Research Interest
As a doctoral student, I'm interested in sports gambling advertainment. I aim to better understand how consumers are subconsciously affected by gambling advertisements while they are watching live sports and are consuming content created for sports that include gambling advertisements.
Systematic Literature Review of Social Media and Branding Research about the NBA
This systematic literature review aims to address the following key questions:
(1) Which social media platforms are most frequently studied in relation to the NBA's brand?
(2) What research methods are commonly used to analyze the NBA's social media strategy?
(3) What research areas related to the NBA's use of social media are most frequently explored?
(4) What trends in NBA social media engagement emerge over time?
(5) What aspects of NBA branding through social media have been underexplored in the existing literature?