Biography

M.A. Michigan State University

Ph.D. University of Missouri, School of Journalism

Dr. Bokyung (Bo) Kim is a Professor of Public Relations at Rowan University. She also serves as the Graduate Coordinator of the M.A. in Strategic Communication program. Dr. Kim received her B.A. in Mass Communication in 2005 from Handong Global University in South Korea, her M.A. in Public Relationsin 2009 from Michigan State University, and her Ph.D. in Strategic Communication in 2012 from the University of Missouri. She began her academic career as a graduate instructor of record at the University of Missouri in 2011 before moving to her present position at Rowan University in 2012.

Dr. Kim's research has been published in 19 leading peer-reviewed journals, including Public Relations Review, International Journal of Strategic Communication, Journal of Medical Internet Research – Formative Research, Journal of Contingencies & Crisis Management, Journalism & Mass Communication Quarterly, and Cyberpsychology, Behavior, and Social Networking. She has also presented 46 peer-reviewed conference papers. Her awards include "Top Paper" at the Public Relations Society of America's (PRSA) Health Academy Spring Conference in 2010 and the Communication Arts & Sciences Summer Dean's Fellowship at Michigan State University. Her awards include “Top Paper” for the Public Relations Society of America’s (PRSA) Health Academy Spring Conference in 2010, Communication Arts & Sciences Summer Dean’s Fellowship at Michigan State University, and more.

Research Interests

Dr. Kim's expertise focuses on the use of new technologies, such as artificial intelligence (AI) and social media, in strategic communication research and consulting. Her research agenda centers on corporate transparency and sustainability communications, social media and new technology-based public relations and health communication. 

Publications

Hong, S., Kim,B., Lee, H., & Kim, S. (2025). Generative Crisis Communication: An Experimental Analysis of Effective Crisis Responses Crafted by ChatGPT. Paper presented at the 28th International Public Relations Research Conference (IPRRC), March 6-8, 2025, Orlando, Florida.

Lee, H., Hong, S., Kim, B., & Kim, S. (2025). ChatGPT, do I need to evacuate? Applying the Risk Information Seeking and Processing (RISP) Model to Investigate College Students’ Use of AI for Disaster Preparation. Paper presented at the 28th International Public Relations Research Conference (IPRRC), March 6-8, 2025, Orlando, Florida.

Hong, S., Kim,B., Lee, H., & Kim, S. (2024). Adoption of Generative PR?: The Application of Algorithm Aversion in testing ChatGPT vs PR practitioner generated writings for Perceived Credibility and Authenticity. Paper presented at the 2024 Association for Education in Journalism and Mass Communication Annual Convention (AEJMC) [Public Relations Division], August 7-11, 2024, Philadelphia, PA 

Kim, B., Hong, S., Lee, M., & Kim, S. (2024). ChatGPT in PR Education and Practice: A Study of PR Practitioners’ and Students’ AI Adoption and Use from the Unified Theory of Acceptance and Use of Technology. Paper presented at the 27th International Public Relations Research Conference (IPRRC), March 7-9, 2024, Orlando, Florida. 

Hong, S., Kim, B., Lee, M., & Kim, S. (2024). Corporate Ethics vs. Human Ethics? The Mediating Role of Individual Moral Foundation on Corporate Sustainability Communication. Paper accepted and to be presented at the 27th International Public Relations Research Conference (IPRRC), March 7-9, 2024, Orlando, Florida. 

Hong, S., Lee, H., & Kim, B. (2023). Editorial: Self-Presentation During Self Quarantine Era. Frontiers in Psychology.https://doi.org/10.3389/fpsyg.2023.1194898

Kim, B., Kim, S., & Hong, S. (2023). Are they still determining? Analysis of Associations among Ethnicity, Gender, Socioeconomic Status, Neighborhood Factors and COVID-19 Vaccination. Frontiers in Communication, 8. (Section: Health Communication). https://doi.org/10.3389/fcomm.2023.1040797.

Hong, S., Kim, B., & Lee, S. (2023). A Public Health Crisis in the University: Impact of Crisis Response Strategies on Universities’ Transparency and Post-Crisis Relationships during COVID 19 pandemic. Public Relations Review. https://doi.org/10.1016/j.pubrev.2023.102287

Hong, S., Kim, B., Lee, M., & Kim, S. (2023, April). Integrating Public Health and Geography: A study of inequalities of income, education, and minority to predict obesity. Paper accepted and presented at the 7th Biennial D.C. Health Communication Conference (DCHC), April 28-29, 2023. 

Kim, B., Lee, S., & Hong, S. (2023, March). How to Become Truly “Sustainable”: A Study of Top Retail Brands’ Sustainability Reports and Consumer Evaluations on Corporate Sustainability Communications. Paper presented at the 26th International Public Relations Research Conference (IPRRC), March 2-4, 2023, Orlando, Florida. 

Hong, S., Kim, B., & Lee, H. (2022). How Fortune 500’s Instagram Works?: Impacts of Humanized and Narrative Messages on User Engagement. Asian Journal of Public Relations. 5(1), 49-54.

Lee, H., Hong, S., & Kim, B. (2022). How Does it Depend?: A Systematic Review of the Contingency Theory of Accommodation in Communication Scholarship. Public Relations Review. 48(1).https://doi.org/10.1016/j.pubrev.2022.102148

Hong, S., Kim. B. & Lee, S. (2022). Too Close to Like?: How Social Media Influencers recast personal space between selfies and Instagram users. Communication Studies. https://doi.org/10.1080/10510974.2021.2011358

Kim, B. & Hong, S.& Kim, S.  (2021) The Integrated Model of Wearable Activity Tracker Use: Exploring Health Beliefs and Obesity Information Seeking Behaviors from a Nationally Representative Sample. Journal of Medical Internet Research – Formative Research. PubMed 5(9):e23237. http://dx.doi.org/10.2196/23237

Kim, B., Hong, S. & Lee, H (2021) Brand Communities Appear on Instagram: Exploring Brand Community Markers Through Fortune 500 Companies’ Instagram. International Journal of Strategic Communication, 15(3), 177-192. https://doi.org/10.1080/1553118X.2020.1867556.