معرفی
Heather Kennedy is an Assistant Professor in the Department of Management at the University of Guelph’s Gordon S. Lang School of Business and Economics. Her work focuses on the intersection of technology, sport business, and consumer behavior, particularly exploring the 'dark side' of technology. Dr. Kennedy holds a PhD in Business Administration from Temple University and a B.Comm in Information Systems from Carleton University.
Her research investigates digital branding strategies during crises, such as the pandemic’s impact on sport organizations’ social media engagement. Notable projects include analyzing Instagram posts by the NBA and NFL during the pandemic, revealing distinct crisis response approaches. She is a key member of the Sportacle research team funded by the Canadian Foundation for Innovation’s John R. Evans Leaders Fund, advancing analytics research with industry partners.
Dr. Kennedy teaches courses on sport business, event tourism, and advanced sport analytics. Her recent publications appear in leading journals like the Journal of Sport Management and Event Management. She actively presents at conferences such as the North American Society for Sport Management and contributes to the Sport Marketing Association.
Her research themes include sport consumer behavior, digital fandom dynamics, and the application of predictive analytics in sport marketing. She emphasizes interdisciplinary approaches to address gaps in understanding how organizations navigate crises and maintain consumer engagement through digital platforms.
