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    Hee Mok Park

    Hee Mok Park

    Associate Professor

    Gordon S. Lang School of Business and Economics

    hmpark@uoguelph.ca

    Research Areas

    • Marketing

    About

    Biography Dr. Hee Mok Park applies advanced quantitative methods—including econometrics, causal inference, machine learning, and hierarchical Bayesian modeling—to address complex and impactful marketing problems. His research focuses on digital and social media marketing, social networks, and sustainability. His work has been published in leading marketing journals such as Marketing Science and the Journal of Marketing Research, and has been featured in prominent outlets including the Wall Street Journal.

    Dr. Park’s teaching focuses on digital and social media marketing and marketing analytics, which he has taught at both the undergraduate and graduate levels at the University of Michigan, the University of Connecticut, and the University of Guelph. He was recently nominated for the Reg Litz Teaching Award.

    Education

    Dr. Park earned his Ph.D. in Marketing from the University of Michigan, Ann Arbor. He previously taught at the University of Connecticut and the University of Manitoba before joining the University of Guelph in 2025.


    Research Interests

    · Digital and Social Media Marketing

    · Social Network Analysis

    · AI and Marketing

    · Bayesian Econometrics

    · Marketing Analytics

    · Digital Marketing

    · Social Media and Network Analysis


    Publications

    Park, Hee Mok and Joseph Pancras (2022), “Social and Spatiotemporal Impacts of Casino Jackpot Events,” Marketing Science, 41(3), 575-592.

    Pyo, Tae Hyung, Jae Young Lee, and Hee Mok Park (2022), “The Effects of Consumer Preference and Peer Influence on Trial of an Experience Good,” Journal of Marketing Research, 59(6), 1161-1178

    Park, Hee Mok and Puneet Manchanda (2015), “When Harry Bet with Sally: An Empirical Analysis of Peer Effects in Casino Gambling Behavior,” Marketing Science, 34 (2), 179-194. (Lead Article)