Dr. Yonghwan Chang’s research integrates advanced AI analytics and cross-disciplinary approaches to offer valuable insights into sport management, consumer behavior and sponsorship effectiveness.

His work focuses on enhancing spectator experiences, improving sponsorship outcomes, and supporting the overall success of sport teams through the use of cutting-edge technology and big data analytics. Specifically, Dr. Chang investigates emotional consumption in spectator sports, aiming to deepen the understanding of the emotional experiences of fans, and examines the complexities of sport sponsorship, including the underlying implicit judgments that drive sponsorship effectiveness.

Leveraging virtual and augmented reality, Dr. Chang explores the psychological dynamics of fan experiences, including the impact on fan well-being and the unconventional effects of sponsorship decisions. He actively integrates emerging technologies into his research, employing AI and machine learning techniques to analyze real-time consumer data, and has also developed innovative interventions such as a Just-In-Time Adaptive Intervention app for college sport fans.

Dr. Chang remains committed to advancing sport management scholarship and contributing positively to the sport industry and society at large.