Mazurova Elena

HEC Liège : UER > UER Management : Marketing and Strategy

See author's contact details

: 0009-0003-5869-3970

Main Referenced Co-authors

Standaert, Willem (9)

Penttinen, Esko (1)

Tan, Felix (1)

Main Referenced Keywords

Artificial intelligence (2); Action Sport (1); Action Sports (1); Affordances (1); Artificial intelligence, Affordances and constraints, Automation, Augmentation, Task types, Evaluation, Sports digitalization (1);

Main Referenced Unit & Research Centers

HEC Liège Research - ULiège (1)

Main Referenced Disciplines

Marketing (5)

Management information systems (3)

Business & economic sciences: Multidisciplinary, general & others (1)

Publications (total 9)

Search in publications

The most downloaded

27 downloads

Standaert, W., & Mazurova, E. (2025). Digitalization in action sports: blessing or curse? International Journal of Sports Marketing and Sponsorship, 26 (1), 22-36. doi:10.1108/IJSMS-04-2024-0078 https://hdl.handle.net/2268/321915

The most cited

20 citations (OpenAlex)

Mazurova, E., Standaert, W., Penttinen, E., & Tan, F. (2022). Paradoxical Tensions Related to AI-Powered Evaluation Systems in Competitive Sports. Information Systems Frontiers, 24 (3), 897-922. doi:10.1007/s10796-021-10215-8 https://hdl.handle.net/2268/266612

Standaert, W., & Mazurova, E. (2025). Digitalization in action sports: blessing or curse? International Journal of Sports Marketing and Sponsorship, 26 (1), 22-36. doi:10.1108/IJSMS-04-2024-0078

https://hdl.handle.net/2268/321915

Peer Reviewed verified by ORBi

Mazurova, E., & Standaert, W. (29 May 2024). Implementing artificial intelligence across task types: constraints of automation and affordances of augmentation. Information Technology and People, 37 (7), 2411-2440. doi:10.1108/itp-11-2022-0915

https://hdl.handle.net/2268/319255

Peer Reviewed verified by ORBi

Standaert, W., & Mazurova, E. (2024). Digital technologies in action sport: Blessing or curse? [Paper presentation]. 1st Belgian Sport Management Research Seminar, Louvain la Neuve, Belgium.

https://hdl.handle.net/2268/325772

Mazurova, E., & Standaert, W. (02 October 2023). Digitalisation in Action Sports: Affordances and Constraints [Paper presentation]. Marketing Research Seminar.

https://hdl.handle.net/2268/310245

Mazurova, E., & Standaert, W. (15 September 2023). Digital Technologies in Action Sport: Blessing or Curse? [Paper presentation]. 31st European Association for Sport Management Conference (EASM), Belfast, Ireland.

https://hdl.handle.net/2268/310180

Editorial reviewed

Mazurova, E., & Standaert, W. (16 May 2023). Automation or Augmentation of Work: A multi-stakeholder perspective on implementing Artificial Intelligence in competitive sports [Paper presentation]. Marketing Seminar May, Liege, Belgium.

https://hdl.handle.net/2268/310170

Mazurova, E., & Standaert, W. (12 December 2022). Paradoxes Associated with the Introduction of AI-powered Judging Support System in Artistic Gymnastics [Paper presentation]. Belge Journée de Recherche en Marketing, Brussels, Belgium.

https://hdl.handle.net/2268/310234

Mazurova, E., & Standaert, W. (2022). L’intelligence artificielle à la rescousse » or « L'intelligence artificielle pour juger les compétitions sportives ? La Libre Belgique.

https://hdl.handle.net/2268/297426

https://hdl.handle.net/2268/266612

Peer Reviewed verified by ORBi