Hanjun Ko is an assistant professor in the school of communication, Kookmin University, Seoul, Korea. He received his Ph.D. in the College of Journalism and Communications at the University of Florida. His M.A. in Advertising is from University of Texas at Austin. His research interests are in new media and advertising effects studies. Before joining the faculty at Kookmin University, he was a senior marketing consultant at Brand Marketing Institute of Cheil Communications, Seoul, Korea. hanjunko@hanmail.net