Graduate School of Business


  • Chang Sue Ryung
    Associate Professor
  • Division   Marketing
    Ph.D. New York University
  • Lab   Business Hall 616
  • Contact   02-2123-2499
  • Email


Ph.D., Marketing, Stern School of Business, New York University
M.Phil., Marketing, Stern School of Business, New York University
A.M. (M.A), Statistics, Harvard University
B.B.A., Business Administration, Yonsei University


Associate Professor of Marketing, Yonsei University, School of Business, 2022-Present
Assistant Professor of Marketing, Yonsei University, School of Business, 2019-Present
      Associate Dean, Sangnam Institute of Management, 2023-Present
      Academic Director, AI Business Concentration, 2022-Present
      Advisor, Yonsei Business MARP Student Club, 2022-Present
      Graduate Program Coordinator, Marketing Division, 2020-2023/02

Assistant Professor of Marketing, University of Georgia, Terry College of Business, 2012-2019
Assistant Brand Manager, Unilever Korea, 2001-2003

Outside Director: Top Run Total Solution (2023- Present) 


Data Analytics, Marketing Strategy, Marketing Models, AI Business Model, Global Marketing, Digital Marketing


Big Data Analytics
New Product Launch and Innovation
Digital Marketing 
Multichannel Strategy, Global Branding Strategy
Dynamic Structural Models
AI Application in Business 


Kim, Jeeyeon, Jeonghye Choi, Sue Ryung Chang, and Minakshi Trivedi (2024), "The Impact of Offline Store Presence on Digital Sales: The Moderating Role of Product Functionality," Journal of Retailing and Consumer Services, 78, 103754. 

Kim, Rhino and Sue Ryung Chang (2023), "Winning Back Attendance: Effects of Winning Performance, Online Search, and the MLB Rule Changes for More Dynamic Games," Asia Marketing Journal, 25(3), 1-12. (corresponding author)

Yoon, Jae Yeon, Chaehyeon Lee, Jeonghye Choi, Sue Ryung Chang, and Jikyung Kim (2022), "The Effect of Social Media Apps on Shopping Apps," Journal of Business Research, 148, 23-32. (corresponding author) 

Park, Hyun Young and Sue Ryung Chang (2022), “When and How Brands Affect Importance of Product Attributes in Consumer Decision Process,” European Journal of Marketing, 56(13), 1-25. (equal contribution) 

Kim, Jikyung, Hang Dong, Jeonghye Choi, and Sue Ryung Chang (2022), “Sentiment Change and Negative Herding: Evidence from Microblogging and News,” Journal of Business Research, 142, 364-376.

Kim, Jeeyeon, Jui-Ting Liu, and Sue Ryung Chang (2022), "Trans-Parasocial Relation between Influencers and Viewers on Live Streaming Platforms: How Does It Affect Viewer Stickiness and Purchase Intention?", Asia Marketing Journal, 24(2), 39-50. (corresponding author)

Toker-Yildiz, Kamer, Minakshi Trivedi, Jeonghye Choi, and Sue Ryung Chang (2017), “Social Interactions and Monetary Incentives in Driving Consumer Repeat Behavior,” Journal of Marketing Research, 54(3), 364-380.

Erdem, Tülin and Sue Ryung Chang (2012), “A Cross-Category and Cross-Country Analysis of Umbrella Branding for National and Store Brands,” Journal of the Academy of Marketing Science, 40(1), p86-101.

KCI Journals
Lee, Seung Yeon, Chaehyeon Lee, and Sue Ryung Chang (2024), "The Impact of Positive Emotional Valence in Webnovel Blurbs on Its Success," Journal of the Korea Contents Association, 24(3), 206-217. (corresponding author) 

Hwang, Haewon, Sue Ryung Chang, and Chaehyeon Lee (2023), "The Effect of the Film Introduction-Conclusion Dissimilarity on its Success," Journal of the Korea Contents Association, 23(9), 396-406.

Jung, Nayoung and Sue Ryung Chang (2023), "The Effect of New Product Uniqueness and Presence of Surrounding Anthropomorphic Products on Purchase Intention," Journal of the Korea Contents Association, 23(9), 353-363. (corresponding author) 

Han, Suhyeon, Nayoung Jung, and Sue Ryung Chang (2022), "The Effects of Transitioning Paid to Free Service on Consumer Behavior: Findings from Mobile Log Data, "Journal of The Korean Operations Research and Management Science Society, 47(3), 1-16. (corresponding author) 

Li, Yiling, Boram Do, Sue Ryung Chang, and Jeonghye Choi (2022), "The Targeting Effects of Food Advertisements on the Video Platform: Comparing PC and Mobile Devices," Journal of Channel and Retailing, 27(1), 59-79. 

Han, Suhyeon, Junghwa Jang, Jeonghye Choi, and Sue Ryung Chang (2021), "The Relationship between Social Media and Consumer Purchase Decision: Findings from Seoul Sharing Bike," Knowledge Management Journal, 22(4),135-155. (corresponding author)


Teaching Excellence Award, Yonsei University, 2021, 2022
Teaching Excellence Award, Yonsei Business School, 2020, 2022
Winner, Mary Kay Academy of Marketing Science Doctoral Dissertation Award, 2013
AMA Sheth Foundation Doctoral Consortium Fellow, 2009
Doctoral Fellow, INFORMS Marketing Science Conference Doctoral Consortium, 2007, 2009
UGA Career Center Acknowledgment for Student Career Development, 2015, 2016, 2017
Direct Grant for Research with Dr. Mantian Hu, Chinese University of Hong Kong, HKD35,000, 2013
Graduate Fellowship, New York University, 2006-2012
Research Assistant Fellowship, Yonsei University, 2003 – 2004

* Academic Service
Track Chair, Digital Marketing and Social Media, Global Marketing Conference, 2021, 2023 
Track Chair, Digital Consumer Behavior in the Age of Tech Transformation, Global Marketing Conference, 2023 
Guest Editor for the Special Issue at International Journal of Consumer Studies, 2023  
Track Chair, Digital and Social Media Marketing, AMA Winter Academic Conference, 2021
Reviewer, Journal of Business Research, 2021 - Present
Reviewer, Journal of Advertising, 2021 - Present
Reviewer, European Journal of Marketing, 2016 - Present
Reviewer, Marketing Letters, 2015 - Present
Reviewer, International Marketing Review, 2016 - Present
Ad hoc reviewer, Journal of Consumer Psychology, 2014
Reviewer, AMA Summer/Winter Academic Conference, 2016-Present
Editorial Board Member, Journal of Global Scholars of Marketing Science, 2017 - Present
Reviewer, Marketing Strategy Track, Society for Marketing Advances Conference, 2014

* Department and University Service (at the University of Georgia)
Member, Specialty Certificate Programs Committee, 2016 - 2017
Member, International Business Coordination Committee, 2013-2015
Member, BBA Marketing Strategy Curriculum Review Committee, 2015
Mentor, Center for Undergraduate Research Opportunities (CURO), 2014-2016
Thesis Advisory Committee Member for 5 students in Statistics, M.S., 2014-2018

* Department and University Service (at Yonsei University)
Associate Dean, Sangnam Institute of Management, 2023-Present
Academic Director, AI Business Concentration, 2022-Present
Advisor, Yonsei Business MARP Student Club, 2022-Present
Academic Director, Global MBA Program, 2022-2023/02 
Graduate Program Coordinator - Marketing area, 2020 - 2023/02


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