Soonkwan Hong

Soonkwan Hong


  • Associate Professor of Marketing, College of Business
  • IPEC Associate Director
  • PhD in Marketing, University of Texas-Pan American


Soonkwan Hong is originally from Inchon, South Korea, and has lived in Vancouver, British Columbia, Canada, and more recently in south Texas. Dr. Hong believes that “edutainment,” utilizing innovative technologies, is one of the most successful teaching methods. He has published in many academic journals, including the Journal of Marketing Management, Marketing Theory, the Journal of Business Research, and Qualitative Market Research. Dr. Hong is also a member of three academic communities to which he regularly presents his research: Consumer Culture Theory Consortium, American Marketing Association, and Association for Consumer Research. He enjoys almost all sports, especially tennis, golf, and snowboarding.

Research Focus

Dr. Soonkwan Hong’s research focuses on sociocultural and ideological aspects of consumption, which should better facilitate our understanding of a variety of consumption practices, consumers’ lived experiences, and stylization of their lives. More specifically, such research illuminates consumers’ non-dialectical identity works. A multitude of reality-engineering/truth-making is witnessed in the current market system. Thus, Dr. Hong will continue to theorize about the new perspective of the consumer-market dynamics, as polyvalent power relations, to which consumers as “critical” constituents of the system constantly make sociocultural contributions.

Teaching Interests

  • Consumer behavior
  • Global Marketing
  • Branding
  • Marketing ethics and Sustainability

Research Interests

  • The polysemic nature of consumer-market dynamics in association with (pop)culture, technology, and institutions as key drivers of varied manifestations of consumer identity.
  • Consumers as self-emancipating and self-contradicting agents in the market
  • Sustainable lifestyles.
  • Postcolonialism and globalization
  • Alternative food systems and cultures
  • Algorithmic consumer culture