Academic Profile : Faculty
Dr Phua Yi Xian, Philip
Lecturer, National Institute of Education - Physical Education & Sports Science
Email
Controlled Keywords
User Keywords (optional)
Dr Philip Phua first obtained his degree in Sport Science and Management from Nanyang Technological University in 2017. After a year in the sport-management industry, Dr Philip Phua returned to academia and completed his PhD in Sport Management at the National Institute of Education, Nanyang Technological University, Singapore, in 2022. He is presently a Lecturer in the Physical Education and Sports Science (PESS) Academic Group, where he teaches sport marketing, sponsorship, and events and facilities management.
Dr Phua has published works on his various research interests, in journals of reputable standing. In 2024 he delivered a keynote address at the Asian Association of Sport Management’s Rising Stars in Sport Management webinar, attended by more than 120 delegates worldwide.
Dr Phua has published works on his various research interests, in journals of reputable standing. In 2024 he delivered a keynote address at the Asian Association of Sport Management’s Rising Stars in Sport Management webinar, attended by more than 120 delegates worldwide.
Dr Phua’s research interests sit at the intersection of sport marketing, responsible gambling, and consumer culture. His primary strand of work investigates prevention-based educational marketing messages aimed at mitigating gambling-related harm, particularly among young sport bettors. A second strand investigates how sponsorship activations, athlete endorsements, and social-media imagery shape fan perceptions and purchasing decisions. He is also keen on exploring these addictions
Methodologically, he is an advocate of eye-tracking technology, using gaze metrics to uncover subconscious attention patterns that conventional surveys miss. This expertise provides nuanced insights into how viewers process advertising cues and educational messages across digital platforms.
Methodologically, he is an advocate of eye-tracking technology, using gaze metrics to uncover subconscious attention patterns that conventional surveys miss. This expertise provides nuanced insights into how viewers process advertising cues and educational messages across digital platforms.
Courses Taught
SS1027 - Sport Marketing and Sponsorship
SS2331 - Advanced Topics In Sports Marketing
SS2329 - Events and Facilities Management
SS2332 - Management of Sport Organisations
SS2331 - Advanced Topics In Sports Marketing
SS2329 - Events and Facilities Management
SS2332 - Management of Sport Organisations