Bomin Paek, PhD
Office
Bomin Paek, PhD
Assistant Professor
Education
| BS | Inha University | Kinesiology |
| M.S. | Seoul National University | Global Sports Management |
| PhD | University of Northern Colorado | Sport Administration |
Research Interest
Dr. Paek’s research interests include sports consumer behavior and cognitive psychological processes. Her primary research focus is on the well-being of sports consumers, with specific reference to the psychological impacts of mediated sports consumption on various domains of their lives. Additionally, she is interested in analyzing the effectiveness of advertising and sponsorship in digital consumption decision-making, as well as understanding the needs and values associated with emerging forms of sports media consumption.
Dr. Paek possesses a wide range of skill sets for various research methods within the field of sports management, focusing primarily on quantitative research. She often employs a psychometric assessment approach, consulting on research design and development using survey methods and latent variable analyses. As a secondary set of research skills, Dr. Paek is currently exploring cognitive and affective responses driven by various sports marketing stimuli using eye tracking, electrocardiography (ECG), and facial electromyography (fEMG). The Center for Sports Marketing Innovation currently hosts funded projects and is equipped with eye tracking, ECG, and fEMG devices, facilitating a variety of interdisciplinary research collaborations.
Experience
| 2026 – Present | Assistant Professor | University of Tennessee, Knoxville |
| 2022 – 2026 | Assistant Professor | University of Kansas, Lawrence |
Courses Taught
RSM 440 – Sport Marketing
Selected Publications
Yang, H. W.*, Paek, B., & Lim, C. H. (2026). Human Brand Power on Screen: What Aspects of Live Sports Streamers’ Images Drive Viewer Satisfaction and Re-Viewing Intention?. Journal of Global Sport Management, Advance online publication.
Power. K., Bredikhina. N., & Paek. B. (2026). Educating NCAA Student-Athletes to Mitigate Social Media Risks: Results from an Intervention Pilot Program Journal of Issues in Intercollegiate Athletics, Advance online publication.
Paek, B. & Jung, H.* (2026) Social Media Engagement and Subjective Well-Being in Sport Consumers: The Mediating Roles of Perceived Value and Passion. International Journal of Sport Management, Advance online publication.
Jung, S., Appelman, A.*, Paek, B., & Jung, H. (2026). Understanding why people watch sports highlights: Development and validation of a multidimensional motivation scale. International Journal of Sport Communication.
Ha, T.*, Paek, B., & Killian, C. (2026). Technology integration in physical education: Analyzing factors influencing teachers’ adoption using diffusion of innovations theory. Journal of Teaching in Physical Education.
Lee, M., Read. G., & Paek, B.* (2025). Attentional and Evaluative Processing of Split-Screen Advertisements Embedded in Mediated Sports: An Eye-Tracking and Biometric Study. Communication & Sport. Advance online publication, https://doi.org/10.1177/21674795251376951
Yoshida, M.*, Gordon, B., Paek, B., & Bredikhina, N. (2025). Upward Spirals of Positive Emotions: A Three-Wave Data Analysis of Enjoyable Leisure Experiences and Flourishing. European Sport Management Quarterly. Advance online publication. https://doi.org/10.1080/16184742.2025.2543025
Yoshida, M.*, Gordon, B., Paek, B., & Jeffrey, J. (2025). The bottom-up effects of fan engagement behavior and stadium attendance on flourishing: A three-wave data analysis in professional sport. Sport Marketing Quarterly. Advance online publication. https://doi.org/10.1177/10616934251383722
Paek, B., Lee, M.*, Read, G. L., & Yang, H. (2025). Dynamic Information Processing of Signage Advertising Embedded in VR-Mediated Sports Through Real-Time Eye-Tracking and Biometric Measures. Communication & Sport. Advance online publication. https://doi.org/10.1177/21674795251326102
Jung, H., Paek, B., & Sung, Y. T.* (2024). Do fans care about playoff structure? The impact of playoff format on fan demand and major league soccer. International Journal of Sport Management. 25(4). 379-406.
Paek, B., Martin, J., Oja, B.*, & Kim, M. (2022). Searching for Sport Employee Creativity: A Mixed-Methods Exploration. European Sport Management Quarterly. 22(4), 483-505. https://doi.org/10.1080/16184742.2020.1804429
Paek, B.*, Morse, A., Kim, M., & Jung, H. (2021). Sports Consumer Well-being and Flow in Online Shopping. International Journal of Sports Marketing and Sponsorship. 22(4), 721-736. https://doi.org/10.1108/IJSMS-06-2020-0116
Paek, B.*, Morse, A., Hutchinson, S., & Lim, C. (2021). Examining the Relationship for Sport Motives, Relationship Quality, and Sport Consumption Intention. Sport Management Review. 24(2). 322–344. https://doi.org/10.1016/j.smr.2020.04.003
Selected Grants
Academy of Korean Studies, Academic Research Grant ($13,200-Funded; 2024)
Project Title: Assessment of Visual Attention and Arousal for Augmenting Basketball Game Viewing Experiences
Position: Principal Investigator
National Collegiate Athletic Association. Innovations in Research and Practice Grants ($35,000-Funded; 2024)
Project Title: Online Resilience: Empowering Student-Athletes in Navigating Social Media Feedback with Intervention Techniques
Position: Co-investigator
University of Kansas, New Faculty Research Grant ($8000-Funded; 2023)
Project Title: Assessment of Visual Attention and Arousal for Augmenting Basketball Game Viewing Experiences
Position: Principal Investigator