| Fan engagement in fifteen seconds: Athletes' relationship marketing during a pandemic via TikTok Y Su, B Baker, J Doyle, M Yan International Journal of Sport Communication 13 (3), 2020 | 213 | 2020 |
| Athlete branding via social media: Examining the factors influencing consumer engagement on Instagram JP Doyle, Y Su, T Kunkel European Sport Management Quarterly 22 (4), 506-526, 2022 | 125 | 2022 |
| Rise of an athlete brand: Factors influencing the social media following of athletes Y Su, B Baker, JP Doyle, T Kunkel Sport Marketing Quarterly, 2020 | 103 | 2020 |
| Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis X Lv, R Zhang, Y Su, Y Yang Journal of Travel & Tourism Marketing 39 (1), 109-135, 2022 | 70 | 2022 |
| When abs do not sell: The impact of male influencers conspicuously displaying a muscular body on female followers Y Su, T Kunkel, N Ye Psychology & marketing 38 (2), 286-297, 2021 | 48 | 2021 |
| Esports scholarship review: Synthesis, contributions, and future research AD Pizzo, Y Su, T Scholz, BJ Baker, J Hamari, L Ndanga Journal of Sport Management 36 (3), 228-239, 2022 | 47 | 2022 |
| We are in this together: Sport brand involvement and fans’ well-being Y Su, J Du, R Biscaia, Y Inoue European Sport Management Quarterly 22 (1), 92-119, 2022 | 42 | 2022 |
| Non-fungible tokens: a research primer and implications for sport management B Baker, A Pizzo, Y Su Faculty/Researcher Works, 2022 | 41 | 2022 |
| Do not bet on your favourite football team: the influence of fan identity-based biases and sport context knowledge on game prediction accuracy S Na, Y Su, T Kunkel European Sport Management Quarterly 19 (3), 396-418, 2019 | 34 | 2019 |
| Beyond brand fit The influence of brand contribution on the relationship between service brand alliances and their parent brands Y Su, T Kunkel Journal of Service Management 30 (2), 252-275, 2019 | 25 | 2019 |
| The transformative impact of big data applications in sport marketing: current and future directions Y Mamo, Y Su, DPS Andrew International Journal of Sports Marketing and Sponsorship, 2021 | 24 | 2021 |
| Remapping the sport brandscape: A structured review and future direction for sport brand research BJ Baker, T Kunkel, JP Doyle, Y Su, N Bredikhina, R Biscaia Journal of Sport Management 36 (3), 251-264, 2022 | 22 | 2022 |
| The super engagers of freemium gamified services: using multimethod approach to examine why highly interactive consumers become paying consumers K Gupta, Y Su, T Kunkel, D Funk Internet Research 32 (6), 1891-1909, 2022 | 8 | 2022 |
| The significance of a sponsored event on lesser-known brands in a competitive environment Y Su, T Kunkel Journal of Product & Brand Management 30 (4), 579-593, 2021 | 8 | 2021 |
| Ethical Marketing AI? A Structured Literature Review of the Ethical Challenges Posed by Artificial Intelligence in the Domains of Marketing and Consumer Behavior Y Su, EJ Wang, P Berthon Hawaii International Conference on System Sciences 2023, 4933-4942, 2023 | 7 | 2023 |
| The new wave of influencers: Examining college athlete identities and the role of homophily and parasocial relationships in leveraging name, image, and likeness Y Su, X Guo, C Wegner, T Baker Journal of Sport Management 37 (5), 371-388, 2023 | 5 | 2023 |
| Athlete branding via social media: An examination of the content that drives fan engagement on Instagram JP Doyle, Y Su, T Kunkel European Sport Management Quarterly 22 (2), 2020 | 5 | 2020 |
| Advancing understanding of individual-level brand management in sport J Doyle, T Kunkel, Y Su, R Biscaia, BJ Baker European Sport Management Quarterly 23 (6), 1631-1642, 2023 | 3 | 2023 |
| Social media and data management in sport Y Mamo, Y Su, G Abeza World Scientific Book Chapters, 167-190, 2021 | 2 | 2021 |
| COVID-19 and Sport Sponsorship: Seeing the Silver Lining in Times of Crisis Y Su, H Kennedy Routledge Handbook of Sport and COVID-19, 141-151, 2022 | 1 | 2022 |
