Academic Title

Chair, Management, Marketing and Sport Management & Associate Professor, Sport Management

Research Interests
  • Consumer Behavior
  • Sport Marketing
  • Sport Sponsorship
Research Summary

My research focuses primarily on issues central to the proliferation of technology and media capabilities and its impact on the consumption of sport. In this day and age, consumers are faced with a plethora of options when it comes to consuming sport, be it in the form of events, supplementary content or the concurrent consumption of the two. In fact, understanding the media consumption patterns of modern-day consumers is an oft-cited challenge of practitioners in the sport field. I strive to provide novel insights that can inform both practice and theory in the way consumers are using technology to consume sport content. In addition, I attempt to show how innovation within the sport media consumption realm has served to alter our traditional understanding in this area. Technology will remain a catalyst for change in the sport industry, and I strive to be at the forefront in investigating its impact.

  • Ph.D., Management, UMass Amherst
  • M.S., Sport Management, Southern New Hampshire University
  • B.S., Business Administration, University of Maine
Areas of Expertise
  • Consumer Behavior
  • Media Consumption
  • Sport Team Identification
Recent Publications

Joo, S., Larkin, B., and Walker, N. (2017). “Institutional Isomorphism and Social Responsibility in Professional Sports.” Sport, Business and Management: An International Journal, 7, 38-57.

Larkin, B., and Fink, J. S. (2016). “Fantasy Sport, FoMO and Traditional Fandom: How Second-Screen Use of Social Media Allows Fans to Accommodate Multiple Identities.” Journal of Sport Management, 30, 643-655.

Larkin, B., Fink, J. S., and Trail, G. T. (2015). “Constraints and Motivators as Predictors of Sport Media Consumption Intention.” Sport Marketing Quarterly, 24, 183-197.

Larkin, B., and McKelvey, S. (2015). “Of Smart Phones and Facebook: Social Media’s Changing Legal Landscape and Tales of Pinterest for Sport Organizations.” Journal of Legal Aspects of Sport, 25, 123-153.

Larkin, B. (2015). “An Examination of Fantasy Sport Participation Motives and Attendance Versus Substitution Intention.” Sport Marketing Quarterly, 24, 120-133.

Larkin, B., Cottingham, M., and Pate, J. (2014). “Exploring the Legitimacy of Wheelchair Basketball as an NCAA Emerging Sport.” Journal for the Study of Sports and Athletes in Education, 8, 168-185.

Honors and Awards
  • Doctoral Student Research Award, Isenberg School of Management, UMass Amherst, 2016-17.