Lecturer at University of New Haven
Dr. Bo Yu is a lecturer of sport management from Pompea College of Business at University of New Haven. Dr. Yu is an expert in esports marketing and athlete branding. His research interest focuses on fan interactions with athlete brands in hyper-connected digital communities, such as esports and new media. In his dissertation, Dr. Yu explored how professional athletes adopted Twitch, a gaming dedicated live streaming platform, to build their personal brands and perform self-presentation at various stages.
Dr. Yu has been actively involved in academic organizations such as North American Society for Sport Management, Sport Marketing Association, and Esports Research Network. He has successfully pushed in top esports journals, including Computers in Human Behavior and Games and Culture.