Dr. James Du

Assistant Professor
Dr. James Du

Contact Information

Office Location
1002 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 psychology within various sports 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 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 demystifying 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, Sport Marketing Quarterly, Leisure Studies, 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, Dr. Du has successfully secured research grants from internal and external funding bodies to support his empirical investigations. Examples include Janet B. Parks NASSM Research Grant, the College of Education Dean’s Circle Catalyst Grant, and the FSU Office of Research Collaborative Collision Seed Fund COVID-19 Program.

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.