Exploring Digital Media Contents in Transforming Lower Level Sports Fans
Project/Area Number |
19K20037
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Research Category |
Grant-in-Aid for Early-Career Scientists
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Allocation Type | Multi-year Fund |
Review Section |
Basic Section 59020:Sports sciences-related
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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)
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Project Period (FY) |
2019-04-01 – 2024-03-31
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Project Status |
Granted (Fiscal Year 2022)
|
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)
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Keywords | 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.
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Outline of Annual Research Achievements |
The project is focussed on the digital media contents for lower level sport fans and it has since been extended to other levels of fans. One paper has gone through the R&R stage (revise and resubmit) and is now undergoing a second round of review with an an ABS ranked journal. The study on soft power in sports was completed with the findings presented in a conference in January 2023.
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Current Status of Research Progress |
Current Status of Research Progress
3: Progress in research has been slightly delayed.
Reason
The research is sightly delayed due to the pandemic and it is now starting to get back on track. Data collection for the main study is being designed and due to complete by the end of May.
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Strategy for Future Research Activity |
For 2023, the plan is to complete the data collection and analysis for the main study followed by a second paper (aimed at another ABS ranked journal).
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Report
(4 results)
Research Products
(4 results)