Yonghwan Chang

Professor with a passion for advancing studies in sport marketing and consumer behavior, Yonghwan Chang serves as an Assistant Professor of Sport Management at the University of Florida. His academic pursuits are deeply rooted in understanding the intricacies of experiential consumption and sport sponsorship, with a keen interest in how emerging technologies, including machine learning and entertainment technologies, are reshaping the landscape of sport marketing. Professor Chang's research is distinguished by its innovative approach to exploring the role of simulated environments in influencing spectators' emotional responses. By leveraging R programming and open-source software, he conducts comprehensive statistical analyses that provide valuable insights into consumer behavior within the sports industry. His work not only contributes to academic discourse but also offers practical implications for enhancing fan engagement and optimizing marketing strategies. Recognized for his contributions to the field, Professor Chang has been honored as a NASSM Research Fellow and an AMA Emerging Scholar in Sport Marketing. These accolades underscore his commitment to advancing knowledge and fostering innovation in sport management. His research endeavors continue to push the boundaries of traditional marketing paradigms, integrating cutting-edge technologies to better understand and predict consumer behavior. In addition to his research, Professor Chang is dedicated to mentoring the next generation of sport management professionals. He actively engages with students, encouraging them to explore the dynamic intersections of sport, technology, and consumer behavior. Through his teaching and mentorship, he aims to equip students with the skills and knowledge necessary to thrive in an ever-evolving industry. Professor Chang's work is characterized by a forward-thinking approach that embraces the potential of emerging technologies to transform the sport marketing landscape. His ongoing research efforts are poised to make significant contributions to the understanding of how experiential consumption and technological advancements can be harnessed to create more engaging and immersive experiences for sports fans worldwide.