Invited Speakers

Jayden (Yongjae) Kim

Professor for Sport Management, Kutztown University, Pennsylvania, USA 

Title of the Keynote Speech: Unlocking the game: The future of sport marketing research through Biometrics

Kim is a Professor of Sport Management in the College of Business at Kutztown University (KU). As the Executive Director of KU Sport Business Institute, he has worked with many professional sport teams in the United States and globally. With his main research interests in neuromarketing and sport consumer behavior, he has published over 40 peer-reviewed articles in prestigious sport management journals, book chapters, and technical reports, and also made over 70 peer-reviewed conference presentations at both national and international conferences.

Despite the growth of the global biometric technology market, sport marketing research has often overlooked the rich insights that biometric methods, such as eye-tracking, facial expression analysis, galvanic skin response (GSR), and electroencephalogram (EEG), can offer. These approaches provide insights into consumer reactions at a deeper level, tapping into subconscious and emotional dimensions that traditional methods, like surveys, might overlook. The incorporation of biometrics into sport marketing research allows for a more comprehensive understanding of consumer behaviors, preferences, and engagement levels, particularly in response to an advanced media environment.

Ultimately, this presentation aims to inspire a paradigm shift in sport marketing research, advocating for a more comprehensive, biometrically-driven approach that aligns with the dynamic nature of contemporary sport consumption. This will not only shed light on the untapped potential of biometrics in sport marketing research but also provide actionable insights for both scholars and practitioners to stay ahead in this competitive and rapidly changing field.

Yiannis Panoussis

Former Rector of the Democritus University of Thrace

Title of the Keynote Speech:

Yiannis Panousis studied Law and Political Science at the University of Athens and pursued postgraduate and doctoral studies at the University of Poitiers in France, specializing in criminology.

He served as the former Rector of the Democritus University of Thrace and as a former professor of Criminology in the Department of Communication and Media Studies at the University of Athens.

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