Ploypin Chuenterawong

Ploypin Chuenterawong

Faculty Advisor: T. Makana Chock


B.A., Advertising at Communication Arts from Faculty of Communication Arts, Chulalongkorn University (Bangkok, Thailand)

M.A., Applied Imagination in the Creative Industries from Central Saint Martins, College of Arts and Design, University of the Arts London, London, England

Areas of Research: advertising, media psychology, new media.


Tian, Y., Yang, J., & Chuenterawong, P. (2021). Share or not? Effects of Stereotypes on
Social Media Engagement Using the Stereotype Content Model. Journalism Practice, 1-27.

Yang, J., Chuenterawong, P., Lee, H., & Chock, T.M. (August, 2021) A Comparative Study on
Human- vs. Cartoon-like Virtual Influencers’ CSR Messages at the 104th Annual AEJMC Conference. (poster presentation)

Yang, J., Chuenterawong, P., & Pugdeethosapol , K. (2021). Speaking up on Black Lives
Matter: A comparative study of consumer reactions towards Brand and influencer-generated corporate social responsibility messaging. Journal of Advertising. (Under revision)


Prior to joining the Newhouse School's Ph.D. program, doctoral candidate Ploypin Chuenterawong worked as a faculty member at the Department of Public Relations (advertising) in the School of Communication Arts, Chulalongkorn University (Thailand). She taught courses in Creative Strategy for Marketing Communication, Advertising Design and Computer Graphics for Advertising.

Chuenterawong is interested in examining the persuasive effectiveness of advertising messages on social media and extended reality technologies (XR). Her past studies explored virtual influencers, consumer response to social media influencers’ messages and branded content. She is currently exploring the effect of endorser type and message framing on consumer response. Specifically, she investigates how the congruence of self-related endorser images and advertising appeals affect consumers’ information processing. Chuenterawong's research has been published in Communication and Media in Asia Pacific (CMAP) and Journalism Practice. She has presented papers at International Communication Association (ICA) and the Association for Education in Journalism and Mass Communication (AEJMC).

Chuenterawong holds a B.A. in Communication Arts (2nd Class honors) from Chulalongkorn University. She also holds an M.A. in Applied Imagination (Merit) in the Creative industries from Central Saint Martins, College of Arts and Design in London.