Soyon (Michelle) Choi is a Ph.D. student in the Stan Richards School of Advertising & Public Relations at the University of Texas at Austin. Her research investigates how message effects vary across individuals’ identities—such as fandom or demographic factors—in shaping responses to persuasive communication. She focuses on sports as a dynamic communication context, examining topics such as influencer advertising (e.g., athlete branding and NIL sponsorships), privacy perceptions from sports events, and the effectiveness of narrative advertising.
Before re-entering academia for her master’s degree, she spent about four years working in project management and public affairs, developing expertise in cross-cultural communication and stakeholder engagement. During her master’s program, she also served as a running ambassador with New Balance Korea and as a TRX instructor, blending her passion for fitness with her academic pursuits. A firm believer in the motto “healthy body, healthy mind,” she enjoys tennis and running, which help sustain her focus and creativity in research.
Email: m.soyonchoi@utexas.edu
EDUCATION HISTORY
MS, Global Sport Management, Seoul National University
BA, Division of Kinesiology & Sports Studies, Ewha Womans University
RESEARCH INTERESTS
- Digital media and technology in sport contexts (AR/VR/MR, Metaverse)
- Media psychology and persuasion
- Sports communication and fan engagement
- Consumer behavior and identity-based message effects
- Text-based content analysis