GLOBAL Alert Overide

Vight condensed lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergr sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consedipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

Add Text
Second Button
Skip to main content
Directory University of Florida
Faculty Member Yonghwan Chang, Ph.D.

Yonghwan Chang, Ph.D.

Associate Professor, Department of Sport Management

(352) 294-1664

Send Email

Meet Yonghwan Chang, Ph.D.

Associate Professor

Education

  • Ph.D. in Sport Management (University of Florida, 2016)
  • M.S. in Sport Management (University of Florida, 2012)
  • Bachelor of Sport Science (Seoul National University, 2008)

Chang CV (PDF)

SMASH Research Lab

Mailing Address

FLG 310
P.O. Box 118208
Gainesville, FL 32611-8208

Biography

Dr. Yonghwan Chang is an Associate Professor of Sport Management at the University of Florida and Director of the SMASH Lab (Sport Marketing Analytics, Strategies, and Health). He previously served as an assistant professor at the University of Minnesota and Texas Tech University.

Before entering academia, Dr. Chang worked as a financial consultant at Kumho and completed his military service in the Republic of Korea Army Special Forces. He has been recognized as a Research Fellow by the North American Society for Sport Management (NASSM) and as an Emerging Scholar by the American Marketing Association’s Sport and Sponsorship-Linked Marketing SIG.

His research has been supported by approximately 20 funded projects totaling ~$3 million, with over $500,000 secured as Principal or Co-Principal Investigator.

Research Interests

Dr. Chang’s research integrates AI-driven analytics, sport consumer behavior, and emerging technologies to enhance fan experiences, improve sponsorship outcomes, and promote the public health impact of sport.

Key areas of interest include:

Emotional consumption and its counterintuitive effects on fan well-being and engagement

Sponsorship effectiveness, with a focus on the paradox of implicit cognitive responses and brand perception

Digital and immersive technologies (e.g., VR/AR) and their implications for fan experience and sport consumption

Mobile health interventions (e.g., Just-In-Time Adaptive Interventions; JITAI), exploring their impact on fan health and cyber behavior, guided by ecological momentary assessment and real-time data analytics

His work is rooted in behavioral science, marketing, and data science, aiming for research that is both academically rigorous and practically impactful. Dr. Chang actively collaborates across disciplines to address real-world challenges in sport, health, and society.

The SMASH Lab operates under the motto: “SMASHing boundaries with groundbreaking research.”

Courses

  • HLP 6535 Research Methods
  • SPM 6308 Sport Consumer Behavior
  • SPM 4905 Sport Marketing Analytics
  • SPM 3306 Sport Marketing