Faculty Profile for Dr. Alexander Y Muk

profile photo for Dr. Alexander Y Muk
Dr. Alexander Y Muk
Associate Professor — School of Jrnlism & Mass Comm
LAMP 212
phone: (512) 245-1948

Biography Section

Biography and Education

Education

Ph.D. 2004 Southern Mississippi Mass Comm (Advertising) Dissertation ( Cross-Cultural Research on SMS Advertising)

M.A. 2000 Bournemouth, University U.K. Marketing Communications Thesis (Visualization of Radio Ads)

B.F.A. 1987 Academy of Art University Advertising Creative Portfolio


University Experience

Associate Advertising Professor Texas State-San Marcos Sept, 2014 – Present

Assistant Advertising Professor Texas State-San Marcos Jan, 2008 –May 2014

Assistant Advertising Professor UW-Whitewater Sept, 2004 – Dec, 2007

Teaching Assistant University of Southern Mississippi Jan, 2003– May, 2004


Relevant Professional Experience

Creative Partner Inspire Communication (HK) Ltd. Aug, 1998 – Aug, 1999

Creative Group Head Eruo RSCG Partnership Hong Kong Jan – Apr, 1998

Associate Creative Director McCann-Erickson (HK) Ltd. Apr, 1995 – Dec, 1997

Creative Group Head McCann-Erickson (HK) Ltd. Apr, 1994 – Mar, 1995

Senior Art Director McCann-Erickson (HK) Ltd. Oct, 1992 – Mar, 1994

Art Director McCann-Erickson (HK) Ltd. Sept, 1988 - Aug1992



Teaching Interests

Creative advertising and strategy

Research Interests

Cross-cultural research in consumer behavior, digital and mobile marketing and advertising effects

Selected Scholarly/Creative Work

  • Muk, A. Y., & Chung, C. (n.d.). What Exactly do They Visualize in Radio Ads? A Study of Young American and British Audiences. International Journal of Business and Applied Sciences.
  • An, H., Chung, C., & Muk, A. Y. (2020). The effects of social media WOM and fan pages on young Americans’ intention to purchase foreign pop. International Journal Of Business and Applied Sciences, 9(3), 1–16.
  • Muk, A., & Chung, C. (2020). The effects of self-construal on brand-page connection: A study of young American and Chinese fans. International Journal of Business & Applied Sciences, 1–12.
  • Muk, A. Y., & Chung, C. (2019). What exactly do they visualize in radio ads? a study of young American and British Audiences.
  • Muk, A. Y., & Chung, C. (2019). Self construal and green behaviors: a study of young American and Japanese Consumers.

Selected Awards

  • Award / Honor Recipient: Excellence in Scholarly/Creative Activities, College of Fine Arts and Communication. 2017
  • Award / Honor Recipient: Presidential Excellence Award for Scholarly Activities, College of Fine Arts and Communication Department Honors. 2014
  • Award / Honor Recipient: Best Paper Award ( Cross-Cultural Track), Society for Marketing Advances Annual Conference in South Carolina. 2013
  • Award / Honor Recipient: Texas State University Friends of Fine Art & Communication Award in Service. 2013
  • Award / Honor Recipient: Best Paper Award (Technology Track), Society for Marketing Advances Annual Conference in Atlanta. 2010

Selected Grants

  • Muk, Alexander Y. Millennials' Perceptions of Green Marketing: A Cross-Cultural Study., Texas State University Research Enhancement Grant, Texas State University, $6000. (Submitted: October 2016, Funded: March 2017). Grant.
  • Muk, Alexander Y (Principal). What influences Millennials to like brands on social media, Texas State University Research Enhancement Grant, $8000. (Funded: March 1, 2013 - March 1, 2014). Grant.

Selected Service Activities

Editorial Review Board Member
International Journal of Business and Applied Sciences
June 2021-Present
Reviewer / Referee
International Journal of Business and Emerging Markets
December 2020-Present
Member
Grad Committee
September 2018-Present
Committee member
Department Personnel
2015-Present
Reviewer / Referee
Academy of Marketing Science
October 25, 2021-November 23, 2021