The impact of new professional sporting teams on community engagement and fan development. New professional sporting teams are costly, often requiring substantial infrastructural support and government subsidies. This study of the launch of two new AFL teams will clarify the benefits gained in terms of the fan base they will stimulate as well as the well-being of the communities they enter, and identify ways to maximise both outcomes. This knowledge will increase the likelihood of AFL survival i ....The impact of new professional sporting teams on community engagement and fan development. New professional sporting teams are costly, often requiring substantial infrastructural support and government subsidies. This study of the launch of two new AFL teams will clarify the benefits gained in terms of the fan base they will stimulate as well as the well-being of the communities they enter, and identify ways to maximise both outcomes. This knowledge will increase the likelihood of AFL survival in a highly competitive global industry, and ensure governments and communities receive the best return for their investment in the new teams. A comprehensive understanding of the processes of acculturation for complex cultural services like AFL will also benefit other sporting and recreational industries that rely upon community support.Read moreRead less
Investigating the impact of augmented reality on consumer decision making and marketing systems. The marketing environment is changing rapidly, with mobile digital devices providing consumers the ability to augment their physical reality with virtual representations. This project investigates how consumers make choices, how manufacturers design successful business practices and how regulators proscribe manipulative behaviour in these environments.