Yiran Su

Assistant Professor

University of Massachusetts Boston

United States

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About

Yiran Su is an Assistant Professor at the University of Massachusetts, USA. His research focuses on athlete branding, social media engagement, and the influence of sport marketing on consumer behavior. Recent publications include studies on brand involvement, fan engagement during the pandemic, and the impact of influencer marketing in the sports domain.

Articles (6)

Year:

2022

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2021

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2020

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2020

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2020

Year:

2020

Collaborators (2)

James Du

Assistant Professor

Florida State University

UNITED STATES

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Rui Biscaia

University of Bath

UNITED KINGDOM

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Yiran Su

Research Interests

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Articles (6)

Athlete branding via social media: examining the factors influencing consumer engagement on Instagram

We are in this together: sport brand involvement and fans’ well-being

Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

The Rise of an Athlete Brand: Factors Influencing the Social Media Following of Athletes

The significance of a sponsored event on lesser-known brands in a competitive environment

When abs do not sell: The impact of male influencers conspicuously displaying a muscular body on female followers

Collaborators (2)

James Du

Rui Biscaia

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