Jaewon is an Assistant Professor of Digital Advertising at LSU’s Manship School of Mass Communication. Choi previously served as a postdoctoral research fellow at the Spiegel Research Center at Northwestern University’s Medill School and spearheaded marketing communications and audience engagement projects bridging academic insights with real-world marketing strategies. His work focuses on the intersection of digital technologies and consumer engagement, including how emerging tools and platforms shape advertising outcomes. Choi brings expertise in advanced quantitative methods—such as statistical modeling and computational social science techniques—that provide actionable insights for optimizing campaigns and understanding audience behaviors. His research has appeared in leading peer-reviewed publications.