TY - JOUR
T1 - The effects of a sport team’s involvement regarding corporate social responsibility on fans’ pride and intention to donate
T2 - the moderating effects of urgency with involvement
AU - Chang, Mark Jaewon
AU - Kim, Jeeyoon
AU - Connaughton, Daniel P.
AU - Kim, Kyoung Tae
AU - Gonzalez, Stephen P.
N1 - Publisher Copyright:
Copyright © 2024 Inderscience Enterprises Ltd.
PY - 2024
Y1 - 2024
N2 - Sport teams try to involve their fans in their corporate social responsibility (CSR) activities to maximise CSR effects, and this study suggests that delivering the urgency of CSR should enhance the effects of fan involvement. For this purpose, this study used panel data to examine the impacts of fan involvement and urgent messages regarding CSR on pride and intention to donate. This study administered an experimental survey and developed four different visual aids and newsfeeds (yes or no regarding: a) fan involvement and b) the urgency of the sport team’s CSR activity) to manipulate fan involvement and urgency. The results showed fan involvement could be positively related to pride, and a significant direct two-way ANOVA result regarding fan involvement and urgency to intention to donate was found. Comprehensively, the authors proposed a theoretical model to explain the relationships among CSR fan involvement, urgency of CSR, fans’ pride, and intention to donate. Theoretical and practical implications should be discussed.
AB - Sport teams try to involve their fans in their corporate social responsibility (CSR) activities to maximise CSR effects, and this study suggests that delivering the urgency of CSR should enhance the effects of fan involvement. For this purpose, this study used panel data to examine the impacts of fan involvement and urgent messages regarding CSR on pride and intention to donate. This study administered an experimental survey and developed four different visual aids and newsfeeds (yes or no regarding: a) fan involvement and b) the urgency of the sport team’s CSR activity) to manipulate fan involvement and urgency. The results showed fan involvement could be positively related to pride, and a significant direct two-way ANOVA result regarding fan involvement and urgency to intention to donate was found. Comprehensively, the authors proposed a theoretical model to explain the relationships among CSR fan involvement, urgency of CSR, fans’ pride, and intention to donate. Theoretical and practical implications should be discussed.
KW - corporate social responsibility
KW - CSR
KW - donation
KW - fan involvement
KW - fan pride
KW - urgency
UR - http://www.scopus.com/inward/record.url?scp=85214499120&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85214499120&partnerID=8YFLogxK
U2 - 10.1504/IJSMM.2024.143650
DO - 10.1504/IJSMM.2024.143650
M3 - Article
AN - SCOPUS:85214499120
SN - 1475-8962
VL - 24
SP - 356
EP - 377
JO - International Journal of Sport Management and Marketing
JF - International Journal of Sport Management and Marketing
IS - 5-6
ER -