Assistant Professor, Sport Management
Dr. Yun is an Assistant Professor in the Department of Sport Management. As a scholar, she aims to serve as an expander, advancing the field of sport management by empirically testing existing theories and proposing new conceptual frameworks. Her research seeks to generate actionable knowledge that informs strategic decision-making among sport industry leaders and contributes to the broader societal good through the positive impact of sport.
Her research primarily centers on corporate social responsibility (CSR) and sport branding within social media environments. She utilizes diverse quantitative approaches, including experimental designs and AI-driven computational methods, such as sentiment analysis and topic modeling, to analyze the psychological and behavioral responses of sport consumers.
Her findings provide valuable implications for sport organizations aiming to enhance brand authenticity, promote socially responsible engagement, and foster consumers’ supporting behaviors. More broadly, her work contributes to a deeper understanding of consumer behavior in the social media context and the important role of sport in advancing social impact.
Sport marketing/consumer behavior
Corporate social responsibility
Social media big data analysis
Sport branding
Ko, Y. J., Yun, L., & Kang, P. (2025). A conceptual framework for understanding brand connection to sport mascots. Sport Management Review, 1-24.
North American Society for Sport Management
European Association for Sport Management
Sport Marketing Association
Quantitative Analysis for Sport Management
Revenue Generation in Sport
Dr. Yun is currently recruiting prospective graduate students interested in sport consumer behaviour, especially in the CSR and/or social media context.
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