2020 Fiscal Year Research-status Report
Exploring Digital Media Contents in Transforming Lower Level Sports Fans
Project/Area Number |
19K20037
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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 – 2023-03-31
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Keywords | Co-creation / Digital Marketing / Engagement / Stake holder analysis |
Outline of Annual Research Achievements |
The focus of AY2020 was on developing case studies on the different stakeholder segments in sports (especially football) from two aspects: digital marketing focusing on content management and value co-creation with different stakeholders (based on a stakeholder analysis). Data for these two cases were obtained based on qualitative research conducted with the UEFA Academy with the output goal of publishing case studies. Two cases studies were accepted for publication (peer-reviewed) at the end of 2020 and published in January 2021 accordingly (Sage Business Case and Ivey)
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Current Status of Research Progress |
Current Status of Research Progress
4: Progress in research has been delayed.
Reason
For AY2020, due to the Covid-19 pandemic the research plan had to be revised to accommodate the challenges in data collection as well as meeting the project milestones. There had to be major changes done to accommodate the challenges in data collection of the initial plans due to Covid -19.
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Strategy for Future Research Activity |
for AY2021, the research will get back on the track of fan behavior and consumption, first focusing on online aggression. The questionnaire has been completed and data collection will be conducted this summer. A paper on this study is expected to be submitted for publication in the middle of Fall to early Winter of 2021. Based on the findings from this study, the next study will be planned accordingly.
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Causes of Carryover |
for AY2021, there is a need for data collection for possibly 2 (confirmed one at the present moment) studies with sample size of more than 400. On top of that, I plan to attend a conference this year and that would also incur costs.
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Research Products
(2 results)