Son, Hyunsang

M. A. University of Florida, (Mass Communication)

B. A. Chung-Ang University, Seoul, Korea (Mass Communication)


Hyunsang Son (SON) is a doctoral candidate at the Stan Richards School of Advertising and Public Relations. His primary research interest is investigating the dynamics in user-generated content (UGC) in the online environment, surrounding brands, products or services, and understanding its implications for marketing strategy.

His substantive interests are social big data analysis, digital marketing, and online review; his methodological interests are in Bayesian methods, topic modeling, econometrics, experiments, and machine learning, including regression, clustering, time series and dynamic model, stochastic gradient decent using line search and quasi-Newton methods, the lasso, the proximal gradient method, and sparse matrix factorization.