• Management & Information Systems Review
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• v.30 no.4
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• pp.385-414
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• 2011

Fans' role and influence is becoming more extensive in these days' complex and competitive sports market. This research considers fans as internal members of sports team, employee and confirms active and voluntary fan citizenship behavior's effects on team, community, and social exchange among community residents, so that an enterprise can increase accessibility from many-sided perspectives when establishing sports marketing strategy in the future. The concept of fan citizenship behavior is set up considering characteristic of sports industry based on employee's organizational citizenship behavior discussed from the internal marketing and organization theory and preliminary studies about client citizenship behavior mentioned from service industry area. Although the sixteen research hypothesis are not fully supported. The results are summarized as follows. These findings give theoretical and marketing implication to future researcher and marketer. First, fan's positive aspect is confirmed which is different from general consumer by examining fan citizenship behavior's effect on teal value in the sports industry. Second, it was confirmed that the team needs marketing strategies about not only relationship between each individual fan, but also interaction between fans in the future. Third, it was confirmed that direct fan's behavior as well as individual fan's cognitive area have effects on team's and social value.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.180-196
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• 2021

The goal of this research is to examine the effects of sports star influencer advertising value on brand equity in social networking sites. In particular, this study identifies the moderating role of consumer team identification. A total of 350 university students participated via online survey. To test proposed hypotheses, confirmatory factor analysis, structural equation modeling, and multi-group analysis were employed. It was found that informativeness, entertainment, and credibility showed significant positive effects on brand equity. Also, significant moderation effects of team identification were found in that consumers with high team identification compared to those with low team identification perceived higher value of entertainment. On the other hand, consumers with low team identification perceived more irritation than those with high team identification. This study contributes to the understanding of sports star influencer advertising in social networking sites. Theoretical and practical implications as well as suggestions for future research in this area are provided.

• International journal of advanced smart convergence
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• v.9 no.3
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• pp.153-160
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• 2020

This research aims to provide empirical basic data for the development of local communities through the establishment of efficient strategies for the formation of positive relations between the club and the region through the Creation of Shared Value (CSV) activities. We come up with the results of this study to show that CSV, social problem orientation, and core competency utilization affect the team trust of local community, and that CSV, long-term orientation, social problem orientation and core competency utilization affect community identification. The research should enhance the value of professional sports teams that promote their own path to self-sustaining as a single independent business area, and identify their trust through CSV activities for co-prosperity with their local communities, and thus their relationship with the community. Therefore, various strategies and efforts will ultimately increase the team trust and community identity of local residents in professional volleyball teams, while at the same time gaining positive effects on professional volleyball teams.

• Journal of Service Research and Studies
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• v.12 no.2
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• pp.117-134
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• 2022

This study conducted a survey on visitors who visited the 2021-2022 KBL Professional Basketball Stadium in Wonju to understand how professional sports viewing factors affect the club image, club satisfaction, and club reputation. As factors for watching professional sports, four factors were considered: stadium, game situation, spectating cost, and spectator promotion. A total of 450 questionnaires were distributed and 411 questionnaires excluding 39 questionnaires were used as the final analysis data. For the effective questionnaire survey, After analyzing the purpose and purpose of the research, participants were asked to collect data. The collected data were analyzed using SPSS statistical package after data coding and cleaning process. The results of this study are as follows. First, the effect of professional sports viewing factor on brand image was 45.1%, and the factor of pro sports viewing was significant in stadium, competition situation, and promotion of viewing, and had no effect on viewing cost. Second, the influence of professional sporting factor on the satisfaction of the team was 42.5% in explaining power, which was significant in the stadium, the competition situation, the cost of visiting, and promotion of viewing. Third, the influence of professional sports viewing factor on team reputation was 62.1%, and the factor of professional sports viewing was significant in promoting stadium, visiting cost, and viewing, and had no effect on economic situation. The implication of this study is that in order to increase the brand value of the club, it is much more effective to increase the quality of facilities and food and beverages and to activate events for the audience than to lower the cost of viewing.

• Journal of Fashion Business
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• v.23 no.2
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• pp.89-109
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• 2019

The purpose of this study was to develop licensed fashion products based on the analysis of Korean professional baseball licensing. This study reviewed the introduction of sports marketing, licensing programs, and analyzed the current status of licensing brands and products in Korean baseball clubs. Based on this analysis, high value added licensed products were developed for Korean professional baseball clubs. The results of this study were as follows. First, all Korean baseball clubs operated offline shopping malls in their home stadiums and posted online shopping mall links on their websites. Moreover, licensed products were developed through agreements with sports and licensing companies, and sales were being done through official shopping malls, open markets, and shopping malls. Various marketing for specific events or targets were not done well. Second, licensed products were mostly fashion products such as clothing and hats. Most of them were unisex wear, but the proportion of fashion products for women was not large. Also, while the licensed products used elements that made the baseball team feel symbolic throughout, they sometimes sold products that did not reveal the identity of the professional baseball team, with an emphasis on motifs that were unrelated to the team. Third, this study selected KIA Tigers and developed 27 kinds of women's licensed fashion products including textile designs. Through this research, it was derived that there is the need for integrated marketing of Korean professional baseball, diversification of consumer-based licensing products, and enhanced entertainment products for the Korean baseball cheering culture.

• Journal of Digital Convergence
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• v.15 no.7
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• pp.479-487
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• 2017

The purpose of this study was to identify the most influential soccer players by appling social network analysis. The subjects were the German national soccer team and the Korean national soccer team participated in the 2016 Brazil World Cup. The pass collected data provided by FIFA were analyzed by social network analysis using the Ucinet6 program and pass success rate. The results are as follows. First, the soccer player with a lot of passes had a high connection centrality in pass-through networks and high proximity. Second, the German national soccer team has appeared key players as Phillip Lahm and Kroos player, and a key player of the Korean national soccer team was Ki,S.Y. Third, the German national soccer team's quantitative indicator value of proximity center and pass success rate appeared higher than the Korean national soccer team's.

• The Journal of Korean Physical Therapy
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• v.14 no.4
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• pp.172-182
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• 2002

Objectives: We did research in the cause of the Pitchers' injury and their recovery process to make a detailed injury list for the purpose of finding the cause of the Korean professional pitchers' injury and its classification. We drew the conclusion through the results as following. Methods: We posed a question to the 80 pitchers playing in the first team of the eight Korean professional baseball team and analyzed the 62 pieces of question paper except the paper having a mistake. We used SAS/PC statistical package in analyzing the data. Results: In the frequency of the pitchers' shoulder injury in the last three years, the injured of all the players were 61.3$\%$ and the injury free players were 28.7$\%$. The cause of the injury was 45.2$\%$ wrong pitching motion, which was the highest value. For the shape of a pain when injured, the reverberation ache feeling when he is hit in the weight commanded an absolute majority as 19.4$\%$. Those who had muscular pain were 17.7$\%$, which was felt mostly at the pitching motion. The most trouble name of the injured shoulder was bicepstendinitis as 16.1$\%$ while the injury of shoulder joint was the lowest as 1.6$\%$. As the most widely used treatment, 25.8 percent of all the players had taken an electronical thraphy after injury. 14.5 percent of the players who had an injury to the shoulder told that they have an operation and 85 percent of them didn't. As a sort of the operation, a repairing of labrum was 44.4 percent, which is the highest value and the 77.8 percent pitchers are performing a normal pitching through rehabilitation after the operation and 22.2 percent of them are undergoing rehabilitation training. Conclusion: The research have shown that the main cause of the injury, concerning the Korean professional pitchers throwing lots of ball in both matches and practices, is overuse syndrome, bad mechanism, muscle weakness and instability of balance. I think that the role of trainer, physical therapy, and team physician taking charge of the players' injury must learn physical test method by heart exactly to check up the state of the injury definitely at the initial phase. Moreover, when the cause of the injury part after a close examination is discovered, the scientific and good surgery is essential to the rehabilitation success and making a classification of shoulder instability is useful to make a operation plan as well as the players' rehabilitation, treatment.

• Korean Journal of Applied Biomechanics
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• v.14 no.2
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• pp.69-83
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• 2004

The purpose of this study is searching for technical merits and demerits of each weight lifting player through qualitative motion analysis system. Moreover, It is also analysis the repeating the establishment of exercise purpose and studying for the effect of the field adaptation. The subject of this study was five male weight lifting players who have been engaged in Korean Delegation Team. The institution of exercise target was made through two times qualitative analysis and the result of studying for the effect of the field adaptation was produced before offering feedback. Moreover, two time analysis added after offering feedback. All analysis was based on 2-D visual analysis. The results of this study are as follows: 1. Maximal barbell moving speed in starting phase was decreased after offering feedback. This result implies advancement of technical skills after offering feedback. 2. From starting posture to 앉아받기, forward and backward moving distance of hip joint was decreased after offering feedback in all subjects. This result represents advancement of technical skills after offering feedback. 3. In terms of pull phase, forward and backward moving distance of hip and shoulder joint was decreased after offering feedback in all subjects. This result represents advancement of technical skills after offering feedback. 4. In terms of pull phase, the difference of horizontal value of coordinates was decreased after offering feedback in all subjects. This result represents advancement of technical skills after offering feedback. 5. In terms of pull phase, the motion range of hip joint was decreased after offering feedback in three of five subjects and this represents advancement of technical skills after offering feedback. However, the rest of them were not variable or narrow decreasing. This result represents that feedback system could not brought tremendous effects. 6. From apex point of barbell to 앉아받기, the difference of barbell height was decreased after offering feedback in three of five subjects and this represents advancement of technical skills after offering feedback. However, the rest of them weren't variable or narrow increasing. This result represents that feedback system could not brought tremendous effects. 7. In terms of last-pull phase, the angular velocity of knee joint was increased after offering feedback in four of five subjects and this represents advancement of technical skills after offering feedback. However, the rest of them, only one subject, decreased. This result represents that feedback system could not brought tremendous effects. 8. In terms of last-pull, the conversional tendency of maximal extension to flextion came out all but simultaneously without offering feedback in four of five subjects. This is well-performed technique. Only one subject, however, could not use power effectively because the fact that his maximal extension came out in serial, from ankle to knee and waist means dispersion of power. In addition to, after offering feedback, only one subject made increasing the maximal extension of knee in last-pull and this result represents advancement of skills after offering feedback. However, the rest of them could not make meaningful development after offering feedback. 9. It might be assumed that searching for technical merits and demerits of each weight lifting player through qualitative motion analysis system could improve player's skill.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.19 no.4
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• pp.27-33
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• 2019

The min-cut problem that decides the maximum flow in a complex network flows from source(s) to sink(t) is known as a hard problem. The augmenting path algorithm divides into single path and decides the bottleneck point(edge), but the min-cut section to be decide additionally. This paper suggests O(n) time complexity heuristic greedy algorithm for the number of vertices n that applies free agent system in a pro-sports field. The free agent method assumes $N_G(S),N_G(T)$vertices among $v{\in}V{\backslash}\{s,t\}$to free agent players, and this players transfer into the team that suggest more annual income. As a result of various networks, this algorithm can be finds all of min-cut sections and min-cut value for whole cases.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.3
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• pp.1238-1245
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• 2012

The main purpose of this study was to identify the current awareness and preference on the promotions of products in Korean professional baseball teams. For this study, the subjects were randomly selected where they have experienced purchasing any products in the Korean professional baseball stadium. Totally, 520 subjects were asked to answer the questionnaire relevant to the current awareness and preference of promotion of products. There were 11 questions for the current awareness and 14 questions for the preference on the promotion of products. The data gathered was determined within a frequency analysis, an independent sample T-test and one-way ANOVA tests. The results were discussed when the p-value were lest than .05. There were a couple of results found throughout this study. Firstly, there were no significant differences of the current awareness between gender. Secondly, there were significant differences of the preference on the promotion between age(p<.05). Especially, there were significant differences on the value of products and price between 20's, 30's and 40's groups. Thirdly, there were significant differences of the preference on the promotion between level of earing per year statistically(p<.05). In addition, there were significant differences on the price of products between 2000-2500 million won, 2500-3000 million won and 4000 million won groups. Consequently, the product promotion by the Korean professional baseball teams has to be more variety and structured.