Ju Young Lee

Dr. Ju Young Lee is an Associate Professor of Sport Management at The Citadel, specializing in Sport Marketing and Communication. He coordinates undergraduate and graduate Sport Management programs and teaches courses such as Sport Marketing, Sport Communications, and Information Management. His research focuses on athlete-fan interactions, audience behavior analysis, and sport industry stakeholder dynamics. Lee holds a Ph.D. and dual master’s degrees from Indiana University, with prior roles at Indiana University Kokomo and Texas Tech University.

Research interests include sport marketing strategies, digital communication in sports, and sociological analyses of fan communities and athlete branding. His work applies theories like uses-and-gratifications and socialization models to explore topics like KBO League fan motivations during crises and the role of social media in athlete self-presentation. Lee’s recent studies address youth development in the K-League, women’s football policy frameworks, and the impact of pandemic-driven shifts in sports consumption.

Publications span peer-reviewed journals and edited volumes, covering fan club socialization, eSports audience motivations, and cross-cultural sport consumption. His work bridges academic theory and industry practice, addressing challenges in sport management through multi-method research approaches.