POSTER SESSION 1
WEDNESDAY, OCTOBER 22, 4:00-4:50 PM
(50-MINUTE POSTER PRESENTATIONS)

SPACE 1
Comparing the Impact of Team Representation and Team Identification on Sponsorship Effectiveness
Akira Asada, Kanda University of International Studies
Lydia Yun, University of Florida
Yong Jae Ko, University of Florida

SPACE 2
March Madness Through Fans Eyes: Exploring Reddit Discussions on NCAA Basketball Tournament
Benqiao Jiang, Indiana University

SPACE 3
Social Media Engagement and Subjective Well-Being Among Sport Consumers: The Mediating Roles of Perceived Value and Passion
Bomin Paek, University of Kansas
Hoyoon Jung, Ohio University
Kyungyeol Kim, Kongju National University
Suyeon Jung, University of Kansas

SPACE 4
Why Don’t Women Watch Women’s Sports: Perspectives from Female Sport Management Majors
Claire Campo, University of North Florida
Elizabeth Gregg, University of North Florida

SPACE 5
How the Integration of Multiple Identities (Team, Place, and University Identification) Shapes College Sport Consumer Behavior
Fan Ding, Texas A&M University
Hyun-Woo Lee, Texas A&M University

SPACE 6
Tailoring Sports Bar Experiences: Developing and Validating a Measurement Scale on Market Demand in Sports Bar Servicescapes
Hannah Huiyuan Bo, Adelphi University
James Zhang, University of Georgia

SPACE 7
Sports Live Streaming Service Quality and Viewing Intentions: Strategic Insights from Cognitive and Complexity Perspectives
Ho Yeol Yu, East Texas A&M University
Han Soo Kim, University of North Florida
Jesscia Alonso, East Texas A&M University

SPACE 8
Identifying Motivational Factors Influencing Pickleball Participation Behavior
Ho Yeol Yu, East Texas A&M University
Wonyul Bae, Ithaca College
Sanghoon Kim, Michigan State University
Minseok Cho, Springfield College

SPACE 9
Breaking the Control Illusion: How Fan Engagement Mitigates Gambling Risks in Sports Betting
Hyunwoo Yeo, University of Florida
Ethan Jochims, University of Florida
Nicole Lawrence, University of Florida
Yonghwan Chang, University of Florida

SPACE 10
Matching Product Value and Influencer Type in Social Media Marketing
Jun Woo Choi, Viterbo University
Kevin K. Byon, Indiana University

SPACE 11
Powerplay Revisited: Outlining the Future of Sport Marketing Research
Rachel Elms, Tarleton State University

SPACE 12
Branding of Female Athletes: A Case of LPGA Players
Shu-Hao Chang, University of Florida
Yong Jae Ko, University of Florida

SPACE 13
Impact of CSR Message Congruity on Corporate Attitudes and Behavioral Intentions in the Context of Online Sports Betting
Sinhae Roh, Indiana University-Bloomington

SPACE 14
AI-Driven Abercrombie Test: Application to Sport Trademark Contexts
Sungho Cho, Bowling Green State University
Jong Kwan Lee, Bowling Green State University
Vy The Nguyen, Bowling Green State University
Huy Le Vuong, Bowling Green State University

SPACE 15
Examining Sport Consumer Sentiment using Artificial Intelligence-based BERT Algorithm: A Case Study of Online Merchandise Reviews
Susmit Gulavani, University of South Carolina

SPACE 16
In Human We Trust! The Impact of a Humanized Automated Ball-Strike (ABS) System on Fan Trust
Tae Hoon Lee, University of Florida
Yong Jae Ko, University of Florida

SPACE 17
More Than Just a Call! The Effect of Automated Ball-Strike (ABS) System Type on Fan Antipathy Response: A Moderated Mediation of Personal Innovativeness and Perceived Dehumanization
Tae Hoon Lee, University of Florida
Ye Lei, University of Florida
Dan Connaughton, University of Florida
Yong Jae Ko, University of Florida

SPACE 18
Your Choice, Your Team: Psychological Ownership and AI Decision-Making
Taegeu Bok, Indiana University
Sinhae Roh, Indiana University
Kevin Byon, Indiana University
Paul M. Pedersen, Indiana University

SPACE 19
Risk, Identity, and Reputation: The Influence of Sport Betting Endorsements on Athlete Perceptions
Taewoong Yoo, University of Florida
Yonghwan Chang, University of Florida

SPACE 20
Cyclist Type as a Market Differentiator: A Theory of Planned Behavior Approach to Purchase Intentions
Taylor Sawyer, Colorado State University

SPACE 21
Assessing the Impact of Consumer Ethnocentrism on Attitudinal Sponsorship Outcomes in a Cross-National Setting
Terry Eddy, University of Windsor
Leah Gillooly, Manchester Metropolitan University
Zachary Evans, Ball State University

SPACE 22
Examining Team Brand Association in Minor League Baseball
Timothy Shick, Hiram College
Jeffrey Curto, Hiram College
David Roberts, Hiram College

SPACE 23
Exploring Spectator Gratification: A Text Mining and ANOVA Analysis of Mercedes-Benz Stadium Ratings
Troy Zhao, University of Georgia
Ziyou Jiang, University of South Carolina

SPACE 24
Sport Participation and Life Satisfaction in Active Aging Market: A Study of the 2025 World Masters Games
Tsu-Lin Yeh, University of Mississippi
Tzu-Yun Yeh, National Taiwan Sport University
Kong-Ting Yeh, National Taiwan Sport University
Chen-Yueh Chen, National Taiwan Sport University

POSTER SESSION 2
FRIDAY, OCTOBER 24, 8:15-9:05 AM
(50-MINUTE POSTER PRESENTATIONS)

SPACE 1
From Hype to Plateau? Exploring the Evolution of NBA Jersey Sponsorship and Shifts in Sponsor Characteristics
Wen-hao Winston Chou, University of Kansas

SPACE 2
Keeping Kids in the Game: The Relationship Between Service Quality, Satisfaction, and Intention for Sustained Participation in School and Community Sport Programs
Wonjun Choi, University of New Hampshire
Sophia D. Min, University of New Hampshire
TzuShuo Ryan Wang, University of Massachusetts Boston
Kai You Cheng, National Taiwan University of Sport
Kuan-Chou Chen, National Taiwan University of Sport

SPACE 3
Teaching Implications for Instructors by Understanding the Practical Elements of Senate Enrolled Act 202 (SEA 202)
Wooyoung William Jang, Indiana University-Bloomington
Jim Evans, Indiana University-Bloomington
Cassandra Coble, Indiana University-Bloomington

SPACE 4
Perceptual Behavior and Social Interaction of Chinese College Students Toward Esports
Xianhua Luo, Delaware State University

SPACE 5
Make it Local: Exploring Athlete Cross-Cultural Tactics to Engage Social Media Users
Xinyi Yang, Temple University
Daniel Funk, Temple University

SPACE 6
Draft Cancellation and Athlete Brand Image: A Preliminary Examination of Organizational Rhetoric Signaling in the NWSL
Xuanzi Zhang, Florida State University
James Du, Florida State University
Jeffrey James, Florida State University

SPACE 7
Design Your Own NIL Collective
Yash Padhye, Midway University

SPACE 8
Gamification and Game-Based Learning in Sport Management Education: A Phenomenological Study of Faculty Perceptions of Game-based and Gamified Learning and its Impact on Student Motivation
Yash Padhye, Midway University
Alan Morse, University of Northern Colorado
Yoon Tae Sung, University of Northern Colorado
Vish Iyer, University of Northern Colorado
Koo Yul Kim, University of Northern Colorado

SPACE 9
Why Do Brands Stay or Leave? Examining Motivations and Decision-Making in Women’s Sport Sponsorships
Yelim Yoo, Texas A&M University
Jonathan Jensen, Texas A&M University
Hyun-Woo Lee, Texas A&M University

SPACE 10
AI-Human Collaboration in Sport Marketing Research: Harnessing Practical AI Tools and Applications
Yizhou Qian, Louisiana State University
Shuoyu Chen, University of Georgia
Ruichen Yang, Beijing Sport University
Weizhe Li, Louisiana State University

SPACE 11
The Impact of Financial Well-Being on Mental Health and Academic Performance: Implications for Athlete Welfare and Marketing Strategies
Yo Han Lee, Old Dominion University
Moonsup Hyun, University of Louisville
Frank Jee, Arizona State University
Logan Schuetz, Metropolitan State University of Denver

SPACE 12
Sulking over Reflected Glory: Investigating Fans’ Coping with Long-term Identity Threat in the Context of a Rival Team’s Success
Yong Wang, Graceland University
Luke L Mao, University of New Mexico
Ian Jones, Bournemouth University

SPACE 13
Identifying with Esports: A Multidimensional View of Fan Engagement
Yongjin Hwang, University of South Carolina
Keshav Gupta, University of South Carolina
Deokkyung Ock, Quinnipiac University

SPACE 14
Sport Organization Social Responsibility Activities and Collective Well-Being: The Application of Transformative Sport Service Research
Yoseph Mamo, Old Dominion University
James Du, Florida State University
Yuhei Inoue, University of Illinois

SPACE 15
A Machine Learning-Based Approach to Examining Sport Organizations’ CSR Messaging and Individuals’ Perceived Emotional and Psychological Benefits
Yoseph Mamo, Old Dominion University

SPACE 16
An Extended Technology Acceptance Model Approach Incorporating Perceptual Curiosity Toward Augmented Reality Adoption: Development of a Conceptual Framework
Yushi Bo, Gonzaga University
Andrew Kim, Gonzaga University

SPACE 17
Effects of Goal Framing on Consumers’ Moral Self-Perception, Moral Licensing, and Engagement: A Case of Environmental CSR
Yuting Yang, University of Florida
Yong Jae Ko, University of Florida

SPACE 18
Adoption and Influence of Utilizing AI in NCAA Athletic Departments' Sponsorship Sales Staff
Zachary Evans, Ball State University
Ali Mondt, Utah State University
Mark Lyberger, Kent State University
Terry Eddy, University of Windsor

SPACE 19
What Factors Determine Revenue Generation In Collegiate Athletic Departments
Zachery Wells, University of Northern Colorado
Alan Morse, University of Northern Colorado

SPACE 20
Commitment Devices – The Effectiveness of Applying Deposit Contracts in Pursuing Gym Consumers
Zehua Hei, University of Northern Colorado
Alan Morse, University of Northern Colorado

SPACE 21
Sh*tposting as Strategy: A Multilayered Analysis of the Buffalo Bills’ Social Media Branding Through an Ecological Lens
Zerong Wang, Georgia State University
Beth Cianfrone, Georgia State University
Lauren Beasley, Georgia State University

SPACE 22
What Drives Engagement? A Mixed-Methods Study of NBA and WNBA TikTok Content and Fan Interactions
Zhijing Chen, Southern Illinois University
Hannah Huiyuan Bo, Adelphi University

SPACE 23
Data Quality in Sport Marketing Research
Keevan Statz, Benedictine University
Katherine Reifurth, Arizona State University
Daneil McIntosh, Arizona State University

SPACE 24
When Athlete Brands Test New Waters: Athlete–Fan Identity Congruence in Signature Brand Expansion
Philip Kang, Augusta University
Yoonki Chun, Bowling Green State University
Yong Jae Ko, University of Florida

SPACE 25
The Impact of a Sport Organization’s Pro-Environmental Initiatives on Consumer Perceptions: An Analysis of Triple Bottom Line Outcomes
Abigail Selikoff, Elon University
Han Soo Kim, University of North Florida
Anthony Weaver, Elon University
Young Do Kim, Elon University