Participants

Courses Taught

Undergraduate Courses: Sport Business, Sport Sponsorship Marketing, Basketball, Introduction to Applied Sport Industry
Graduate Courses: Sport Service Marketing, Sport Consumer Behavior Studies
Major Career

Chair, Department of Sport Industry Studies, Yonsei University

Assistant Professor, Department of Sport Management, University of Florida

Post-doctoral Research Fellow / Lecturer, University of Michigan

Committee Member, Future Development Committee, Korea Basketball Association

Evaluation Committee Member, Korea Sports Promotion Foundation

Committee Member, Fairness Committee, Korea Gymnastics Association

Board Member, Korean Society for Sport Industry Management

Board Member, Korean Society for Sport Media

Editorial Board Member, Journal of Global Sport Management

Editorial Board Member, Korean Journal of Physical Education Science
Introduction

Professor Junsung Lee focuses his research on consumer behavior and psychology from the perspectives of sport business and marketing. His work primarily explores consumer perceptions and responses to unethical behaviors by sports organizations and athletes — a growing sociocultural issue in modern sports — as well as studies on sports consumers’ engagement with new media content, events, and product consumption. His research has been published in leading international and domestic journals, including Journal of Business Research, Journal of Business Ethics, Journal of Sport Management, Sport Management Review, European Sport Management Quarterly, and Sport Marketing Quarterly.
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