| Project/Area Number |
19K20037
|
|---|
| Research Category |
Grant-in-Aid for Early-Career Scientists
|
| Allocation Type | Multi-year Fund |
|---|
| Review Section |
Basic Section 59020:Sports sciences-related
|
|---|
| Research Institution | University of Tsukuba |
|---|
Principal Investigator |
タン キャロラインスーリン 筑波大学, ビジネスサイエンス系, 准教授 (30611397)
|
|---|
| Project Period (FY) |
2019-04-01 – 2025-03-31
|
| Project Status |
Granted (Fiscal Year 2023)
|
| Budget Amount *help |
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2022: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2021: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2020: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2019: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
|
|---|
| Keywords | Fan / Social justice / socio-political activism / Sport / Athlete / Sport organization / Soft power / Fan engagement / fans / aggression / fanship / fandom / loyalty / sports / political consumerism / brand activism / Co-creation / Digital Marketing / Engagement / Stake holder analysis / Fanship / Fandom / Loyalty / Trust / Digital media / Sports fans / Consumer behavior |
|---|
| Outline of Research at the Start |
This study aims to examine sports engagement through the use of digital media focusing on lower levels of fanship. Contents to increase lower levels of fanship interest and consumption of digital sports contents will be explored. This research also will examine the factors leading to the increase in fanship levels. There is contribution to theory building in looking at utilizing digital media in making sports everybody’s game regardless of the level of fanship. The research methodology employed will be mixed-methods, utilizing case studies, surveys, interviews and analysis of secondary data.
|
| Outline of Annual Research Achievements |
This year I conducted two studies that were important in light of the growing focus on sport and socio-political issues. The first study was on the impact of socio-political activism in sports on fans' intentions to boycott, providing valuable insights into activism and fan behavior.The findings show fan-club connections based on similar values similar values do not prevent boycotts in the face of activism. Additionally, I did a study on soft power and fan behavior in relation to socio-political issues such as human rights. The findings demonstrated how country image, affinity, and fan engagement contribute to building soft power through sports branding, highlighting the strategic importance of leveraging national identity and fan connections to enhance a country's influence and reputation globally through sports.
|
| Current Status of Research Progress |
Current Status of Research Progress
3: Progress in research has been slightly delayed.
Reason
I worked on the plan management of my research projects from this grant as well as other existing projects, as well as the teaching and service components. I was able to complete most of the planned studies ahead of schedule, which demonstrated that the study was progressing more smoothly than I had initially thought. Although the planned overseas field research has been delayed due to Covid-19, we can say that the research is progressing, including the discovery of the aforementioned findings
|
| Strategy for Future Research Activity |
Currently, I am in the process of writing a journal paper from a recent study, which I plan to submit to an A-ranked journal according to the ABDC (Australian Business Deans Council) ranking list. This particular study delves into sport and sustainability, and fan behaviour, offering new insights and contributing significantly to the existing body of knowledge in the field.
Simultaneously, I am also working on finalizing another study, which I aim to submit to an A* ranked journal, the highest tier in the ABDC ranking system. This research focuses on fan attitude and athlete activism, and I believe it has the potential to make a substantial impact in the academic community.
|
