Yongjae Kim

Professor

Kutztown University of Pennsylvania

United States

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Yongjae Kim is a Professor at Kutztown University of Pennsylvania, USA. His research areas focus on fan engagement in sports, specifically examining attention allocation on social media platforms, consumer behavior related to team-related cues, and the impact of service satisfaction on team identification. His recent articles include analyses of sport teams’ social media interactions and the effectiveness of athlete endorsements.

Articles (6)

Year:

2025

Year:

2025

Year:

2025

Year:

2022

Year:

2021

Year:

2021

Collaborators (3)

Joon Sung Lee

Assistant Professor

Yonsei University

SOUTH KOREA

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Jeeyoon Kim

Syracuse University

UNITED STATES

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Younghan Lee

Assistant Professor

Mississippi State University

UNITED STATES

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Yongjae Kim

Research Interests

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Articles (6)

Decoding Fan Engagement: An Eye-Tracking Analysis of Attention Allocation on Sport Teams’ Facebook Pages

Exploring the role of team-related cues on viewer behavior and engagement with corporate social marketing on sport team Twitter pages

Exploring Consumer Cognitive and Behavioral Engagement on a Sport Team’s Twitter Pages

Impact of Core and Peripheral Service Satisfaction on Team Identification and Revisit Intention: A Comparison of Minor and Major League Ice Hockey

The moderating role of consumers' ad perception in athlete endorsement effectiveness

Sequential Effects of Indirect, Direct, and Virtual Sport Experiences on Consumer Learning

Collaborators (3)

Joon Sung Lee

Jeeyoon Kim

Younghan Lee

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