Hee Mok Park

Dr. Park employs cutting-edge quantitative methodologies, such as marketing analytics, causal inference, machine learning, and hierarchical Bayes techniques, to tackle complex and impactful marketing challenges. His research interests revolve around social networks, digital and social media marketing, and sustainability marketing. With recent publications in prestigious journals like Marketing Science and Journal of Marketing Research, his work garners attention in influential business outlets like the Wall Street Journal.

Completing his Ph.D. in Marketing at the University of Michigan, Ann Arbor, Dr. Park has a solid academic background. He previously taught at the University of Connecticut before joining the faculty at the University of Manitoba in 2021.

• Models of Social Interaction and Peer Effects
• Digital Marketing
• Bayesian Econometrics

• Marketing Analytics
• Fundamentals of Marketing
• Marketing Research
• Strategic Marketing

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)