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Sanghoon Kim is an assistant professor in the Department of Kinesiology, with a focus on teaching courses for the Sport Coaching, Leadership, and Administration graduate programs. His research interests center on understanding sport consumers' experiences and responses to technology-mediated communications and environments from various different steams (i.e., social media, self-service technology and virtual and augmented reality). Specifically, his research is focusing on cognitive, social, and data-driven studies to better understand the consumer experiences within technology-mediated communication and environment and the consumers’ psychological and behavioral responses to them.