For Kwon’s dissertation, titled “Consumers’ Social Media Advocacy Behaviors of Luxury Brands: An Explanatory Framework,” she will receive a $1,650 prize. The first half of the money will be awarded at the AAA conference in Seattle in March, and the second half will be given upon completion of her dissertation process at the University of Missouri.
Eunseon “Penny” Kwon
Kwon’s research will explore how companies interact with consumers in social media, especially luxury brands. These items can indicate one’s socio-economic status, the desire to have a high-quality product, brand preference and much more.
Anonymous reviewers at the competition praised Kwon’s dissertation for having a strong predicted model, literature review, hypotheses and theoretical foundations.
“I am so excited and honored to be receiving this award,” Kwon said, thanking her dissertation chair and committee members for support and guidance.
Her dissertation chair is Esther Thorson, who will be on hand to watch Kwon receive her prize. This is the fourth AAA dissertation winner Thorson has overseen.