Jiaxin Chen

Jiaxin’s research interests centre on esports and its intersection with sport. Jiaxin is interested in the comparative analysis between esports and sports in terms of structure, culture, and audience engagement.  He also wants to explore areas such as sports marketing, the formation of fan identity, and the development of a sense of community within online environments. In addition, Jiaxin is keen to investigate consumer behaviour in the context of sport, examining how digitalisation and community belonging shape fans' engagement and consumption patterns.