Joseph Yun

Research Assistant Professor of Accountancy and Director of Skunkworks

Biography

Joseph Yun is a research assistant professor of accounting and director of Data Science Research Services at Gies College of Business at the University of Illinois at Urbana-Champaign. He also has affiliations with the Charles H. Sandage Department of Advertising, the National Center for Supercomputing Applications, Illinois Informatics, and the Center for Health Informatics. Yun’s research is primarily focused on novel data science algorithms, user-centric analytics systems, and societal considerations of AI-based advertising and marketing (e.g., privacy, ethics). Yun is also the principal investigator of the Social Media Macroscope, which is an open research environment for social media analytics (socialmediamacroscope.org).

Contact

2046 Business Instructional Facility

515 Gregory Drive

Champaign, IL 61820

217-333-8178

jtyun@illinois.edu

Listings

Educational Background

PhD, Informatics, University of Illinois at Urbana-Champaign, 2018
M.S., Advertising, University of Illinois at Urbana-Champaign, 2014
B.S., Computer Science, University of Illinois at Urbana-Champaign, 2001

Positions Held

Director of Skunkworks, Accountancy, University of Illinois at Urbana-Champaign, 2021 to present
Director of the Data Science Research Service, University of Illinois at Urbana-Champaign, 2019-2021
Illinois Informatics Faculty Affiliate, Illinois Informatics, University of Illinois at Urbana-Champaign, 2019 to present
National Center for Supercomputing Applications Affiliate, National Center for Supercomputing Applications, University of Illinois at Urbana-Champaign, 2019 to present
Research Assistant Professor of Accountancy, University of Illinois at Urbana-Champaign, 2019 to present
Research Assistant Professor of Advertising (Honorary), Charles H. Sandage Department of Advertising, University of Illinois at Urbana-Champaign, 2018 to present

Recent Publications

Pamuksuz, U., Yun, J., & Humphreys, A. (2021). A Brand New Look at You: Predicting Brand Personality in Social Media with Machine Learning. Journal of Interactive Marketing, Elsevier, 56 (November 2021), 55-69. link >
Yun, J., Segijn, C., Pearson, S., Malthouse, E., Konstan, J., & Shankar, V. (2020). Challenges and Future Directions of Computational Advertising Measurement Systems. Journal of Advertising, Taylor & Francis, 49 (4), 446-458. link >
Yun, J., Duff, B., Vargas, P., Sundaram, H., & Himelboim, I. (2019). Computationally Analyzing Social Media Text for Topics: A Primer for Advertising Researchers. Journal of Interactive Advertising, Taylor and Francis, 20 (1), 47-59. link >
Yun, J. (2019). Staying Ahead of the Data Tsunami - The Social Media Macroscope Helps Researchers Go with the Big Data Flow. Science Node.
Yun, J., Vance, N., Wang, C., Marini, L., Troy, J., Donelson, C., Chin, C., & Henderson, M. (2019). The Social Media Macroscope: A Science Gateway for Research Using Social Media Data. Future Generation Computer Systems, Elsevier. link >
Yun, J., Duff, B., Vargas, P., Himelboim, I., & Sundaram, H. (2019). Can We Find the Right Balance in Cause-Related Marketing? Analyzing the Boundaries of Balance Theory in Evaluating Brand-Cause Partnerships. Psychology & Marketing, Wiley, 36 (11), 989-1002. link >
Yun, J., Pamuksuz, U., & Duff, B. (2019). Are We Who We Follow? Computationally Analyzing Human Personality and Brand Following on Twitter. Journal of Advertising, Taylor and Francis, 38 (5), 776-795. link >

Other Publications

Book Chapters

Yun, J., K. S. Burns (Ed.) (2017). Consumers as data profiles: What companies see in the social you Social Media: A Reference Handbook Santa Barbara, CA: ABC-CLIO.

Conference Proceedings

Wang, C., Marini, L., Chin, C., Vance, N., Donelson, C., Meunier, P., & Yun, J. Forthcoming. Social Media Intelligence and Learning Environment: An Open Source Framework for Social Media Data Collection, Analysis and Curation. 2019 15th International Conference on eScience (eScience: IEEE. link >

Honors and Awards

Annual Dissertation Award, American Academy of Advertising, 2018
Seymour Sudman Dissertation Award Honorable Mention, Illinois Survey Research Lab, 2018

Grants

Rapid: Tracking and Network Analysis of the Spread of Misinformation Regarding COVID-19, National Science Foundation (NSF), 2020-2021
Mirum Influencer Impact Research, Mirum Agency, 2018-2019

Service

Data Science Researcher, PAHO (Pan American Health Organization) and WHO (World Health Organization), 2020 to present
Guest Editor, Future Generation Computer Systems, 2020 to present

Current Courses

Applying Data Analytics Mrktg (MBA 564) Develops students' knowledge regarding the role, methods, and implications of business and data analytics in business. Application opportunities span multiple areas of business. Special topics may include marketing, finance, supply chain, and accounting. Topics covered may include forecasting using time series models, modern portfolio theory, measurement and scaling, A/B testing, ANOVA, and conjoint analysis.