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West Virginia University College of Applied Human Sciences
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Seungbak Lee profile

Assistant Professor

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304-293-9355 seungbak.lee@mail.wvu.edu AHB-E 239 Download CV

Professional Highlights

  • Research focuses on sport consumer behavior, digital fan engagement, and data-driven decision-making using advanced analytics and artificial intelligence.
  • Teaches courses in Management of Sport Organizations, Data-Driven Decision-Making in Sport, and Sport Data Analytics.
  • Brings applied sport analytics experience from research settings, including collegiate performance analysis and the development of AI- and data-driven evaluation models.

Degrees

  • Ph.D. in Health and Kinesiology (Sport Analytics), The University of Mississippi
  • M.S. in Measurement and Evaluation in Physical Education, Korea National Sport University
  • B.S. in Community Sport, Korea National Sport University

Areas of Expertise

  • Sport analytics
  • Artificial intelligence and machine learning
  • Social media analytics
  • Sport consumer behavior

Research Interests

  • Sport consumer behavior
  • Digital fan engagement and social media
  • Sport performance analytics
  • Technology adoption in sport
  • Artificial intelligence in sport

Biographical Sketch

Dr. Seungbak Lee is an assistant professor of Sport Management in the School of Sport Sciences at West Virginia University. Before joining WVU, he served as an assistant professor of Sport Management at SUNY Fredonia. He earned his Ph.D. in Health and Kinesiology with an emphasis in Sport Analytics from the University of Mississippi, along with an interdisciplinary graduate minor in Applied Statistics.

His research focuses on sport consumer behavior, digital fan engagement and social media, sport performance analytics, and technology adoption in sport. He applies advanced analytical approaches, including artificial intelligence, machine learning, and statistical modeling, to better understand sport consumers, participation patterns, and performance outcomes. His teaching interests include management of sport organizations, data-driven decision-making in sport, and sport data analytics. Through his research and teaching, Dr. Lee aims to connect sport management questions with practical, data-driven solutions.

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