College of Education and Human Development
Department of Kinesiology
I teach to bridge rigorous analytics with real sport industry practice. My primary teaching interests include Sport Marketing, Financial Management of Sport, Legal Issues in Sport, Management of Sport & Physical Activity Organizations, and International/Sport Management survey courses.
My research examines how emerging technologies and branding strategies shape sport consumer behavior. I pursue two complementary streams: first, tech-infused sport consumption and analytics, where I use machine- and deep-learning on user-generated content (e.g., LDA topic modeling, Word2Vec, UMAP, VADER) to study values, risk perceptions, and motivations surrounding NFTs, metaverse activations, daily fantasy sports, and technology-forward properties such as TGL; second, strategic sport branding and endorsements, where I investigate how athlete expertise, product brand popularity/type, and signature-brand strategies affect attitudes, eWOM, and purchase intentions. A related line explores mascot branding and the psychological mechanisms by which mascots and conspicuous branding cues foster connection and behavior. Methodologically, I combine controlled experiments, survey modeling (SEM, moderated mediation), and large-scale social data mining to deliver actionable implications for rights holders, teams, and sponsors.
