UNF sport management professor explores fan engagement in the digital age
From the roaring stands of South Korean baseball stadiums to the cutting edge of sport analytics research, Dr. Han Soo Kim has always been fascinated by the emotional power of sport. Now an assistant professor of sport management at the University of North Florida, Kim is channeling that passion into research that helps sport organizations understand and enhance the fan experience in a rapidly evolving digital world.
"Sport offers a mirror of society," Kim said. "It reflects our passions, our identities and even our anxieties. I'm interested in how that mirror shifts through technology, culture and workplace dynamics."
Kim, who grew up in South Korea, traces his curiosity to childhood memories of clapping thundersticks and joining in stadium chants. That early experience of communal energy inspired his academic journey, leading to a career exploring the psychological and organizational dimensions of fandom.
Today, Kim's research at UNF sits at the intersection of sport consumer behavior, technology use and workplace innovation. His work spans both sides of the industry—examining how fans engage emotionally with digital media and how internal organizational climates shape employee experience.
Understanding Fans in a Digital Age
In recent studies, Kim has examined how the rise of livestreamed fitness and sport content is impacting consumer well-being and behavior. A 2025 article in Sport Marketing Quarterly explored how viewers respond to attributes like interactivity, credibility and entertainment in sport streamers. By applying both linear models and fuzzy-set qualitative comparative analysis (fsQCA), Kim uncovered surprising patterns in how online platforms foster emotional connection and motivation.
Another study, published in the International Journal of Sports Marketing and Sponsorship, explored how sport organizations' social responsibility efforts, such as sustainability initiatives or community engagement, can enhance brand value. Kim's findings revealed that authenticity and ethical action are becoming powerful drivers of loyalty, particularly among younger fans.
"Digital platforms allow fans to interact in new ways, but also demand more from brands," Kim explained. "There's a shift happening—fans want transparency, purpose and deeper connections, not just entertainment."
Collaboration with the PGA Tour
As a core member of UNF's Sport Data Analytics Lab, Kim is currently collaborating with the PGA TOUR to explore how AI-powered experiences like TOURCAST influence fan engagement in professional golf. His research team is analyzing behavioral data to understand how interactive features, such as 3D shot tracking, real-time commentary and personalized feeds, affect emotional investment and sustained interest.
By combining media psychology, user experience theory and computational methods, Kim hopes the findings will inform strategies for enhancing digital engagement across the sport industry.
"It's not just about what people watch, it's about how they feel, what keeps them coming back and how technology shapes that connection," he said.
Bridging Research and Real-World Impact
Beyond consumer behavior, Kim is also breaking new ground in the study of organizational dynamics within sport settings. His 2024 research in the Journal of Sport Management showed that workplace factors like perceived safety climate and innovation culture are key predictors of employee satisfaction and performance. Another study in Sport, Business and Management identified how support systems influence career satisfaction among millennial and Gen Z sport professionals.
Whether exploring lifestream fandom or leadership strategy, Kim's work blends theory with real-world application. His analytical toolkit includes SEM, big data techniques, Rasch modeling and fsQCA—methods that reflect his commitment to flexible, interdisciplinary inquiry.
"Sport management is evolving. To stay relevant, we need to ask deeper questions and use the best tools available," he said.
Through his research, teaching and industry collaborations, Kim is helping shape a sport ecosystem that is more connected, adaptive and emotionally resonant. As the digital age redefines how fans engage, his work ensures the heart of sport—connection, identity and shared experience—remains at the center.