DR Wonsun Shin

DR Wonsun Shin


  • Consumer socialization
  • Marketing communications
  • Parental mediation
  • Youth and digital media (Online risk taking, privacy management, responses to online/mobile marketing)



  • Dr Wonsun Shin is a Senior Lecturer in Media and Communications at the University of Melbourne. Prior to joining the University of Melbourne in 2016, Wonsun was an Assistant Professor at the Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore. 

    Her primary area of research addresses young consumers’ interactions with digital media and the role of parents in protecting children from potentially unethical digital media and interactive advertising practices (e.g., privacy intrusion). Her recent work examines adolescents’ privacy management in digital media, the role of parental mediation in young consumers’ responses to digital marketing, factors influencing parental mediation strategies, and the comparison between parental mediation and peer influence in shaping youths’ media- and consumption-related attitudes and behaviors.

    Her secondary area of research focuses on advertisers’ use of digital media (e.g., websites, social media, and mobile devices) and its impact on consumers. She has investigated global corporations’ use of brand websites and social media, consumers’ privacy management strategies in mobile marketing contexts, and factors associated with mobile phone users’ avoidance of location-based advertising.

    Her work has been published in top-tier communication journals such as New Media & Society , Communication Research , Computers in Human Behavior , International Journal of AdvertisingJournal of Broadcasting and Electronic Media , and Journal of Health Communication , and won a number of research awards from international conferences. Most of her past and ongoing research projects have been funded by competitive extramural and intramural funding programs. 

    She serves on the Editorial Review Board of the Journal of Advertising (2016-2019)    


Member of

  • American Academy of Advertising (AAA). Member 2006 -
  • International Communication Association (ICA). Member 2006 -
  • American Academy of Advertising (AAA). International Advertising Education Committee 2016 - 2017


Selected publications


Additional Grant Information

  • External Grants

    Social and Family Research Fund (S$62,160*), Ministry of Social and Family Development Singapore, 2016-2018
    - Project title: How parenting factors and child educational environment influence children’s online risk-taking behaviors: A mixed method assessment
      (*Won the grant as a Chief Investigator but transfered the CI position to one of the Investigators (Dr. Lwin) upon resignation from Nanyang Technological University)

    Ministry of Education Tier 1 Grant (S$79,760, Chief Investigator), Ministry of Education Singapore, 2014-2017
    - Project title: The role of socialization agents in adolescents' responses to mobile marketing: A consumer socialization perspective 

    Health Service Research Competitive Research Grant (S$402,720, Investigator), Ministry of Health Singapore, 2013-2016
    - Project title: A time-based assessment of children’s advertising guidelines on child food consumption and preference in Singapore 

    Ministry of Education Tier 1 Grant (S$99,520, Investigator), Ministry of Education Singapore, 2013-2016
    - Project title: The impact of advertising and social media on Singapore adolescents’ and youths’ materialism and unhealthy consumption behaviors: A multi-disciplinary approach 

    Internal Grants (University/School Level)

    Faculty Research Grant Scheme (A$14,844.40, Chief Investigator), Faculty of Arts, University of Melbourne, 2016-2017.
    - Project title: Parenting and digital risks: A cross-cultural approach

    Asian Consumer Insight Grant (S$199,600, Investigator), Nanyang Business School, 2015-2018.
    - Project title: Future health in Asia: A multi-country study of health information and health benefit seeking behaviors

    Humanities, Arts,



Education and training

  • PhD, University of Minnesota 2010
  • MA, Syracuse University 2000
  • BA, Ewha Womans University 1999

Awards and honors

  • Best Paper Award, Communication and Technology Division, International Communication Association (ICA), 2018
  • Best Paper Award, European Advertising Academy's International Conference on Research in Advertisng (ICORIA), 2018
  • Honorable Mention Presentation Award, The 3rd Biennial D. C. Health Communication (DCHC) Conference, 2015
  • Top Special Topics Paper Award (1st place), Advertising Division, Association for Education in Journalism and Mass Communication (AEJMC), 2015
  • Urakami Foundation Award, Asian Congress of Nutrition, 2015
  • Top Scholar Award, Kappa Tau Alpha National Honor Society, USA, 2009
  • Ralph Casey Dissertation Research Award, University of Minnesota, 2009
  • Jung-Sook Lee Best Student Paper Award (1st place), Communication Technology Division, Association for Education in Journalism and Mass Communication (AEJMC), 2007



Available for supervision

  • Y

Supervision Statement

  • I am available to supervise PhD, Masters and Honour's students whose research projects are in line with my research interests--youths, digital media, and  marketing communications. Most of my research is quantitative in nature, using survey, content analysis, experiment, and statistics, but I also conduct in-depth interviews to gain consumer insights.