Sangwon Na

Affiliation confirmed via AI analysis of OpenAlex, ORCID, and web sources.

Assistant Professor

University of Central Arkansas

Also affiliated: Temple University (2018); Mississippi State University (2019–2023)

7 h-index 9 pubs 510 cited

Research Areas

Links

ORCID Research Group

OverviewAI-generated summary

Sangwon Na's research investigates consumer behavior and branding within sport and esports contexts. His work explores how athletes develop their personal brands through strategic philanthropy and how social media influences brand image, with a focus on source credibility. Na has also examined factors affecting sports fan engagement, including the impact of fan identity biases and knowledge on game prediction accuracy, as well as the role of fear of missing out (FOMO) on online engagement with sports teams' social media.

Further research by Na delves into the consumption of digital assets in esports, specifically the influence of esports identification on these behaviors. He has also studied the relationship between marketing mix variables and participant satisfaction and post-purchase behavior in sports like Taekwondo. Na's scholarship metrics include an h-index of 5, with 7 publications accumulating 260 citations.

Metrics

h-index: 7
Publications: 9
Citations: 510

Positions

Assistant Professor 2025–present

University of Central Arkansas Exercise and Sport Science ORCID

Selected Publications

Exploring Consumption Behavior of Digital Assets in Esports: The Influence of Esports Identification (2025)

Journal of Contemporary Issues in Sport DOI OpenAlex

View all publications on OpenAlex →