Lydia Yun

Lydia Yun serves as an Assistant Professor in the Department of Sport Management at Brock University, advancing the field through empirical theory testing and novel conceptual frameworks to generate actionable industry insights.

Her research concentrates on:

• Sport Marketing and Consumer Behavior
• Corporate Social Responsibility in Sport
• Social Media Big Data Analysis
• Sport Branding

Employing experimental designs and AI-driven computational methods—including sentiment analysis and topic modeling—she investigates psychological and behavioral responses of sport consumers in social media environments. Her work provides strategic guidance for enhancing brand authenticity and socially responsible engagement within sport organizations.

Dr. Yun actively recruits graduate students for research in sport consumer behavior, particularly focusing on corporate social responsibility and social media contexts.