Eunho Park

Assistant Professor, Marketing

Eunho Park Headshot



Eunho Park is an Assistant Professor in the Marketing Department at the Alvarez College of Business, University of Texas at San Antonio (UTSA). Prior to joining UTSA in 2023, he served as an Assistant Professor at California State University Long Beach and earned his doctoral degree from Texas A&M University.

He is an empirical modeler and his research focuses on understanding customers' behaviors in the domains of digital marketing and healthcare marketing. His research has been published in the Journal of Marketing, Management Science, and the Journal of Interactive Marketing. He has taught undergraduate- and graduate-level marketing courses, including Marketing Research, Marketing Analytics, and Machine Learning in Marketing.

Research Interests

  • Digital Marketing
  • Health Care
  • Online Communities


  • Ph.D. Texas A&M University
  • M.S. Seoul National University B.S. Korea Advanced Institute of Science and Technology


  • “The Effects of Health Information Exchange Access on Healthcare Quality and Efficiency: An Empirical Investigation,” with Ramkumar Janakiraman, Emre M. Demirezen and Subodha Kumar, Management Science, Vol. 69, No. 2, 2023, pp. 723-1322
  • “Social Dollars in Online Communities: The Effect of Product, User, and Network Characteristics,” with Rishika Rishika, Ramkumar Janakiraman, Mark B. Houston, Byungjoon Yoo, Journal of Marketing, Vol. 82, No. 1, 2018, pp. 93-114
  • “Is the Daily Deal Social Shopping?: An Empirical Analysis of Customer Panel Data,” with Minjae Song, Byungjoon Yoo, and Seongmin Jeon, Journal of Interactive Marketing, Vol. 33, No. 1, 2016, pp. 57-76