研究課題/領域番号 |
19K20037
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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 – 2023-03-31
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キーワード | Co-creation / Digital Marketing / Engagement / Stake holder analysis |
研究実績の概要 |
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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現在までの達成度 (区分) |
現在までの達成度 (区分)
4: 遅れている
理由
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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今後の研究の推進方策 |
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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次年度使用額が生じた理由 |
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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