研究課題/領域番号 |
19K20037
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研究種目 |
若手研究
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配分区分 | 基金 |
審査区分 |
小区分59020:スポーツ科学関連
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研究機関 | 筑波大学 |
研究代表者 |
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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研究期間 (年度) |
2019-04-01 – 2024-03-31
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研究課題ステータス |
交付 (2022年度)
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配分額 *注記 |
4,290千円 (直接経費: 3,300千円、間接経費: 990千円)
2022年度: 1,040千円 (直接経費: 800千円、間接経費: 240千円)
2021年度: 1,040千円 (直接経費: 800千円、間接経費: 240千円)
2020年度: 1,040千円 (直接経費: 800千円、間接経費: 240千円)
2019年度: 1,170千円 (直接経費: 900千円、間接経費: 270千円)
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キーワード | 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 |
研究開始時の研究の概要 |
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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研究実績の概要 |
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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現在までの達成度 (区分) |
現在までの達成度 (区分)
3: やや遅れている
理由
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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今後の研究の推進方策 |
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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