heo
14 Carnegie Building