Jinhee Yoo

Jinhee Yoo is a Professor in the School of Management specializing in Sport Management and Sport Marketing, teaching courses including Sport Ethics, Facilities and Event Management, and Sport in Society. Her research bridges traditional sport business concepts with emerging digital technologies, with particular emphasis on virtual reality applications in sports contexts.

Her academic credentials include:

• Doctor of Philosophy in Sport Management from the University of Minnesota, Twin Cities (2014)
• Master of Sport Science (Sport Marketing) from Kangwon National University, South Korea (2007)
• Bachelor of Art in French Language & Literature and Tourism Administration from Kangwon National University, South Korea (2005)

Professor Yoo's research examines consumer behavior in digital sports environments, virtual reality applications, and cross-cultural marketing phenomena. She investigates psychological aspects of consumer engagement with sports products and technologies, frequently employing theoretical frameworks like the Technology Acceptance Model and Self-Determination Theory to analyze user motivations and experiences.

Analysis of her publication history reveals a strategic evolution from foundational sport marketing research (2009-2016) toward cutting-edge virtual reality investigations (2020-2025). Early work focused on online reviews, sport merchandise purchasing, and facility sustainability, while recent publications examine VR in-game advertising effectiveness, cross-cultural VR gaming motivations, and empathy generation in virtual sports environments. This trajectory demonstrates her responsiveness to technological advancements in sports marketing.