Education

Ph.D., Sport Management, Texas A&M University
M.S., Sport Business, New York University
B.S., Sport Training, Shandong Sport University (China)

Background

Kun Chang joined the Department of Sport and Entertainment Management at the University of South Carolina in fall 2024 after earning a Ph.D. in sport management from Texas A&M University where she demonstrated exceptional prowess in both teaching and research. Chang's educational journey has been marked by a commitment to academic excellence and a focus on understanding the complexities of fan behavior in esports and sport data analytics.

Chang garnered significant experience as a graduate teaching assistant and research assistant at Texas A&M. She taught several classes such as strategic sport marketing, data analysis and problem solving in sport, and Olympic studies. Chang's innovative approach to teaching earned her recognition and respect among her peers and students alike.

Chang's research interests are deeply rooted in the dynamics of fan behavior, especially within the realm of esports. Her work has been widely published in renowned journals such as the Journal of Applied Sport Management and the International Journal of Sports Marketing and Sponsorship. Her studies explore the impact of factors like brand loyalty, perceived toxicity risk, and self-efficacy on esports gamers' behavior. Chang's research contributions aim to advance the understanding of consumer behavior in digital and sport environments.

In addition to her academic achievements, Chang has been actively involved in numerous professional services and consulting projects. She has collaborated with Texas A&M athletics on data analysis projects and provided marketing consulting for organizations like the New York Jets and the Louisville Sports Commission. Her expertise in data analytics and marketing strategies has made her a valuable team member in both academic and professional settings.

Chang's commitment to excellence extends beyond her academic and professional endeavors. She holds several prestigious awards and certifications, including the Google Data Analytics Certificate and a certification in financial accounting from Harvard Business School. Her involvement in professional organizations like the North American Society for Sport Management and the Sport Marketing Association highlights her dedication to staying at the forefront of her field.

Awards / Honors

• Google Data Analytics Certificate, 2023
• Certification in Financial Accounting, 2020 (Harvard Business School, Online)
• "Gold Coach" Award, Professional Seminar the Faculty of Coaches, 2016 (Shandong Provincial Sports Bureau, China)
• Certificate of Modern Pentathlon Referee Training Course, 2015 (China Modern Pentathlon Association, China)
• Sportsmanship Award, 2012 (Shandong Provincial Sports Bureau, China)
• First place, Modern Pentathlon Women’s Relay Final of the National Championship, 2013 (China Modern Pentathlon Association, China)

Research Interests

• Fan Behavior in Esports
• Sport Data Analytics

Teaching

• SPTE 550 – The Business of Esports

Professional Affiliations

• North American Society for Sport Management (NASSM)
• Sport Marketing Association (SMA)
• Chinese Modern Pentathlon Association (CMPA)

Research Publications

Lee, H.-W., Park, S.-J., Chang, K., & Uhm, J.-P. (accepted for publication). How preseason hope impacts sport fans’ attendance intentions and psychological well- being. Journal of Applied Sport Management.

Chang, K., Lee, H.-W., & Bennett, G. (2024). Generation Z and millennial esports gamers' perceived toxicity risk and game brand loyalty: Moderated mediation effects of brand Identification, self-efficacy, and support from game brand. Young Consumers, 25(1) 28-44. https://doi.org/10.1108/YC-11-2022-1635

Chang, K., Uhm, J.-P., Kim. S., & Lee, H.-W. (2023). Paradoxical relationship between esports toxicity and toxicity tolerance: Moderated mediation by gender and positive reappraisal coping. International Journal of Sports Marketing and Sponsorship, 24(4), 737-752. https://doi.org/10.1108/IJSMS-11-2022-0197

Lee, H.-W., Chang, K., Neff, P., Nite, C., & Bennett, G. (2023). Esports vs. sport: A unique hyperconnected digital playground for self-improvement. Sport in Society, 26(11), 1873-1890. https://doi.org/10.1080/17430437.2023.2213167

Lee, H.-W., Chang, K., Uhm, J.-P., & Owiro, E. (2023). How avatar identification affects enjoyment in the metaverse: The roles of avatar customization and social engagement. Cyberpsychology, Behavior, and Social Networking, 26(4), 255-262. https://doi.org/10.1089/cyber.2022.0257

Chang, K. (2020). Study on how intrinsic and extrinsic motivations influence Chinese online esports viewership. In 6th International Symposium on Social Science (ISSS 2020). (pp. 45-60).