Prior to joining the Newhouse School's doctoral program, 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. Her research has been published in Communication and Media in Asia Pacific (CMAP) and Journalism Practice. She also presented papers in International Communication Association (ICA) and the Association for Education in Journalism and Mass Communication (AEJMC).
She holds a BA in Communication Arts (2nd Class honors) from Chulalongkorn University. She also holds a MA in Applied Imagination (Merit) in the Creative industries from Central Saint Martins, College of Arts and Design in London.