Dr Sungkyung Kim

Lecturer in Sport Management

Sport Stirling

Dr Sungkyung Kim

Contact details

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http://www.stir.ac.uk/people/sungkyungkim

About me

Biography

Dr Sungkyung Kim joined the University of Stirling as a lecturer (assistant professor) in August 2022, bringing an interdisciplinary academic background that spans law, tourism, and sport marketing and management.

He completed his PhD in Sport Marketing and Communication at the School of Sport, Exercise and Health Sciences at Loughborough University in 2022. This doctoral research built upon his earlier studies, which include a MSc in Sport Management from Bournemouth University Business School in 2017. Prior to his UK education, he earned an MA in Tourism Science in 2015 and BSc in Law in 2012 in South Korea.

This diverse educational background enables Dr Kim to approach research questions from multiple perspectives. He aims to bridge the gap between academic theory and practical applications that can enhance quality of life and inform evidence-based policy and practice.

Research interests

Dr Sungkyung Kim has two primary areas that address contemporary challenges in public policy and sport fan behaviour.

1 Policy public relations

The first strand of their research focuses on policy public relations, examining how effective communication strategies can enhance public engagement and increase policy support and compliance in the context of sport event management.

2 Technology adoption and consumer behaviour

The second research strand centres on technology adoption and consumer behaviour, particularly examining emerging technologies such as augmented reality (AR), virtual reality (VR), smart wearable devices, connected fitness equipment, and artificial intelligence (AI) powered services. This work addresses contemporary social challenges because digital transformation is advancing rapidly. Through this approach, Sung aims to address key social issues related to digital inclusion and equitable access to technological innovations.

Through the academic work, he aims to develop evidence-based insights that contribute to existing knowledge and practical applications in policy communication and technology marketing.

Research projects (1)

Developing strategies for enhancing international sport competence for the Korean Sport & Olympic Committee (KSOC)
PI: Dr Hee Jung Hong
Funded by: Korean Sport & Olympic Committee
–

Outputs (30)

Book Chapter

Esports Fan Behaviour

Kim S (2025) Esports Fan Behaviour. In: Hong HJ & Kim S (eds.) Exploring Esports. London: Routledge, pp. 143-158. https://doi.org/10.4324/9781032665504-10

Book Chapter

Esports Event Venue Marketing

Kim S (2025) Esports Event Venue Marketing. In: Hong HJ & Kim S (eds.) Exploring Esports. London: Routledge, pp. 121-142. https://doi.org/10.4324/9781032665504-9

Book Chapter

Sponsorship in Esports

Kim S (2025) Sponsorship in Esports. In: Hong HJ & Kim S (eds.) Exploring Esports. London: Routledge, pp. 159-178. https://doi.org/10.4324/9781032665504-11

Book Chapter

Market Segmentation

Kim S (2025) Market Segmentation. In: Hong HJ & Kim S (eds.) Exploring Esports. London: Routledge, pp. 179-198. https://doi.org/10.4324/9781032665504-12

Article

Does relationship quality matter in policy-making? The impact of government-public relationships and residents’ perceptions on their support towards a mega-sport event

Kim S & Manoli AE (2022) Does relationship quality matter in policy-making? The impact of government-public relationships and residents’ perceptions on their support towards a mega-sport event. International Journal of Sport Policy and Politics, 14 (2), pp. 207-224. https://doi.org/10.1080/19406940.2021.2013925

Discussion Paper

Public Relations as the key in the 2020 Tokyo Olympic and Paralympic Games

Kim S & Manoli AE (2021) Public Relations as the key in the 2020 Tokyo Olympic and Paralympic Games. The University of Texas at Austin: Centre for Sports Communication & Media. Olympic and Paralympic Analysis 2020: Mega events, media, and the politics of sport. https://olympicanalysis.org/section-1/public-relations-as-the-key-in-the-2020-tokyo-olympic-and-paralympic-games/

Conference Paper (unpublished)

The effect of motivated sport fan innovativeness in the context of VR live streaming service

Kim S, Manoli AE & Pyun D (2021) The effect of motivated sport fan innovativeness in the context of VR live streaming service. European Association for Sport Management (29th European Sport Management Conference), Virtual, 27.05.2021-19.11.2021. https://www.easm.net/wp-content/uploads/2022/07/EASM-Book-of-Abstracts-2021_Bodet_Mueller_V3.pdf

Conference Paper (unpublished)

Understanding residents’ support for a mega sport event through the dual-theory lens: Moderating effect of perceived impact

Kim S, Manoli AE & Pyun D (2020) Understanding residents’ support for a mega sport event through the dual-theory lens: Moderating effect of perceived impact. 2020 European Association for Sport Management Conference, London, the UK, 17.09.2020-25.09.2020. https://www.easm.net/wp-content/uploads/2021/10/EASM-2020_Book-of-Abstracts_Revised.pdf

Conference Paper (unpublished)

An analysis of the structural relations among online community identification, team identification and behavioural intentions of sport fans: A case of Korean Professional Baseball League.

Kim S, Manoli AE & Pyun D (2019) An analysis of the structural relations among online community identification, team identification and behavioural intentions of sport fans: A case of Korean Professional Baseball League.. Asian Association for Sport Management (2019 15th AASM Annual Conference, EC Meeting and General Assembly in Tokyo, Japan), Tokyo, Japan, 07.08.2019-09.08.2019.

Teaching

Teaching and learning

Dr Sungkyung Kim teaches across multiple programmes and locations, contributing to both the MSc Sport Management and BSc Sport Business Management. These teaching activities span countries in Stirling (the UK), Chengdu (China), and Singapore.

Module coordination

SPSU9SB: Managing the Business of Sport (Stirling and Chengdu)

SPSUSPY: Sports Policy (Singapore)

Teaching contributions

Undergraduate modules

SPSU813: Understanding Global Sport

SPSU9ME: Research Methods in Sports Studies

SPSU9PY: Sports Policy

SPSU9RP: Major Project in Sport Studies (Chengdu)

Postgraduate modules

SPSP053: Research Project

Research themes