Assistant Professor, Sport Management
Dr. Yun is an Assistant Professor in the Department of Sport Management. She earned both her doctoral and master’s degrees in Sport Management from the University of Florida (UF).
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 a social media context. 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 sport consumer behavior and the important role of sport in advancing social impact.
Sport marketing/consumer behavior
Corporate social responsibility
Social media big data analysis
Sport branding
- North American Society for Sport Management (NASSM)
- European Association for Sport Management (EASM)
- Sport Marketing Association (SMA)
- Korean American Association for Sport Management (KAASM)
- Kang Joon-Ho DTM Research Grant, KAASM (2026)
- Perry & Noel McGriff Endowed Scholarship, UF (2025)
- Runner-Up, D.K. Stanley Lecture Research Symposium Poster Session, UF (2025)
- Outstanding KHHP Graduate Student Award, KHHP (2024)
- First Place, D.K. Stanley Lecture Research Symposium Poster Session, UF (2024)
- Lee Jeoung Hak Research Award, KAASM (2024)
- First Place, D.K. Stanley Lecture Research Symposium Poster Session, UF (2023)
- Graduate School Fellowship, UF (2022)
Yun, L., Ko, Y. J., & Cheong, J. W. (In-press). The effects of partnership-based cause-related marketing program on consumers’ perceived authenticity, meaningfulness, and supporting behaviors: Moderating roles of perceived pain and calling. Journal of Consumer Behaviour
Yun, L., Ko, Y. J., Kim, J., & Hwang, D. (2026). How do fans respond to athlete migration in social media? The cases of Lionel Messi and Cristiano Ronaldo. Communication & Sport, 21674795261431275.
Ko, Y. J., Yun, L., & Kang, P. (2025). A conceptual framework for understanding brand connection to sport mascots. Sport Management Review, 28(4), 729-752.
- SPMA 2P65 – Sport Marketing
- SPMA 3P07 – Quantitative Analysis for Sport Management
- SPMA 4P95 – Advanced Sport Marketing
- MSMX 5P25 – Revenue Generation in Sport
Dr. Yun is currently recruiting prospective undergraduate students. Students interested in sport consumer behavior, particularly in the contexts of corporate social responsibility (CSR) and/or social media, are encouraged to contact her to discuss potential opportunities.
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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