Yoonsang oversees study design, statistical analysis, machine learning modeling, data harmonization, and other data science practices for NORC’s Social Data Collaboratory (SDC). Yoonsang has over 15 years of experience in media and public health research and served as co-investigator on several NIH and FDA-funded studies focusing on tobacco control science. She provides methodological and statistical support for studies that aim to examine the media effects on intention and use of tobacco and marijuana. She also specializes in social media methodology for public health research, including developing standardized procedures to collect, clean, and analyze social media data, data quality assessment, and exposure measurement.
Through the tobacco control research studies funded by NIH and FDA, Yoonsang and her SDC colleagues developed disclosure guidelines for social media analytics to facilitate transparency and replicability. She also published studies that developed the measures of tobacco-related communication environment using social media data and examined the properties and impact of those measures.
For CDC’s Office on Smoking and Health, she led a team of data analysts to collect, harmonize, and analyze quitline data submitted by 50 states, District of Columbia, Guam, and Puerto Rico for the National Quitline Data Warehouse. Kim is also a member of the Data Science Strategy Workgroup that provides an overall vision of data science practices at NORC.
Before joining NORC, Yoonsang worked as a biostatistician at the Institute for Health Research and Policy and as an instructor at the School of Public Health, University of Illinois Chicago. She collaborated with many researchers in Public Health, Pharmacy, and Medicine on NIH-funded studies and numerous publications, providing statistical consulting in randomized controlled trials, longitudinal data analysis, and complex survey data analysis. Prior to UIC, Yoonsang was a Research Professor in the Biostatistics department at the University of Oklahoma Health Science Center, taught Biostatistics in its MPH program, and provided biostatistical consulting to the Ophthalmology department.
Quick Links
Education
PhD
University of Illinois Chicago
MS
University of Iowa
MPH
Seoul National University
BA
Chung-Ang University
Appointments & Affiliations
Member
American Statistical Association
Project Contributions
Publications
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"Youth and Young Adult Awareness of and Perceptions About Tobacco Marketing as a Social Justice Issue"
Journal Article | May 31, 2024
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opens in new tabYouth and Young Adult Awareness of and Perceptions About Tobacco Marketing as a Social Justice Issue
Journal Article | May 31, 2024
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opens in new tabDeciphering Influence on Social Media: A Comparative Analysis of Influential Account Detection Metrics in the Context of Tobacco Promotion.
Journal Article | January 27, 2024
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Using Named-Entity Recognition to Derive Health Policy Insights from Social Media Data.
Presentation | January 1, 2023
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"Disclosure Standards for Social Media and Generative Artificial Intelligence Research: Toward Transparency and Replicability."
Journal Article | January 1, 2023
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opens in new tabA Patchy Prohibition: Product and Flavor Substitution After the Food and Drug Administration’s Prioritized Enforcement Policy on Flavored E-cigarettes,
Journal Article | November 8, 2022
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opens in new tabHeating Up: How Early Twitter Marketing Gave Rise to Organic Word-of-Mouth About Heated Tobacco Products.
Journal Article | November 5, 2022
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Advancing Tobacco Control Policy and Social Media Marketing Surveillance with Machine Learning and Natural Language Processing.
Presentation | November 1, 2022