Dr. Han Soo Kim, an assistant professor of sport management at the University of North Florida (UNF), is conducting research focused on how digital technology is changing the way fans interact with sports and how organizations respond to these changes.
“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’s interest in sports began during his childhood in South Korea, where he experienced the collective excitement of live baseball games. These early experiences influenced his academic path toward studying fan psychology and organizational behavior within sports.
At UNF, Kim’s research examines sport consumer behavior, technology use, and innovation within organizations. His recent studies have looked at how livestreamed fitness and sporting events affect consumer well-being and engagement. In a 2025 article published in Sport Marketing Quarterly, Kim analyzed viewer responses to factors such as interactivity, credibility, and entertainment provided by sport streamers. Using both linear models and fuzzy-set qualitative comparative analysis (fsQCA), he identified patterns in how online platforms can foster emotional connections among fans.
Another study published in the International Journal of Sports Marketing and Sponsorship investigated the impact of social responsibility initiatives—like sustainability efforts or community engagement—on brand value for sport organizations. According to Kim’s findings, authenticity and ethical actions are increasingly important for building loyalty 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.”
Kim is also working with UNF’s Sport Data Analytics Lab on a project with the PGA TOUR to study AI-powered features such as TOURCAST. The team is analyzing data on interactive elements like 3D shot tracking and real-time commentary to determine their effect on fan engagement in professional golf.
“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.
In addition to consumer-focused research, Kim has explored organizational dynamics within sports settings. His 2024 publication in the Journal of Sport Management found that workplace factors such as perceived safety climate and innovation culture are significant predictors of employee satisfaction and performance. Another study highlighted the role support systems play in career satisfaction for millennial and Gen Z professionals working in sports.
Kim uses various analytical methods—including SEM, big data techniques, Rasch modeling, and fsQCA—to address questions relevant to both theory and practice.
“Sport management is evolving. To stay relevant, we need to ask deeper questions and use the best tools available,” he said.
Through his ongoing research projects at UNF—as well as collaborations with industry partners—Kim aims to help shape a more connected sport ecosystem that keeps emotional connection at its core despite rapid technological change.
