Dr. James Du

Assistant Professor
Dr. James Du

Contact Information

Office Location
1010 Tully Gym
(850) 644-1859

Dr. James Du is an Assistant Professor in the Department of Sport Management at Florida State University. His research interest pertains to consumer behavior and marketing intelligence within various sport and recreational settings. Harnessing the power of applied big data analytics, including Bayesian modeling, data visualizations, and machine learning, this line of empirical work is aimed to provide evidence-based knowledge to understand how sport organizations can make informed business decisions and utilize an effective mixture of marketing strategies to meet consumers' increasing demand for quality experiences. Dr. Du’s research interest also lies in the interdisciplinary studies between sport management and public health, with a particular focus on the actionable role of sport as a transformative socioeconomic catalyst in affecting individuals and communities.

Dr. Du has published manuscripts in top-tiered journals in the domains of sport management, leisure science, and public health, including the Journal of Sport Management, Sport Management Review, European Sport Management Quarterly, Sport Marketing Quarterly, Leisure Studies, Journal of Leisure Research, Journal of Physical Activity and Health, and American Journal of Preventive Medicine. Dr. Du’s work has also been presented at leading academic conferences, including the North American Society for Sport Management (NASSM), Sport Marketing Association (SMA), National Recreation and Park Association (NRPA), and the Society of Health and Physical Educators (SHAPE America).

Through collaborations with colleagues and doctoral advisees, Dr. Du has successfully secured research grants from internal and external funding bodies to support his empirical investigations. Examples include the Janet B. Parks NASSM Research Grant, SMA Research Grant, ACC-CRIA Innovation Initiative Research Grant, the FSU College of Education Dean’s Circle Catalyst Grant, the FSU Office of Research Collaborative Collision Seed Fund COVID-19 Program, and the FSU COFRS program. Dr. Du also engages in consulting for industry stakeholders from sports tech, community sports, intercollegiate athletics, and professional sport organizations.

Dr. Du earned a Ph.D. in Business Administration from the Fox School of Business (AACSB Accredited) and School of Sport, Tourism, and Hospitality Management (STHM) at Temple University.