{"id":26737,"date":"2026-09-09T13:42:34","date_gmt":"2026-09-09T13:42:34","guid":{"rendered":"https:\/\/cehhs.utk.edu\/krss-dev\/?post_type=people&p=26737"},"modified":"2026-10-01T19:42:11","modified_gmt":"2026-10-01T19:42:11","slug":"bomin-paek","status":"publish","type":"people","link":"https:\/\/cehhs.utk.edu\/krss\/people\/bomin-paek\/","title":{"rendered":"Bomin Paek, PhD"},"content":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":true,"inline_featured_image":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_links_to":"","_links_to_target":""},"people_cat":[],"class_list":["post-26737","people","type-people","status-publish","entry"],"acf":{"people_featured_photo":26738,"people_name":"Bomin Paek, PhD","people_title":"Assistant Professor","people_unit":"Sport Management","people_address":"HPER B029A","people_email":"bomin.paek@utk.edu","people_phone":"","people_biography":"","people_education":"\r\n\r\n\r\n\r\n\r\n
BS<\/td>\r\nInha University<\/td>\r\nKinesiology<\/td>\r\n<\/tr>\r\n
M.S.<\/td>\r\nSeoul National University<\/td>\r\nGlobal Sports Management<\/td>\r\n<\/tr>\r\n
PhD<\/td>\r\nUniversity of Northern Colorado<\/td>\r\n\u00a0Sport Administration<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n \r\n\r\n ","people_research":"Dr. Paek\u2019s 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.\r\n\r\nDr. 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.","website_one":"","website_two":"","faculty_website":"","people_links":"","people_additional":"

Experience<\/h4>\r\n\r\n\r\n\r\n\r\n
2026 - Present<\/td>\r\nAssistant Professor<\/td>\r\nUniversity of Tennessee, Knoxville<\/em><\/td>\r\n<\/tr>\r\n
2022 - 2026<\/td>\r\nAssistant Professor<\/td>\r\nUniversity of Kansas, Lawrence<\/em><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n\r\n

Courses Taught<\/h4>\r\nRSM 440 - Sport Marketing\r\n\r\n

Selected Publications<\/h4>\r\nYang, H. W.*, Paek, B.,<\/strong> & Lim, C. H. (2026). Human Brand Power on Screen: What Aspects of Live Sports Streamers\u2019 Images Drive Viewer Satisfaction and Re-Viewing Intention?. Journal of Global Sport Management<\/em>, Advance online publication.\r\n\r\nPower. K., Bredikhina. N., & Paek. B.<\/strong> (2026). Educating NCAA Student-Athletes to Mitigate Social Media Risks: Results from an Intervention Pilot Program Journal of Issues in Intercollegiate Athletics,<\/em> Advance online publication.\r\n\r\nPaek, B. &<\/strong> 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, <\/em>Advance online publication.\r\n\r\nJung, S., Appelman, A.*, Paek, B., <\/strong>& Jung, H. (2026). Understanding why people watch sports highlights: Development and validation of a multidimensional motivation scale. International Journal of Sport Communication<\/em>.\r\n\r\nHa, T.*, Paek, B.<\/strong>, & Killian, C. (2026). Technology integration in physical education: Analyzing factors influencing teachers' adoption using diffusion of innovations theory.\u00a0Journal of Teaching in Physical Education<\/em>.\r\n\r\nLee, M., Read. G., & Paek, B.*<\/strong> (2025). Attentional and Evaluative Processing of Split-Screen Advertisements Embedded in Mediated Sports: An Eye-Tracking and Biometric Study. Communication & Sport.<\/em> Advance online publication, https:\/\/doi.org\/10.1177\/21674795251376951<\/a>\r\n\r\nYoshida, M.*, Gordon, B., Paek, B., &<\/strong> Bredikhina, N. (2025). Upward Spirals of Positive Emotions: A Three-Wave Data Analysis of Enjoyable Leisure Experiences and Flourishing. European Sport Management Quarterly. <\/em>Advance online publication. https:\/\/doi.org\/10.1080\/16184742.2025.2543025<\/a>\r\n\r\nYoshida, M.*, Gordon, B., Paek, B., &<\/strong> 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<\/em>. <\/em>Advance online publication. https:\/\/doi.org\/10.1177\/10616934251383722<\/a>\r\n\r\nPaek, B<\/strong>., 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<\/em>. Advance online publication. https:\/\/doi.org\/10.1177\/21674795251326102<\/a>\r\n\r\nJung, H., Paek, B.,<\/strong> & 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 <\/em>Sport Management. 25<\/em>(4). 379-406.\r\n\r\nPaek, B.,<\/strong> Martin, J., Oja, B.*, & Kim, M. (2022). Searching for Sport Employee Creativity: A Mixed-Methods Exploration. European Sport Management Quarterly.<\/em> 22<\/em>(4), 483-505. https:\/\/doi.org\/10.1080\/16184742.2020.1804429<\/a>\r\n\r\nPaek, B.*,<\/strong> Morse, A., Kim, M., & Jung, H. (2021). Sports Consumer Well-being and Flow in Online Shopping. International Journal of Sports Marketing and <\/em>Sponsorship. 22<\/em>(4), 721-736. https:\/\/doi.org\/10.1108\/IJSMS-06-2020-0116<\/a>\r\n\r\nPaek, B.*,<\/strong> Morse, A., Hutchinson, S., & Lim, C. (2021). Examining the Relationship for Sport Motives, Relationship Quality, and Sport Consumption Intention. Sport <\/em>Management Review.<\/em> 24<\/em>(2). 322\u2013344. https:\/\/doi.org\/10.1016\/j.smr.2020.04.003<\/a>\r\n

Selected Grants<\/h4>\r\nAcademy of Korean Studies, Academic Research Grant ($13,200-Funded; 2024)\r\n\r\nProject Title: Assessment of Visual Attention and Arousal for Augmenting Basketball Game Viewing Experiences\r\n\r\nPosition: Principal Investigator\r\n\r\n \r\n\r\nNational Collegiate Athletic Association. Innovations in Research and Practice Grants ($35,000-Funded; 2024)\r\n\r\nProject Title: Online Resilience: Empowering Student-Athletes in Navigating Social Media Feedback with Intervention Techniques\r\n\r\nPosition: Co-investigator\r\n\r\n \r\n\r\nUniversity of Kansas, New Faculty Research Grant ($8000-Funded; 2023)\r\n\r\nProject Title: Assessment of Visual Attention and Arousal for Augmenting Basketball Game Viewing Experiences\r\n\r\nPosition: Principal Investigator"},"yoast_head":"\nBomin Paek, PhD - Kinesiology, Recreation, and Sport Studies<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cehhs.utk.edu\/krss\/people\/bomin-paek\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bomin Paek, PhD - Kinesiology, Recreation, and Sport Studies\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cehhs.utk.edu\/krss\/people\/bomin-paek\/\" \/>\n<meta property=\"og:site_name\" content=\"Kinesiology, Recreation, and Sport Studies\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-01T19:42:11+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/cehhs.utk.edu\\\/krss\\\/people\\\/bomin-paek\\\/\",\"url\":\"https:\\\/\\\/cehhs.utk.edu\\\/krss\\\/people\\\/bomin-paek\\\/\",\"name\":\"Bomin Paek, PhD - 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