Yu and Pang Present at Sport Marketing Association Annual Conference

Bo Yu, PhD, assistant professor, and doctoral student Mingyang Pang, both of the School of Kinesiology, presented their research, "Generative AI serves double faults in tennis? Forgiveness and post-trust in technology-mediated service failure" at the Sport Marketing Association (SMA) Annual Conference held in Glendale, Arizona. In addition, Yu gave another presentation at the conference entitled, "Brand extension in integrated clubs: A case study of women’s soccer in Spain."