Yizhou (Tyreal) Qian<br><div style='position: relative; left: 60px; margin-top: 5px;'>钱亦舟</div>

Yizhou (Tyreal) Qian
钱亦舟

Talks & Podcasts

AMA Presentation: Athlete Branding Through Adaptive Multimodal Strategies in Women’s Sports

July 25, 2026

It was a pleasure to share our research on digital entrepreneurship in women’s sports at the AMA Summer 2026 conference. Our talk, “Digital Entrepreneurship and Marketing Communication Strategy in Women’s Sports: Athlete Branding Through Adaptive Multimodal Strategies,” introduces the Model of Multimodal Athlete Branding (MMAB) and traces how Angel Reese and Caitlin Clark configured marketing communications to build entrepreneurial personal brands across their amateur-to-professional transitions from 2017 to 2024. Drawing on computational analyses of 215 Instagram posts, 853 visual assets, and 387,945 user comments, we show that athlete branding is best understood not as a content category but as an adaptive configuration.

NASSM Presentation: Multimodal Video Analytics of TMRW Golf League Pre-Launch Coverage

May 29, 2026

It was a pleasure to present our research on emerging sport properties at NASSM 2026. Our talk, “Before the First Swing: How Creator Videos Shape First Impressions of a New Sport,” examines how pre-launch YouTube coverage of the TMRW Golf League shaped audience engagement before its inaugural season. Drawing on the Stereotype Content Model, we measured warmth and competence signals across 310 creator videos with a multimodal computational pipeline and used fuzzy-set Qualitative Comparative Analysis to identify which combinations of content perceptions and creator characteristics drove high and low engagement.

QLearning: From Chatbots to Agents

March 04, 2026

Explore From Chatbots to Agents where we trace the evolution from simple chatbots to powerful AI agents. This tutorial demonstrates how tools like Claude Code enable agentic workflows—where AI doesn’t just answer questions but actively plans, executes, and iterates on complex tasks. Using real-world examples from sport management research, we’ll show how agent skill development and multi-agent system design can transform your research and content creation workflows. Designed for all experience levels, this video makes agentic AI practical and accessible.

SMA Symposium: Human-AI Collaboration in Sport Marketing Research

October 23, 2025

It was a pleasure to share our experiences of integrating AI in sport marketing research at SMA 2025 in Phoenix-Glendale. Our talk, “Human-AI Collaboration in Sport Marketing Research: Harnessing Practical AI Tools and Applications,” is dedicated to advancing AI literacy and applications in sport marketing research. We emphasized important considerations for successful human-AI collaboration, including the need for awareness and articulation of research needs, context engineering, systems thinking, output evaluation.

The Break 50 Phenomenon

September 30, 2025

Introduce an analysis of the varied online reactions to a viral golf video featuring Donald Trump and Bryson DeChambeau, which shows how one event created three competing stories. Based on over 54,000 comments, viewers applied either an entertainment, political, or athletic frame, leading to different judgments of admiration or contempt. The research concludes that online reputation is not fixed but is a dynamic concept, shaped by the audience’s chosen frame, the platform, and the specific context of the interaction.

NASSM Workshop: NLP4ALL Insights from Zeigler Lectures

May 29, 2025

I was honored to lead the NLP4ALL workshop at NASSM 2025 in San Diego. NLP4ALL is dedicated to advancing NLP applications in sport management research. This workshop, “NLP4ALL: Insights from Zeigler Lectures,” sparked insightful discussions around diverse NLP techniques, ranging from traditional machine learning methods such as topic modeling to LLM-assisted content analysis. I am grateful to my co-presenters and all participants who contributed to the engaging dialogue!

QLearning: Step-by-Step LLM 101 Guide for Beginners

April 04, 2025

Introduce LLM 101 where we explore how Large Language Models (LLMs), specifically GPT-4o, can systematically filter and organize large volumes of text data—such as fan comments, social media posts, and scouting reports. This step-by-step tutorial demonstrates how to harness LLMs directly from your web browser using Google Colab. We’ll use real-world data from a research project involving YouTube content related to the innovative TMRW Golf League (TGL), showing precisely how GPT-4o can streamline the analysis process, saving significant manual effort. Designed for all experience levels, this video aims to make AI approachable, useful, and impactful for sport management professionals and researchers alike.

QLearning: Step-by-Step NLP 101 Guide for Beginners

March 03, 2025

Introduce NLP 101 where we explore the fundamentals of natural language processing (NLP) by performing sentiment analysis—a powerful tool to analyze public opinion and emotion in text data. This step-by-step tutorial will show you how to apply both advanced pretrained models from Hugging Face’s Transformers library and the lexicon-based VADER approach. Using a practical dataset of college football stadium reviews, we’ll evaluate and compare these methods using key metrics like accuracy, precision, recall, and F1-score. Designed for all experience levels, this video aims to make AI approachable, useful, and impactful for sport management professionals and researchers alike.

QLearning: Hits and Misses in the NFL’s Swift-Kelce Instagram Strategy

December 02, 2024

Introducing a transformative online learning experience that takes an in-depth look at highly engaged, yet negatively received NFL Instagram posts featuring Taylor Swift and Travis Kelce. By analyzing this real-world case study, students will uncover valuable insights on how celebrity-athlete crossovers can face backlash if perceived as prioritizing fame over the sport, as well as strategies for striking the right balance between sports and culture on social media. The course culminates in an interactive activity where students use the COSTAR framework to ideate and refine their own original Instagram post concept.

College Football Game Day: Experience Is All You Need

September 27, 2024

Our latest podcast examines new research published in Sport Management Review that uses advanced AI language models to analyze fan sentiment in college football stadium reviews, revealing valuable insights for college football game day experience management and operations.

Thursday Night Transformed: Twitch’s TNF Co-Streaming

June 16, 2021

In this podcast, Tracy and I dive into the innovative partnership between the NFL and Twitch, examining how gaming personalities are transforming Thursday Night Football through interactive co-streaming. We share the research findings on what makes TNF co-streaming unique.