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Assistant Professor
Department of Sport Management
FLG 310
P.O. Box 118208
Gainesville, FL 32611-8208
(352) 294-1664 | yhchang@ufl.edu
Dr. Yonghwan Chang, who earned his Ph.D. from the University of Florida, is currently an Assistant Professor of Sport Management. Before joining his current institution, Dr. Chang held academic positions as an Assistant Professor at both the University of Minnesota and Texas Tech University from 2016 to 2020. In addition to his academic experience, Dr. Chang has approximately three years of professional experience as a financial investment consultant at Kumho. Dr. Chang's contributions to the field have been recognized through several prestigious accolades. He was named a Research Fellow by the North American Society for Sport Management (NASSM) in 2019 and was also honored as an Emerging Scholar in Sport Marketing by the American Marketing Association’s (AMA) Sport and Sponsorship-Linked Marketing Special Interest Group in the same year.
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.
Dr. Chang leads the Sport Marketing Analytics, Strategies, and Health (SMASH) Research Lab, operating under the motto: “SMASHing boundaries with groundbreaking research!”