Sport Marketing Insights Lab

Advancing the Frontiers of Sport Marketing Research

The Sport Marketing Insights Lab is dedicated to exploring the complex dynamics of sport consumer behavior and developing theoretically grounded, industry-relevant strategies to empower the global sports ecosystem.

Core Research Foci

Sport Marketing &
Consumer Behavior

• Consumer well-being
• Sports brand perception
• Fan engagement

Digital Sport
Consumer Behavior

• Cognitive & emotional processing
• Emerging media interfaces
(VR, AR, AI content)

Quantitative
Research Methods

• Addressing measurement issues
• Statistical guidelines
• Advanced analytics

Selected Publications

Featured below are selected publications categorized by our core research foci. For a comprehensive list of all publications by our faculty and affiliated members, please visit our Google Scholar profiles.

View All on Google Scholar

Sport Marketing & Consumer Behavior

Examining the relationship for sport motives, relationship quality, and sport consumption intention

Paek, B., Morse, A., Hutchinson, S., & Lim, C. (2021). Examining the relationship for sport motives, relationship quality, and sport consumption intention. Sport Management Review, 24(2), 322–344. https://doi.org/10.1016/j.smr.2020.04.003

Upward spirals of positive emotions: A predictive analysis of flourishing through spectator sport

Yoshida, M., Gordon, B. S., Paek, B., & James, J. D. (2025). Upward spirals of positive emotions: A predictive analysis of flourishing through spectator sport. Sport Marketing Quarterly, 34(3). https://doi.org/10.1177/10616934251383722

Educating NCAA student-athletes to mitigate social media risks: Results from an intervention pilot program

Power, K., Bredikhina, N., & Paek, B. (2026). Educating NCAA student-athletes to mitigate social media risks: Results from an intervention pilot program. Journal of Issues in Intercollegiate Athletics, 19(1), Article 16. https://scholarcommons.sc.edu/jiia/vol19/iss1/16/

Digital Sport Consumer Behavior

Sport consumer flow and shopping well-being in online shopping

Paek, B., Morse, A., Kim, M., & Jung, H. (2021). Sport consumer flow and shopping well-being in online shopping. International Journal of Sports Marketing and Sponsorship, 22(4), 721–736. https://doi.org/10.1108/IJSMS-09-2020-0158

Dynamic information processing of signage advertising embedded in VR-mediated sports through real-time eye-tracking and biometric measure

Paek, B., Lee, M., Read, G. L., & Yang, H. (2025). Dynamic information processing of signage advertising embedded in VR-mediated sports through real-time eye-tracking and biometric measure. Communication & Sport. Advance online publication. https://doi.org/10.1177/21674795251326102

Attentional and evaluative processing of split-screen advertisements embedded in mediated sports: An eye-tracking and biometric study

Lee, M., Read, G. L., & Paek, B. (2025). Attentional and evaluative processing of split-screen advertisements embedded in mediated sports: An eye-tracking and biometric study. Communication & Sport. Advance online publication. https://doi.org/10.1177/21674795251376951

Quantitative Research Methods

Searching for sport employee creativity: A mixed-methods exploration

Paek, B., Martyn, J., Oja, B. D., Kim, M., & Larkins, R. J. (2020). Searching for sport employee creativity: A mixed-methods exploration. European Sport Management Quarterly, 22(1), 1–23. https://doi.org/10.1080/16184742.2020.1804429

Human brand power on screen: What aspects of live sports streamers' images drive viewer satisfaction and re-viewing intention?

Yang, H. W., Paek, B., & Lim, C. H. (2026). Human brand power on screen: What aspects of live sports streamers' images drive viewer satisfaction and re-viewing intention? Journal of Global Sport Management. Advance online publication. https://doi.org/10.1080/24704067.2026.2685153

Do fans care about playoff structure? The impact of playoff format on fan demand in Major League Soccer

Jung, H., Paek, B., & Sung, Y. T. (2024). Do fans care about playoff structure? The impact of playoff format on fan demand in Major League Soccer. International Journal of Sport Management, 25(4), 379–408.

Transforming Sport Marketing Research with Insights

Understanding Sport Consumers and Their Behavior

Data-driven strategies forthe sports industry

Advancing the Frontiers of Sport Marketing Research

Core Research Foci

Sport Marketing &Consumer Behavior

Digital SportConsumer Behavior

QuantitativeResearch Methods