Faculty & Staff
- General Information
- Biography
- Curriculum Vita
General Information
Joseph E. Mahan III
Assistant Professor
School of Tourism and Hospitality Management
Address:
1810 North 13th Street
Speakman Hall 365
Philadelphia, PA 19122
Phone: 215.204.8705
E-mail: joe.mahan@temple.edu
Biography
Joseph E. Mahan III
Assistant Professor
School of Tourism and Hospitality Management
Address:
1810 North 13th Street
Speakman Hall 365
Philadelphia, PA 19122
Phone: 215.204.8705
E-mail: joe.mahan@temple.edu
Dr. Mahan's general research interests lie in the area of sport consumer psychology and fall into two separate yet related streams: the effectiveness of sport marketing communications and the use of digital social media in sport marketing. The research within both of these areas employs both survey and experimental design and each endeavor draws upon established theory from such disciplines as marketing, psychology, and communication (mass media).
1) Effectiveness of Sport Marketing Communications - Included among the different approaches to gaining insight into how and why consumers attend and/or watch sport are examination of marketing communications (e.g., advertisements), building fan profiles, and evaluation of sponsorship initiatives. Understanding the psychology behind consumer processing of, and response to, such phenomena can aid in development, targeting, and implementation of sport marketing communications.
2) Digital Social Media and Sport Marketing - The incorporation of digital media platforms into sport marketing strategy is becoming more and more popular. Despite the proliferation of such platforms (e.g., Twitter and You Tube), however, little is known as to how and why (or why not) consumers respond to such tactics. Therefore, further investigation into the use of new media by sport marketers could have utility in design and execution of marketing strategy in the 21 st Century.
Curriculum Vita
Joseph E. Mahan III
Assistant Professor
School of Tourism and Hospitality Management
Address:
1810 North 13th Street
Speakman Hall 365
Philadelphia, PA 19122
Phone: 215.204.8705
E-mail: joe.mahan@temple.edu
HIGHER EDUCATION
University of Maryland, College Park
Doctor of Philosophy in Kinesiology, December 2008
Specialization: Sport Marketing and Media
Dissertation: Investigating the role of personality in (sport)
consumer behavior
Advisor: Dr. Stephen R. McDaniel
Indiana State University
Master of Science in Physical Education, December 1996
Specialization: Sport Management
Research project: A comparison of profiles of NCAA Division
I and III head women’s volleyball coaches
The George Washington University
Bachelor of Arts in International Affairs, May 1993
Emphasis: International Communication
PROFESSIONAL EXPERIENCE
Academic
July 2009 – Present
Temple University
Philadelphia, PA
Assistant Professor
School of Tourism & Hospitality Management
July 2008 – June 2009
University of Maryland
College Park, MD
Research Assistant Professor& Graduate Program
Coordinator
Department of Kinesiology
July 2006 – May 2008
University of Maryland
College Park, MD
Faculty
Department of Kinesiology
August 2002 – June 2006
University of Maryland
College Park, MD
Graduate Teaching Assistant
Department of Kinesiology
January 2001 – May 2003
Mount Saint Mary’s University
Emmitsburg, MD
Adjunct Faculty
Department of Business, Accounting and Economics
July 1996 – June 1998
Robert Morris University (IL)
Chicago, IL
Faculty
Division of Business Administration
Summer 1997
Indiana State University
Terre Haute, IN
Visiting Faculty
Department of Recreation and Sport Management
Academic Administrative
March 2004 – June 2008
University of Maryland
College Park, MD
Undergraduate Advisor
Department of Kinesiology
Non-Academic
July 2001 – June 2002
Atlantic Women’s Colleges Conference
Frederick, MD
Commissioner
July 1998 – June 2002
Hood College
Frederick, MD
Head Volleyball Coach
Director of Athletics (2000-2002)
Assistant Athletic Director (1998-2000)
Department of Athletics
July 1996 – June 1998
Robert Morris University (IL)
Chicago, IL
Head Volleyball Coach
Department of Athletics
SCHOLARSHIP
Statement of Research Interests
My general research interests lie in the area of sport consumer
psychology and fall into two separate yet related streams: the
effectiveness of sport marketing communications and the use of
digital social media in sport marketing. The research within both
of these areas employs both survey and experimental design and
each endeavor draws upon established theory from such disciplines
as marketing, psychology, and communication (mass media).
Refereed Journal Publications
Mahan, J.E., III (2011). Investigating the effectiveness
of digital social media as a sport marketing platform. International
Journal of Sport Management and Marketing, 9(3/4), 254-267.
Kwak, D.H., Lim, C.H., Lee, W.Y., & Mahan, J.E., III (2010).
How confident are you to win your fantasy league: Exploring the
antecedents and consequences of winning expectancy. Journal
of Sport Management, 24, 416-433.
McDaniel, S.R. & Mahan, J.E., III (2008).
An examination of the Impulsive Sensation Seeking Scale as a valid
and reliable alternative to the SSS-V in optimum stimulation level
research. Personality and Individual Differences, 44,
1528-1538.
McDaniel, S.R., Lim, C. & Mahan, J.E., III (2007).
The role of gender and personality traits in response to ads using
violent images to promote consumption of sports entertainment. Journal
of Business Research, 60, 606-612.
Book Chapter
Mahan, J.E., III & McDaniel,
S. R. (2006). The New Online Arena: Sport, Marketing, and Media
Converge in Cyberspace. In A.A. Raney & J. Bryant (Eds.), Handbook
of sports and media (pp. 409-431). Lawrence Erlbaum Associates
Publishers.
Non-refereed Publication
Mahan, J.E., III & Sawyer, T.H. (1998). Profiles
of NCAA Division I and III head women's volleyball coaches. Coaching
Volleyball, Dec/Jan, 12-14.
Manuscripts under review
Mahan, J.E., III, Drayer, J., & Sparvero,
E. (Second review). An examination into the effects of gambling
and fantasy participation on consumer attitudes and behaviors Submitted
to Sport Marketing Quarterly.
McDaniel, S.R., Kwak, D. & Mahan, J.E., III (First
review). Exploring the relationship between fantasy proneness and
optimum stimulation level. Submitted to Imagination, Cognition & Personality.
Mahan, J.E., III (First review). Generation gap?
Investigating the effectiveness of marketing sport to different
groups via digital social media. Submitted to International
Journal of Sport Communication.
Research in Progress
Mahan, J.E., III & McDaniel, S.R. An examination
of the role of imagery in processing of sponsorship-linked marketing
communications. (Manuscript final revision)
Mahan, J.E., III. Tweet this: Investigating the
impact of source and message characteristics on consumer response
to sport content via Twitter. (Manuscript development)
Mahan, J.E., III & McDaniel, S.R. An exploration
of the influences on consumer processing and response toward sport
advertising imagery. (Manuscript development)
Hodge, M.G., Mahan, J.E., III, & Roehl, W.S.
Considering the motivations to attend craft beer events. (Manuscript
development)
Hodge, M.G., Roehl, W.S., & Mahan, J.E., III.
Development of a scale to measure motivations to attend beer festivals
and events. (Manuscript development)
Seo, W. J. & Mahan, J. E., III. Investigating
the use of social media in conjunction with mass participant sport
events. (Data analysis)
McDaniel, S.R. & Mahan, J.E., III Considering
the hierarchical framework of information processing style. (Data
collection complete)
Inoue, Y., Mahan, J.E., III, & Kent, A. Investigating
the impact of Corporate Social Responsibility (CSR) communications
on consumer response. (Data collection complete)
Jordan, J.S., Funk, D., & Mahan, J.E., III. Investigating
the effectiveness of social media as a communication tool for mass
participant sport events. (Data collection in progress)
PROFESSIONAL CONTRIBUTIONS
Presentations
Mahan, J.E., III, Drayer, J.D., & Sparvero,
E. (2012). Gambling and fantasy: An examination of the influence
of money on fan attitudes and behaviors. Submitted to the 10th Sport
Marketing Association Conference, Orlando, Florida.
Inoue, Y., Mahan, J.E., III, & Kent, A. (2012).
Enhancing the social and business benefits of professional sport
philanthropy. Submitted to the 10 th Sport
Marketing Association Conference, Orlando, Florida.
Mahan, J.E., III (2012). Tweet this! Investigating
the impact of source and message characteristics on consumer response
to sport content via Twitter. To be presented at North American
Society for Sport Management Conference, Seattle, Washington.
Mahan, J.E., III (2011). Generation gap? Investigating
the effectiveness of marketing sport to Baby Boomers, GenXers,
and Millenials via digital social media. Presented at The 19 th Conference
of the European Association for Sport Management, Madrid, Spain.
Mahan, J.E., III (2010). Investigating the effectiveness
of digital social media as a sport marketing platform. Presented
at International Sport Management Conference, Lausanne,
Switzerland.
Mahan, J.E., III (2010). To tweet or not to tweet?
Examining the predictors of consumer response to sport marketing
via social media. Presented at the 8th Sport Marketing Association
Conference, New Orleans, Louisiana.
Mahan, J.E., III & McDaniel, S.R. (2010).
Who wants to play? Toward identification of promotional game participants.
Presented at Academy of Marketing 2010 Conference, Coventry,
UK.
Mahan, J.E., III (2009). An investigation of
the factors influencing consumer response to sport marketing advertisements.
Presented at the 7 th Sport Marketing Association Conference,
Cleveland, Ohio.
Mahan, J.E., III (2009). An exploration into
the elements of consumer processing of sport-related advertising
imagery. Presented at the North American Society for Sport Management
Conference, Columbia, South Carolina.
Mahan, J.E., III & McDaniel, S.R. (2008).
Investigating the structure of consumer imagery processing: A hierarchical
personality approach. Presented at Association for Education in
Journalism and Mass Communication, Chicago, Illinois.
Kwak, D., Lee, W., Mahan, J.E., III, & Lim,
C. (2008). How confident are you to win your fantasy league: Exploring
the antecedents and outcomes of winning expectancy. Presented at
the North
American Society for Sport Management Conference, Toronto,
Ontario.
Mahan, J.E., III and McDaniel, S.R. (2005). An
initial investigation into the match between personality and promotional
game type. Presented at 3 rd Sport Marketing
Association Conference, Tempe, Arizona.
Lim, C., McDaniel, S.R. & Mahan, J.E., III (2005).
The role of personality in response to ads using violent images
to promote consumption of sports entertainment. Presented at Consumer
Personality Research Conference, Dubrovnik, Croatia.
Mahan, J.E., III & McDaniel, S.R. (2005).
Exploring the relationship between personality and participation
in promotional games. Presented at Consumer Personality Research Conference,
Dubrovnik, Croatia.
Mahan, J.E., III & McDaniel, S.R. (2005).
An examination of the Impulsive Sensation Seeking Scale as a valid
and reliable alternative to the SSS-V in optimum stimulation level
research. Presented at Society for Consumer Psychology Winter
Conference,
Tampa, Florida.
Awards
November 2010 Young Investigator Award
International Sport Management Conference (Lausanne, Switzerland)
Grants
Investigating the impact of source and message characteristics
on consumer response to sport content via Twitter. Temple
University Summer Research Award. Mahan, J.E., III., Principal
Investigator. Funded Amount: $7000. January 2011.
Evaluating the effectiveness of the NFL’s Junior Player
Development Program. National Football League. Iso-Ahola,
S., Principal Investigator. Goldstein, J., Investigator, Mahan,
J.E., III, Investigator. Funded Amount: $250,000. March
2006.
Editorial Activities
Reviewer, Journal of Business Research, Special
Issue on Gambling – July 2011
Ad-hoc Reviewer, Journal of Advertising – April
2011
Ad-hoc Reviewer, Sport Management Review – September
2010
Ad-hoc Reviewer, International Journal of Sport
Communication – December 2010
Ad-hoc Reviewer, International Journal of Sport
Marketing & Sponsorship – July 2010
Abstract Reviewer, North American Society for
Sport Management (NASSM) – 2011
Abstract Reviewer, Sport Marketing Association
(SMA) – 2010
Abstract Reviewer, Society for Consumer Psychology – 2009
Professional Service and Membership
Awards Committee, Sport Marketing Association
(SMA), 2007 – Present
Member, Association for Consumer Research (ACR),
2011 – Present
Member, European Association for Sport Management
(EASM), 2011 – Present
Member, North American Society for Sport Management
(NASSM), 2004 – Present
Member, Sport Marketing Association (SMA), 2005 – Present
Member, Academy of Marketing, 2010-2011
TEACHING
Teaching Specialization
Sport Marketing/Media
Courses Taught – Temple University
Graduate
THM 5415 – Service Marketing
Undergraduate
THM 3214 – Marketing Management in Sport & Recreation
THM 3227 – Advanced Marketing in Sport & Recreation
THM 4296 – Current & Ethical Issues in Sport Management
Courses Taught – University of Maryland, College
Park
Graduate
KNES 636 – Sport & Mass Media (Developed Spring 2009)
Undergraduate
KNES 200 – Introduction to Kinesiology
KNES 355 – Introduction to Sport Management
KNES 497 – Senior Research Seminar
Courses Taught – Mount Saint Mary’s University
Undergraduate
BUS 333 – Sports Marketing
Courses Taught – Robert Morris University (IL)
Undergraduate
MKT 270 – Principles of Marketing
MGT 280 – Principles of Management
MKT 330 – Marketing in the Sport Environment (Developed
Fall 1997)
MGT 330 – Sport Administration and Leadership (Developed
Fall 1997)
MGT 332 – Management & Design of Sport Facilities (Developed
Fall 1997)
Courses Taught – Indiana State University
Graduate
PE 621 – Principles & Problems in Sport Management
Undergraduate
PE 435 – Legal Aspects of Sport
SERVICE
Committee Membership
Temple University
School of Tourism & Hospitality Management
Member, STHM Undergraduate Curriculum Committee,
2010 – 2011
Member, Sport & Recreation Management Faculty
Search Committee, 2010-2011
Member, STHM Student Recruitment Committee, 2009 – Present
Member, STHM Computer and Information Technology
Committee, 2009 -- Present
University of Maryland, College Park
2008-2009
Graduate Committee (Coordinator), Department of Kinesiology
2008-2009
Sport Commerce & Culture Minor Committee, Department of Kinesiology
2008-2009
Graduate Public Health Programs Committee, School of Public Health
2006-2007
Graduate Student Advisory Committee, Department of Kinesiology
2005-2006
Graduate Appeals Committee, Department of Kinesiology
2004-2008
Undergraduate Advising Committee, Department of Kinesiology
2004
Kinesiology Chair 5-Year Review Committee, School of Public Health
Media Appearances
July 29, 2011
Philadelphia Business Journal
July 14, 2011
Philadelphia Daily News
July 14, 2011
KYW Newsradio 1060
June 7-8, 2011
KYW Newsradio 1060.
February 2, 2011
The Arizona Republic
January 28, 2011
Associated Press
January 26, 2011
WHYY
October 18, 2010
The New York Times
July 23, 2010
Philadelphia Daily News
May 18, 2010
Philadelphia Daily News
May 4, 2010
WTXF (Fox29 News)
February 19, 2010 WPVI (6ABC)
