POSTER SESSION 1
WEDNESDAY, OCTOBER 28
4:00-4:50 PM
SPACE 1
A Longitudinal Analysis of Toyota Motor Corporation (TMC) Sponsorship of the International Paralympic Committee, 2015–2024
Irina Berry, University of Tennessee Augusta
Robin Hardin, University of Tennessee, Knoxville
SPACE 2
Not All Ownership Is Equal: Psychological Ownership in AI-Mediated Decisions
Taegeu Bok, Indiana University Bloomington
Kevin Byon, Southern Methodist University
SPACE 3
Design, Meaning, and Connection: What Makes a Sport Team Mascot Effective?
Hannah Huiyuan Bo, Adelphi University
SPACE 4
Entertainment Programming Strategies at Major Sporting Events: A Case Study of Bad Bunny’s Super Bowl Halftime Show
Hannah Huiyuan Bo, Adelphi University
SPACE 5
Developing the Sport Consumer & Culture Index (SCCI): A Scale for Assessing Sport-City Cultural Alignment
Brandon Brown, University of Central Florida
SPACE 6
Who Defines “Creative Sponsorship”? An Exploratory Study of Creativity Discourse in Sport Sponsorship
Wen-hao Winston Chou, University of Kansas
SPACE 7
Exploring Professional Golf Players’ Performance Through Strokes Gained
Wanyong Choi, University of North Florida
Aidan Myers, University of North Florida
Dae Yeon Kim, University of Central Missouri
SPACE 8
How Sport Consumers Build Expectations Before the Season: Message Framing Effects in Pre-Season Tours
Chanwook Do, Southeast Missouri State University
Jungkeun Kim, Texas A&M University
Hyejin Shin, Texas A&M University
Jun-Phil Uhm, Inha University
SPACE 9
Fan Reactions to NCAA Football Player Transfers on Social Media: Implications for Student-Athlete Decision-Making in the Transfer Portal
Fan Ding, Texas A&M University
Mark Zhi Lu, Texas A&M University
Hyun-Woo Lee, Texas A&M University
SPACE 10
From Lecture to Lasting Impact: Co-Creating Community-Engaged Sport Sales and Marketing Courses Through Long-Term Sport Organization and Community Partnerships
Amy Greene, East Tennessee State University
Betsy Holleman, East Tennessee State University
SPACE 11
Time to Hedge? The Influence of Legalized Sports Betting on State Tax Revenues
Tyler Hajek, South Dakota State University
SPACE 12
Fan Responses to League-Confirmed Officiating Errors: A Text-Mining Analysis of NBA Last Two Minute Report Discussions on Reddit
Heejun Kim, University of Mississippi
Minsoo Kang, University of Mississippi
SPACE 13
The Effect of Payroll Investment on Franchise Revenue: Evidence from the National Basketball Association
Hoyoon Jung, Ohio University
SPACE 14
A Computational Analysis of Sport Documentaries’ Longitudinal Influence on Social Media Engagement: Evidence from Netflix’s Drive to Survive
Suyeon Jung, University of Kansas
Bomin Paek, University of Tennessee
Inae Oh, Eastern Michigan University
Woo-young Lee, University of Central Missouri
SPACE 15
Enhanced Fan Experience: The Role of AI Glasses in Sport Consumption
Han Soo Kim, University of North Florida
Wanyong Choi, University of North Florida
Taeho Kim, University of North Florida
Jason Lee, University of North Florida
SPACE 16
Beyond the Athlete: Leveraging Celebrity Pet Content for Fan Acquisition in Sport
Han Soo Kim, University of North Florida
Jason Lee, University of North Florida
Elizabeth Gregg, University of North Florida
SPACE 17
When My Team Loses: The Roles of Fan Type (Domestic vs. International) and Team Identification in Sport Consumer Coping
Jeeyoon Kim, Syracuse University
SPACE 18
Large Language Model (LLM) Analysis of Fan Responses Toward #OnThisDay Posts: A Case of European Soccer Leagues
Junho Kim, Louisiana State University
Tae Hoon Lee, University of Florida
Yong Jae Ko, University of Florida
SPACE 19
Do Good, Feel Better, Bet More? Examining the Effects of Cause-Related Marketing on Sports Gambling Consumers’ Attitudes and Behaviors
Koo Yul Kim, University of Northern Colorado
Colin Lopez, University of North Carolina
SPACE 20
From Fan Engagement to Predictive Intelligence: Analytical Fandom as Collective Intelligence in Professional Football
Taeyong Kim, Lewis University
Wonock Chung, Northern Illinois University
SPACE 21
Understanding Sport Virtual Reality Adoption: The Roles of Consumer Innovativeness and Social Influence in an Extended Technology Acceptance Model
Yongjae Kim, Kutztown University of Pennsylvania
Soojin Kim, Kutztown University of Pennsylvania
Jeeyoon Kim, Syracuse University
SPACE 22
Credibility Beyond the Game: Shaping Consumer Responses to Female Athlete Entrepreneurship
Farzaneh Kosari, Texas A&M University
Natasha T. Brison, University of South Carolina
Paul J. Batista, Texas A&M University
SPACE 23
Chutes and Ladders: Understanding Fan Attitudes Toward Promotion and Relegation in the United States Soccer League
Thomas Kessler, York College of Pennsylvania
Molly Hayes Sauder, York College of Pennsylvania
Michael Mudrick, York College of Pennsylvania
SPACE 24
Artificial Intelligence Adoption in Sport Organizations: Evidence from Industry
Juha Yoon, San José State University
Sean Pradhan, Menlo College and San José State University
Cole Armstrong, San José State University
SPACE 25
Immersive Media Effects on Paralympic Engagement: Presence, Empathy, and Behavioral Intentions
Jinhee Yoo, Gannon University
Eric Brownlee, Gannon University
POSTER SESSION 2
FRIDAY, OCTOBER 30
8:15-9:05 AM
SPACE 1
The “Underdog Trap” in Athlete Branding: The Role of Transgression Type, Perceived Betrayal, and Fans’ Moral Decoupling
Jiho Kim, Indiana University
Antonio Williams, Indiana University
Yoon Heo, Loras College
Carter Cheaney, Indiana University
SPACE 2
Biometric Analysis of Augmented Sport Experiences Among Gen Z: The Role of Hedonic Innovativeness and Repeated Exposure
Yongjae Kim, Kutztown University of Pennsylvania
Soojin Kim, Kutztown University of Pennsylvania
Jin Woo Ahn, Texas A&M University
SPACE 3
A Double-Edged Sword of Star Power: Examining the Buffer and Ruin Effects of a Transcendent Superstar on Digital Sport Consumption
Hyojin Lee, Northern State University
HyunSeok Song, Northern State University
SPACE 4
“I Want to Skip the Ad”: Comparing Traditional and Split-Screen Ads: The Moderating Role of Sport-Induced Emotions
Minkyo Lee, University of Nevada, Las Vegas
Bomin Paek, University of Tennessee
Daeyeon Kim, University of Central Missouri
Jinwook Chung, Winthrop University
Woo-young Lee, University of Central Missouri
Choonghoon Lim, Seoul National University
SPACE 5
Cross-Gender Spillovers in Ticket Pricing: Evidence from Men’s and Women’s College Basketball
Yo Han Lee, Old Dominion University
Moonsup Hyun, University of Louisville
Yoseph Mamo, Old Dominion University
Wonjun Choi, Old Dominion University
SPACE 6
Gender Differences in the Impact of Fan Engagement on Social Life and Well-Being in College Students
Nina Liquori, University of New Hampshire
Claire Ronan, Springfield College
Sophia D. Min, University of New Hampshire
Yohan Lee, Old Dominion University
Wonjun Choi, Old Dominion University
SPACE 7
Hoops, Heritage, and Human Connection: Marketing Lessons from Black Basketball Culture
Isabell Mills, University of Indianapolis
SPACE 8
Motivations and Constraints to Game Attendance: An Investigation of Mothers and Fathers
K.C. Mayer, Texas A&M University-Corpus Christi
Darcey Powell, Texas A&M University-Corpus Christi
Marissa Campana, Roanoke College
SPACE 9
An Integrative Model of Motivation and Constraints: Understanding Sport Loyalty in Taekwondo Participation
Jungju Ok, Indiana University
Hyunseok Song, Northern State University
Kevin K. Byon, Southern Methodist University
SPACE 10
More Than a Memory: The Role of Nostalgia and Perceived Authenticity in Shaping Concession Loyalty at Sport Events
Lei Ouyang, Marshall University
SPACE 11
Same Rules, Different Markets: A Comparative Case Study of Brand Value and Marketability in FIG Aesthetic Sports—Artistic Gymnastics and Rhythmic Gymnastics
YooJung Rhee, Gallaudet University
SPACE 12
WAGs and Media Framing: A Twenty-Year Examination of Female Partners of Professional Athletes
Erin Rogan, University of South Carolina
Natasha Brison, University of South Carolina
SPACE 13
Empowering Sport Consumers: The Effects of CSR Participation Type and Decision Agency on Psychological Ownership and Brand Advocacy
Sinhae Roh, Utah Tech University
Zack P. Pedersen, West Virginia University
Christina Y. Lee, Indiana University Bloomington
Paul M. Pedersen, Indiana University Bloomington
SPACE 14
From Participation to Purchase: Examining the Influence of a Grassroots Sport Activation on Brand Awareness, Community Identification, and Purchase Intention
Taylor Sawyer, University of Tennessee at Chattanooga
SPACE 15
Comparing Fantasy Football Managers Based on League Formation
Zach Scola, University of Massachusetts Boston
Ryan Dillard, University of Kansas
Jackson Sears, University of North Carolina at Chapel Hill
Brian Gordon, University of Kansas
SPACE 16
Place, Brand, and the Fragmented Formation of Washington, DC Fan Culture
Erica Simpson, University of Massachusetts Amherst
Yiran Su, University of Massachusetts Amherst
SPACE 17
Home Away from Home: An Exploration of Fan Attendance of Displaced Fan Group Watch Parties
Mark Slavich, Trinity Western University
Eric Hungenberg, University of Tennessee at Chattanooga
SPACE 18
Order to Go: An Exploration of Food Trucks at Sport Venues
Mark Slavich, Trinity Western University
Craig Morehead, Indiana State University
Nick Swim, Georgia State University
SPACE 19
Motivate and Inspire: A Qualitative Investigation of the Role Model Construct with Athletes
Olzhas Taniyev, East Carolina University
Montana Casa, East Carolina University
SPACE 20
Competitive Intensity and TV Viewership Ratings: A Case Study of the Hakone Ekiden Relay Marathon
Ken Takezawa, Rikkyo University
Yosuke Tsuji, Rikkyo University
SPACE 21
Attention at What Cost? The Effects of Sponsorship Intrusiveness on Brand Attitude
Devin Williams, University of Oklahoma
Daniel Larson, University of Oklahoma
SPACE 22
Examining Sport Consumers’ Repurchase and Word-of-Mouth Intentions for Sport Products Through a Goal-Directed Behavior Approach: The Moderating Role of Consumer Ethnocentrism
Doyeon Won, University of South Alabama
Euisoo Kim, Western Carolina University
Weisheng Chiu, Hong Kong Metropolitan University
SPACE 23
Who Gets the Boost? Athlete Instagram Follower Growth During the 2023 FIFA Women’s World Cup
Pratyush Yadav, Temple University
Bradley Baker, Temple University
Thilo Kunkel, Temple University
SPACE 24
An Analysis of Economic Value and City Image on Small-Scale Sporting Events
Ho Yeol Yu, East Texas A&M University
Myungwoo Lee, The Citadel
Sangwon Na, University of Central Arkansas
Kyu-soo Chung, Kennesaw State University
Sanghoon Kim, Michigan State University
SPACE 25
Team Performance and Sponsor Brand Attention: Evidence from the Arsenal-Emirates Partnership
Jialin Zhu, University of Bristol
SPACE 26
Student Perceptions of Stukent NIL Simulation
Carrie Trimble, Saint Michael’s College