| 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 |
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| 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 |
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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 – 2025-03-31
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| 研究課題ステータス |
交付 (2023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 | 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 |
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| 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 |
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.
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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
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
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| 今後の研究の推進方策 |
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.
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