Yong Jae Ko
Social Sciences · The Ohio State University
Publications
134
Citations
5,746
Est. group size
—
Recurring co-author estimate
Active years
34
Publishing since 1992
Yong Jae Ko studies consumer behavior in sport and marketing contexts, examining how fans and spectators respond to branding, technology, and media in sports settings. Recent work covers topics like esports advertising, augmented reality broadcasts, athlete brand reputation, sport mascots, NFTs, and diversity in virtual sport environments. This research is aimed at understanding how emerging technologies and marketing strategies shape fan attitudes, loyalty, and behavior.
Publication output has fluctuated over the last decade, with a peak around 2019, a dip in 2020-2021, and a steady recovery to roughly 4-7 papers per year through 2023-2025.
Generated by claude-sonnet-5 from public bibliographic data · Jul 20, 2026
- Effect of in-game situations and advertisement animation in eSports on visual attention, memory, brand attitude and behavioral intentions
Internet Research · 2025
- Application of machine and deep learning techniques on sport non-fungible token tweets: exploration of perceived values and risks
International Journal of Sports Marketing and Sponsorship · 2025
- A conceptual framework for understanding brand connection to sport mascots
Sport Management Review · 2025
- “Voice Commerce” on the Highway: Vehicle Infortainment Strategies Leading the Transition from Travel Space to Consumption Space
Journal of Korea Service Management Society · 2025
- Athlete Brand Reputation: Developing a Conceptual Framework
Corporate Reputation Review · 2024
- Charity running event for homelessness: the framing effects on prosocial behavioral intentions
European Sport Management Quarterly · 2024
- Diversity, equity and inclusion in the sport metaverse
International Journal of Sports Marketing and Sponsorship · 2024
- The Impact of Augmented Reality Technology on Sport Spectators’ Psychological and Behavioral Responses: The Role of Sensitization and Habituation
Journal of Sport Management · 2024
- The Status of Scholar-Activism in South Korean Sport: Challenges and Implications for Advancement
Journal of Global Sport Management · 2024
- Effects of Youtuber's Expertise and Integrity on Perceived Channel Authenticity and Behavioral Intentions: Moderating Role of Consumption Goals
SSRN Electronic Journal · 2024
- The effect of the viewing experience of professional baseball games on viewing immersion and viewing behavior - focusing on professional baseball spectators
Journal of Sports Convergence · 2024
- The Effect of Livestreaming Esports Media on Viewer Satisfaction, Flow Experience, and Media Loyalty
Communication & Sport · 2023
- Using Experiments in Sport Consumer Behavior Research: A Review and Directions for Future Research
Sport Marketing Quarterly · 2023
- The Effects of Self-Brand Connection and Self-Construal on Consumers' Psychological and Behavioral Responses to Athlete Scandals
Sport Marketing Quarterly · 2023
- The effects of pre-scandal associations of athlete endorsers and scandal types on consumer blame and eWOM
International Journal of Sports Marketing and Sponsorship · 2023
- Journal of Sport Management×8
- Sport Marketing Quarterly×8
- Journal of Global Sport Management×7
- Sport Management Review×4
- European Sport Management Quarterly×4
- Kevin K. Byon
Social Sciences · Indiana University
- Antonio S. Williams
Social Sciences · Indiana University
- Paul M. Pedersen
Social Sciences · Indiana University
- Armin Marquez
Social Sciences · Indiana University
- Brandon Wallace
Social Sciences · Indiana University
This profile was generated automatically from public scholarly data (OpenAlex). Group size and activity levels are estimates derived from co-authorship patterns.
Last updated Jul 19, 2026.
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