Soyon (Michelle) Choi is a Ph.D. candidate in the Stan Richards School of Advertising & Public Relations at the University of Texas at Austin. Her research examines advertising effects and persuasion processes in digital media environments, with a particular focus on identity-based message processing, influencer marketing, and consumer privacy, and applies these insights to sports communication contexts, including NIL advertising and fan behavior.
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